In the realm of market research and insights, understanding what truly drives customer choices is crucial. In the latest episode of Conversations for Research Rockstars, host Kathryn Korostoff dives into the Jobs to Be Done (JTBD) framework, a tool that has been embraced by leading companies across industries—from CPG brands
In qualitative research, choosing the right methodology is key. Although focus groups have their merits, there are cases where in-depth interviews (IDIs) are an objectively better choice. Still, when a client requests a particular research methodology, like focus groups, it can be challenging for a researcher to suggest an alternative—even
It is hard to imagine a market research-related team or company that won’t be impacted by AI in 2024. The question is, will the impact be a “bad” thing or “good”? For those of us in the Market Research & Insights sector, we’re all well aware that AI will bring
Join host Kathryn Korostoff and special guest Dan Braker, President of Breakthrough Research, for a deep dive into the power of authenticity in shaping consumer decisions and brand loyalty. This episode explores the critical role authenticity plays in building lasting connections between brands and their customers. Drawing on psychological research,
As market research and insights professionals, we often encounter situations where clients request a “conjoint study”— sometimes before they even share their research objectives! However, it is important to note that the term “conjoint study” is often used loosely or as an umbrella term for any type of trade-off exercise.
We are excited to invite you to three upcoming, instructor-led Live Events on important topics for all of us who work in Market Research & Insights. Conducted via Zoom, these events offer a unique chance to expand your knowledge, interact with expert instructors, and engage with peers, all from the