8 tips to help you run a successful focus group

A colleague recently shared an anecdote with me. She was also a qualitative researcher. She had a client – an ad agency I think – who had rather sneakily decided that they could easily do what she did, and so convened a group using the same recruiter and same venue as the project she had[…]Read more

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How to avoid Ground Hog Day with video analytics

I’ve been working with a client recently to go back to some projects we’ve done over the last 12 months and re-analyse the group videos. The idea came about because they said that they wanted to conduct some research quickly to answer a question which I knew we had covered before. As is often the[…]Read more

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Witchcraft versus Rigour – the murky world of qualitative analysis

Qualitative researchers are notoriously bad at explaining what ‘analysis’ is: This is where it fits into the research process: To be honest, I know little about how everyone else does this. I think that most decent qualies do have a method, and don’t just rely on instinct, recall or experience to magic together the findings.[…]Read more

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The Golden Rule of Writing a Discussion a Guide: V

If you are buying or conducting qualitative research there is a simple thing to always keep in mind when planning what questions to ask in what order: start broad, move to the specific. Picture a V – at the top of the V where there is all that open white space is where you begin[…]Read more

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There is always low-lying fruit when you know where to look

One of my favourite models of consumer behaviour is buying system analysis. It works like this: Motivation: Understand ultimately why someone wants something. What is the rational driver and the emotional driver? And what are the consequence when this need is met or unmet? When you take this far enough you invariably end up at the[…]Read more

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Do you even need a report?

Here is what I’ve learned about qualitative research presentations. People love attending them, they cannot wait to hear what you have learned and what it means. They are usually followed with lots of what’s next? and what if? conversations. But I also get the feeling that there is a bit of groan when someone isn’t able to[…]Read more

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The real power of NPS

Yesterday I was running a workshop with the leadership team of a major retailer. We were working through the learnings from a series of customer immersion which they had conducted the day before. This is an ongoing program where the members of the leadership team conduct a qualitative instore interview with a customer every 3[…]Read more

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Insight vs A-B Test

When I first began my career as a researcher in 1993, I was mentored by another qualitative researcher Alison Fraser. I was 22 and she was ancient at 39 and introduced me to everyone as her ‘protegee’. As a part of that role, it was my job to watch, listen, carry bags, take notes, transcribe groups,[…]Read more

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