Empathy in Market Research:

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:”

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Webinar 1 – August 2017 “Uncovering the Human Behind the Behavior”

Modernizing your qualitative approach


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!

Presenters:   Greg Stucky, Chief Research Officer and Karen Lynch, Sr. Director Qualitative Research

Watch Webinar recording

[The webinar recording is available to watch any time.]



Need more information?  Here’s an expanded description:

Insightful qualitative research has roots in uncovering perceptions, opinions, beliefs and attitudes.  Yet in the last five years, we’ve seen the need to go beyond understanding “why” and “how come” with a new focus on the behavioral aspects of a human’s life. We’re tapping into empathy to understand user personas, their customer journeys, the influences in their lives and their System 1 and System 2 thinking biases.

Modern qual takes a close look at core motivators and the associated triggers and cues. We seek to understand the beginning, middle and end of the story of a user’s relationship with a brand, focusing on the “on ramps” they take to start that journey and the “off ramps” they exit from.

At InsightsNow, we believe that an insight is a human truth you can take action on. So starting with an understanding of the humans our clients are marketing towards brings our client teams the insights they need to accelerate innovation and business success.

We'll discuss how you can explore the life of your would-be and current customers qualitatively.

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Is Fake News or Misinformation Hurting Your Food Business?

Some Insights into Why and What to Do About It

By Dave Lundahl

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?

Continue reading “Is Fake News or Misinformation Hurting Your Food Business?”

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Karen Lynch Leads Expanding Qualitative and Hybrid Research Program

Karen Lynch, Sr. Director Qualitative Research
Karen Lynch, Senior Director Qualitative Research

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.

Continue reading “Karen Lynch Leads Expanding Qualitative and Hybrid Research Program”

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GRIT Survey Recognizes Ongoing Innovation

listed in GRIT 50Most Innovative Companies

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.

Continue reading “GRIT Survey Recognizes Ongoing Innovation”

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