Teaming up to Provide Some Qualitative Education
Last week Boston – based research firm Chadwick Martin Bailey hosted one of their Tools and Techniques Webinars in which they featured iModerate. Jeff McKenna of CMB, talked with iModerate’s own Christine Tchoumba about Cognitive Theory, how it relates to research, and the importance of having a sound qualitative strategy. The webinar also provided attendees with a look at how online one-on-one conversations can be used as part of an effective hybrid market research approach. To that end, Jeff and Christine went on to cite examples from their hybrid research work together on CMB’s...
Read more »Grounding Qualitative Research in Cognitive Theory
For decades quantitative researchers have published studies that identify the cognitive steps that consumers take when making purchase decisions (e.g., Cohen and Kunal (1987); Sirsi, Ward and Reingen (1996)). It is not as widespread, however, to hear about a cognitive approach being used by qualitative researchers. And why not—especially given that it’s essential for qualitative researchers to understand attitudes, motivators and behaviors that drive brand, product selection and loyalty? Whether exploring consumers’ brand perceptions or actual buying intent, constructing qualitative...
Read more »My Treasure Chest of Marketing, Market Research and Motivational Trends and Predictions for 2012
Now that 2012 is here, I thought it would be fun to look forward at some trends that are happening, and some that are predicted to happen, in the areas of marketing, market research and the little pleasures that keep me (and maybe you too) going. Marketing Internet video marketing continues to grow. “Online videos have a major impact on Web site search engine optimization. An online video is 50 times more likely to get a first-page Google ranking than a text page. Expect businesses to take notice and continue to add relevant video to their Web sites.” Social media growth will...
Read more »Patagonia Takes a Stand on Cyber Monday
Cyber Monday was a huge success this year. Sales were up 22% from last year’s reaching $1.25 billion, the highest sales to date. Yet, retailer, Patagonia decided to ask their consumers to buy less in support of lowering consumerism and reducing our environmental footprint. In an email campaign and on the front page of their website, Patagonia’s simple headline above their popular fleece jacket, said, “Don’t buy this jacket.” Below this headline was a button to, instead, take a pledge to save the environment. Powerful? Yes. Risky? Yes. Good marketing? Absolutely. One important...
Read more »How Are Consumers Planning to Shop this Holiday Season?
A recent Consumer Pulse study of over 1,400 U.S. consumers conducted by Boston-based custom research firm, Chadwick Martin Bailey (CMB), and iModerate Research Technologies, uncovered some interesting nuggets about how people are planning to do their shopping this holiday season. The hybrid, qual-quant study took a look at what people are doing this year versus last year in terms of dollars spent, how they are shopping and where consumers are seeking out deals. How much are consumers planning to spend? Overall, most holiday shoppers (54% of those polled) plan to spend the same amount of money...
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