Not job interviews but research interviews with thousands upon thousands of patients, parents, health care professionals, kids, business...

In a previous article, I spoke about the benefits of doing focus groups on video conference instead of in person. There are a number of...

Most qualitative researchers are very aware of the types of difficulties which can occur in the front room leading questions, dominating...

Leading questions are questions that subtly guide or influence respondents toward a particular answer or viewpoint. They can introduce...

A brand story is made up of all that you are and all that you do. From the company’s history, mission, inspiration, goals, products,...

From Forbes Business Council 13. Prioritize The Project Tasks – Dr Sharon Livingston The client talks about the tasks and goals that are...

People often ask me about the techniques I use and teach to Moderators and Coaches. How did I learn them myself and how did I come up...

At the core of any compelling brand story is an essential brand archetype. Let’s take a step back for a second and talk about archetypes,...

People get very confused by the term Emotional Marketing and I’m here right now to clear it up. This is an often-used definition that is...

In 1993, a focus group headed by Jon Steel, a partner at the San Francisco-based advertising film Goodby, Silverstein & Partners, asked...

As more and more parents push back against gender stereotypes, retailers are choosing to throw out the pink and blue rule book and...

Are you thinking about developing a standard guide or adding some creative or projective exercises to your Focus Groups? Whether you’re...

While they are often the people who get credit for it, it’s not just the ad agency “creatives” who have imagination, intuition and...

A number of years ago, I was brought in by Pillsbury to help them understand their Totino’s Pizza Roll positioning. There was some...

Lysistrata is the comic account of one woman's extraordinary mission to end the Peloponnesian War. Lysistrata convinces the women of...

I am stuck on TV dramas like For All Mankind, Billions, and Mosquito Coast. These are popular, respectable series to watch. But as much...

From Remarks of Senator John F. Kennedy, Indianapolis, Indiana, April 12, 1959 When written in Chinese, the word "crisis" is composed of...

If you want to know which emotional end benefits are most meaningful to the consumer’s connection to your brand, the last thing you want...

After the excitement of the start of the season fades away, winter can feel near endless. Even if you don’t live somewhere with snow and...

If you were to read the benefit statements in Part II of this series (e.g. "I am a sexy person because I drive an aerodynamic car") to a...