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  • Market research moderator conducting a virtual focus group on a desktop computer.
    • customer experience

    Using focus groups to uncover what makes a great customer experience

    Great customer experience looks like what your customers want it to look like. We can only get that insight by listening to customers and probing them for a deeper understanding of what they want or need as they navigate their way through their customer journeys.
  • Illustration of customer journey through awareness, consideration, decision, retention, and advocacy stages.
    • customer experience

    How to improve customer experience using journey mapping

    Every day, customers embark on multiple journeys. How customers experience and navigate their journey often impacts whether or not they ultimately decide to engage your brand.​​​​​​​ Improving the touchpoints that make up customer journeys can only mean one thing — improving the customer experience.
  • Colorful word cloud in the shape of a speech bubble.
    • customer experience

    Using text analytics to create a unique customer experience

    It can be intimidating to gather and analyze customer comments. From surveys, to emails, and social media posts, a lot of data exists, and – thanks to modern text analytics tools – we can effectively unlock the powerful trends hidden within that data.
  • Blurred computer screen showing participants in a virtual focus group for market research purposes.
    • customer experience

    How to pick the right virtual focus group platform

    Virtual focus groups are a vehicle for gaining qualitative insights into target audiences as respondents participate through the comfort and ease of their own devices. While such sessions are often more convenient for participants, there are several differences to address when compared to traditional, in-person, focus groups.
  • Woman in a yellow and white shirt reviewing market research data to uncover actionable insights
    • customer experience

    Finding value in unexpected market research insights

    As researchers, we know some aspects of studies are out of our control. We never know how respondents will answer, and sometimes their insights don’t give us straightforward solutions or suggest changes to products or services that don’t seem feasible. While you may not get the answers you originally set out to find, when you think creatively, all insights are valuable.
  • Someone comparing market research study data on a smart phone and tablet.
    • Brand Renovation + Innovation

    What to do when concept testing results differ from in-market results

    Our goal as market researchers is to uncover the consumer motivations or truths that can then be turned into business outcomes through strategic decision-making by business professionals. However, we know that consumers’ perceptions, emotions, and behaviors don’t always align.
  • Team of market researchers collaborating with their project stakeholders in a conference room.
    • Brand Renovation + Innovation

    Keep your market intelligence objectives close and your researchers closer

    Solution quality is tied directly to how a research team works with stakeholders at every touchpoint — from project inception to deliverables.
  • Illustration of an online research panelist commenting on a focus forum
    • research communities

    Market research online communities vs. online research panels

    It’s an age-old question: What is the consumer thinking? Market research online communities and online research panels are methods of uncovering consumers’ preferences, motivations, and opinions. Market researchers often use the terms interchangeably, but there are differences in their size, structure, and use.
  • Focus group discussing the next big idea.
    • Brand Renovation + Innovation

    Is the focus group dead?

    Some modern researchers have argued in favor of abandoning consumer research and instead relying solely on intuition in the quest for innovation, claiming that consumers don’t know what they want. Do focus groups make sense for today’s (or tomorrow’s) research?

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