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Kat Figatner, Senior Vice President

On March 11 and 12, 2020, I had typical days as a qualitative moderator. One day, I assisted a colleague who was conducting research with consumers to test a new haircare device; the next, I was moderating groups for a clothing brand where respondents tried on various outerwear styles. COVID-19 was high on everyone’s minds (professional sports were just suspended; Tom Hanks announced he had it), but it was mostly business as usual.

Zoe Honeycutt, Qualitative Analytical Support Specialist

A few months ago—pre-COVID19—we highlighted three trends that we felt could have the biggest impact on consumer behavior and spending in 2020. Although the Coronavirus pandemic has since won that distinction, we wanted to revisit these trends—sustainability, Gen Z, and qualitative research—to examine how they are faring in the pandemic.

Online Qualitative

How to Leverage Online Qual for Real Consumer Connections

Leading-edge tools and technologies created for qualitative research have helped us immerse with consumers in new ways.  We are now able to uncover behaviors unobtrusively, dive deep into emotions, and explore attitudes and perceptions from multiple angles.  Online qualitative methods have helped our clients to understand their core consumers in ways that help them build brand strategies, create new products, optimize messaging, and more. 

Zoe Honeycutt, Qualitative Analytical Support Specialist

With the beginning of a new year (and decade) comes the inevitable slew of articles predicting what trends will influence consumers’ habits in 2020. There’s a dizzying array, many of which don’t seem like news at all.  Here’s our take on what could have the biggest impact on consumer behavior and spending in the coming year.

Kayla Myhre, Online Qualitative Analyst

When market research started back in the 1920s, quantitative research was the name of the game. It seemed to be the only way to gather accurate insights—that is, until qualitative research started to gain popularity in the 1950s and 60s. 

receipt data tracking research

Illuminator: How to Get Clearer Shopper Insights for your Brands

The crossroads of attitudes and behaviors has always been a key focus to aid us in understanding the trajectory of brands and to keep pace with evolving shopper patterns.  In the past, the connection between these two components were mainly accomplished indirectly, and many times with assumptions attached. Now, we have the ability to bridge this gap with our new shopper insights product, Illuminator®.

Terrie Wendricks, Vice President

I had the great pleasure of attending a presentation by Walgreens and a Vendor at the Quirk’s Event in Chicago in April, titled: “Big Data & Small Qual: Amazing Best Friends.”

There were three takeaways from this presentation:

  1. Dig Deeper
  2. Keep Asking Questions
  3. Combining Big Data + Small Qual = Real Power

Let me first tell you the story that I heard from the presentation and then focus a little more on the third point. 

receipt data tracking research

ILLUMINATOR: HOW TO GET CLEARER SHOPPER INSIGHTS FOR YOUR BRANDS

The crossroads of attitudes and behaviors has always been a key focus to aid us in understanding the trajectory of brands and to keep pace with evolving shopper patterns.  In the past, the connection between these two components were mainly accomplished indirectly, and many times with assumptions attached. Now, we have the ability to bridge this gap with our new shopper insights product, Illuminator®. Listen to Terrie Wendricks, Vice President of ShopperEyes® and Ashleigh Williams, Qualitative Research Director for this Emerge Smarter webinar series.

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