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Accelerated Product Development: The Power of Participatory Research
Struggling to engage design and engineering teams in field research? Accelerated Product Development (APD) may be the answer. […]
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How to Conduct Ethnography for Big Results and Real Impact
Ethnographic research allows us to observe behavior in natural settings, uncovering deep insights that traditional methods often miss. By blending into the environment with unobtrusive recording techniques, I can capture genuine reactions without participants feeling observed. This approach helps businesses better understand their customers’ decision-making processes, leading to practical solutions. In one project, we identified over 80 improvements for a restaurant chain—some small, others transformative—ultimately enhancing the customer experience in ways that executives often hadn’t considered […]
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Getting It Right with SEGMENTATION STUDIES: A Qualitative Guide
This article explores best practices for conducting segmentation studies, avoiding common pitfalls, and maximizing the impact of your findings. […]
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Design Thinking for Insights Professionals
Taking us through the Design Thinking process step by step using a real-life example, author Jani de Kock explores both the principles and theory behind Design Thinking, and practical tools & methods for running a successful Design Thinking project. […]
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FUELING CREATIVITY WITH INSIGHTS: How Advertising Agencies Best Collaborate with Qualitative Researchers
Consumer insights are the most critical building blocks of effective advertising—and the key people behind those insights are often qualitative researchers. Kathleen Kindle, Group Strategy Director at Saatchi & Saatchi, delves into why advertising agencies rely heavily on qualitative insights and what advertising strategists and creatives need from qualitative researchers. […]
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DIY Infographics: Transforming Insights with Visual Storytelling
The most effective research tells a compelling story. It has been said that writing less requires more thought and strategy than writing more—so it’s no wonder many of us struggle to create infographics. Researcher Joe Hopper can relate—and in this article, he shares his approach of eight principles for creating thoughtful and compelling DIY infographics that can enhance qualitative storytelling. […]
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Five Behavioral Science Principles Easily Applied in Report Writing
Mark Wheeler discusses some key behavioral science principles that can be easily leveraged when providing recommendations to clients. Applying the principles (social norms, loss aversion, the endowment effect, storytelling, and consistency bias) to our primary research findings will help us provide greater value to our clients. […]
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Navigating the Narrative: Strategies for Copywriting, Editing, and Proofreading
Clay Walker, a technical writer and writing instructor, delivers invaluable guidance on how to formalize the editing process. Walker defines four stages of editing—planning; revision of higher order concerns, like organization; sentence level revisions; and proofreading. He provides tips for each stage. […]
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The Science and Art of Insights: A Time-Tested, Five-Step Process for Generating Eureka Moments
Andrew Grenville explains a time-tested 5-step process for generating Eureka! moments from the insights generated in qualitative research. By adjusting our workflow to better accommodate these steps, we can optimize the quality and depth of the insights we generate. […]
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Tips for Interviewing in the Healthcare Setting (and for Other Challenging and Sensitive Topics)
Pattie O’Donnell, a 20-year veteran of healthcare moderating, shares practical tips for getting the most out of healthcare and pharma interviews, illuminating the needs, perspectives, and challenges of interviewing physicians, caregivers, and patients. […]