Hiring a freelance market researcher can be a cost-effective way to get specialized expertise or additional capacity for your projects without increasing overhead. And these days, who isn’t looking at their budgets carefully? However, finding the right freelancer who meets, or better still exceeds, your expectations can be risky. Like any other strategic decision a team leader makes, there are always pros and cons. So, let’s take a frank look at six things to know before hiring a market research freelancer. There is a veritable feast of research talent available by the hour, offering you, as ..read more

The AI debate in Market Research & Insights is sparking strong opinions. While some advocate for near term AI adoption for its potential to drive competitive advantage and revenue growth, others are proceeding more cautiously, mindful of its known risks (online panel quality being an especially hot topic). This divide fuels wide-ranging discussions, leaving many researchers unsure of when and how AI will most likely impact their work and careers. Across organizations (and Market Research & Insights teams of various sizes), we see a range of AI adoption scenarios, spanning from cautiou ..read more

If you are a market research agency leader, you’ve likely felt the pinch of tight budgets and stiff competition. It has become increasingly difficult over the years to find that sweet spot where an agency can deliver awesome research while shackled by slim margins, tight deadlines, and the struggle to retain great staff. But what if you could break free from the chains holding your agency back? What if you could reimagine a future where your firm thrives, maximizing profitability while providing top-notch insights? We want to help. In an upcoming 2-part webinar series, industry experts Kathry ..read more

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