Second-Rate Ideas

It is no small effort to change key suppliers, cost reduce a product line, or redesign the packaging. This is the bread-and-butter of our work. Day-in and day-out products are “tweaked”, and they must be. In some companies the NPD project is a customer...

Read more

How to Debrief

A person retains up to 99% of unrelated information two hours following an exercise, up to 71% for unrelated material two days following an exercise and less than 14% for periods longer than two days (Goldstein, Chance, 1971). Immediately after the site visit, the research team should start to process their learnings, form...

Read more

Basic Interviewing Tips

There are many right ways to interview and many wrong ways to interview. Below are some basic interviewing dos and don'ts:

  1. Don't ask leading questions: These are questions that lead a person to a particular answer. When...
Read more

A Dime a Dozen

The Realities of Recruiting for Ethnographic Research

All good market researchers know that a qualitative study is only as good as those who have been recruited to participate in the study. This fact is even more true in...

Read more