How human-centered stories lead to brand opportunities
By Karen Lynch
As market researchers, we are nearly 100% focused on understanding people. We concentrate on learning what individuals think and feel about a myriad of topics of interest to the brand teams we serve. We ask questions about what products they use, why they use them, when they use them and how often they use them. And our challenge in getting answers to marketers’ strategic questions is not to sacrifice our critical cognitive empathy. Continue reading “Empathy in Market Research:”
Please join us for the launch of our new WebinarsNow series.
Date & Time: Aug 3, 2017 2:00 PM EDT
Not all innovations are methodological. Sometimes, the innovation is in how you see the world. In this webinar you will learn about how a modern approach to qualitative research …
Creates empathy and understanding of the human journey with insights into the on-ramps and off-ramps of behavior
Defines in-context motivators and emotional triggers behind buying and use behavior
Uncovers new perceptions which ensure products and services excite and delight
We will also share two real world examples using modern qual to help generate deep and unique insights — that, in turn, help you create the perfect product fit at every stage of the buying cycle. Shift into the future with a modern qualitative mindset!
A dramatic trend in food behavior today is the popularity in “free-from” foods. Growing in the US at 7% annually (Euromonitor, 2016) this category includes food product labels claiming to be “healthy” due to the sparsity of ingredients on a statement. Underlying this trend is general distrust, especially among millennials, of claims used by food marketers. They are also skeptical of our government to protect consumers from foods and ingredients they perceive as unsafe. These same consumers are being exposed to more and more fake news and misinformation about food.
Is there a connection between food fake news or misinformation and this free-from trend?
Karen Lynch will expand on InsightsNow’s quickly growing co-creation and co-design methods which uncover sensorial triggers of behavior. These triggers are used to move innovations to market faster with greater harmony between brand and product/service.
2016 winner of NextGen’s Disruptive Innovator award, Karen inspires research designs which generate new insights into consumer and employee perceptions, opinions, behaviors and attitudes.
Thank you to our clients and industry leaders who voted for InsightsNow as one of the most innovative market research firms in the world. We are grateful for clients who recognized us for our innovative approaches that go beyond simply knowing “What” people do and get to the “Whys” underlying their feelings and motivations. We are grateful to be recognized for our innovative hybrid quantitative/qualitative solutions for co-creation, co-design and iterative product testing and validation. We are grateful to be recognized for our innovative research that uncovers the journeys that people take as shoppers, consumers, users, parents or patients such that marketers or service providers can know how to create value in the world.