As I’ve said before, talking to the “human” in marketing research is simply good for business. It’s within the human that we find the key drivers for motivation and brand connections…
I have listened to people talk about their lives, brands, ads and marketing ideas for 30+ years – in the advertising world and as the founder of RealityCheck. I’ve always been fascinated by human nature and how it always, always drives marketing – whether we realize it or not.
There’s a steady rise in social media. A spread of high-speed internet. And, almost everyone uses some form of digital communication. But in spite of all that, a study has shown that only 6% of all qualitative research was conducted online last year.
I just read a great interview Chris Rock did with Frank Rich (New York Magazine). I would highly suggest reading it if you want to become a better researcher in general and a better moderator specifically. Part of what he talks about is expressing humor in the questions you ask.