Posted on February 6, 2010 by Carey
Where should we conduct the study? The answer to this important question spurs great thought and debate. I have clients who religiously research in no fewer than three markets, usually four. Others thoughtfully pick a winner and progress. Really though, within the same country, how different can places be? Particularly when reacting to the same idea?
I often lament how I miss life in the Midwest, and being buried in snow today let me assure you it is not the weather but the people that make the place. People react very differently here. Take a simple two inches of snow, for example. We were officially “snowed in” last weekend. The Midwest is mostly flat. Maryland is a maze of hills and turns that make driving in even the slightest snowfall treacherous. In the face of the two feet (and counting) presently being unloaded from the heavens, we here in the Mid-Atlantic region race to the grocery stores, cancel plans, and prepare to be home-bound for days.
So, how do we choose and how many markets do we need? It depends on the objectives. If you are looking to make a major business decision with the learning (yes, you can, even with qualitative!), I recommend a minimum of two markets, preferably three. If you are searching for a certain type of consumer–brand loyalist or early adopter, there are markets better suited to that. And I propose that finding aesthetically intuned, super-creative types (hello warm, sunny West coast) should often be balanced with your average Joe or Jane if you truly want to innovate while developing a product appealing to the masses. I love any excuse to take a trip home to the Midwest and meet with warm-hearted, level-headed types we so easily find there.
Posted on January 27, 2010 by Carey
At nearly every project I work on, someone will inquire as to how I came to be a moderator. Some wonder how I made the seemingly enormous leap from engineering to creativity and qualitative research consulting. I adore peoples’ curiosity!
Sometimes the party asking is visioning new possibilities for their future. I always include in my answer the one key to how I traveled this path: the support and encouragement of others.
We are all being called to lend a hand along the way–whether it is basic necessities for victims of natural disasters or mentoring and advice for colleagues and co-workers. I propelled forward toward my passion for qualitative research because other moderators and marketing research colleagues encouraged me by sharing their stories and being incredibly open and honest about the benefits and challenges they had experienced.
It has been said that those who teach, learn. Sharing information and knowledge with others solidifies and deepens what we already know. Mentoring and training offer classic cases of karma, of giving and receiving in return.
These days, so many people are pursuing alternate career paths. I encourage you to consider mentoring or sharing ideas in support of those around you. It will surely energize you in whatever direction you are moving forward.
Posted on December 28, 2009 by Carey
karmaCollage is developed and launched! (www.karmacollage.com) Business is booming with other moderators able to incorporate this service through Good Karma Consulting. Here’s to merging all the beauty and richness of traditional qualitative with technology-based applications for projective techniques that enhance efficiency and allow us to incorporate them more often for greater insights and outcomes! I was proud to present this new web-based application at the QRCA conference in Palm Springs in October to esteemed colleagues.