I have talked to thousands of people in qualitative research over the years and this truth has always stuck out to me…when people say they “try” to do something it essentially means they don’t do it but would certainly like to think about themselves as someone who would do it. “I try to work out […]
About Jim Chastain
Posts by Jim Chastain:
We’ve have been doing this qualitative research thing for almost 20 years now, and while it’s never a piece of cake, we never tire of talking to people to find out what makes them tick as both humans and consumers. How can you not love a job where you learn something new everyday! Most of […]
It is a simple question with a pretty obvious answer… would you rather be a thinking partner or a focus group moderator? When I ask this question of fellow qualitative consultants, almost everyone raises his or her hand for the “thinking partner” option. Interesting… because almost everything we do — from what we call ourselves […]
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.
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.