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, […]
Qualitative Consumer Research: Using 90/10 Analysis to Help Brands Marketers Make Human Human Connections (video)
Jim Chastain, Founding Partner and Human Insights Strategist at RealityCheck Consulting, on the role of qualitative research in solving brand issues using the 90/10 Rule of Analysis. RealityCheck Is More Than A Market Research Firm. We’re a global partnership of experienced creative facilitators, strategic conceptual analysts, and storytellers who believe in the power of human […]
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.