Insights on what market researchers can learn from the 2020 Election Polls and how to apply these lessons to consumer research projects.
Jim White, Co-Founder and Insights Strategist of RealityCheck Consulting, is joined by Paula Kramer, VP at Aha! Insights Technology, and Ilana Borzak, Senior Strategist at RealityCheck, to share best practices for qualitative Agile Research for consumer insights.
Jim White, Human Insights Strategist at RealityCheck (link to home page), on what market research projects make the most sense to do in the Covid moment and which projects you might want to put a hold on.
It’s been well-established that much of human decision making is quick, nonconscious and driven by emotion.
Influential books like Malcolm Gladwell’s “Blink” and Daniel Kahneman’s “Thinking Fast and Slow” have popularized this understanding of how humans think.
For consumer insights folks, researching this process is challenging. Some methods attempt to tap what Kahneman calls the “System 1 mode of thinking,” but it is questionable whether these methods actually measure nonconscious processes. And what’s more, these methods fall short of providing the kind of rich, human insights that inspire brand teams.
For many, the first thing that comes to mind when they think of ethnographic research is an anthropologist deeply immersed in the environment of other people and cultures.
In market research, ethnography has meant researchers entering the homes, businesses and shopping environments of people to see firsthand how they live, work, shop and buy.