You want to learn what real-world users think of your products, but where do you start? There are many different types of qualitative research methods, from focus groups and one-on-one in-depth interviews (IDIs) to virtual discussion boards, ethnographic studies, and more. Sorting through the various qualitative research methods to find an approach that provides the… Continue reading→
Conducting consumer research for your business is critical to better understand customer needs, current and future trends, behaviors, and preferences. The results that come from this research can help ensure you’re giving your target audience what they actually want, rather than what you think they want. Just assuming your audience’s needs can result in financial… Continue reading→
Surveys are an integral part of the marketing process but can be subject to bias from the survey conductor and creation process. This bias can lead to inaccurate data, impeding successful business decisions. To combat this issue, companies should take measures such as ensuring that all questions are phrased in a neutral tone and that… Continue reading→
What Is Qualitative Research? There are two types of data in research: quantitative and qualitative. Quantitative data focuses on concrete numbers and metrics typically uncovered through close-ended question surveys (think multiple-choice responses). Qualitative research, on the other hand, deals with non-numerical, unstructured data to provide more context and details on “why” someone feels a certain… Continue reading→
What do consumers love about your products—and what are they merely tolerating because it’s part of the overall package? For companies that do product testing, in-home usage tests (IHUTs) are a great way to discover what motivates customers to buy and use products. Because IHUTs reveal how real people use products in authentic settings, they… Continue reading→
We recently hosted 7 top insights leaders from categories including personal care, oral care, surface care, feminine care, food and beverage, pain relief, and retail to get a diverse set of ideas, insights, and inspiration on the topic of Building Human-Centric Organizational Consumer Empathy Programs that Last. Our conversation spanned defining consumer and customer empathy… Continue reading→
Remember that thing in 2020 that completely upended all of our lives? Sure you do. And while most of us wouldn’t want to relive that chaotic time, it did lead to a few positive changes. Many of us learned that we could, in fact, work effectively from home and live in our comfy pants full-time…. Continue reading→
They say you shouldn’t judge a book by its cover but in many industries, especially the CPG market, consumers are practically forced to judge products by their packages. As a result, CPG companies invest considerable time and effort into figuring out how to package new products to appeal to consumers. What colors and images should… Continue reading→
You’ve probably heard the parable of the blind men and the elephant. As the story goes, each man reaches out and touches a different part of the elephant—its ear, trunk, leg, and so on—and each reaches a completely different conclusion about what the elephant is. The point of the story is that one person’s viewpoint… Continue reading→
Sometimes it seems like the last time anyone was sure of anything was in early 2020, before a pandemic turned… Continue reading→
Without consumer insights, your marketing team is basically playing Battleship: lobbing new ideas into the market with little or no… Continue reading→
When we look back over the past year, we are so grateful for the growth we experienced in many areas… Continue reading→
