Category: Qualitative Research

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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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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So What Are We Doing Here?

The Cart Before the Horse Just recently I had a potential client contact me about a research project. We briefly discussed my capabilities and what he wanted to learn. A few days later I received an email suggesting some activities to do in the group, and he wondered if they would be good to use.  This inquiry caused me […]

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