consumer insights

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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. […]

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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. […]

Schools of Thought

So Big They Are Almost Invisible: 4 Roles of Brand Rituals and What They Mean for Researchers

June 14, 2023 0

The profound impact of rituals makes them a rich opportunity for marketers. This article discusses the “invisible” power of ritual on people’s lives and some of the ways brands capitalize on these behaviors. Discover how brands tap into the human affinity for ritual through cookies, sports jerseys, beer, and flight attendant safety speeches. The authors close with suggestions for how qualitative researchers can adopt a ritual lens to develop a deeper understanding of consumer behavior. […]