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5 Tips for Successful Online Focus Groups

5 Tips for Successful Online Focus Groups

Since our founding over a decade ago, Vertigo Partners has been an early adopter of remote qualitative research technologies. Whether you are looking to interview participants face to face in real-time, engage them in longer term diary studies, or do a combination of...
Using UX research to help create new products and services

Using UX research to help create new products and services

I first started conducting user experience (UX) research back in 1997 while working for Modem Media, a digital ad agency. At that time, we were building some of the world’s first consumer-facing websites (mobile was still far off) for clients such as AT&T, Delta...
What do the Grateful Dead and Moderating have in Common?

What do the Grateful Dead and Moderating have in Common?

I love The Dead. While I can’t say I embrace the “culture” of The Dead, I love their musicianship.  To be able to jam the way they did is a true talent.  I believe that the work I do in qualitative research requires the same improvisational skills....
A Quantifiable Difference

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...
Lessons to Keep in Mind When Interviewing Via Webcam

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...
Rethinking Shopper Insights

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...