Technology
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Case Study
Confronting Change
There’s no question the data technology industry has experienced dramatic changes over the past decade, driven largely by the emergence of the cloud. Anticipating the need to adapt to this new reality, a steadfast leader in the data space began searching for a research partner who could help them better understand the dynamics of its […]Read More -
Blog
9 Tips for Using AI Safely in Market Research
There’s been plenty of hype around Artificial Intelligence (AI) and how it’s going to transform our world — including the world of market research. What’s lacking is practical guidance for using AI in our daily work as researchers. For the next series of Thinkpiece blog posts, we’re focusing on less hype-ful and more helpful AI […]Read More -
Blog
To Get from Findings to Insights, You Need an Actual Human
With all the buzz (and, in some cases, panic) around artificial intelligence (AI), we thought it would be a worthwhile endeavor to examine the impact of AI on a subject near and dear to our hearts: qualitative market research. As researchers, should we be warily eyeing AI with suspicion? Could AI eventually replace us carbon-based […]Read More
Healthcare
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Blog
Patient Unmooring: The Need for More Qual Research into Post-Treatment Patient Care
Bonnie Dibling, CEO & Lead Healthcare Researcher March 25, 2024 Over the span of my 25-year career in qualitative research, I’ve had the privilege of collaborating with healthcare and pharmaceutical innovators whose breakthrough treatments have helped countless patients struggling with serious and chronic conditions. In this work, I’ve seen first-hand the dedication, compassion, and drive […]Read More -
Case Study
Transformative Insight
Patients with chronic conditions often live with near-constant pain and discomfort, compounded by long-term treatments that come with unpleasant side effects. So when a biotechnology company discovered that an existing treatment could be adapted to treat and possibly even cure a select group of non-malignant chronic diseases, they knew that had the potential for a […]Read More -
Blog
Inflation, Trauma, and the Importance of Asking the Right Questions
“Trauma” can easily be used to describe nearly every aspect of the COVID-19 pandemic. From the tragic loss of life and lingering health issues to significant shifts in social discourse, political systems, and the global economy, the world is traumatized.Read More
Finance
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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 -
Case Study
Knowing When to Pivot During the Course of an Interview Allowed our Financial Services Industry Veterans to Uncover Influential Target Audiences
Knowing the industry and being able to pivot and probe in real-time allowed us to make important changes during the research. We were able to more effectively test, inform and refine ideas conceived of in a conference room so they reflected the real-world of not only marketing and selling software products but […]Read More
General
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Blog
Why Words Matter in Qual Research: For Meaningful Insight, You Need Meaningful Language
Have you ever repeated a word so often, it starts to lose its meaning? Try it: say the word “flower” 30 times in a row. You may find that after a while, it begins to sound like a random assortment of sounds, devoid of rhyme or reason. There’s a scientific term for this phenomenon known […] -
Blog
Rethinking the Qualitative Research Paradigm: Embracing Expertise Over Generalization
In the dynamic world of market research, qualitative researchers often find themselves navigating through diverse industries, exploring topics ranging from disposable diapers to deep tech and healthcare. For decades, the industry has favored the archetype of the qualitative researcher as a generalist—a versatile individual capable of rapidly adapting to various domains. Paper towels this week, […] -
Blog
Qualitative Market Research Trends to Track in 2024
As we welcome 2024 and all its possibilities with open arms, we thought now would be the perfect time to explore some of the trends — current and emerging — we believe will have the biggest impact on qualitative market research. Let’s start with the trends we see as gaining momentum in the year ahead. […]