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The Power of Combining Research Tools

Your Research Toolbox In your research toolbox, you have all sorts of different tools and techniques you can use. And oftentimes, there are multiple research routes that can answer your needs. Of course, there is quantitative and qualitative. However, within those, there are focus groups, concept testing, segmentation, ethnographies, online qualitative, brand architecture research, one-on-ones, […]

Paving the Way to Improved Research Results, One Question at a Time

Co-Author: Kristen Elfstrand, Field Manager In a previous blog post, IIM detailed the importance of relationships with top notch facilities and client communication. Writing an effective screener is another important step in the research project lifecycle. Question by question, Insights in Marketing lays the groundwork for effective research results through our thorough screener development process. The […]

Day Groups Rule and Night Groups Drool

Flashback (The Forlorn Focus Group…) Picture this: It’s 7:00pm on a Wednesday night. I am sitting in the room with 8 consumers huddled around a table. It’s the dead of winter, pitch black outside, and all of the consumers are looking at their watches. No one wants to be there and it definitely shows in […]

7 Reasons Why You Should Consider Technology-Based Qualitative Research

When is the Right Time to Use Online Research? You might ask yourself, why would I use an online or mobile approach for qualitative research? Isn’t it basically the same as doing in-person qualitative but in the virtual world? Well, while it’s similar to in-person qualitative, technology-based approaches hold a whole new world of possibility […]

Mobile Market Research: Using Technology to Gain Deeper, Richer Insights

Why Mobile Research Is Important With more than 125 million smartphone and 52 million tablet subscribers in the U.S. by the end of 20121, whether planned or not, many online surveys are being taken from a mobile device. Our own experience as well as industry research2 indicates that roughly 3-7% of surveys are taken on smartphones […]

How to Recruit for Articulate Research Respondents

A Well-Chosen Articulation Question Is Essential for Impactful Research One of the most critical components of the recruiting process for qualitative (both online and in-person) research is the articulation screen. Consumers who meet client specified screening criteria for category or brand usage are not worth recruiting if they are not able to effectively articulate their […]

The In-Home Interview…Managing “hostess syndrome” market research style!

There’s always a little anxiety when entertaining in your own home or attending a party at a friend’s home. Am I dressed appropriately? Is there enough to eat? Are we early or worse…late? So many questions…and that’s with friends! Can you imagine visiting the home of a stranger and asking to see their pantry or […]

Getting at the Voice and the Mind of the Consumer through Qualitative Research

We have all been there – in focus groups – either observing or moderating a group of consumers. We all know that in-person qualitative can tell you a lot about the consumer and their reaction to various stimuli. How they are feeling, what they are thinking and their honest reactions come out when they are […]