Insights

  • Selling Web Budgets

    9.10.2009 by 
    • Laurie
    Forrester recently identified “five mistakes to avoid when asking for Web customer experience funding,” certainly a good reminder. 1) Letting people think the current site is “good enough” 2) Being too vague about how they want to spend the money 3) Assuming positive ROI will be enough to get a request approved 4) Giving in to pressures to cut [...]
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    • Consulting
    • Digital
  • 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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    • Branding + Marketing
    • Consulting
    • Campaign Strategy
  • 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