by Katie Wilson | Jan 5, 2025 | Blog, Complete Consumer Understanding, Consumer Truths & Insights, Definitive Strategic Direction, Featured, Gen Z, Marketing, Messaging, Qualitative Research, Quantitative Research, Resources
While GLP medications disrupt traditional health and wellness models, they also present unique opportunities for businesses to innovate and adapt.Redefining the Value PropositionCompanies that once emphasized calorie-reduction plans and gym memberships must now pivot....
by Katie Wilson | Jan 5, 2025 | Blog, Complete Consumer Understanding, Consumer Truths & Insights, Definitive Strategic Direction, Featured, Gen Z, Marketing, Messaging, Qualitative Research, Quantitative Research, Resources
As consumers increasingly prioritize health and wellness, generational preferences and behaviors are driving a seismic shift in the market. From Gen Z’s embrace of digital fitness to Baby Boomers’ focus on longevity, these trends reveal opportunities and challenges...
by Dev | Oct 25, 2023 | Blog, IIM Research, Marketing, Qualitative Research
Qualitative Ethnographic Research Methods and ApproachesEthnographies have proven to be a very effective research method for understanding how people live their lives. It’s a fundamental practice in qualitative market research (just one of our specialties) and it can...
by Katie Wilson | Jan 20, 2022 | Blog, Innovation / New Product Development, Qualitative Research, Quantitative Research
Tapping into consumer insights at five stages of concept and product development significantly reduces risks and improves the odds of gaining market share. Identifying quantitative and qualitative consumer insights throughout the concept and product development...
by Katie Wilson | Jan 18, 2022 | Blog, Innovation / New Product Development, Qualitative Research, Quantitative Research
How Did Consumers Shop for Holiday Gifts? We previously shared our thoughts on what are research predicted would happen in 2021, well here’s an update. Holiday market research reveals five strategic insights about consumer shopping behavior that will outlast...
by Katie Wilson | Apr 13, 2020 | Blog, Qualitative Research
Whether you’re in the marketing research arena or another people-focused field, qualitative market research revolves around exploring and understanding perceptions, preferences, and behaviors. Through decades of qualitative research experience at IIM,...
