Writing a high-quality screener is critical to getting the right respondents for your qualitative research project. Since screeners are actually short questionnaires, why not apply the same skills and techniques to developing your screeners? On May 12, 2017 at 1:15pm (ET), L&E will host a webinar with David F. Harris, author of, The Complete Guide to Writing Questionnaires: How to Get Better Information for Better Decisions.Read more >
Prefrontal Cortex, Limbic System, System 1, Behavioral Economics, Emotional Quotient – all phrases that didn’t matter in the market research industry until recently (the definition of recently being up for debate). The point is, market researchers have learned that emotions play a critical role in consumer behavior and satisfaction.Read more >
Quantitative and Qualitative – Not Much Longer.
Most that have been in the research industry for more than a couple of years have experienced the following situation as we’ve sat behind the glass with our client:
- Marketing: Did you hear what that person just said. That’s brilliant. That’s our solution.
- Researcher: That was good, but it’s just one voice. We are exploring right now. We’ll validate this idea in the next phase.
- Marketing: I think we have our answer.
One of the most arresting stories of the 21st century is how quickly and profoundly technology has changed marketing. It began innocently enough with banner ads on websites. Then came search and communities. Quickly after, the complex ecosystem of advertising technology (Adtech) - a multi-billion dollar vertical with a cornucopia of offerings stretching across display, search, video, mobile, social, content marketing, native advertising, gaming and commerce - emerged.Read more >
Automation is set to be a game changer for market research in 2017, a view supported by the recent GRIT report which listed it as one of the top factors likely to disrupt ‘business as usual’ in 2017. Most of the discussion about Automation has focused, so far, on its impact in quantitative areas, such as survey design, analysis, and big data. But Automation is also threatening to disrupt, challenge, and change the way many aspects of qual are conducted.Read more >
Much has been written about, discussed, and broadcast about the apparent failure of public opinion and political polling in 2017.
To be clear, there was not an issue with the data in the U.S. election; almost all reputable polls were within the margin of error nationally. There were certainly issues with the interpretation of the results, and challenges associated with trying to translate national polls into state results for an Electoral College projection.Read more >
You’ve heard it said before – qualitative research gives you the “Why?” and quantitative gives you the “How much?” However, qualitative research also delivers so much more than simply the “why” of consumer behavior:Read more >
The market research industry is approaching an alarming crossroads. On one hand, DIY tools like SurveyMonkey and Google Consumer Surveys are taking off, making it possible for anyone to create their own survey for free. Research firms are left vying for work on more complex studies that require their expertise and scale, and client-side researchers are equally challenged, as budgets dry up and internal clients expect insights that are faster, cheaper and actionable.Read more >
Digital connectivity has changed the way we interact with one another – people no longer want to consume marketing, they want to participate in brands. To connect with people, brands must first develop a true understanding of how they interact with the world around them. The key for marketers is then engaging with people the way that they interact naturally: ceasing to market to consumers and instead inviting people to participate in the brand.Read more >
Qualitative research is a set of methodologies whose common goal is to explore and uncover the hows and whys of consumer behavior. It’s left to quantitative research to measure the “how much”. The categories of qualitative and quantitative have been easy monikers to differentiate the concepts of exploration compared to confirmation, depth of insight compared to breadth of insight, the immeasurable contrasted to the measurable.Read more >