Personas help companies understand their end customers better - they get to the emotions of key target groups. Rich qualitative research is essential to help bring segments alive and fire up innovation processes
Digital qualitative research - getting close from a distance!?! At the beginning of the pandemic in 2020, this promise seemed hopeful. Experience has shown that digital qual does indeed deliver insights sensitively and consistently, but that the rules of engagement are different. And for certain tasks best practice is still emerging.
Personas are a great way of helping bring customer segments to life. They fire up innovation and creative projects. Following our recent Webinar, we now have a Whitepaper - documenting how-to learnings and best practice guidance.
New hires are a welcome source of additional expertise, energy and inspiration. We're lucky to have three fantastic new colleagues join us in our German offices.
How has the pandemic impacted on qualitative research? We explore recent developments in fully digital qualitative approaches.
In-person market research conferences may be more expensive, require travel, take more overall time investment to attend - but as the 2021 Qual360/MRMW showed, face-to-face engagement can be much richer and sticky than pure e-learning or e-events.
Edward Appleton and Dr. Natascha Haehling von Lanzenauer talk about impact of machine learning and artificial intelligence on qualitative research.
Qualitative research was slow to fully embrace digital practices - but adoption has broadened and accelerated quickly over the past 12 - 18 months. Planung & Analyse's July 2021 issue dedicates itself to Qualitative Research - online, offline, everywhere!
How important are conversations in qualitative research - if behavioural change can be achieved differently and with fewer diagnostics? The current focus on behavioural insights and nudge techniques challenges us to re-think how central conversations are to decision makers looking to effect change rapidly and effectively with a focus on ROI and impact.
A case study demonstrating how qualitative research can really bring insights to life - using ethnographies and storytelling techniques to shape authentic personas based on existing quant. segmentation work. It can also reveal hidden opportunities - segments that have been overlooked that are in fact relevant for NPD and strategy focus.
Katrin Krüger, Senior Project Director, was recognised as a global Future Insights leader by the Greenbook Organisation in the recently published GRIT 2020 report. It highlighted in particular her dedication to the use of new technologies in qualitative research.
Digital ethnographies allow researchers to get close from a distance. However, they require a different approach and set-up as we will outline in a case study we're presenting with Leifheit at the Qual360 Europe Conference 2021.