Recently I stumbled upon a very interesting test in the New York Times called, “Reading the Mind in the Eyes”, where participants study 36 photographs of pairs of eyes and choose one of four adjectives that best describes the correct emotion being portrayed. The test measures a person’s ability to understand others’ emotional states. What does this have to do with Qualitative Research you might ask? Well… everything.
As qualitative researchers, it is our job to be completely in-tune with the moods and emotions of the consumers we interact with. It requires a special ability to pick up on those subtle, non-verbal cues that often carry the greatest meaning. In order to understand the “why” behind a consumers purchase decision, it requires a unique eye-to-eye experience that allows us to see up close and personal what happens at the moment of purchase.
Whether it’s a look of confusion, frustration, or a slight smile before the consumer reaches for a product, every look and movement matter. It’s within those key moments that we are able to reveal breakthrough insights that are often undetected by the average eye. While data may reveal powerful insights about purchase patterns and behavior, it requires a trained eye and a tangible, human connection to discover the unexpected.
~ Marilyn Weiss
President & Founding Partner