After interviewing over 350 market research professionals among both brands and agencies, I’ve learnt that the number one issue they all face is storytelling. Mitchell Atchison, an insights professional at one of the world’s largest pharmaceutical firms, talked about the importance of reducing the research into a repeatable story. Mitchell Atchison: I think the biggest […]
The following is an edited excerpt from the book, Applied MaxDiff, by Keith Chrzan and Bryan Orme. MaxDiff (short for maximum difference scaling and the name marketers have given to a method more commonly known in academia as Best-Worst Scaling, or BWS) has become the measurement equivalent of the Swiss army knife. A tremendously useful […]
At the Insights Association NEXT conference yesterday, Andrea Jones-Rooy of New York University shared some perspectives for the questions that leaders should ask when working with data scientists. As Andrea showed in her Venn diagram, where traditional researchers have statistics and substantive expertise, data scientists add hacking skills; the two groups are more similar than […]
Think about your own recent purchases. When did you think about whatever it is that you bought? Of course, the product or service differs based on what it is and what your need is. For example, going to the grocery store and purchasing a lettuce salad involves a completely different sort of input than, say, […]
I recently was reviewing this scenario-planning workshop, not realizing it was run by Carol Shea, of Olivetree Insights. Seeing it, I reached out to her to discuss the importance and relevance of scenario planning for researchers right now. Carol and I have often talked at conferences, and I always learn something from her: she has […]
On Tuesday, Ray Poynter, wearing his hat as Chief Research Officer of Potentiate, presented on “The Role of Brands & Insights During a Pandemic”. As part of that webinar, he discussed scenario thinking (more typically called scenario planning in the US) and built a simple model of potential scenarios. To his mind, right now two […]
Top market research publications, conference schedules, and opinion pieces can sometimes be devoid of women all together. Why? Kristin Luck provides thought-provoking insights.
The Insights Association ran a great webinar on “Migrating Qualitative Projects Online” with Katrina Noelle of KNow Research and Scoot Insights and Jen Dale of Inside Heads and MyVFF. I was lucky enough to moderate the session and got to curate some of the attendees’ questions at the end. Here is a lightly edited transcript […]
SARASOTA, Florida – APRIL 9, 2020 – A new awards program will cover tuition for market researchers around the globe who are interested in furthering their education through industry-leading online courses. The Market Research Institute International named this new awards program in honor of Reg Baker, the first North American ambassador of ESOMAR, and it […]
What should we keep in mind while conducting research during a pandemic? Good researchers, qual and quant, are empathetic. They empathize with research participants, they empathize with businesses trying to solve specific problems. Now, more than ever, that empathy must be nurtured. Some potential participants are moving kids home from college on no notice, some […]