Man Vs Machine. Highlights from the MRSM Conference

Earlier this week, I had the privilege of presenting a paper – AI in Qualitative Research – to the Market Research Society of Malaysia. The theme of the conference was “Man vs Machine – is it a race?” I was invited to present after winning the ESOMAR Global Award for Innovation and Technology, following the[…]Read more

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What is the ROI of your research project?

If you are anything like most stakeholders who approve spend, before you sign off on anything, including research, you need to satisfy yourself that you will receive a good return on that investment. We get it, in fact it’s why we express the sum as an investment, rather than an expense. Gone are the days[…]Read more

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The pitfalls of online qualitative research

It has been about 10 years since online qualitative research began. Around about 2008 the financial crisis was looming and there we were, fumbling in the dark, eager to try different tools and to discover if this was the way to make qualitative research easier. Also, of course, cheaper and faster. Has this happened? No,[…]Read more

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The top 10 benefits of running focus groups

Firstly, let’s be clear on what a group discussion is: It’s a (usually) homogenous group of people, pre-screened and invited to a central location for a specific amount of time (typically 1.5- 2 hours ) The people (respondents/participant/consumers) are paid for their time The group is moderated by an experienced qualitative researcher who guides the[…]Read more

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How video is changing the face of qualitative research

You would have to have been living under a rock to not have noticed that video is transforming how business is conducted. From buzzfeed, to vlogging, to video testimonials it is having a profound affect on the communications of B2C brands and of course this is now filtering through to B2B brands like ours. One[…]Read more

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What is qualitative research?

Qualitative research recognises that consumer behaviour is often not rational. It provides scope to have more natural conversations that allow us to uncover the attitudes and behaviours and uncover insights about consumers that they are not aware of themselves. It usually involves a deep level of understanding into how they relate to brands, products and[…]Read more

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