, something that could have saved myself and others a great deal of time earlier in our careers. Which, as we’ll see, is ironic because many businesses regard ethnography itself as time-consuming and costly. The Wrong Research Methodology To appreciate the role of ethnography in creating brand experience, it’s important to first consider how research …

Shopper research is a cornerstone of robust research programs for brands that seek to engage customers with products in store, or for retailers vying to provide experiences that will keep customers happy and spending money in their stores. Shopper research is often performed in live or mock retail environments, where researchers can view shoppers’ behavior …

As a market research professional, I’ve conducted qualitative and quantitative projects in over 25 countries over the past couple of decades.  In addition, I’ve been involved in projects in the United States that have had more than their fair share of multicultural components.  Doing research in Miami, for instance, involves talking with people who might …

It’s ‘Open Mic’ night! In this packed-out session, we have 16 global brand, marketing and business experts – each sharing their insights on what it takes to achieve success on the global stage… – – – – – Colin Strong @Colinstrong Head of Behavioural Science at Ipsos www.ipsos.com Forge Data-Driven Experiences We now live in …

Providing meaningful insights for clients stems from an ability to do two things: finding out what really matters to stakeholders, and then measuring how much it matters. Across multiple industries including retail, food, and health, I see an increasing recognition that leveraging data can result in a much clearer understanding of market landscapes. The phrase …

“Yes” is such a beautiful word – and it can be an unexpectedly limiting one, too. Short, sweet and positive, it typically signals agreement and, in a business setting, a sale. But too much emphasis on learning why B2B customers say “Yes,” (that is, only telling you their priorities for a positive purchase decision), may …