MOST RECENT METHOD ARTICLES
Brand Image Crisis
Helping your Corporate clients in developing a contingency plan against a brand image crisis. In today’s fast-paced and interconnected world, brands are constantly vulnerable to various crises that can severely impact their reputation, customer trust, and overall business success. From product recalls and data breaches to scandals involving key ...
Learn MoreLearn to use AI now... before the competition
Artificial intelligence (AI) has been in the news lately because a recent advance in the technology now makes AI both significantly more advanced and more accessible to businesses. While in the past, companies needed big budgets and teams of developers to utilize AI, current tools have opened the technology ...
Learn MoreThe most exciting, and terrifying, time to be in consumer insights
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 ...
Learn MoreMicro 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/
Learn MoreConduct 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 ...
Learn MoreOne 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 ...
Learn MoreMOST RECENT CASE STUDIES ARTICLES
Germany in times of Corona
After weeks of “light” lockdown, Germany went into a full lockdown again on December 16th 2020- Advent, Christmas and even New Year’s Eve – hard to imagine how people would comply and deal with the limitations. That day, IKM started a long-term online community to observe changes in behavior, ...
Learn MoreHow consumer insourcing is impacting you and your business (and 3 steps to deal with it)
“Home sweet home” has never had the same meaning as it does today. After 15 months of life altered by pandemic, Americans entered the summer of 2021 with dreams of a return to normalcy. But a funny thing happened as life opened up. Some people found that being out ...
Learn MoreTeetering on the Edge. Of survival
As the city hurtles into yet another lockdown, we deep dive into the lives of three women in Mumbai. A female taxi-driver, a nurse from Kerala and a skilled beautician who now works in a factory as a daily wage earner. These women had arrived in the metropolis, known ...
Learn MoreEvery Cloud has a Silver Lining
After weeks of “light” lockdown, Germany went into a full lockdown again on December 16th. Advent, Christmas and even New Year’s Eve – hard to imagine how people would comply and deal with the limitations. That day, IKM started an online community to observe changes in behavior, compliance, emotions, ...
Learn MoreMexican 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 ...
Learn MoreMarketers 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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