Category Archives: Qualitative Research

Who innovates better – men or women?

Editor’s note: Drew Boyd is co-author of Inside the Box: A Proven System of Creativity for Breakthrough Results (Simon & Schuster). Previously a Johnson & Johnson executive, Boyd is an assistant professor of marketing and innovation at the University of … Continue reading

Posted in Brainstorming Research, Brand and Image Research, Concept Research, Qualitative Research | Comment

Online communities vs. focus groups – who wins?

Editor’s note: Huw Davies is qualitative services manager at U.K. research firm Gillian Kenny Associates. The battle lines are drawn for a conflict at the heart of qualitative market research, a fight between the old and the new. On the … Continue reading

Posted in Focus Groups, Health Care Research, Mobile Interviewing, Qualitative Research, Research Communities | Comment

10 tips to ensure engagement in online qualitative

Editor’s note: Layla Shea is founder and chief insights officer at Upwords Marketing Solutions, a Victoria, British Columbia-based research firm. One of the objections some clients still have against asynchronous (not in real time) online qualitative research is that they … Continue reading

Posted in Market Research Best Practices, Online Surveys and Research, Qualitative Research | Comment

Are moderators forgetting how to talk to people?

Editor’s note: Ben Proctor is insights strategist at Miner & Co. Studio, a New York research firm. There’s no question that it’s a great time to be a researcher. Brands have more questions than ever and our bag of tricks … Continue reading

Posted in Focus Groups, Market Research Best Practices, Moderating, Qualitative Research | Comment

No-accident forgiveness: the value of valuing consumers’ emotions

Editor’s note: Mark Ingwer is founder and managing partner of Chicago-based Insight Consulting Group and author of Empathetic Marketing, How to Satisfy the Six Core Emotional Needs of Your Customers. Businesses have always concentrated on ROI as the primary metric … Continue reading

Posted in Brand and Image Research, Qualitative Research | Comment

Five reasons you might want to avoid focus groups

Editor’s note: Héctor Lanz is accounts director at Ipsos ASI in Venezuela and market research professor at Universidad Metropolitana, Caracas. The focus group is probably the concept most frequently associated to market research in popular culture. Focus groups are widely … Continue reading

Posted in Consumer Research, Focus Groups, Qualitative Research | Comment

Recognizing the value in each respondent’s voice

Editor’s note: Roxanne Salen is vice president of the Praxi Group, a Kittredge, Colo., research firm. We’ve all done it, seen it or heard it: researchers criticizing a respondent behind double-sided glass, while listening to a one-on-one interview or when … Continue reading

Posted in Focus Groups, Market Research Best Practices, Qualitative Research | Comment

How to recruit articulate research respondents

Editor’s note: Kara Kohr is field team leader at Insights in Marketing, a Wilmette, Ill., research firm. This is an edited version of a post that originally appeared here under the title “How to recruit for articulate research respondents.” One … Continue reading

Posted in Concept Research, Focus Groups, Moderating, Qualitative Research | 2 Comments

How to write high-impact marketing research reports

Editor’s note: Jim Kraus is a principal with KS&R, a Syracuse, N.Y., research firm. This is an edited version of a post that originally appeared here under the title “Writing high-impact reports.” Recently, we’ve been getting a lot of feedback … Continue reading

Posted in Market Research Best Practices, Qualitative Research, Quantitative Research | Comment

Research powers NFL’s drive to enhance fans’ game-day experience

Thanks to digital platforms like Facebook, Twitter and LinkedIn, as well as mobile apps on smartphones and tablets around the world, consumers can now share their experiences — good or bad — with the masses, resulting in either increased brand … Continue reading

Posted in Brand and Image Research, Customer Satisfaction, Online Surveys and Research, Qualitative Research, Quantitative Research | Comment