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”.
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 — […]
These days, insights professionals have unprecedented access to data about their customers. Most major brand marketers have communities, work with social media listening partners, monitor CX and subscribe to syndicated research on their categories. This is all in addition to the tracking studies and custom research that gets done. All of this means a […]
Last year saw dramatic shifts in the world of consumer insights and market research. With face-to-face research such as focus groups and ethnography shut down, marketers shifted to online platforms and streaming services for many projects, and postponed others indefinitely.
