Qualitative Research Archive

High Heels & eLearning Lessons

As an eLearning designer at Research Rockstar, I am using my past experience as classroom trainer to make sure our materials appeal to diverse learners—including those who may be more accustomed to learning market research via in-person

Video Will Rock the Market Research World in 2015

I’ve been reading a lot of predictions for market research—the typical pontification we see at this time of the year. Some of it has been very inspiring, but too many just rehash the obvious. Personally, I think

Article Synopsis: Quantitative or Qualitative Research Methods, Let’s Go Back to the Basics

data, different statistical methods and models can give different readings. Gray states, “Causation requires correlation of some kind but correlation and causation are not the same.” When looking at probabilities and categories, Gray cautions the researcher to,

Are Market Researchers Creating the Functional Equivalent of genetically modified food?

Market research studies often capture and measure attitudes and behaviors, as if they could all be sorted into neat packages. We carefully structure our questions, and in the case of survey research, even our answers. We use

When Breaking Up (Market Research Interviews) is Hard to Do

Wasting time on a bad interview just frustrates the interviewer and wastes time that could be better used elsewhere, so why bother? Unfortunately, in the quest to meet sample size goals and “not waste” sunk costs, too

Market Research Policies

Do you cringe when you hear the word “policies”? Most people do. After all, policies often mean bureaucracy. But in the case of market research, clear policies will minimize the risk of data quality headaches, customer

What If?

I've come up with a few scenarios that could result if online surveys with non-customer populations became impossible tomorrow. Imagine: you can still reach your customers for research, but what about the rest of the world?

Market Segmentation, Southwest Airlines Style

They used an “a priori” segmentation model. Yup, that’s right. They went into the study with a hypothesized set of segments in mind. The segments were based on behavioral data from their existing customer database. During

Market Research Online Communities: 3 Key Questions

In a recent blog post, the folks at PluggedIn pose the question, “Can your company's culture support a continuous MROC?” The authors wisely suggest that before investing in such a program, you carefully consider A) Do

When Good Enough is Good Enough: Seeking Balance in Product & Pricing Research

The difference between good market research and great market research can be significant. But sometimes the incremental time, cost and sweat of that extra effort simply doesn’t make sense. Sometimes, “good” is just perfect. I was reminded of this