For our paper ‘Sense-making for Exploratory Qualitative Research’ for the upcoming AMSRS Conference, Suzanne and I interviewed some recent retirees about what it was like to retire. In these interviews, we tested out our new ideas about sense-making.
Why are we applauding our financial services clients?
The financial services that many organisations provide to their customers are complex. These services can be difficult to understand and even harder to explain. Some organisations have recognised this complexity, and have done all they can to ensure that their customers knew what they were buying. The regulations required them to offer a PDS or Prospectus, but they went over and above what was specifically asked for. They tested their documentation with customers. (This is called 'consumer testing'). Those of our clients who did this - we applaud you!
We have just been doing some ‘consumer testing’ with people who have managed funds. As ever, when you use a technique like this you learn more and more about how to do it well. This time it occurred to me that people react to information in almost the same way that they interact with people.
We use a hybrid method where we first collect data, and then conduct a qualitative interview so we are able to measure reactions but also gain qualitative insight.
What would marketers and other decision-makers miss if they no longer had access to qualitative research? Here are the ten best reasons.
This is a summary of a post by Kevin Gray, who was in turn summarising a piece by John Creswell. I agree with all of it, but have changed the wording a little.
We call our approach to cultural insight en-symbol to capture two crucial ideas.
It has never been so important for brands to write clearly and effectively to their customers, yet the techniques most research agencies use to test written communications have not kept up with the times.
Many clients still use focus groups, because that is how they have always tested advertising.
I love focus groups, but here are three reasons why we need to test written communications such as brochures, websites and correspondence individually, not in groups.