MOST RECENT METHOD ARTICLES


Micro Culturalism is a weapon you need in your arsenal

Today’s marketer can’t just target a segment based on superficial data. In this Greenbook article, Roben Allong explains why micro culturalism is the secret weapon you need to understand changing consumer behaviors and achieve business objectives.   Read the article: https://www.greenbook.org/mr/market-research-methodology/understanding-cultural-insights-the-new-next-consumer-battleground/

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Conduct Better Multinational Research by Accounting for Cultural Differences

While it may seem counter-intuitive, sometimes conducting research in different countries in an identical manner is NOT the most effective approach! This article draws on the experience of our ThinkGlobal Qualitative associates and provides examples of smart ways in which they modified market research for their countries in order ...

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One Size Doesn’t Fit All

The advent of the Covid-19 pandemic has had a disproportionate impact on marginalized populations in the United States. This article by Roben Allong, Patricia Lopez and Iris Yim, the cover story of the July 2020 issue of Quirk’s magazine, explores possible contextual and cultural factors behind the pandemic’s impacts ...

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Re-Thinking the Rules of Engagement for Virtual Research Theatre

Covid-19 has changed the rules of human engagement. Behaviors such as hugging, kissing, laughing out loud, that we use to show connection and engagement, are no longer acceptable without wearing a face covering or social distancing.  As the frequency of online qual research accelerates, this crisis presents a unique ...

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Rethinking Incentives – Finding and Engaging Participants without Paying Incentives

Situation A German start-up assigned IKM with a user analysis of their potential target group. The difficulty: as a start-up the client’s budget was tight, and they could not afford to pay any incentive to participants. Therefore, an alternative to the traditional incentive-based recruiting had to be applied to ...

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How Good Working Relationships Can Contribute to Seriously Useful Research

  Discussions about what constitutes useful research and insights will probably focus on the role of the research provider’s team, and what they should and should not do. I would, however, like to contend that producing useful research results should be a shared responsibility and requires collaboration between the ...

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MOST RECENT CASE STUDIES ARTICLES


Mexican Millennials Respond to the Pandemic

During the pandemic, ThinkGlobal Qualitative and its partners conducted a two-week-long multi-country online study among younger respondents around the world in order to identify the core emotions and potential trends that have emerged among consumers. The study was conducted in Mexico, USA, France, Germany and South Africa. These are ...

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Marketers Get a GRIP on the New Normal

We conducted research with marketing and insights professionals around the world to understand the challenges they are facing during this crisis and best practices in handling those challenges.  The top four challenges raised were: Growth – how to maintain and grow the business in a volatile world Recovery – ...

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Same but different: Qualitative Research with Charities

Situation Audience insight projects with charities (not-for-profits) can be extremely rewarding for qualitative researchers: the content is usually rich and deeply human, clients are usually highly engaged and supportive, and there is a real sense that the insights gained are helping make a difference to people’s lives. However, the ...

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Creating Immersive Qualitative Reports

No matter how strong your PowerPoint skills are, the richness of today’s immersive qualitative projects is not fully captured in slides. Slides are too linear. The addition of high-resolution images (collages, journey maps, still photos), audio and video clips make for large files that are not easily shared. And ...

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Social Networks in Mexico Go Crazy Over Guillermo del Toro's Oscar Success

The Academy of Motion Picture Arts and Sciences appears to be making a clear appeal to equality and inclusion for all cultures, preferences and genders. And people are talking about the Academy and the 2018 Oscars in a way that has never happened before. Think Global Qualitative associate Astrid ...

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From Cheaters and Repeaters to True-Blue Participants

Rumors hinted at it. A whistle blower tipped off Der Spiegel Online, one of the most widely read German-language news websites, about data collectors’ cheating. In one case, of 10,000 completed records in a data set, over 8,000 were falsified by the field service. Imagine the impact on companies ...

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