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The Latest From Our Blog

I’m Not Making Any Friends
Front End of Innovation

I’m Not Making Any Friends

Kip Creel / 18 Oct 2017

I recently participated in a discussion panel at a “marketing research” conference, and I’m not sure I made many new friends. The four other panelists were talking about the importance of insights and how it is “transforming our industry.” They then went on to describe all the amazing research tools enabling “better insights.” When there was a pause, I spoke up. “In my opinion, how...

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Trash the Discussion Guides!
Market Research

Trash the Discussion Guides!

Kip Creel / 26 Sep 2017

To be perfectly honest with you, I loathe the whole process of drafting a discussion guide for qualitative research. Despite my personal feelings, it’s a necessary process — but not for the reasons you think. As researchers, our job is to listen to your business problems and translate that into a set of learning objectives. From there, we go out and listen to the right people to...

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