Empathy? Not feeling it.

Consumer closeness? Not even close. Consumer centricity? More like on the periphery. There is plenty written about these 3 key approaches to market research, but no one has nailed it. No one has got it working in such a way that they are really understanding people; and as a result, no one is really winning …

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Breadth and Depth: How to become a better Market Researcher

Despite (or perhaps because of!) the growing number of training courses in consumer / market research, it can be difficult to know where to start. So, as someone who once found themselves wondering that exact thing, here are a few tips. A good researcher needs to build two things: Breadth: A strong technical skill set …

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Optimization for the NPD Post-Launch Happy Endings

“Once upon a time you launched an innovation… And despite retailers taking fewer new SKUs, you managed to get your brand spanking new product on the shelf, and even the e-commerce grid, with most of your retail distributors.  Congratulate the teams who labored long through the stage gates and NPD milestones! Your 18 month innovation …

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Qualitative behavioural research: key principles

Qualitative behavioural research allows us to understand the what’s, the how’s, and the why’s of peoples’ decision making and the consequent actions taken. As market/shopper/consumer researchers, we want to learn and gain an empathetic understanding of: what consumers do, how they do it, or how they make a decision, and why they do it in …

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12 key learnings for conducting market research with videos

Using videos of customers and consumers in market research is nothing new. We’ve been doing video ethnography ourselves for almost 10 years. As such, we’ve learnt a huge amount about what to do, and what not to do, when conducting behavioural research in this medium. Here’s 12 things that have been consistently proven to be …

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Proof that “consumer closeness” is just lip service?

Around 9 years ago the 2 gents pictured below started a business. It had the mantra of getting companies closer to their consumers. Plus some weird stuff about walking in their shoes… don’t ask. Evangelists for Customer Closeness They had seen the truth that many companies all too often surrounded themselves with what was familiar. …

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Opportunity Identification

Qualitative opportunity identification utilizes consumers to uncover real pain points, needs, and workarounds to drive innovation towards actual gaps in the market, faster. Involving the consumer earlier in the process narrows the scope of innovation and quickly allows client teams to focus on what’s important: solving REAL consumer problems. It’s estimated that of the 30,000 …

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