A powerful brand stands for something people care about. It behaves like a person, with ideals, values and personality people want as their own. Building a brand is about conveying a belief system people will be drawn to in spite of the price.In order to define what can make your brand worth it on a […]
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 […]
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 […]
We’ve have been doing this qualitative research thing for almost 20 years now, and while it’s never a piece of cake, we never tire of talking to people to find out what makes them tick as both humans and consumers. How can you not love a job where you learn something new everyday! Most of […]
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 […]
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 […]
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.
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…
