In the realm of market research and insights, understanding what truly drives customer choices is crucial. In the latest episode of Conversations for Research Rockstars, host Kathryn Korostoff dives into the Jobs to Be Done (JTBD) framework, a tool that has been embraced by leading companies across industries—from CPG brands to tech giants—for uncovering opportunities for innovation and differentiation. This article summarizes the key insights from the episode, focusing on the potential of JTBD for market research professionals.  JTBD: Beyond Superficial Product Needs  At the core o ..read more

In qualitative research, choosing the right methodology is key. Although focus groups have their merits, there are cases where in-depth interviews (IDIs) are an objectively better choice. Still, when a client requests a particular research methodology, like focus groups, it can be challenging for a researcher to suggest an alternative—even if it’s the objectively better choice. However, clients ultimately want great insights, and a well-justified recommendation will (almost) always be welcome and can enhance the researcher’s credibility as a trusted advisor. Let’s explore this in a hypothetic ..read more

It is hard to imagine a market research-related team or company that won’t be impacted by AI in 2024. The question is, will the impact be a “bad” thing or “good”? For those of us in the Market Research & Insights sector, we’re all well aware that AI will bring significant changes in 2024 and beyond. The looming questions include: Will AI result in job losses, or will it merely transform the nature of our jobs? Could AI compromise data quality, or will it enhance it? Might AI lower research costs, or could it lead to an increase? Furthermore, will AI refine our current research methods an ..read more

Join host Kathryn Korostoff and special guest Dan Braker, President of Breakthrough Research, for a deep dive into the power of authenticity in shaping consumer decisions and brand loyalty. This episode explores the critical role authenticity plays in building lasting connections between brands and their customers. Drawing on psychological research, learn how authenticity impacts consumer decision-making and brand loyalty, and how these factors vary across different demographics. Dan introduces Breakthrough Research’s innovative approach to measuring brand authenticity, offering new perspecti ..read more

We are excited to invite you to three upcoming, instructor-led Live Events on important topics for all of us who work in Market Research & Insights. Conducted via Zoom, these events offer a unique chance to expand your knowledge, interact with expert instructors, and engage with peers, all from the comfort of your own space. Scheduled for 55 minutes each, to save you 5 minutes before your next meeting! Upcoming Events & Details: 3 Approaches to Customer Journey Mapping When: Thursday, February 22nd, 2024, 3 PM Eastern RSVP required Instructor: Marni Martens Level: Level 2 (Advancing ..read more

Global market research is susceptible to many types of analysis bias, and three of the big ones are confirmation bias, inattentional blindness, and cultural bias. While many forms of bias can thwart the efforts of the most diligent researchers in any kind of project, these are three that are very common in global research. So, when planning such studies, we need to plan ahead to mitigate these known risks. Awareness of these common types of bias, and how they may apply when analyzing global research results, is more than half the battle! This was the topic for a recent episode of Conversations ..read more

As the end of January approaches, I’d like to ask: is your Market Research & Insights team charging into 2024 with clarity and enthusiasm, or are you still seeking a spark to ignite the new year’s momentum? A great way to kick-start 2024 is through team collaboration. Reflecting on last year’s highs and lows together, and then building a shared vision for this year can really set the tone. It’s all about learning from 2023 and using those insights to make 2024 even better. Some teams do this by holding a working meeting, which might be called a “Strategy Planning” or “Team Alignment” se ..read more

Hey Research Rockstars! Have you ever wondered how to format survey questions to maximize respondent engagement? Have you ever drawn a blank when a client asked you why you used odd versus even rating scales? Have you ever had a colleague question your wording choices (even though you knew you were following best practices)? Have you ever handed off a questionnaire design to a programmer only to have it come back with incorrect logic (wrong setups for skips, branches, etc.)? For fast, easy guidance on writing professional-quality survey questions, check out these three job aids, available in ..read more

Have you ever experienced this dilemma: you’re working on an awesome project only to feel like once you deliver the final report, it’s going to collect virtual dust in some forgotten corner of a digital archive? As market research professionals, we know that the perceived ROI of our studies depends on whether or not the results get used, so we want to do everything we can to make that happen, and a key way to do that is by socializing the results. What does it mean to “socialize” market research results? It means taking steps to make findings easy to understand and share across an organization ..read more

As we wrap up 2023, join us for a December filled with live events designed to help you become a true research rockstar in 2024! Our expert instructors will host 3 different Live Events in December: one on qualitative topics, one on data visualization topics, and one on quantitative topics. These events will include tool demonstrations, best practices, and recommendations to start your 2024 strong. Please see each event’s information below: Why Qualitative? Thinking about Qualitative Research from a Strategic Business Perspective.  Date: Tuesday, December 5th Time: 1:00pm EST Agenda: Hav ..read more