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.
  

Read more >

Scaling Qual

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 >