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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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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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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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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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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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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