I was stuck in a traffic jam yesterday flicking through radio stations and this witty ditty came on (to the tune of Billionaire): Original is here on Galaxy 105's website.
Category: market research
extracts from real telephone depth interviews
“my short term memory has gone, I could have read your mailer this morning and wouldn’t remember” “when did I first come into contact with [the organisation]? I’ve no idea, I’ve got a poor sense of time” “hang on, I’ll just take my hearing aid out”
Undercover Boss: don’t tell me Hooters have never heard of market research
I watched the US version of Undercover Boss on C4 last night. It was the turn of Coby Brooks, President and CEO of ‘delightfully tacky yet unrefined’ restaurant/bar chain Hooters to go undercover in his own business. Never heard of Hooters? If I tell you that they’re big on cold beer, fried chicken and pretty girls in … Continue reading Undercover Boss: don’t tell me Hooters have never heard of market research
You say ethnographic, I say effectiveness
I had a really interesting chat last night with a friend who is an academic researcher. She’s got funding for a very cushy ethnographic research project and I couldn’t help noticing the differences between her world and mine: 1) She suggested her own topic (within her specialist area) that she knew she’d find interesting and that … Continue reading You say ethnographic, I say effectiveness
don’t just ‘put a planner on it’ – understand your audience first
When my first ever Planning Director was interviewing me for the job, he asked “when was the last time you were on a bus?”. He had a point. Its all very well for Account Planners and the like to say that they are ‘always listening’ (actually, I think I like that better than ‘always thinking’…), but … Continue reading don’t just ‘put a planner on it’ – understand your audience first
the view from the other side of the research fence
I needed to get a quote from a research agency today. For the first time in eight years I don’t have the luxury of an in-house research department and it’s been a real eye-opener. Using the excellent MRS Research Buyers Guide as a starting point, I knew I’d like to work with someone local as I … Continue reading the view from the other side of the research fence
A rogue respondent as seen from the viewing room
pic nicked from The White Rooms in St Albans (UK) - not where I was last night but v. highly recommended I was at a viewing facility last night and in the second group there was one respondent who was a real pain in the neck for the moderator. There’s always one (let’s call him Bob), … Continue reading A rogue respondent as seen from the viewing room