Technology
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Blog
Writing the Perfect Screener: The Hidden Challenge in B2B Tech Research
There’s no getting around it: B2B tech research is hard. Especially when the technology landscape is constantly shifting right under your feet. Understanding complex technical material is hard. Writing the discussion guide with the right, relevant prompts is hard. Having deeply technical conversations with experts who seem to speak another language (often of the programming […]Read More -
Blog
Brands with Personality: How Qual Research Helps B2B Brands Find Their Humanity (and Their Audience)
When is water more than just water? Ask the billion-dollar beverage brand Liquid Death. Between 2022 and 2023, Liquid Death’s retail sales grew 100% from $110 million to $263 million. The brand’s valuation is now double what it was worth in 2022. This warp-speed trajectory is particularly remarkable when you consider what Liquid Death sells: […]Read More -
Blog
AI Perspectives: Using AI to generate market research reports.
Any qual market researcher will tell you that creating insightful, actionable, and attractive reports is a labor of love. For this AI Perspectives piece, CEO Bonnie Dibling, Tech Moderator Chris Dethloff, and COO/Director of Technology Research John Dibling weigh in on whether AI tools like ChatGPT can help make report generation less time consuming, or […]Read More
Healthcare
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Case Study
Differentiation Delivered: Finding a differentiating message to drive market share.
In a pharmaceutical landscape crowded with me-too medications and generic alternatives, even well-know pharma companies find it increasingly challenging to break through the competitive clutter. Given the sea of sameness, crafting just the right messaging can play a make-or-break role in differentiating a drug and capturing more mindshare.Read More -
Blog
Brands with Personality: How Qual Research Helps B2B Brands Find Their Humanity (and Their Audience)
When is water more than just water? Ask the billion-dollar beverage brand Liquid Death. Between 2022 and 2023, Liquid Death’s retail sales grew 100% from $110 million to $263 million. The brand’s valuation is now double what it was worth in 2022. This warp-speed trajectory is particularly remarkable when you consider what Liquid Death sells: […]Read More -
Blog
Post-Treatment Patient Studies: Understanding the Patient Journey after the Patient Journey
In our previous post, “Surviving Survival: Unmooring After the Patient Journey,” we explored the myriad challenges patients and their families face after finishing treatment for a medical condition. We also encouraged healthcare and pharmaceutical companies — along with the market researchers who work with them — to include these post-treatment patients in qualitative research studies.Read More
Finance
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Blog
Brands with Personality: How Qual Research Helps B2B Brands Find Their Humanity (and Their Audience)
When is water more than just water? Ask the billion-dollar beverage brand Liquid Death. Between 2022 and 2023, Liquid Death’s retail sales grew 100% from $110 million to $263 million. The brand’s valuation is now double what it was worth in 2022. This warp-speed trajectory is particularly remarkable when you consider what Liquid Death sells: […]Read More -
Case Study
Finding the path to sell a commoditized product
Commodity products are particularly difficult to make appealing. Examples are everywhere - there’s only so much you can do to differentiate a paper towel. And it’s even more difficult to turn a commoditized service or product into an appealing tool in the B2B world.Read More -
Case Study
Working Together in a True Partnership Allowed Us to Uncover and Articulate the Core Motivating Factors of an Agent and Broker Relationship
A leading property casualty and insurance company trusted our insight and experience to help them uncover what makes a lasting, positive agent and broker experience. Our industry experience allowed us to have deeper, more meaningful conversations and dialogue throughout the process, which in turn, created a trust-based partnership. Having that partnership allowed […]Read More
General
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Blog
10 Ways to Speed up Qual. Without Sacrificing Insight.
Corporate researchers love qual—and for good reason. When it comes to insight that moves the needle, there’s no substitute. Qual digs deep into the complexities of human experience—capturing context, subtext, emotion, and behavior—in a way that data alone can’t. -
Blog
AI Isn’t Killing Qual. It’s Showing Us What Really Matters.
Qualitative market research is having a freak-out moment. And it’s totally understandable. As with a host of previous technology disruptions (think manufacturing automation, automobiles, computers, and the internet), there’s a real fear across multiple industries that AI will supplant human jobs. Qual research isn’t immune. -
Blog
Breaking Down Silos between Customer Experience and Market Research
In the battle to break through the noise and reach customers, businesses are seeking ways to set themselves apart from the competition. Customer experience, or CX as those in know call it, has become a key focus in that quest. In a recent survey of over 1,200 business professionals, CX took first place among their […]