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
[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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