Market Research


The Best Moderators? A 3rd Grade Teacher!

The Best Moderators? A 3rd Grade Teacher!

Part I Both of my parents were lifelong educators.  My dad earned his doctorate in the 1970’s, and I recently stumbled across some of his research papers.  He had a keen interest in learning styles and researched the topic extensively.  Many of the theories he wrote about have been scientifically proven through neuroscience, and they apply to qualitative research.  In short, if you want to...

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Strategies for Better Customer Journey Maps

Strategies for Better Customer Journey Maps

Tell me about the last time you bought a new mattress. Tell me everything that went into that purchase—the time spent researching, mattress stores visited, even the nights spent tossing and turning while deciding you really did need a new mattress. Before you start emailing me about your mattress-buying experiences, know that I’m only trying to make a point. It’s a pretty daunting task to...

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Listen to What I Mean, Not What I Say

Listen to What I Mean, Not What I Say

In college, I had a chemistry professor (Dr. E) who was the epitome of the absent-minded genius. After stumbling over her words (a frequent occurrence) and seeing our perplexed faces, she’d proclaim: “Listen to what I mean — not what I say.” I was thinking about her the other day, and it occurred to me that this phrase also applies to the development of impactful...

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B2B Research Can Give You Heartburn

B2B Research Can Give You Heartburn

There is an encouraging trend in the growing number of B2B organizations investing in insights to fuel innovation. Scheduling and engaging industry professionals can be a real nail-biter, not to mention time-consuming and expensive. Because of these difficulties, it’s important to reconsider what is necessary to manage your nerves. . . and indigestion when doing B2B research. The research methods at our disposal will deliver either...

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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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