As 2016 comes to an end we choose our Villain of the Year. In a particularly crowded category there can be only one winner: train delays!
Group discussions depend on many things; well-organised product management, a clear briefing and fantastic recruitment amongst others. However, train delays can derail everything if consumers can’t get to the groups on time and this year has been particularly shocking. find out more
The Mums we speak to every week in the course of our group discussions, accompanied shopping trips and in home interviews are concerned with the amount of sugar their children eat. They readily equate too much sugar with childhood obesity and dental problems, and claim to limit their children’s intake of sugar-laden foods.
Music is a powerful communications tool, a universal language which transcends borders and cultural barriers, and this is increasingly important in the context of global brands and advertising. Academic literature shows that the right song or soundtrack can increase attention, making an ad more likely to be noticed, viewed and understood. find out more
As a qualitative researcher, I have on many occasions been asked to conduct research on sensitive or embarrassing topics, including conditions like diarrhoea, male and female incontinence, athlete’s foot and fungal nail problems, colostomy bags, sexually transmitted diseases and flavoured condoms to name but a few. find out more
In our recent ethnographic and in-home research studies, we have noticed an increasing trend for respondents to head straight through to their kitchen, where, more often than not, they are keen for the interview to take place. find out more
A long long time ago, in the early Nineties, I took part in a school exchange with a Gymnasium in Munich. We were first to host and welcomed them into our homes for a fortnight of cross-cultural learning and understanding.
Having spent some time recently doing ethnographic interviews with consumers about high-end music systems, I started thinking about the major role that sound – and music in particular, plays in our lives, and how it may affect our perceptions of brands. find out more
It has been said that the spoken word only makes up about 7% of communication, so when researching abroad what you say with your body language is more important that what you know of the local dialect. Body language isn’t universal, though, so we thought we’d share some insights we’ve gained over the years about what gestures to use – and which to avoid – to make yourself understood, or avoid a cultural ‘faux pas’. find out more