Seeking the human meaning in consumer behavior

research

The Experience of an Interview

The Experience of an Interview

What are we getting at in research? People tend to think of research as something that you do in order to get data, or more broadly to solve problems, but there’s something else that research accomplishes, which is experienced within the process of research itself. […]

The Value Of Thick Experience

The Value Of Thick Experience

Recent research from the Basque Centre on Cognition, Brain, and Language found that as two people enter into conversation, their brainwaves gradually move into synchrony with each other. Thus, in-depth, one-on-one interviews of the sort conducted by qualitative researchers build a kind of intuitive empathy with their subjects that a quantitative survey can’t deliver.

The Holy Grail Of Market Research

The Holy Grail Of Market Research

At a recent gathering of marketers, I was struck when a speaker told the audience, “Behavioral change is the Holy Grail of market research.” I hadn’t thought about it in those terms, but the term fits what I’ve seen, years watching frustrated clients confronted by […]

Fast-Paced Ethnography

Fast-Paced Ethnography

When a company says that it is seeking an ethnographer to work in an “incredibly collaborative and fast-paced” research environment, what it’s offering is not a job in ethnography.

Explore The Dull Dogpatch

Explore The Dull Dogpatch

From W. H. Auden, in The Age of Anxiety: A Baroque Eclogue, comes a reminder to those embarking on a quest for new opportunities: Before you set out on your long, perilous journey, look down where you stand, and remember it as you venture forth. […]

How Does It Make You Feel?

How Does It Make You Feel?

If you notice that I’ve been missing from the sidewalks of our village for a few days, the chances are good that I’m spending a bit of time over in Chicago, where I work sometimes with a research firm called Brandtrust. One of the reasons […]

One Guy, One Long Long Interview

One Guy, One Long Long Interview

My wife pointed out tonight that I am essentially the qualitative research consultant version of Portlandia’s Two Girls Two Shirts. What triggered my wife’s apt observation was my comment that “I think of what I do as boutique research. It’s not for everyone. In some […]