Market researchers should know firsthand what customers want and where trends are going. After all, they are the ones entrusted with designing research, talking with people to understand customer needs, following trends online and on social media, and reading product reviews. Researchers have great advice to offer—if anyone’s listening. But, it’s really up to your… Continue reading→
Raise your hand if you’ve been here: you come up with a fantastic idea for a new product. You can’t wait to present it to your product team, imagining how excited they’ll be. But when the moment comes, you’re embarrassed to realize that everyone else thinks your idea is a complete dud, destined to fail… Continue reading→
Understanding and prioritizing customer empathy has become more critical than ever in today’s business landscape. With consumers becoming progressively more selective and demanding, creating empathy programs focusing on them has become imperative for businesses to thrive and grow. Here are six key reasons why brands should prioritize consumer empathy: Deeper Consumer Loyalty Empathy creates a… Continue reading→
Understanding the fundamental methodologies of quantitative and qualitative research is crucial in market research to decode consumer behavior, preferences, and product interactions. Each approach offers distinctive perspectives, from hard numerical data to nuanced observations, enriching our comprehension of consumer habits and motivations. Exploring Quantitative & Qualitative Research Quantitative Research involves gathering data in numerical form,… Continue reading→
In-home usage tests (IHUTs) give market researchers a window into their customers’ everyday lives. Unlike surveys and focus groups that ask participants to recall how they use products, IHUTs let consumers use products naturally in their own homes. Researchers can use IHUTs to test changes in product features, formulas, and messaging campaigns or to evaluate… Continue reading→
Conducting a Mobile Qualitative Market Research Study holds significant importance in today’s dynamic business landscape. Mobile technology transcends the constraints of time, location, expense, language, bias, and rapport, empowering researchers to delve deeper into understanding consumers. While qualitative research methods have evolved throughout the years, a structured approach remains fundamental for high-quality market research. Effective… Continue reading→
Have you tried the barbeque Payday bar? How about Frito-Lay’s biscuits and gravy potato chips? Or the “Veltini,” a martini made with Velveeta-infused vodka? These off-the-wall combinations made headlines for their creators. But how do you know whether a consumer packaged goods (CPG) product will sell? Your innovation team might love it, but will consumers?… Continue reading→
It’s one thing to come up with a brilliant innovation once. Congratulations, you built a better mousetrap—now, how many times can you build an even better or different one? That’s the challenge for the innovation teams at consumer-packaged goods (CPG) companies. Basic human needs are fairly static, so companies have to constantly look for new… Continue reading→
Why do consumers do what they do? What compels them to buy some products repeatedly and shun others? What marketing messages resonate? Many businesses resort to guesswork to answer these questions. They make some changes, test out a few different approaches, and then—if something worked—try to figure out what moved the needle. There’s a better… Continue reading→
Sometimes it seems like the last time anyone was sure of anything was in early 2020, before a pandemic turned… Continue reading→
When we look back over the past year, we are so grateful for the growth we experienced in many areas… Continue reading→
Without consumer insights, your marketing team is basically playing Battleship: lobbing new ideas into the market with little or no… Continue reading→
