Category Archives:

How to Use Qualitative Research for Insights at the Purchase Stage

At the center of the consumer buying process, purchasing is the main step to revenue and profit. The purchase stage is divided into two different phases: the decision to purchase and the purchasing process itself. Both require different marketing tools and qualitative insights.     Purchasing Stage Attitude Requirements Marketing Collateral/Testing Decision Engagement Sense of security Additional reinforcement Product information, brand knowledge Social media content, customer reviews Brand information, retargeting... Read More

Qualitative Research Trends of the Future: A Talk with Jim Longo

Jim Longo is the newly appointed Chief Strategy Officer of Discuss.io. A pioneer in the insights industry for over thirty years, he recently shared some of his reflections, observations, and predictions regarding the state of qualitative research. 2020 was a disruptive year for most industries, to say the least. How has the outlook for qualitative research... Read More

Customer Lifecycle Research: How to Gain Consumer Insights at the Awareness Stage

KEY TAKEAWAYS: To remain competitive, brands must learn to understand consumers at every stage of the customer lifecycle, especially the awareness stage. At the awareness stage, consumers are looking for information related to the challenges they're facing or the potential opportunities they anticipate. In other words, the consumer may be problem-aware, but not solution-aware or product-aware... Read More

How to Improve Your Conversion Rate Using Qualitative Analytics

KEY TAKEAWAYS:   While quantitative analytics provide data points from the customer journey, qualitative analytics will help you understand the deeper motives, behaviors, and other variables that affect the online process--the “why” behind the “what.” Conversion rates and KPIs vary by vertical, with significant differences between B2B and B2C companies. Interviewing customers and stakeholders is... Read More

Build Your Customer Experience Strategy on Qualitative Research and Analytics

Genuinely listening to customers lies at the heart of solid business strategy, as Home Depot co-founder Arthur Blank can attest. Speaking with Investor's Business Daily,  Blank related that he and co-founder Bernie Marcus would often stand outside Home Depot stores they visited to talk with customers. Blank stated: "I would always thank the customers that came... Read More

Online Interviews: A New Level of Intimacy in Consumer Research

Many aspects of life that were once handled in person have now moved online and, somewhat surprisingly, that move has yielded some positive results. The increase in the number of people taking advantage of teletherapy is a good example. Many therapists have noted that their patients have been more forthcoming during remote video sessions from their... Read More

What Is Qualitative Analytics, and Why Does It Matter?

Consumer-centric brands go to great lengths to understand and anticipate what consumers want and need at every stage of the customer or product lifecycle. With that goal clearly in mind, forward-thinking brands engage in both quantitative and qualitative analysis of consumer data to get at the what (quantitative) as well as the why (qualitative). Comparing Quantitative... Read More

3 Ways to Remove Bias from the Interview Process with Tech Tools

Bias isn’t always conscious. Try as you might to fight against personal predispositions, bias can still find its way into the interview process. According to a recent LinkedIn survey, 42% of talent professionals and hiring managers feel that interviewer bias is a problem. This isn’t just a social issue, either. When companies allow bias to affect hiring... Read More

What Is Online Qualitative Research and How Is It Done in 2020?

The focus group has gone digital. While face-to-face studies have proven excellent for gauging body language and real-time feedback, online qualitative research gives companies a way to scale their research and improve their speed and iteration. What’s more, an online approach can also help to keep research costs low without sacrificing results. In a recent interview,... Read More