Several years ago, I was moderating focus groups with IT professionals on the topic of business software selection and loyalty. The client wanted to build communications around scenarios that had an emotional pull, so we agreed to ladder from the “likes” (the rational features and attributes) on up to the
Read More →The following article written by Farhad Manjoo published in Wall Street Journal 10/10/13 speaks to what I have observed through many consumer focus groups. Consumers are not very good at suggesting the next break through innovation – we’re too tied to our existing world and product sets. But, we are
Read More →More Americans Worry about Financing Retirement Adults in Their Late 30s Most Concerned by Rich Morin and Richard Fry Despite a slowly improving economy and a three-year-old stock market rebound, Americans today are more worried about their retirement finances than they were at the end of the Great Recession in 2009, according to
Read More →Written by Erica Swallow, as first published in Forbes [Note: I have had the pleasure of contributing to a number of breakthrough innovations, from launching the first prepaid international money transfer card to building the first consumer conditional loan. I can testify to the validity of the five key innovation
Read More →Written by eMarketer New digital-specific metrics mix with longstanding offline and direct-response measurements to determine campaign successAs companies invest a greater portion of their branding dollars in digital advertising, marketers are facing increased pressure to prove digital’s branding effectiveness both as a single channel and in concert with a broader,
Read More →Just as there are many tools and techniques that PR practitioners can utilize to begin to measure PR outputs, there also are many that can be used to measure PR outcomes. Some of those most frequently relied on include surveys (of all types), focus groups, before-and-after polls, ethnographic studies
Read More →Written by eMarketer Lack of digital insight and internal data-sharing challenge companies Marketers are abuzz over “Big Data” for its promise to deliver a more complete understanding of each customer, who can then be targeted with advertising tailored exactly to the individual.But according to February 2012 research from Columbia Business
Read More →Published in Quirk’s Market Research Review: February 2012, page 20 Author: Bill Abrams: President of New York research firm Housecalls Inc. Much has been written recently about online qualitative research. In particular, mobile and online methods are said to allow researchers to connect conveniently with consumers no matter
Read More →Does ‘Liking’ A Brand Drive User Loyalty? Written by eMarketer 59% of consumers have ‘liked’ a Facebook brand page in the past 6 monthsWhen it comes to Facebook “likes,” social network users are sending brand marketers mixed signals. An eVoc Insights study indicates 59% of Facebook users have “liked” a
Read More →Jenni Romaniuk Ehrenberg-Bass Institute, University of South Australia Have you ever felt overlooked, neglected, and ignored, even though you make an important contribution? Let me introduce you to the light buyer, someone who feels the same way. Heavy buyers are the darlings of the marketing world. Everybody loves them: They
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QRCA is a not-for-profit association of consultants involved in the design and implementation of qualitative research — focus groups, in-depth interviews, in-context and observational research, and more.