Insights

  • When you’re not a pet rock: Six qualitative research sins, Part 3

    7.16.2009 by 
    • Laurie
    We could spend hours discussing how this assumption has constrained market insight for products where attributes are neither readily changed by the manufacturer nor independent (health care is an excellent example). “Which is more efficacious, drug A or drug B?” is a red herring in any setting. What qualitative can tell us is:
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  • When you’re not a pet rock: Six qualitative research sins, part 2

    4.22.2009 by 
    • Laurie
    A slightly different version of this article originally appeared in Quirk’s Research Review, May 2005, page 40. Part 2 in a 6-part series. The second sin, or ‘Presto!  Let there be quant.’ Under the illusion of “representativeness” noted in my previous post, researchers may bring quantitative instruments into the qualitative setting and report the aggregate (or [...]
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    • Consulting
    • Branding + Marketing