We often use projective exercises in qualitative research to get a respondent to think ‘outside of themselves.’ For example SLRG moderators might ask respondents to put themselves in someone else’s shoes to describe photos of others and determine what they might feel or do, and why. In other circumstances the respondent can be asked to associate brands […]
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Recent Research of Interest: Emotional Coding Enables Qualitative to Quantitative Story Telling
In recent years, some researchers have turned to the use of “wordless” or thought bubbles to illustrate the most frequently utilized phrases from open ended responses in quantitative research. Often utilizing semantics scrapers and other technology to create a hierarchy of these answers, the results are a simple means to cut through extensive respondent comments. Unfortunately, such […]
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Getting Past The Catch-22 of Communicating Research Results
SLRG President Jon Last speaks to the challenges of effectively communicating research results in a time crunched environment. Professional marketing researchers are in an interesting predicament. We’ve been conditioned to exercise methodological and analytical rigor. We pride ourselves on an ability to dive deeply into data and find nuance beyond basic descriptive statistics. As such, […]
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Don’t Leave Sports-Fan Sentiment Analysis To A Machine
In his August Media Post Marketing: Sports column, SLRG President Jon Last speaks to the dangers of relying solely on web scrapers to analyze fan/customer sentiment. The human element inserts the added value benefits of context, essential for effective qualitative story telling. I’ve learned a lot over my career as a sports marketing researcher. In […]
Read More » Access Gone Wild
In this month’s Marketing Insider column, SLRG President Jon Last speaks to why the 24-7 sports news cycle may actually have a negative effect on fan engagement. Adam Buckman’s June 29 “TV Blog” post struck a chord with me in its assertion that the expression “breaking news” is perhaps the most overused terminology in today’s 24-7 information overload […]
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