I’m Not Making Any Friends

I’m Not Making Any Friends

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!

Trash the Discussion Guides!

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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Do You Have a Lemonade Stand?

Do You Have a Lemonade Stand?

There was always high demand for something cold during the hot Florida summers where I grew up. Lemonade stands were a popular way to earn some extra cash. One summer day, a kid down the street set up a competing lemonade stand. Over the course of a few hours, I noticed my nemesis had more foot traffic, including one of my best neighborhood friends. I...

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Business people standing with question mark on boards

How Are You Feeling About Your Focus Groups?

Science has proven that the data that enters your prefrontal cortex (the logical decision-making center of your brain) is first filtered through the limbic system which is the center for your emotions.  In short, everyone feels before they think.  This is an indisputable fact of science. For those of us in the insights business, the quest is to further our understanding of the emotional drivers of...

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Coming to Our Senses

Coming to Our Senses

Concept testing is an important aspect of innovation, as it is often used to determine which ideas or concepts are fit for advancement vs. those that take a back seat. The standard practice is to present concepts via a carefully-designed template with the insight, benefits, and reasons to believe. But, as the as the cost of producing 3D models and prototypes declines, it is time...

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