It’s a widely held attitude that focus groups are for “hearing from the consumer” and the “results” of the groups determine how to proceed with marketing. Well, sort of Actually the marketing team itself has the responsibility of doing the marketing. They’re the ones who decide how to move forward, not the consumer. Conversations with […]
The word “research” doesn’t exactly touch the heart. My immediate associations include ‘cold, scientific, burdensome, necessary, intellectual exercise” — and I’m in the business! In qualitative, we work hard to humanize the endeavor. Dig deeper, be more flexible, more creative. Use interesting techniques that stimulate and reveal tension and emotion. But it still feels like […]
Brands need distinctiveness and relevance to be powerful. Follow these five steps to get there. Stop thinking of the people who buy your product as “consumers.” They’re people, human beings just like you and me. They’re not sitting out there consuming all day: they’re living lives like you are. They’re complex. They have stories, motivations […]
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 […]
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 ExperienceMore and more clients will seek methods that deliver experiential learning that immerses them in their consumers’ worlds. For these clients, focus groups will […]
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.
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.
