(or What Football Can Teach Us About Consumer Insights) By Jim White and David Harris Though it may be a stretch, we wanted to share our thoughts on what football can teach us about successful integrated market research. (Just go with it. It turns out, there’s quite a bit!) And for those of you who […]
By Jim White PhD. and Esther Park, Insight Analyst Market research buyers have become increasingly interested in text analytics in recent years. According to the 2022 Greenbook Industry Trends Report survey, 75% of buyers list text analytics when asked “what new methods, or approaches are you considering.” That’s more than any other category. We think […]
Whether you need a deep understanding of your consumer to inspire innovation, get your strategy or positioning right, or test advertising or new product concepts, how do you uncover the 10% you need to know, explain why it matters and decide what to do about it? Using the 90/10 rule, Jim White, Co-founder and President […]
I’ve been doing market research for almost 30 years. And in that time, I’ve done countless qualitative research projects. I’ve moderated hundreds of focus groups, individual interviews and ethnographic studies. And I’ve conducted countless live streaming groups and interviews, especially over the last two years. I believe there’s nothing better than qualitative market research for […]
If they a made a movie about your consumer, what role would your brand play? Hero? Trusted sidekick? Mentor? Villain? Would your brand even have a speaking part? Or would it be an extra? You know, “Man in crowd #3 played by your brand”.
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 the other hand, are more likely to…
Have you seen this commercial? The first time I saw this commercial, I hated it. It was 6 am on a weekday. I had just turned on the morning news and was fumbling with my Keurig when it came on. I found it loud and obnoxious that early in the morning. I said to myself, […]
As a former journalist, I always try not to bury the lead. So here it is. Ninety percent of what is reported in most market research studies is already known. Real value comes from reporting the 10% your audience doesn’t know. Never is this more important than when you’re reporting to your senior leadership team. […]
Quantitative market researchers have never had qualms about using the latest technology to enhance the speed, efficiency and depth of insights in data collection and analysis. But for some reason, technology is still a dirty word among many qualitative folks. That’s because many qualitative researchers believe that technology is a barrier, rather than a pathway, […]
In a recent blog post, I wrote about the concept of Narrative Identity and what it means for brands. (You can read that blog post here.) In short, Narrative Identity is the life story we tell ourselves to give our lives a sense of coherence and purpose. We are all creators of our own myths — […]
