MRII Antiracism Statement

“Like fighting an addiction, being an antiracist requires persistent self-awareness, constant self-criticism, and regular self-examination.” ― Ibram X. Kendi, How to Be an Antiracist As researchers, we seek to understand people, their emotions, and their behaviors. But it does not take research to understand the emotion in the wake of recent events highlighting police brutality […]

Practical Ways To Move Insights To Action

Practical Ways To Move Insights To Action

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 Power and Flexibility of MaxDiff

The Power and Flexibility of MaxDiff

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 […]

The Questions That Leaders Should Ask When Presented Results

The Questions That Leaders Should Ask When Presented Results

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 […]

An Infographic for Customer Experience Maps

explore-your-customer-journey-with-customer-experience-map

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, […]

Scenario Planning for Insights Professionals

crystal ball showing a vision

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 […]