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 […]
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 […]
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 […]
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.
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.
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.