There’s not much more enjoyable on a Saturday morning than drinking coffee and reading the WSJ Weekend Edition. Appropriately last week, I was attracted to a description of a new coffee brewing system showcased in their “Fall’s 50 Best” feature. It was perfect timing as I’ve been thinking about raising my coffee game at home. […]
Posts by Jim White:
I think consumer segmentation is a great tool. I admire marketers who have the discipline and focus to build brands around segments. But segmentation has a dark side. It causes us to dehumanize people. And when we dehumanize our consumers, our brands suffer. Brands that connect with their consumers on a deeply human level, on […]
It’s one thing to understand your consumer segments on a cognitive level. It’s something entirely different to understand them on an empathic level. Our Segmentation Attunement Experience is designed to create a deeper level of engagement between marketers and consumer segments.
So we’ve dusted off the RealityCheck crystal ball to see what’s in store for qualitative research in 2015. Here are our top 5 qual trends for this year. 1. From Research to Experience More and more clients will seek methods that deliver experiential learning that immerses them in their consumers’ worlds. For these clients, focus […]
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.
Okay… so maybe I’ve alienated you already.
Perhaps I should rephrase: I’ve been doing qualitative research for almost 20 years and when it comes to analysis I’ve been lazy.