REPORTS OF THE DEATH OF QUALITATIVE RESEARCH ARE PREMATURE...
Too often, "mother-in-law" research is misleading... or WRONG! The trade isn't a reliable source for consumer feedback... and making significant changes to your business model without insight from the end-user, is just plain FOOLISH! Just ask Netflix.
In the advent of using social media as a research tool, off-the-shelf "research in a box" options, and worst of all, the attitude of "let's just put it out there!"... I'm seeing MANY firms rethink these approaches and move back to the traditional research methodologies!
Done correctly, consumer research is the wisest investment a marketer can make... in many cases, it shows the difference between perception and reality! And, don't kid yourself... today's consumer has changed SIGNIFICANTLY!
Qualitative isn't dead... it's been misused by some, poorly designed by others, and overlooked in favor of "speed to market" issues... Smart Marketers look for the fresh perspective that focus groups and in-depth interviews provide!
Let's talk about this further... reach me at 610/213.9569. We'll discuss your issues, your competition, your optimism...
we WON'T talk football!
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