Category Archives: Research

Do we need more great research, or more great thinking?


Brand and communication strategy nearly always has some type of consumer research at its heart. I am either observing it in real time with my clients (behind a one way mirror, in someone’s kitchen or via webcam), or conducting it for them.

The quality of research undoubtedly varies – from the downright robotic   (I will stick to the discussion guide at all costs) to the truly inspiring (I am committed to solving the bigger problem and will explore rich veins as they emerge).

In fact, Unilever initiated its much debated Qualitative Accreditation Program, because of the variance in qualitative researcher standards, and the consequent paucity of “new ideas and insights that serve to move the company forward.”

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