Marketers already know 90% of what’s reported in marketing research studies. We focus on the 10% they don’t know. It’s the 10% that leads to deeper insights and bigger opportunities. We call that the 90/10 rule. And it’s why we focus 90% of our efforts on what the 10% our clients don’t already know. Our […]
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.
The use of social media is pervasive. There’s an almost universal penetration of high-speed internet. And almost all consumers have access to some form of digital communication. But in spite of all that, studies still show that only a small percentage of qualitative research projects are conducted online.
I used to have a boss in the market research business who would ask, “How do you get interesting insights?” To which he’d provide the answer “Ask interesting questions!” One way to guarantee interesting questions in market research is to stop pursuing Consumer Insights and start pursuing Human Insights. In recent blog posts, we’ve argued […]
By Jim White I hear a lot of marketers these days say their companies are “consumer-centric.” I used to think this was a good thing. But I’ve changed my mind. Being consumer-centric is good. But it’s not good enough. To be a truly transformative brand — one that enjoys true loyalty, passionate advocacy and a premium […]
By Jim Chastain Let’s stop talking to consumers. I have and I don’t really plan to talk with them anymore. They haven’t done anything to make me upset. They haven’t purposely misled me. I just find them to be limiting and not representative of how they really make buying decisions. Sure they offer opinions. Yes […]