“Mobile is an ethnographer in their pocket.” said Chris Jones of BrainJuicer today at the ESOMAR Qualitative Conference. He was speaking of their success using mobile phones to conduct “self-ethnography.” His case study highlighted the differences between a brand’s segmentation definitions and how that people interact with that brand in real life. For example, an [...]
“Social Media.” Everyone is talking about it. Everyone wants to use it. Everyone is trying to figure out how. At the QRCA Conference in Montreal, I recently participated on a panel discussion titled, “Social Media Recruiting: Way of the Future.” The goal was to discuss how social media is currently being used to recruit face-to-face [...]
Here at 20|20, we are seeing more and more projects that utilize technology in tandem with in-person research. The trend has accelerated recently with the introduction of LifeNotes mobile journaling tool. LifeNotes gives respondents the ability to respond to moderator requests by posting a picture, video and/or comment to their personal “wall.” The moderator can [...]
Mobile is hot! Everyone in research is talking about the possibilities of using mobile phones for marketing research purposes. Actually, we have been for quite a while. After all, we qualitative researchers are dying to be close to our respondents at the point of purchase or when using our product or just simply to understand [...]
Would someone please share a social media research success story with me? This week I was with a multi-billion dollar, multi-brand, company that is generally considered a thought-leader in the research industry. The person in charge of “listening” (i.e., social media monitoring) said they really have not figured out how to use social media to [...]
Research Magazine reports that social media experts tried their hand at predicting the Oscars based on social media analysis. Based on the article “And the Winner Isn’t”, here is my report card for their performance. Grade F. Professor Jonathan Taplin (Annenberg Innovation Lab) at the Univ. of Southern California) predicted Midnight in Paris for Best [...]
A sneak peek at the 2012 Greenbook Research Industry Trends (GRIT) report reveals an anticipation in the rise of mobile surveys this year. That’s one of the highlights of a fascinating examination of what research firms anticipate and what clients see as the techniques that will drive market research budgets this year. The GRIT report, [...]
Super Bowl commercials generate more conversation in Monday morning meetings today than almost anything else. With social media, the conversation following a Super Bowl ad is immediate. Last year, you may remember Groupon’s commercial about the troubles in Tibet resulted in a backlash on Twitter, and a formal apology. It will be studied in business [...]
The Merlien Institute hosted the Qual360 Conference last week in Milan, Italy. As with all conferences, there were some great presentations and some that were less than stellar. Since many readers of this blog are ‘in the trenches” qualitative practitioners, I wanted to share the highlights of a very practical presentation from my friend Josephine [...]
Ask most any researcher what they think of DIY research and the answer will probably involve some grunts and groans and maybe even an expletive or two. That’s because most professional researchers are afraid of it. They see DIY research—in which client-side researchers conduct research projects without the assistance of an outside market research professional—as [...]
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