Articles

Gen Z: Who Are They?



  Over the last couple of years, I have conducted several research projects among the Gen Z cohort. With three daughters between the ages of 12 and 17, I also have been able to witness firsthand their interactions with their peers and one another.  The five key things about this generation that stand out to […]

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New Year’s Resolutions and Consumer Aspirations



The notion of a new year brings a sense of a fresh start, a chance to start anew. This is the time of year when 45% of US adults will think about their lives and imagine what they want most to happen in the next year as they make New Year’s Resolutions. These resolutions are really […]

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Common Emotional Motivators Behind Consumer Behavior



It is common knowledge that emotions are powerful drivers in the purchase decision process.  Forging an emotional connection with customers can lead to big payoffs for companies. Consider this example: a major bank launched a credit card that emotionally connected well with Millennials, increasing use among this segment by 70% with 40% new accounts being […]

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Should you use a professional moderator for your online research project?



Reasons for Using a Professional Moderator for Your Online Research Project Using a professionally trained moderator increases your chances of uncovering business-building insights during your research project because the moderator will: Establish actionable objectives Create an effective research design Bring an unbiased perspective Probe and effectively guide the discussion Focus solely on the research Summarize […]

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Creating Products that Resonate: Feel Your Customers’ Emotions



What emotions do your consumers experience in the context in which your product or service is used? Do their emotions change before, during and after an experience with your product or service?  In order to build lasting relationships with your target audience, you first have to understand them. Learning how your consumer feels in the […]

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Get to Know Your Consumers in their Environment



In-Context Interviews (ICI’s) take place in the context of where a product or service is used or purchased. A key objective in choosing this methodology is to observe and understand the habits, practices and motivations of your target audience as they are using or choosing your product or service. They are sometimes called in-home interviews when […]

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Listening and Communicating Well



“Speak in such a way that others love to listen to you.  Listen in such a way that others love to speak to you.”  Anonymous Much of my work depends on listening well, whether it be to a client describing a business need or to a consumer talking about their experiences. Over the years, I […]

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Evaluating New Product Ideas



I am often asked to design qualitative research to provide my clients with insights about their customers’ reactions to their new prototypes or products. I enjoy designing and conducting this type of research because I am able to leverage my experience as a former product developer for a Fortune 100 company. I believe what sets […]

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Understanding the Ideal Experience



Understanding the Ideal Experience An understanding of your target audience’s ideal experience can set the direction for future marketing and product development efforts. Throughout my career, whether developing products at P&G or helping clients gather insights about their target audiences, understanding what the consumer believes would be the ideal experience has been crucial for business success. […]

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Delighting Your Customers



Consumer delight should be the driving force or the high bar that marketers and product developers strive to achieve. A delighted consumer is a satisfied consumer; a long-term consumer is a more profitable consumer. Consumer delight is the moment that occurs when someone using your product or services finds their emotional and physical needs well satisfied and […]

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