The most exciting, and terrifying, time to be in consumer insights

Posted On: 06/17/21

By: Rob Volpe   

As a moderator, the dream scenario for any focus group or group discussion is when the participants pick up and begin having the conversation without you needing to push, prod or probe. It’s like gold. And gold is what I felt like we struck when we asked 3 of the brightest client-side insights leaders we […]

Micro Culturalism is a weapon you need in your arsenal

Posted On: 09/26/20

By: Roben Allong   

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:

Conduct Better Multinational Research by Accounting for Cultural Differences

Posted On: 07/28/20

By: Jay Zaltzman   

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 to obtain more accurate results. Read […]

One Size Doesn’t Fit All

Posted On: 07/2/20

By: Roben Allong   

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 specifically on Hispanic, African American and […]

Re-Thinking the Rules of Engagement for Virtual Research Theatre

Posted On: 05/20/20

By: Roben Allong   

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 opportunity to adapt and create new […]

Rethinking Incentives – Finding and Engaging Participants without Paying Incentives

Posted On: 07/11/19

By: Ilka Kuhagen   

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 find respondents willing to participate for […]

How Good Working Relationships Can Contribute to Seriously Useful Research

Posted On: 06/26/19

By: Corette Haf   

  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 research and client teams. “Distributed by […]

Design Thinking

Posted On: 06/11/19

By: Sofia Costa Alves   

Much is heard about Design Thinking and much is discussed of how we, Qualitative Researchers, can use it in our practises as a problem solution methodology to help our clients maximise the potential of their innovation processes and deliver outstanding results.  But what is Design Thinking? How it works A method for practical, creative resolution […]

Buy-ology: A book review of Martin Lindstrom’s book about neuromarketing research and its importance for marketers

Posted On: 03/14/19

By: Astrid Velasquez   

Buy-ology:Truth and Lies About Why We Buy, by Martin Lindstrom talks about Neuromarketing using examples that are wonderful and very illustrative. Marketers need to understand that brain science is changing our understanding of marketing messages. Anti-smoking messages, for example, actually stimulate the craving centres of the brain in smokers, rather than suppressing urges.

Customer Decision-Making: Going Beyond the Rational

Posted On: 03/10/19

By: Jay Zaltzman   

One of the most consistent findings of behavioral science: people all think their decision-making is completely rational, yet in reality, emotions play a major role in their final decisions.  In research situations, when asked a question about decision-making, participants tend to look for the rational answer.  How do we get beyond that thinking, to access […]