2016 February

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Holism: An Important Edge in Market Research

Qualitative researchers concern themselves with the “why” of customer behavior. They must consider a range of factors that may affect participant answers: setting, scenario, and time of day are just a few. This is why a holistic approach can be integral for accurate insight. As behavioral economists are fond of

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Benefits of Online Ethnography

A method originating in anthropology, ethnography combines observational and interviewing techniques. This is not wholly unique in qualitative research, but it is noteworthy: other methods selectively focus on communication or behavior.  By combining the two, ethnography both broadens and validates insight. Social theory is often prominent in analysis, though the

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International Research Best Practices

  International research is often a large scale, multi-tier effort. Bypassing the logistics of traditional methods, online techniques dramatically hasten the process while also making it more accessible. Important, since on-demand and iterative research is a rapidly expanding field. Often vital when considering a product’s total market, international research brings

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Stories are Essential to Market Research

Innate to the human experience, stories are vital for organizing and explaining research. Qualitative studies concern themselves with motivations, the “why” behind consumer decisions. As such, they include an emotional element that researchers cannot ignore when analyzing and conveying insight. A way for contextualizing information as much charting experiences, the