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...
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...
It seems as if there is always tension between those who create stuff and those who are tasked to evaluate it. In this article published in Quirks’s Marketing Research Review, I argue that this tension does not always have to be negative. Click Here to Read...
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...
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
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...
