Market Research


Great Minds Do NOT Think Alike

Great Minds Do NOT Think Alike

Cross-functional teams are essential to product and service innovation.  Any time there are people involved, the “Fuzzy Front End” will remain fuzzy.  One of our clients calls this place, “a simmering pot of ideas, opportunities, opinions, politics, and fear.” In the front-end of innovation (FEI), significant dollars are usually spent on understanding customer needs and “filling the funnel” with product concepts.  The client team is...

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Avoid Asking Why

Avoid Asking Why

In many respects, we are in the business of understanding why customers do the things they do. Asking someone a “why” question suggests that you want them to describe a behavior or the rationale behind a behavior. Customers are generally poor at self-reflection; stated behavior (and rationale) is often at odds with reality. I’m still baffled at the number of times qualitative research is used to understand behaviors. It’s not designed for...

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Scrapbooking with Farmers

Scrapbooking with Farmers

Engaging B2B Study Participants I’ll be the first to admit that business-to-business research is hard. Finding and scheduling study participants is always a challenge. Engaging them is even tougher. Building a dialogue around brand perceptions and unmet needs is always challenging, but it is particularly acute in professional markets. Business-to-business participants are prone to only focus on product features. Good research requires a deeper dive. We recently completed...

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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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