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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 market 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 […]

Good vs. Great: How to Uncover & Identify Truly Great Insights

Identifying a great insight is every marketer’s dream. However, do we really understand what a true insight is versus simply a finding? And, do we understand how to go about identifying them? I’m hoping to shed some light on this very important topic. Let’s start by asking the question ‘what is a great insight and […]

Why Marketers Should be More Like Lambs

Lambs & Marketers: A Shared Strategy Lambs instinctively seek high ground so they can see, hear, and smell predators early; it helps them survive. Brands that correctly identify the high ground not only survive, they strive. They meet consumers’ needs by speaking to them in a way that truly matters … they become the brand that offers […]

What to Look for in a Qualitative Marketing Research Partner (Part 1 of 2)

After nearly 20 years as Marketing Research Consultant, I have heard every client question there is when it comes to selecting a qualitative market research company. So, I asked myself, if I was in the client shoes (which I and many of my fellow IIM Consultants have been in the past), what questions would I […]

What NOT to Look For in a Qualitative Marketing Research Partner (Part 2 of 2)

Earlier this month, I wrote part 1 of this blog series: What to Look for in a Qualitative Marketing Research Partner. While it’s great to have a list of what to look for; it’s also good to have a list of what not to look for so that you can identify any warning signs that your […]

What to Look for in a Quantitative Marketing Research Partner

Are you drafting a creative brief for new packaging? Are you looking to elevate your brand’s communication to be more relevant to your target audience? Do you have confidence that the direction you are taking will differentiate your brand within the category and connect with your core target? The Difference Between Research Suppliers and True […]

5 Tips For Successful Brand Positioning Using Quantitative Market Research

Are you drafting a creative brief for new packaging? Are you looking to elevate your brand’s communication to be more relevant to your target audience? Do you have confidence that the direction you are taking will differentiate your brand within the category and connect with your core target? Brand positioning research can help to ensure all […]

Going From Data to Greater Insights Through Data Driven Market Research

There is a tremendous amount of quantitative survey work being done around the world – some through quick and dirty research and others through much more involved strategic studies like Segmentation and Brand Architecture studies. All of this research produces a LOT of data and offers many, many learnings about your brand. While the learnings […]