How Well Do You REALLY Know Your Participants?

How Well Do You REALLY Know Your Participants?

Last month I argued that qualitative research can be too clinical, and we often overlook that we are trying to engage real people. Much of the literature around ideation and brainstorming focuses on the process. While that is important, not enough attention is paid to involving the right people in the process. I’ll use myself as the case study for this important point. I have an occasional good idea. But,...

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What About the People?

What About the People?

I’m going to tell you something that you already know. But, those of us in the insights business love evidence…so here you go.   The United States is the most expensive country in the world to conduct market research. In response to this, our industry has adopted many new technologies to boost the productivity of study execution. Regardless if it is a qualitative or quantitative...

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