Category Archives: Market Research

Zoom and Discuss.io: The New Way to Extract More Insights in Less Time

What do a product manager at a global entertainment company, a small customer experience team at an e-commerce platform, and a marketing manager at a beloved CPG brand have in common? They could all be sitting on countless hours of Zoom videos with unlimited potential of bringing that qualitative data to life. Extracting insights, increasing customer... Read More

From Observation to Insight to Strategy: The Evolution of Innovation

Many people think that innovation starts with the proverbial "big idea," the imaginary bulb that lights up above an inventor’s head when they reach that “a-ha!” moment. Think Sir Isaac Newton and the apple, or Steve Jobs and calligraphy. But in reality, most business innovation, product or concept development is an iterative process, a story of... Read More

Get Pinpoint Accurate Personas Using Qualitative Research

Whether you need to understand a user base for a go-to-market strategy or are looking to build customer awareness across the business, creating accurate user personas backed by qualitative research is critical.   Why Use Qualitative Research for Personas Accurately defining personas is essential to success in everything from user experience, to product development and marketing. Yet many... Read More

Beyond NPS: Understanding Customer Satisfaction with Qualitative Research

A net promoter score (NPS) is highly valuable when it comes to measuring overall customer loyalty and satisfaction, in turn increasing the likelihood that customers will stick with a company over time and recommend it to others. Conversely, unhappy customers are also likely to talk about their bad experiences, which can risk a company’s reputation and... Read More

Maximize the number of research projects completed by year’s end: Yes, it can be done

Ask most agencies managing enterprise-level market research (MRX) projects, and they’ll tell you they have a love/hate relationship with their end-of-year workload. In the final months leading up to the new year, more last-minute project assignments come up as budgets get spent and stress levels run high. Turnaround times must be quick for new quotes, projects,... Read More

The Future of Qualitative Research is Digital

This post was originally published in Research World. The pandemic forced many agencies and global brands that traditionally relied on in-person focus groups and interviews for qualitative research to go online. Insights professionals that were already collecting insights from online discussions ramped that up significantly. The latest GRIT report showed a massive increase in 2020 in... Read More

The Golden Era of Online Qual is Here

Acclaimed marketing podcast RBDR prides itself on providing news insights and commentary you won’t find anywhere else for the market research industry. The host, Bob Lederer, has seen it all throughout his twenty-six years in the business. He dedicates two full episodes to Discuss.io’s Chief Strategy Officer, Jim Longo, which speaks volumes about the value... Read More

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

Key Takeaways: Customer service (feel the love) is key to repeat or new product purchases for current customers. Transforming customers into “product loyalists” requires companies to invest in advocacy marketing, communications, and customer research and analytics. Beyond customer satisfaction, retention will drive the financial Customer Lifetime Value (CLV) – the amount of investment that a... Read More

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

Jim Longo is the Co-Founder and 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 how the pandemic has changed the landscape for qualitative research. 2020 was a disruptive year for most industries, to say the least. How has... 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