market research

Luminaries

The Art of Seeing: How Network Mapping Unveiled Insights and Opportunities with Glenna Crooks

December 4, 2024 0

The Network Sage, Glenna Crooks, PhD, shares her work on network mapping, and the value of becoming aware of the shape and scope of your personal and professional networks. Her journey will inspire you to examine your own networks in order to unlock opportunities to improve your health and well-being. This is not just about adding to your networks—you might be surprised to discover you need to cut some connections loose. […]

Travelwise

Exploration is Curiosity Put into Action

December 4, 2024 0

Ready to embark on a wild adventure that blurs the lines between art and research? Join qualitative market researcher Natalia Tafur as she dives into the weird and wonderful world of Meow Wolf, where surprises lurk around every corner and creativity knows no bounds. From navigating trippy rooms to discovering hidden treasures, her experience offers unexpected lessons for qualitative researchers—like embracing the unknown and bringing a thought partner along for the ride. With stories of scavenger hunts, offbeat discoveries, and a sprinkle of storytelling magic, this article explores how a quirky art exhibit can transform how you think about qualitative research. […]

Toolbox

How to Conduct Ethnography for Big Results and Real Impact

September 11, 2024 0

Ethnographic research allows us to observe behavior in natural settings, uncovering deep insights that traditional methods often miss. By blending into the environment with unobtrusive recording techniques, I can capture genuine reactions without participants feeling observed. This approach helps businesses better understand their customers’ decision-making processes, leading to practical solutions. In one project, we identified over 80 improvements for a restaurant chain—some small, others transformative—ultimately enhancing the customer experience in ways that executives often hadn’t considered […]

Toolbox

Design Thinking for Insights Professionals

June 12, 2024 0

Taking us through the Design Thinking process step by step using a real-life example, author Jani de Kock explores both the principles and theory behind Design Thinking, and practical tools & methods for running a successful Design Thinking project. […]

Toolbox

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. […]