I was at a viewing facility on Monday evening where they seemed to be hell bent on fulfilling their duty of care to clients and moderators in making sure we were looking after ourselves properly. As well as the usual fruit basket and fridges filled with water, Coke and Red Bull, they offered fruit juices and no less … Continue reading never mind the groups, what about the catering?
So, after looking at the New Normal of measuring client’s bravery and budget we move on to part two – attitudes towards market research. Desk research tools like TGI and Mintel are becoming increasingly unhelpful as we slide deeper into this recession. Data that was collected twelve or eighteen months ago in happier economic times … Continue reading The New Normal #2 – if it moves, research it
With the economy making everyone increasingly risk averse, it seems to me that Jon Steel's adage about clients using research not as a navigational tool but to protect themselves and their career from a fiery end is becoming increasingly apt. With limited research budgets and risk averse clients it can be very tempting to use … Continue reading Is research helping us find the right answer – or just one that isn’t wrong?
So, the economy is in free fall and we’re all doomed. Right? The quallies at work have been doing a lot of focus groups with Credit Crunched Mums recently. Apparently yes, Mums are being careful and trying to be more frugal – but a lot of them are doing so not because they are very … Continue reading we’re all doomed…right?
From a respondent in a mail order group I was viewing last night: Moderator: “So what do you do with your catalogue when it arrives?” Respondent: “I take it straight to the toilet”
Email today from Mr Big Shot Client asking to move some of his groups from viewing to in-home as he would like to actually sit in on them. I can only assume that he’s never spent three hours crammed into a corner of a suburban living room, precariously perched on an ancient velvet pouffe while … Continue reading Are you *quite sure* Mr Client?
Interesting client feedback via a Research buddy today – one of their clients had apologised for not putting quantitative work their way recently. He explained that his role was now more about analysing his own customer data and buying in qualitaitive insight than farming out huge ‘how many and how much’ surveys. If we accept … Continue reading Quant is dead, long live Insight?
Produced for the New England 2007 Hatch Awards by Arnold, this is a sobering example of why the average focus group stuck in a meeting room and forced to watch an animatic don't necessarily produce the kind of feedback that leads to great creative. In fact, there's a whole other rant here bemoaning the demise of holding groups … Continue reading when great ads (sometimes) get killed by focus groups
One of my lovely colleagues in the Research team at work introduced me to Facebook Polls the other day. Having the ability to canvass the opinions of 100 Facebook users for just $26 (complete with online results charts) and to turn it around in just 24 hours is A Good Thing. Being able to ask Prison … Continue reading when market research met social networking
While browsing Trinny and Susannah’s website (for purely professional purposes), I came across this diary entry about sneaking out for a shop up. The idea of formalizing that quick dash to the high street for some top-up retail therapy really appeals to me. I discovered another favourite new word in a focus group I was … Continue reading Shop-Ups and Storegasms