The Concept Queen gets quoted!!
Traveled around the globe with my Amway clients and ended up featured and quoted on a summary postcard. I am sitting in front of the buddha (under the postal mark) on the right hand...
Read MoreMy favorite qualitative tool, now for sale!
I’ve been using color-coded cards for years to solicit qualitative feedback on concepts and other subjective stimuli. Now, these are available to you. While simple in concept, the cards are incredibly helpful. Colored like a traffic light – green = yes, yellow = maybe, red = no – you simply have your participants hold up a card to show their reaction. These cards...
Read MoreQual Before Quant in Concept Development
The rush to get a new product or service developed and into the market, sometimes puts a project team under both time and financial pressure. As such, often a team feels they can cut a few corners and take their concepts from idea directly to quant. Sure, you save some time and maybe some money in the the short-term budget by skipping qualitative, but in the long run, a concept might under...
Read MoreDon’t be Afraid of Online Bulletin Board Research for Concept Development
Recently, I’ve been seeing more and more research opportunities that can easily leverage the power of online, asynchronous bulletin boards. Ironically, some clients still have some resistance primarily because they believe something is “lost” when one walks away from an in-person engagement. Let’s focus on the many ways your concept development efforts might be...
Read MoreOnline Bulletin Boards for Marketing Concept Development
Creating and writing winning marketing positioning concepts can be done in a variety of ways; however, I am a firm believing that you need to have input from your consumer/customer through out the process to ensure you have the voice of the consumer captured in the spirit of the idea. As such, I believe the idea of writing concepts in a cubicle just doesn’t work. You need to be with the...
Read MoreFinding Emotional Ideas for Marketing Concepts
Mining for emotional insights in qualitative research can be a lot of fun, but it takes a skilled moderator and different techniques to really get the job done right. Here are some approaches that work really well for me and hopefully you’ve seen or done them in some of your market research. Picture Projectives – Using pictures to capture feelings and attitudes about a situation or...
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