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March 24, 2020
In qualitative research (and marketing research generally), quality is delivered when you have the right respondents, evaluating something in the right context or moment, with the right questions. Qualitative research must be designed to extract the best information for the precise moment we are trying to influence or for which we are building solutions.Read More
March 10, 2020
Without a doubt, recruiting the “right” participants is crucial to the success of any qualitative research project. Yet, any experienced researcher will tell you recruiting is one of the most difficult parts of the qualitative research process!
February 11, 2020
Everyone is in love with data: Big Data, Little Data, Data Analytics - if it’s quantitative, marketers are willing to fund it. In fact, if you talk to some data zealots (and most newly-minted MBAs), you may come to believe there is no role for qualitative research anymore.
January 28, 2020
When marketers have the direction and confidence to focus their efforts on the moments of maximum influence, they stand a much better chance of reaching consumers in the right place at the right time and with the right message. If they can do that, they have a better chance of influencing shopper behavior.
December 16, 2019
This is the third post in our series on Customer-Centricity. To be customer-centric and build incredible experiences, we need to fully embrace every detail and fight for each detail to match the experience we want to deliver. We talked about how this is critical in identifying opportunity and innovation. Now, let’s look at how we can (and should) bring this philosophy to life in our communications.
November 5, 2019
The gold standard for successful marketing research is to predict market behavior accurately, and of course, result inmarket success. Research America’s team of experts set out to develop a methodology that would help their client better lead their industries through decisions based on more predictive results.
October 22, 2019
The importance (and pace!) of innovation is growing every day. Companies are constantly pushed to innovate, to launch products faster, and to generate revenue quicker. However, innovation is challenging. It’s resource-intensive in terms of time and money, and a large percentage of new products end in failure. While that failure can be attributed to several reasons, a primary reason is a lack of customer-centricity.
October 8, 2019
Identifying opportunity is a crucial step in changing and growing your business. Your customers can help you grow, both through their actions and their feedback.Here’s what customer-centricity is in the simplest terms: It’s listening and learning. It’s leveraging information and knowledge about your customer for business action. Actions that put the customer first and delight them so they return and help spread your message. Customer-centricity is an organizational discipline, not an individual discipline.
July 10, 2019
On December 2-3, 1984 there was a gas leak at the Union Carbide plant in Bhopal, India that manufactured pesticides. This leak resulted in what is considered to be the world’s worst industrial accident. More than 500,000 people were exposed to methyl isocyanate (MIC) gas. The highly toxic substance made its way into and around the small towns located near the plant.
June 5, 2019
Market segmentation is the ability to identify high-opportunity customer groups within the marketplace, and distinguish them from marginally profitable customers. Segmentation is based on the premise that no market is homogeneous in terms of what consumers need or want from products and services. Market segmentation is becoming more popular as a method to develop business strategies because of the information and competitive advantage it provides.
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