by Cindy Blackstock
Have you had a conversation with your consumer?
It is an enlightening and humbling experience to really get to know who they are, what they think, how they experience your product or service, and what they need from that experience. It can be very beneficial to be face to face, having conversations with consumers to build your intuition and empathy. However, often it is more valuable to leave the interviewing to expert moderators, allowing you to focus on the answers, rather than how to pose the questions.
Why Use Experts Qualitative Research Moderators
Expert qualitative research Moderators are skilled at conducting qualitative research to uncover the “why” behind the “what” of consumer behavior and preferences. Experienced Moderators apply a range of specific research techniques, with nuance and finesse, to get beyond consumers’ top-of-mind thoughts. This allows them to identify the underlying needs and motivations that drive behaviors and choices.
Specifically, Moderators can help teams across four key learning dimensions:
Moderation Techniques Enable Insights to Surface
With certifications from organizations such as, RIVA, QRCA, and the Insights Association, great Moderators have a broad toolkit, employing specific qualitative research techniques to achieve their research objectives. These research techniques include:
Open-Ended Questions: Starting with open-ended questions that encourage participants to provide detailed responses. These questions typically begin with phrases like “Can you describe…” or “Tell me about…”
Comparative Questions: Asking participants to compare or contrast different aspects of their experiences or opinions. For example, “How does this compare to your previous experience in a similar situation?”
Timeline and Sequencing: Exploring the chronological aspects of experiences by asking participants to recount events in a specific order. This can help create a detailed narrative.
Sensory Exploration: Encouraging participants to describe sensory aspects of their experiences, such as what they saw, heard, felt, or smelled during a particular event.
Metaphorical or Analogical Questions: Asking participants to describe their experiences using metaphors or analogies. This can help participants express complex concepts more vividly. For example, “If this brand was a shoe, what kind of shoe would it be and why?”
Projective Techniques: Using projective techniques like storytelling, drawings, or role-playing to access participants’ subconscious thoughts and feelings.
Whether it is through in-depth interviews, in-context missions, ethnographic research or through online community bulletin boards, great Moderators will employ these techniques to discover underlying insights about the consumer that they could not otherwise articulate through simple conversations.
Trust SIVO with your Qualitative Research
Contact SIVO, Inc. at Contact@SIVOInsights.com to discuss how SIVO can provide you with the insights you need, via our team of expert Moderators to lead your qualitative research projects. Also, check out SIVO’s On Demand Talent Profiles to learn more about how a fractional Qualitative Research Strategist/Expert Moderator can be an asset to you and your team.
Are you facing these challenges?
More workload and pipeline projects than your team can execute
Questioning how to keep saying “Yes” to internal stakeholders
Not enough time or resources to meet multiple requests for actionable insights from leadership, product development, marketing, or strategy
SIVO Insights On-Demand Talent™ is a solution for Insights talent needs for teams just like yours. We leverage our extensive pool of Insights professionals, with years of experience and expertise, to help you achieve your business objectives.
We recommend three key steps for evaluating and making the case internally for hiring contract Insights talent.
As workforce talent continues to evolve, there is no shortage of options, including interns, short or long-term contractors, contract-to-hire, or direct hire. Below, we highlight the advantages of Contract Talent vs. Full Time Hire:
Trending
Do customers want to ‘hire’ your product?
We have started engagements in as quickly as one week. To discuss your needs and how we can match the talent with the best expertise for quick solutions in your organization, visit SIVO Insights On-Demand Talent or email Brent.Budke@SIVOInsights.com.
By Julie Rose
“CEOs aren’t feeling the need to hoard labor as much as they once did. A quarterly survey of CEO confidence released on February 8, 2024, by The Conference Board, a think tank, shows 23% of CEOs expect to lay off workers in the next 12 months, up from 13% from the previous quarter.” *
With employee staffing constraints and cutbacks sweeping through many companies, business teams are feeling the pressure. So how does the work get done?
We know that business leaders continue to seek actionable insights to guide their decisions but there are fewer people and often not enough time to get it all done. Many insights teams are turning to fractional talent to fill staffing gaps. This provides the freedom to say “YES” to internal stakeholders, set strategies and take on new projects while not burning out the team or falling short on annual objectives.
As teams consider their staffing options, here are three easy steps for making the case for adding fractional resources.
Step 1 – Outline what issue you are solving.
Use information on hand to justify what the “current state” is costing you and the business.
Step 2 – Evaluate and select the right resource for your needs.
Workforce talent continues to evolve and there is no shortage of options, including interns, fractional talent, contract to hire, or permanent hire. Determining what’s best for you and your organization is key. When evaluating the right resource for your needs, there are a few key questions. Short vs. Long term? Trained vs. Untrained? Junior vs. Senior Level? Hours per week? Budget parameters?
Step 3 – Make the case to your internal stakeholders.
Finding the right talent with experience and selling the option internally might seem daunting. With the right solution, it is possible. Present your case to internal stakeholders by outlining the business need, presenting a tight range of staffing solutions, including the benefits of your recommended choice, and the associated cost and timing. You may also want to include the bios or resumes of the potential talent you are recommending.
If your evaluation in Step 2 supports contract or fractional talent as the optimal solution, below are a few additional resources from SIVO that can help.
Why Choose SIVO On Demand Talent for your Fractional Insights Talent Needs
SIVO On Demand Talent is here for you, with exceptional insights talent for fill-in roles or finite initiatives. You will experience the uniqueness of SIVO On Demand Talent through our Experience, Service and exceptional Talent!
Contact SIVO, Inc. at Contact@SIVOInsights.com to discuss how SIVO can help you make the case for fractional talent. Also, check out SIVO’s On Demand Talent Profiles to learn more about the many fractional Insights Professionals - from Insights Generalists to Research Specialists - that can be an asset to you and your team and help you meet your goals.
* Noted in a NerdWallet article, Will 2024 Be a Big Year for Layoffs? February 2024
by Julie Rose
I’ve been in the workforce for over 30 years (GASP!). I’ve witnessed and been part of a lot of change. Changing technology is a mainstay in the Age of Information, which is centered on accessing information and knowledge easily and quickly. Artificial Intelligence (AI) and machine learning is another advancement in getting that knowledge even faster and more quickly.
With each advancement or new tool, there is the inevitable talk of our jobs going away because the latest advancement is expected to replace us. In many cases, with advancement in technology, there are shifts that do render obsolescence. From my experience, it is the past technologies, not people, that have become obsolete. As people, we adjust, we leverage, we apply critical thinking, we learn, and take advantage of technological advancements to be more effective and efficient but we typically are not replaced.
Experience with Workplace Technological Advances
Early in my career, I was on the Email Task Force when email was just being introduced in the workplace. We grappled with tough topics, like were we going to allow employees to send personal emails. Yes, this is a true story! Email technology has made information flow much faster and easier. In fact, I don’t remember the last time I faxed something to someone. Email improved the way I work, but it didn’t replace me or make my job obsolete.
I also remember leading a team that was evaluating social media listening techniques and tools as we were trying to glean insights from the vast number of online conversations and content. People wondered if we would ever need to conduct primary market research again. People wondered if they would be replaced with Do-It-Yourself Digital scraping tools. It didn’t happen. I’m still here providing custom insights by leveraging the best market research tools to meet my clients’ business objectives.
The Soup-Starter, Not the Soup
The latest advancements in Artificial Intelligence have impacted every industry, and we are all evaluating it to figure out how to safely leverage it and integrate it into our current best practices. My reflection on the many changes I’ve personally experienced has helped me to formulate my thoughts on it. I’ve been asked quite a lot recently by friends, colleagues, and clients what do I think about AI, machine learning, and specifically natural language AI like ChatGPT or Google’s BERT. My latest answer . . . It’s the Soup-Starter, but it’s not the Soup (or the Chef!).
New tools like, ChatGPT, are an excellent way to access information and knowledge quickly and to easily get started on a topic or approach. It starts the soup, but it doesn’t finish the meal. Just like soup needs a chef, research needs a researcher, and insights require an Insights Professional. It takes discernment, creativity, experience, and nuanced choices to make a delicious, complex, flavorful pot of soup and the same goes for a custom market research study. Just like the chef might consider certain stocks and spices to start the soup, a researcher can start with ChatGPT to contemplate potential objectives, methodologies or questions before designing a custom market research project that fully meets the needs of the business.
Using ChatGPT in Market Research
When it comes to market research, we at SIVO have found ChatGPT and other AI tools to be a useful starting point in the following ways:
Evolve toward the Future
As AI technology evolves, we will evolve with it. We will leverage it to improve how we operate. For now, it becomes our new “soup starter” but we still own the recipe and must make the soup. All of us need to experiment and decide how AI can improve our ways of working but we will continue to apply our craftsmanship, critical thinking, and intuition to finish the job.
At SIVO, we are dedicated to understanding your business challenges and questions and will then use our expertise, resources, and access to technology to recommend a learning plan and approach that considers all variables and delivers on your needs. Contact us at Contact@SIVOInsights.com or go to SIVOInsights.com today to schedule a discovery call and connect!
Across industries, brands attempt to access and leverage data to unlock stronger sales and business growth. Your team can bring a wealth of experience and expertise to initiatives, but getting feedback from the people who engage with the product produces better outcomes. Below, we’ll answer the questions: what are consumer insights? Why are consumer insights important? And What is the best way to get consumer insights for my business?
First thing’s first, what are consumer insights? Consumer insights are the underlying motivations or needs that make a consumer behave a certain way. Insights professionals work to understand consumer attitudes, requirements, desires and behaviors to uncover insights that can then guide brand building, portfolio and marketing communications efforts. Many organizations gather data from their consumers, but the real depth of insight comes in asking the right questions and getting the full picture from consumers. Insights gleaned from studying and connecting with your consumers can inform nearly every aspect of your business’ path to growth.
So, how do you get consumer insights? Businesses can get consumer insights in several ways. The correct method for your team depends largely the business question, as well as the industry and market you serve. For example, organizations may capture qualitative data via focus groups, in-depth interviews, and user immersions to identify the nuances in consumer values and opinions.
Meanwhile, quantitative data like path-to-purchase, product testing, and volumetric forecasting can help teams validate consumer interest and behaviors and build confidence in decision-making and actions. Consumer insights experts can gather this information in a number of ways. See some of the most effective consumer insight solutions and techniques below:
Qualitative Consumer Insights
Ethnographies
In-Depth Interviews
Focus Groups
Shopalongs
Shopper Intercepts
Mobile Missions
Online Bulletin Boards
Fishbowls
Agile Sprints
Rapid Refinement
Communication Checks
User Immersions
In-Home Usage
Interactive User Experience
Jobs to Be Done
Quantitative Consumer Insights
Segmentation
Attitude and Usage
Path-to-Purchase
Tracking Testing / Screening
Brand Positioning
Brand Architecture
Product Testing
Creative Testing
Opinion Polling
Now that we know what they are, why are consumer insights important? Essentially, consumer insights remove some of the speculation from your business decisions and actions. It provides actionable answers to what consumers think about your brand, your category, and your products or services. Once you receive those insights, you can take it and run. It’s the fuel that ignites new product or service innovation and optimization, brand experiences and communications. At a higher level, it gives your business access to an entirely new perspective within your consumer market. Consumer insights give you a more holistic understanding of the consumer target audience you want to connect with, allowing you to gain a competitive edge within your industry.
So, why is consumer insight important? There are several reasons growing brands invest in these solutions to drive growth and gain a competitive edge. See why more and more businesses focus on obtaining consumer insights for their strategies below:
The best business strategies have data-backed insights behind them. Consumer insights allow you to identify a “why” to inform and support your business initiatives. The same goes for your brand.
Understanding what people truly believe about your brand can transform marketing strategies. Today, it is important to know who your customers are, what they do, what they value, and why it matters. The best way to answer those questions is to identify your consumers and start a dialogue to better understand them. This dialogue and the insights that come from it allows your business to bring more value to the people you serve. It all leads to better customer experiences and a stronger return on investment.
Every product or service has areas for improvement. Who are the best people to provide that feedback? The individuals who purchase and use them. Getting honest opinions on your current portfolio helps you identify the best places for optimization. You can spot holes in the market and create solutions that fill consumers' unmet needs. Some of the best product ideas and business innovation can come straight from your customers.
It all starts with empathy. Providing enhanced, consumer-focused products and services can only benefit brand loyalty. Brands need to continuously check in with their customers to ensure they have positive brand experiences and identify new ways to delight them. As mentioned above, your products/services can consistently improve to meet the needs of your customer base. Ultimately, this all works toward a stronger relationship with your audience to gain ongoing loyalty. That goes a long way when they are choosing between brands.
How can consumer insights fuel your marketing campaign? Speaking directly to your target audience members creates more nuance and specificity in your consumer-first marketing campaigns. Every engagement in your advertising and beyond should prioritize your consumer. Understanding their values and preferences deeply allows you to speak to them more directly and effectively. If you’re on the journey of building your brand or audience-based marketing (AMB) strategy, these insights provide a path toward successful campaigns that move the needle and influence consumer behavior.
What is your customer’s experience with your brand? Are there features that they like or dislike? Sometimes small things go unseen by marketers, but small details can leave a lasting impression on consumers. Whether it’s digital user journeys, messaging, or customer service conversations, it’s invaluable to hear, understand and react to what people think when they engage with your brand, products, and representatives.
If your organization is wondering how to get consumer insights, the best path is through a specialized consumer insights company. SIVO is a global insights and strategy firm specializing in understanding people and their needs and beliefs that drive behavior. We partner with brands to answer key questions that guide strategies and fuel growth. First, we schedule a discovery meeting, where we ask your stakeholders and subject matter experts key questions about your business and needs. Then, we design a custom research approach that aligns with those requirements. From the data gathered, we identify key insights that inform your decisions and drive business growth. Our experts act as your ongoing partner, helping you access your consumers and interpret the research every step of the way.
Ready to get meaningful consumer insights to unlock your next business and brand strategy? SIVO provides full-service custom consumer research and experiences for business across industries. Whether you need consumer insights, organizational intelligence, market and competitive intelligence, or on-demand talent, we empower organizations to get the most of their business, marketing, and brand building efforts to better achieve their goals. Contact SIVO today to get started.
SIVO Insights brings together research, talent, and intelligent technology to help organizations navigate complexity with confidence. Have a business challenge? Let's talk!
We bring together research, talent, and intelligent technology to help organizations navigate complexity with confidence
