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FUELING CREATIVITY WITH INSIGHTS: How Advertising Agencies Best Collaborate with Qualitative Researchers

June 12, 2024 0

Consumer insights are the most critical building blocks of effective advertising—and the key people behind those insights are often qualitative researchers. Kathleen Kindle, Group Strategy Director at Saatchi & Saatchi, delves into why advertising agencies rely heavily on qualitative insights and what advertising strategists and creatives need from qualitative researchers. […]

DIY Infographics: Transforming Insights with Visual Storytelling

June 12, 2024 0

The most effective research tells a compelling story. It has been said that writing less requires more thought and strategy than writing more—so it’s no wonder many of us struggle to create infographics. Researcher Joe Hopper can relate—and in this article, he shares his approach of eight principles for creating thoughtful and compelling DIY infographics that can enhance qualitative storytelling. […]

Five Behavioral Science Principles Easily Applied in Report Writing

March 9, 2024 0

Mark Wheeler discusses some key behavioral science principles that can be easily leveraged when providing recommendations to clients. Applying the principles (social norms, loss aversion, the endowment effect, storytelling, and consistency bias) to our primary research findings will help us provide greater value to our clients. […]

Navigating the Narrative: Strategies for Copywriting, Editing, and Proofreading

March 9, 2024 0

Clay Walker, a technical writer and writing instructor, delivers invaluable guidance on how to formalize the editing process. Walker defines four stages of editing—planning; revision of higher order concerns, like organization; sentence level revisions; and proofreading. He provides tips for each stage. […]

an illustration of a woman showing ideation with gears turning and a lightbulb

The Science and Art of Insights: A Time-Tested, Five-Step Process for Generating Eureka Moments

December 6, 2023 0

Andrew Grenville explains a time-tested 5-step process for generating Eureka! moments from the insights generated in qualitative research. By adjusting our workflow to better accommodate these steps, we can optimize the quality and depth of the insights we generate. […]

Tips for Interviewing in the Healthcare Setting (and for Other Challenging and Sensitive Topics)

December 6, 2023 0

Pattie O’Donnell, a 20-year veteran of healthcare moderating, shares practical tips for getting the most out of healthcare and pharma interviews, illuminating the needs, perspectives, and challenges of interviewing physicians, caregivers, and patients. […]

To Boost Your Creativity, Take a More Direct Approach

September 21, 2023 0

The key to being more creative is to learn what constitutes creativity—flexibility, fluency, originality, and elaboration. Renee Hopkins of Decision Analyst discusses how to build these skills and increase your creativity directly and deliberately. […]

Diversity and Doubt Are Powerful Tools for Reaching Deeper Insights (Part 1 of 2)

September 21, 2023 1

Researchers are wired to anticipate, expect, and confirm patterns—confirming biases that can compromise research quality and limit new insights. Author Andrew Grenville shows us how to avoid these pitfalls and provide more effective research by incorporating diversity, doubt, and checklists into our work. […]

Diving Deep: Note-taking Strategies to Efficiently Swim through Your Analyses

June 14, 2023 0

Note-taking is a critical component of the qualitative research process. It pays to organize your notes as you go vs. waiting until the end of field to make sense of your data. But note-taking can be tedious if it’s not strategically planned. The author shares her tips to make note-taking easier and more efficient via the use of frameworks, mapping, and color-coding techniques. […]

Tag (Taguette), You’re It!

March 22, 2023 0

Qualitative analysis doesn’t have to be hard to do, especially when using a software tool just for this purpose. […]