5 Simple Ways to Write Better Surveys
Tomorrow is my birthday!! Instead of asking for presents, I’m going to give you all one: 5 ways to make your surveys better. 5. Keep the big picture in mind. Why are you doing this survey? Too often, people include a lot of “nice to knows” in their questionnaires. If you want to know what people […]
How to be a better client: Q&A with my favorite interviewers
This is Connie and Joe. They are amazing in-person interviewers who can get anyone to talk to them, whether it’s someone coming out of a store or a doctor attending a conference. I brought them in to help a retail client understand their shoppers’ behavior, and together we’ve been in half a dozen malls in as […]
Southpaws and Snowblowers
My parents (pictured here in 1966, the year they got married) don’t live in a part of the country where snowblowers are standard issue, but last year my dad got one for the first time. The plan, my mom explained, was that Daddy had bought the snowblower but Thomas from next door (who was trained […]
Does Your Research Use All Five Senses?
One of my favorite clients is a large retailer that hires me for “shop-along” research: walking through the store with customers and asking about their observations and experience. Basically I get paid to shop vicariously. A few weeks ago, I was designing my screener for a shopping expedition; I wanted to make sure I had people […]
Putting Respondents on the Red Carpet
It’s award show season! Watching the Oscars and the Grammys isn’t my favorite thing to do, but I’ve learned that treating customers like stars can get companies robust insights. Before the holidays, I did a project for a major department store that was rolling out a self-checkout program. I conducted 1-on-1 shop-alongs with respondents, following […]
[Video] The Self-Promotion Gap
In a world where humility is often praised and self-promotion is frowned upon, many of us find ourselves in a delicate balancing act between acknowledging our accomplishments and fearing the perception of arrogance. This conversation with Alisha, a dental assistant from California, highlights this internal struggle, shedding light on the societal pressures that inhibit individuals, […]
A Reminder that Data Denial Doesn’t Work
I recently gained 35 pounds without realizing it. Scratch that. I realized that my clothes didn’t fit and I felt like I was dressed up in someone else’s body. But I didn’t actually know the extent of the situation, because for about two years, I resolutely refused to step on a scale. “I’m better off not knowing,” […]
Getting People to Talk About Awkward Topics
After a three-day conversation with 12 strangers about peeing in their pants, I can now safely say I will talk to anyone about anything. Let me back up. Last month, I got an email from a new client. She’s coming up with a new adult incontinence product (think Depends) and wanted to do some audience […]
Respondents are not Just Rows in a Dataset
After qualitative research, my clients often ask questions like “What were the key take-aways from respondents in this market?” This is what they’re concerned about, and rightfully so; it’s their job. But I try to remember that, just like my clients are more than their jobs, our respondents are more than just respondents: they’re people […]
Decaf Coffee and Yes/No Questions
I only drink decaf coffee. I know, this is terrible and tragic and I’m obviously not living life to the fullest. But bear with me. When I order decaf, in a restaurant or a Starbucks or wherever, I know that I’m the anomaly and that often waitrons often forget or tune out the request or […]