As researchers, it’s our job to explore a range of different approaches and methodology for any given project. We do this to choose an approach that will get us the best, most relevant data available. Experimenting with different techniques is essential to determine which approach best suits a brief.

I’ll be honest, human experience research is something I’ve only recently been introduced to. After looking into this emerging field of research I hope I can provide you with a brief introduction to what it is and how it differs from the more widely used approaches.

So, let’s start right at…

Generating data is only half of the research process. The other half is interpreting that data, generating insights, and presented in an impactful way. Creative reporting is a relatively recent innovation in market research, with written reports taking the spotlight for most requested format up until the past few years.

Data visualisation techniques have developed rapidly with the help of technology, and thus more creative data reporting has filtered into the market research sphere, enticing stakeholders and more accurately presenting valuable insights.

But are there more ways of creatively presenting information to better engage stakeholders and clients in market research?

Since the very beginning, market research has been trying to connect brands and customers together for the betterment of both parties. Generating high-quality insights is a key incentive for stakeholders to commission market research, and the actions that come from those insights are incentive for customers and consumers to get involved.

Recently, the insight industry’s efforts to further connect stakeholders and customers have stalled, with stakeholders taking advantage of the research reports rather than the tools to talk to customers directly. …

Qualitative data is by its very nature more difficult to analyse that quantitative data. Quant data usually consists of numbers and stats… lovely, logical numbers and stats; qual however brings in statements, feelings and even the intensely valuable opinion. Any researcher worth their salt though knows that qual data is often the exact gold that you mine every day and is like taping in to a user’s mind to get an insider’s view on their attitude to you as a company. …

Turning insights into action — the end game for both insight professionals and stakeholders. But it’s also one of the trickiest challenges we face.

Most research projects don’t hit their true potential due to an inability to follow through in the activation stage. While we are still searching for impactful ways to guarantee the full use of insights after the handover, there are a few ways that we can implement to give us the best chance of using insights as fully as possible.

1. No More ‘Good Enough’

With the pressure for faster insights, we often fall into the mentality of ‘that’s good enough, we…

When formed and maintained correctly, insights communities are typically places of vibrant conversation and insight generation. Respondents can complete research tasks, chat amongst themselves in forums, and talk directly to researchers, sometimes even stakeholders themselves. Researchers can watch as respondents work through tasks, reveal unexpected insights as they chat amongst themselves, and see the community make a difference to an organisation through insight production and distribution.

During the formation of each insights community there are many decisions made depending on the requirements of each insight team and organisation. So what does it take to create the perfect insights community?

A day in the life of a market researcher seemed like quite an easy task to write about — until I sat down to write about it and realised that a researcher’s role can be so varied from one day to the next, as well as from one research company to the next! For us at FlexMR, as we’re quite a small group of researchers, we tend to take on most of the roles involved in a research project ourselves and, depending on who is managing the project and what it is, we’ll take on different tasks within that project.

Surveys are one of the staples of market research. Insight professionals have been designing surveys since market research first began, with the aim to get the best data possible. Surveys, along with focus groups, are one of the most discussed and most taught practices in market research, as such there are many guides out there on the internet on how to design surveys. What there isn’t a guide for, is how to make sure the survey you design is effective and impactful, capable of generating the right data at the right time.

So how do we know whether we’re asking…

I have to confess I’ve recently found myself getting to that age where I sometimes think to myself ‘ooh young people today, with their bubble tea in a jam jar and ‘Tik Toking’. Especially when you realise that Millennials aren’t even the youngsters now and it’s all about Gen-Z… This, I suspect is how Market Research must feel about User Experience research, its younger, cooler, freer associate.

Market Research: The Super Tanker

Market research was traditionally about commissioned projects, planning, scale, analysis and reporting. You could see a project coming over the horizon a few weeks ahead, there would be a design phase, a recruitment…

Measuring the success of anything in market research can be tricky: the success of a project, the success of a particular decision within the research process, the success of a task, and but in particular, the success of the insights the insight team generate on a daily basis.

There are insight teams across the world trying hard to work out how to measure this success as we speak in order to correct strategic directions, prove the use of research tools, and justify future research projects all at the very least. …


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