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What is the CMO thinking?

Either directly or indirectly, we work for CMOs because they are the ones who set the agenda for the brands, products or services for which we conduct qualitative research.  The following article is interesting because it explores the mind of the CMO, especially in a recession.  The topics on the mind of the CMO are
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Value Propositions: 3-D and 5-P approaches

As qualitative researchers we are often working to uncover the valua proposition or the USP for a particular product or service.  As with many things, I’m always looking for ways to structure my thinking or brainstorming.  Having some type of structure, or knowing the questions to ask, is simply much easier than staring at a
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YouTube for academic-minded quallies

This paper from the Weekly Qualitative Report is specifically produced by academics for academics.  However, if you are interested in finding qualitative material in video format on YouTube, this paper has done the work for you.  The authors searched YouTube for qualitative related videos, reviewed them and provided them in this paper with a synopsis
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The importance of unlearning

At the end of a very good article that defines the ever-elusive “insights” that we seek as qualitative researchers, is an interesting couple of paragraphs related to the importance of “unlearning.”  I’ve copied those paragraphs below and hope they will stimulate your thinking.  To see hte entire article, go to:  http://kumeugirl.com/ Kathy Sierra in her
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15 types of meaningful experiences

Qualitative research is constantly engaged to understand underlying motivators, hot buttons and meaning for various types of consumers.  Therefore, understanding and being able to communicate those insights is crucial to success for the qual researcher.  The folks at Making Meaning outline 15 meaningful experiences people common to people across cultures.  For the full article go
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New Book: America in Focus

I came across this new book about focus groups and wanted to share it.  The author is self-proclaimed, “The Focus Group Guy.”  I don’t know him and have not read the book so I cannot endorse it.  Howevever, I thought you might want to know its out there. According to the website (http://americainfocusthebook.com/) the book
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Bulletin Boards useful for studying cancer patients

The following abstract is from an article in BMC Medical Research Methodology of the use of bulletin boards to reach cancer patients, specifically pediatric patients.  We have conducted QualBoard studies among physicians and patients for many years and found the methodology to be very effective because of its asynchronous nature and, in many cases, the anonymity
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Tropicana: Up-to-date isn't always better

Like “New Coke,” Tropicana recently made a serious packaging boo boo by “updating” their carton and sacrificing their brand identifiers.  Unfortunately, the carton looked more modern but also lost all the brand identity loyal Tropicana users needed to quickly pick out their favorite juice.  This article comes from designer Patrick Algrin who has a blog
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Millward Brown acquires qual shop for "insights"

Direct from Mr. Web (www.mrweb.com). Its good news that the big guys are investing in qualitative assets.  The following article outlines Millward Brown’s recent acquisition of Alsted Research, a Danish qual firm.  This is especially interesting given Sir Martin Sorrell’s assertion, reported in this blog on February 4, that WPP Group (Millward Brown parent) will be
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