Publications

A Quantifiable Difference

At its best, Qualitative Research helps my clients build a sense of empathy for their consumers. Sometimes, it even impacts the way we moderator’s look at the world.  This article summarizes a project that changed my perspectives on healthcare reform. Click Here...

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Lessons to Keep in Mind When Interviewing Via Webcam

I was an early adopter in the use of webcams for qualitative interviewing.  While today’s technology is very promising, it is not yet perfect.  This article summarizes some lessons to keep in mind when interviewing via webcam. Click Here to Read this...

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Rethinking Shopper Insights

The bulk of my projects are in the subfield of shopper insights.  In this article I argue that the internal structures of shopper insights and shopper marketing departments be revamped in order to bring more rigor and discipline to the field. Click Here to Read this...

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Three Places to Find Humor in Qualitative Research

Mary Poppins taught us that “A spoonful of sugar helps the medicine go down.” In other words, if we have to work for a living, we may as well try to have a little fun while doing it.  This article summarizes the areas where I have some fun during the...

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Three Hurdles in Front of the Glass

Its not easy to become a moderator. Its not something you decide to do one day and all of a sudden become successful at it. It takes time, perseverance, and a little luck.  This article summarizes the obstacles I faced when getting into this business and the...

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In Defense of Qualitative Participants

Many industry voices are belittling qualitative research as they believe, in short, “consumers are stupid.”  In this article I challenge that notion and defend the people who take the time to share their thoughts and experiences with us. Click Here to Read...

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Evolving Ethnography

Many of us say that we use ethnography as a consumer insight tool.  I challenge that notion in this article. Click Here to Read the Full Article

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Moving from Validation to Inspiration

It seems as if most of the work market researchers are asked to do involves validating ideas. In this argue I present a case for using consumer insights to inspire ideas.  I find that when more rigor is placed on ideation, we get better results in validation. Click...

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Tear Down the Wall

The album The Wall by Pink Floyd is, in my mind, a masterpiece.  Like the wall Pink built around himself in the album, I believe that marketers build up walls between themselves and their consumers.  In this article I argue that it is time to tear down this wall and I...

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The 5 Golden Rules of Online Branding

Back in 2000, I helped launch a company called Dynamic Logic. The company was built around 1 core idea, that the value of online advertising was being underreported due to the industry’s reliance on click through. We set out to change all that by proving there...

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