Category: Qualitative Research

Designing a Sound Research Study During a Pandemic



Can I design a sound research study to address the current business objective? Many companies have suspended or paused research due to Covid-19. However, the purpose of research is to provide insights and answers to key business objectives in order to promote business growth.  If a company has business objectives that need to be addressed, [...]

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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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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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Listening Better for Insights

Listening is a subject that we take seriously at Nobles Research. Insights come by way of listening. Without listening, it is impossible to obtain understanding. I once wrote, if a focus group took place and no one listened, did it really happen? Well, it might as well have not taken place. Yet as I work […]

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Learning from a Dog



Recently I was conducting a series of focus groups for a new idea. At the start of a round of research, there was this wave of optimism on the client side. However, group after group of respondents from a range of target audiences rejected the idea. In my career there have been occasions where an […]

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