February 12-13, 2019
Contemporary social shifts are outmoding the categories that dominate the way we conduct qualitative research.
Our session will build upon these themes and discuss the quantitative screeners we use for qualitative research and how coded lists limit our ability to understand if we are truly talking to the right people.
It will examine how to conduct qualitative research in a way that recognizes the breakdowns of traditional categories and delivers relevant insights.
Now more than ever, our research has to consider the foundational changes that Millennials have brought to us. People who live in coastal cities are living the ways their parents lived much later in life. They are living with their parents or with roommates longer. They are having children later in life and many are forgoing marriage.
As Millennials and Gen Z, we are doing our clients a disservice by not addressing these changing needs. We can’t generate actionable insights if we don’t adapt our paradigms to the present realities and recognize that some of our old categories need to be eliminated.
Digital has changed the way brands advertise, releasing digital ads with no pre-testing, risking ROI and brand reputation. Facebook, Kantar and Zappi bring together proprietary data from multiple studies to [...]
Wednesday | 10:45-11:15 | Room 1
The System 1 brain, also known as the fast, intuitive and emotional way of thinking, guides the majority of the decisions that consumers make. It is this thinking that is [...]
Wednesday | 9:15-9:45 | Room 1