#qualitative market research method

[philomathresearch]

What Is Qualitative Market Research and Its Types?

Introduction

In the dynamic landscape of business, understanding consumer behavior, preferences, and needs is paramount for success. This is where qualitative market research steps in, offering invaluable insights that quantitative data alone cannot provide. In this comprehensive guide, we delve into the world of qualitative market research, exploring its types, methodologies, and significance in shaping business strategies.

What is Qualitative Market Research?

Qualitative market research is a methodological approach used by businesses to gain an in-depth understanding of consumer behavior, attitudes, and motivations. Unlike quantitative research, which focuses on numerical data and statistical analysis, qualitative research delves into the subjective aspects of consumer experiences through open-ended discussions, observations, and interpretations.

Types of Qualitative Market Research

Focus Groups

Focus groups involve small, carefully selected groups of individuals who share their opinions, perceptions, and experiences related to a particular product, service, or concept. These sessions are typically moderated by a skilled facilitator who guides the discussion while encouraging participants to express their thoughts freely.

In-depth Interviews

In-depth interviews are one-on-one conversations between a researcher and a participant, aiming to delve deep into the individual’s thoughts, emotions, and experiences. These interviews allow for a more personalized and detailed exploration of consumer perspectives, providing rich qualitative data.

Ethnographic Studies

Ethnographic studies involve immersing researchers into the natural environment of consumers to observe their behavior and interactions firsthand. By observing consumers in their real-life settings, researchers can gain valuable insights into their lifestyle, habits, and decision-making processes.

Observational Research

Observational research entails systematically observing and recording consumer behavior in real-time, either in controlled environments or natural settings. This method allows researchers to capture spontaneous reactions and interactions without relying on self-reported data, offering authentic insights into consumer behavior.

Online Communities

Online communities provide a virtual platform for consumers to engage in discussions, share experiences, and provide feedback on products or services. These communities enable continuous interaction with participants, facilitating ongoing qualitative research and fostering a sense of community among consumers.

Methodologies in Qualitative Market Research

Open-ended Questions

Qualitative research relies on open-ended questions that encourage participants to express their opinions, ideas, and experiences freely. These questions allow for rich, detailed responses that provide valuable insights into consumer perspectives.

Probing Techniques

Probing techniques are used by researchers to delve deeper into participants’ responses, uncovering underlying motivations, emotions, and perceptions. Probing may involve follow-up questions, prompts for clarification, or asking participants to elaborate on specific points.

Participant Observation

In ethnographic studies and observational research, participant observation plays a crucial role. Researchers immerse themselves in the environment being studied, actively engaging with participants while observing their behavior and interactions firsthand.

Thematic Analysis

The thematic analysis involves identifying recurring themes and patterns within qualitative data. Researchers analyze transcripts, notes, or recordings from focus groups, interviews, or observational sessions to uncover commonalities, insights, and trends.

Significance of Qualitative Market Research

Deep Consumer Insights

Qualitative research provides businesses with deep insights into consumer behavior, attitudes, and motivations. By understanding the “why” behind consumer actions, businesses can tailor their strategies to better meet customer needs and preferences.

Product Development and Innovation

Qualitative research plays a crucial role in product development and innovation by uncovering consumer pain points, unmet needs, and areas for improvement. These insights inform the design, features, and functionality of products and services, enhancing their relevance and appeal to target audiences.

Brand Perception and Positioning

Understanding how consumers perceive and position a brand is essential for effective branding strategies. Qualitative research helps businesses gauge consumer sentiment, brand associations, and competitive positioning, allowing them to refine their branding strategies and communication efforts accordingly.

Market Segmentation and Targeting

Qualitative research aids in market segmentation by identifying distinct consumer segments based on shared characteristics, preferences, and behaviors. This enables businesses to tailor their marketing messages, products, and services to specific target audiences, thereby maximizing relevance and resonance.

Consumer Engagement and Loyalty

By actively involving consumers in research activities such as focus groups, interviews, or online communities, businesses demonstrate a commitment to understanding and addressing consumer needs. This fosters a sense of engagement and loyalty among consumers, enhancing brand affinity and long-term relationships.

Conclusion

Qualitative market research serves as a powerful tool for businesses seeking to gain a deep understanding of consumer behavior, attitudes, and motivations. Through methods such as focus groups, in-depth interviews, ethnographic studies, observational research, and online communities, businesses can uncover invaluable insights that inform product development, branding strategies, market segmentation, and consumer engagement efforts. By embracing qualitative research methodologies and leveraging the rich insights they provide, businesses can gain a competitive edge in today’s dynamic marketplace.

Remember, understanding your customers is the key to success, and qualitative market research is your gateway to unlocking their insights and driving business growth.

FAQs

1. What is qualitative market research, and how does it differ from quantitative research?

Qualitative market research is a methodology used by businesses to gain insights into consumer behavior, attitudes, and motivations through open-ended discussions, observations, and interpretations. Unlike quantitative research, which focuses on numerical data and statistical analysis, qualitative research delves into the subjective aspects of consumer experiences.

2. What are the different types of qualitative market research methods?

Qualitative market research methods include focus groups, in-depth interviews, ethnographic studies, observational research, and online communities. Each method offers unique opportunities to explore consumer perspectives in-depth.

3. How are focus groups conducted, and what insights do they provide?

Focus groups involve small, carefully selected groups of individuals who discuss their opinions, perceptions, and experiences related to a specific product, service, or concept. These sessions are typically moderated by a skilled facilitator and provide insights into consumer preferences, attitudes, and motivations through group interaction.

4. What is the significance of in-depth interviews in qualitative market research?

In-depth interviews are one-on-one conversations between a researcher and a participant, aiming to explore the individual’s thoughts, emotions, and experiences in detail. These interviews provide personalized insights into consumer perspectives, allowing for a deeper understanding of their needs and motivations.

5. How do ethnographic studies contribute to qualitative market research?

Ethnographic studies involve immersing researchers into the natural environment of consumers to observe their behavior and interactions firsthand. By observing consumers in real-life settings, researchers gain valuable insights into their lifestyles, habits, and decision-making processes, providing rich qualitative data.

[mactionconsulting]

Post-Pandemic Ethnography: Market Research In A Changed World

Explore the evolution of ethnographic research in the post-pandemic era. Discover how virtual and hybrid methods have adapted to the new normal and delve into success stories of ethnographic research conducted during and after COVID-19. Uncover valuable insights into market research in a transformed world.

Link : https://maction.com/post-pandemic-ethnography-market-research-in-a-changed-world/

[market-research-services]

Rich Insights through Trusted Qualitative Research: Unimrkt Research

Unimrkt Research is a reputable qualitative market research agency in India. It helps businesses harness the power of qualitative market research methodology for an in-depth understanding of a target population. Unimrkt Research is a major global market research organization with multi-industry qualitative research capabilities across 90 countries and several languages.

Read more: https://www.unimrkt.com/qualitative-research.php

[marketxcel]

What Is Trend Analysis in Research? Types, Methods, and Examples

Explore the essence of trend analysis in research, encompassing its diverse types, methodologies, and real-world examples. Unravel the significance of tracking trends to glean insights and make informed decisions in various fields.

[fatfables]

I found this undergrad project online looking into the growth of adipophilia (fat fetishism).

Well worth a read as the guy gets kinda carried away!

It's reproduced here in full.

Adipophilia 

How do cultural, societal, and technological factors intersect to shape the emergence and growth of adipophilia among young male adults in the digital age?

Shane Tjock

(Bachelor of Science student)

University of Michigan

Department of Environmental Philosophy

Obesity Studies

Abstract

This research project outlines a comprehensive approach to studying the growth of adipophilia (a sexual attraction to fat or overweight people) among young male adults online, integrating observational and experimental methods as well as qualitative and quantitative analyses to provide a holistic understanding of the phenomenon. Adipophilic tendencies have been on the rise in the United States and other western countries in recent years amongst young males and in particular within the homosexual population. The occurrence of sexual attraction to big, round, bloated bellies and buttocks, as well as thick thighs and swollen man breasts is clearly visible through social media platforms, forums, and so called ‘gainer’ dedicated websites. The rise of ‘gainer societies’ at colleges and universities, including the University of Michigan, evidences that the growth of gainerism is not limited to online spaces. Gainerism and feederism are linked sexual proclivities where people actively participate in a concerted effort to make themselves and or someone else fatter. Sexual arousal is often achieved through the act of binge eating or ‘stuffing’ until the stomach is stretched to the max after the consumption of excessive amounts of food and drink. Adipophiliacs like to rub their own and other people’s swollen bellies and elicit pleasure from the effects of purposeful weight gain, such as; out growing clothing, button popping, the appearance of stretch marks, and watching big bellies bounce. Pride is taken in calorie counting, measuring growth, and regular weigh-ins. As well as a personal increase in laziness, selfishness, and greed. The growth of gainerism amongst young LGBTQ+ males is multifaceted and has been caused by the normalisation of obesity in society, the overabundance and marketing of cheap unhealthy foodstuffs, a move towards body positivity, an increased awareness and openness to kink lifestyles, and the fact that it is sexy and fun.

Introduction

The rise of adipophilia as a cultural phenomenon is of interest to psychologists, sociologists, and fat fetishists. The question of why young men chose to over-inflate and swell their bodies with fat until their abdomens are abnormally round and swollen, like water balloons about to pop, is the key question of this study. What is it about huge, heavy, rounded-out bellies, that evidence the greed of the young male overconsumer, that is so deliciously desirable?

This study seeks to answer this question through a mix of observational and experimental techniques that provide both qualitative and quantitative evidence that the results of purposeful weight gain are hot as hell. Observations of publicly posted photos, videos, and conversations of male gainers will be carefully considered and analysed in order to identify common themes and factors related to stuffing your belly so full that it strains and stretches out inches over your belt, jiggling with every step you take. Due to the doubtful efficacy of feeding healthy participants up to the point of morbid obesity, the author has decided to partake in several gainer related activities himself and will rate them on a likert scale, from 1: Not at all arousing, to 5: Extremely arousing, in order to gather real world data into the immense joy of feeling oneself grow bigger and bigger everyday. As a voluntary participant the author will also undergo a regular testing and measurement routine in order to ascertain the effectiveness of various weight gain diets and to see if the experience of having one’s growth recorded is as hot as other gainers say it is.

Literature Review

There is a very limited amount of scientific literature on this topic, I have chosen therefore to give a brief overview of adipophilia in popular culture. The most commonly cited adipophilic book is Charlie and The Chocolate Factory, (Dahl, 1964), in which an extremely fat German boy wins a trip to a chocolate factory by eating an obscene amount of chocolate. His wonderfully greedy guts are then sucked up a pipe while he attempts to drink an entire chocolate river. A disappointing failure. It also includes a girl who inflates like a giant blueberry, but this study is not interested in girls. A recent prequel film, Willy Wonka (2023), features a heavy-set policeman who is fed chocolate bribes by chocolatier gangsters until he almost triples in size. A life goal for many. The Fattest Man in America (Nicholson, 2005) is a novel about a thousand pound man who eats himself up to a glorious size in order to become a tourist attraction. Alternatively The Fattest Man in Britain (2009) is a TV Movie (freely available on YouTube) starring Timothy Spall about a man who gets into an eating contest in order to prove that he is in fact the fattest. Heavyweights (1995) is a Disney film featuring the fat kids from The Mighty Ducks and a young Ben Stiller. It is set in a summer weight loss camp. The storyline features a lot of alarming similar events to the story of my friend Shawn when he went to fat camp. Life imitates art. The Simpsons (1989-Present) features several episodes in which characters gain weight, and I also used to fancy Kenen from Kenan & Kel (1996).

Research Objectives

To observe online gainer content in order to identify and analyse themes and factors that turn me on.

To experience the pleasure of gaining an insanely unhealthy amount of weight within a very short period in order to discover just how sexually gratifying it is.

To promote adipophilia as a lifestyle amongst other young gay men.

Observational Study

Design:

Conduct a systematic observation of online communities, forums, and platforms known for adipophilic content. Utilize qualitative methods to analyze discussions, interactions, and content shared within these communities.

Sample:

Select a diverse range of online platforms catering to a single interest and demographic.

Collect data over a specified time period to capture variations in content and user engagement.

Data Collection:

Employ data scraping techniques to collect publicly available content.

Record observations, noting patterns, themes, and prevalent attitudes towards adipophilia.

Analysis:

I have spent the last four months observing several online gainer platforms and websites. I have viewed thousands of photos and videos of fat growing men of all ages, from 18 years and up. Though I have a few doubts about all of them being at least 18 and for some reason I couldn’t really find any gainers much older than about 65. I am unsure as to why this is.

Common themes and factors that I have identified are; huge round bloated bellies, ball bellies, balloon bellies, and beer bellies. Some bellies hang low while others stick out really far. Some look soft and squishy while others look hard and round - as if the guy has swallowed a basketball whole. They are my favourite. All of them are wide, swollen, and beautiful. Gainers often eat in their videos and stuff themselves stupid on takeaways. They like to watch each other over-eat and encourage each other to eat even more. I often did this whilst being sure to maintain my distance as an observer. Other factors were; soft flabby love handles and muffin tops that overhang tight shorts and boxers. These were lush fat rolls that I watched grow fuller and thicker on many sweet boys. Moobs, man breasts, and titties are also very popular. Fat boys tend to get big flat nipples that accentuate their doughy chests. I like how once you’re fat enough your tits rest on top of the dome of your distended over-ripe belly.

In many videos boys play with their fat tits, they squeeze and caress them, while teasing the viewer to suck on them like they were a woman. They also like to rub and pat their bloated bellies. I would eat tacos and rub mine while watching them. Some guys burp really loudly after downing fizzy drinks. It makes them seem so wonderfully greedy. One guy on Tumblr did this in only his boxers and I swear I saw his dick twitch.

I didn’t do all of the data collection I was supposed to due to becoming distracted by all the sexy fat men, especially the comparison pictures that show you how they used to look when they were thin compared to now. Other reasons for this weakness in my study design will become obvious when I explain the experimental study.

My prevalent attitude towards adipophilia is very positive as is that of all the gainers I spoke to online. They love getting fatter, telling me about it, and sharing private pics with me via DM’s.

Below is a list of all the fat factors that I identified, my rating for how sexy they are, and my explanation of why they are so fucking hot.

Trying on old clothes - Level 4 - Super Hot - Because I love how it demonstrates just how much they must have eaten. Watching a fat young guy struggle to fit into a XXL shirt makes me super hard.

Button popping - Level 5 - Dick Burstingly Hot - As above, only better! Boys suck their bellies in to try and look as thin as they can and they breathe out. Their bulging bellies overwhelm their shirts or pants as they expand, sending buttons flying off as fast as it makes me cum.

Burping - Level 3 - Sexy - Burping due to overconsumption is cool. I think I prefer it when I do it myself compared to watching others. I love how the escaping gas creates extra space in my belly for even more food!

Shaking/Jiggling - Super Hot - Big bouncing ball bellies and just the best! They make me want to grab them and smash my face into them.

Trying to exercise - Level 2 - Kinda Hot - This one I don’t get so much. Why would anyone want to exercise? It goes against all of the glory or adipophilia. It is though kinda cool to see sweaty fat boys struggle on the floor.

Belly measuring and weigh-ins - Level 6 - Super Dick Burstingly Hot!! - Videos and photos where boys measure their belly circumference and stand on scales cause me to nut directly. I love how happy they seem when they see the benefits of all their gorging. It makes me so proud of them.

Experimental Study

Design:

Spend three months eating as much as humanly possible in order to see just how fat I can get with the help of my friends in the gainer society.

Sample:

Me!

Data Collection:

Quantitative data: Weekly weigh-ins and belly measurements.

Qualitative data: Personal record of how turned on I get by my gains.

Analysis:

I first decided to gain when a friend of mine told me about the new gainer society that meets every week at KFC. I had always found fat boys attractive and was overweight myself. My starting weight was 193 lbs. My friend knew that I liked being fat so he suggested that we go together. There was a guy there called Shawn, he was the fattest kid I’d ever seen. He was so cool! He ate like three family buckets to himself. I wanted to be able to do that. Shawn said that I had a good attitude and welcomed me to the group. I ate eight pieces of chicken, a burger with extra cheese, and three corn on the cobs. I felt so full and my belly ached as I walked home. I knew I needed more. That’s when I decided to do this study for my end of year project.

My friends in the UMGS thought that the project was a great idea and helped me to write a plan and food diary to ensure that I ate an extra 500 calories every day in order to expand my capacity and ensure growth. I stuck to it for the first week and then couldn’t be bothered any more so I just ate as much as I wanted. The plan was too restrictive and writing everything down all the time became a fucking ball ache. I just wanted to eat!

After two weeks I was noticeably fatter. My pants felt tighter and my t-shirt began to ride up my belly. Danni one day even pointed out that one of my love handles was on display in class. I started eating all the time and always snacked on Doritos and Snickers during lectures. I started to go topless in my room so that I could see and play with my fat while I did my observation study and snacked. I started jerking off more often. Gaining is definitely arousing.

After a month I needed bigger clothes and went to TJ Maxx to buy cheap shorts and t-shirts. I knew they wouldn’t last long! In the lunch hall my favourites were chilli dogs and fries, with chocolate fudge cake for dessert. I ate so much of it that my friends started to call me ‘Fudge’, I’d never had a nickname before!

My belly was now noticeably bigger. It protruded out and the front and felt heavy due to the fact that I kept it constantly stuffed to the brim. I could now cup my hand under it and lift it up. I love doing that. The fat feels so smooth and luxurious. My Mom even mentioned to me on a Zoom call that I looked like I’d gained weight. I told her that it was normal for guys at college. I was so impressed that I even looked fatter through a screen!

I kept eating and soon I could manage a family bucket at KFC with ease. I would drown the chicken in gravy, which Shawn said they make out of the fat scrapped from the bottom of the fryer. I so hope that this is true. I also started drinking nothing but Cola and Fanta and Beer. If it ain’t carbonated keep it the hell away from me! Brrruuurrrrppp!

From my observational study I learnt that some gainers like to rest their full bellies on a sink. I thought at first that this was just a bit weird and silly but then I tried it! I was amazed by how fat I felt resting my gorgeous growling gluttonous gut on top of the cold service. I spent ten minutes lifting and fondling it while I jerked off to my own reflection in the bathroom mirror.

By the end of the second month I felt massive! My dick was constantly as hard as my tightly packed stomach. Adipophilia is so sexy. I bought new clothes again and they already felt restrictive. My tits became more sensitive and I was overcome with pleasure when Danni sucked on them. They didn’t quite rest on top of my belly yet but I knew it wouldn’t be long.

In the lunch hall I turned to pizza and pasta and all the carbs. It was like the Atkins diet but in reverse. ‘Fudge’ was turning into a real fat boy. My thighs were thicker and began to chaff in the heat. At first this annoyed me but Shawn said that it was a sign of my progress and kindly offered to rub vaseline onto my groin for me. He said that my thighs were soft like two tubes of thick cookie dough. That made it feel much better.

With all the extra weight I was carrying I felt myself become more lethargic and lazy. I spent even more time in my room alone doing my observational study but lost the urge to continue with the boring data collection. All I wanted to do was eat, watch videos, and jack off. My gut is now so big that I really have to stretch to reach my dick when I’m sitting. When I lie down it still rises up into the air, whereas before it splayed out wide and flat while I slept. I guess it’s because I always have a pre-sleep meal of filling chow-mein and dumplings every night.

On the very last day of this study I returned to KFC by myself and ate three family buckets! I knew that I could do it! I was so proud of myself that I had to go into their bathroom and jack it while I farted ferociously on the toilet!

I would never have behaved like that before I got into adipophilia. I feel now like a much happier, sexier, more fun, and adventurous guy. I’m sad that this study is over, but I know that my adventure with gaining is only just beginning. I’m now 286 lbs and am determined to gain my first hundred. I am so close and just typing this makes me deliriously hungry. I’m gonna go stuff myself with a mountain of McDonalds before I write out my results which are summarised below.

Results

Month One:

Starting weight 193 lbs, Waist size 36 inches.

Main foods consumed: KFC, Chilli Dogs, Chocolate Fudge Cake.

End weight 216 lbs, Waist size 38 inches.

Turn ons: Outgrowing my pants, feeling my belly swell, burping.

Month Two:

Starting weight 216 lbs, Waist size 38 inches.

Main foods consumed: KFC, Chilli Dogs, Fries, Pasta, Pizza, Chocolate Fudge Cake, Doritos, Snickers.

End weight 245 lbs, Waist size 40 inches.

Turn ons: My fast ass ripping my boxers, eating so much that I actually puked, abdominal pains, lifting and massaging my soft silky overhang, my love handles spilling out in class.

Month Three:

Starting weight 245 lbs, Waist size 40 inches.

Main foods consumed: KFC, Chilli Dogs, Fries, Pasta, Pizza, Chocolate Fudge Cake, Doritos, Snickers, McDonalds, Chinese, Cheesecakes, Profiteroles, Tacos, Ice Cream, Chicken Wings, Candy. So much candy!

End weight 286 lbs, Waist size 42 inches (and feeling tight AF!!)

Turn ons: Red raw stretch marks that circle my deep belly button like a whirlpool sucking me deeper in to the world of gaining, my fat heavy circular tits that feel soft and squishy, eating despite the fact that my stomach is howling in pain due to being stuffed with delicious high calorie junk foods, licking Shawn’s ass out while he farts, knowing that I’m already a huge fat gluttonous pig that’s only going to grow rounder and fatter with every greedy day that passes.

Implications and Recommendations

I recommend everybody to get into adipophilia. Fat is not only beautiful, it is tantalising, addictive, and highly erotic. Fat boys are the epitome of sexual desire and the most lush and lavish example of the human form. Big, round, heavy, ball bellies are the most attractive and every gay boy needs to have one. Social media and other online forums are a great way to get into adipophilia and the gainer/feeder scenes but nothing is better than doing it for real. Growing as fat as you can with the help of friends who want nothing more than to see you bulk out and grow into the fattest, roundest, blob of lard possible is unbeatable. Especially when they are more than happy to beat and suck you off while you gorge yourself on heavy milkshakes.

The personal implications for my belly and ass have been massive. They have both grown and swollen out immensely. Other gay boys love to watch and grope my fat ass as it bulges out of my straining gym shorts. It’s so soft and wide and round now, more of a balloon butt than bubble butt! The belly is so much bigger than it was. It loves what I have done to it and only wants more. It speaks to me now and says “Feed me!” all of the time. I have forgotten what it feels like to be hungry. A sensation that I never want to feel again. Being constantly full is the only way to be. The only way to ensure that I keep expanding.

Societal implications are also hugely positive. The more young guys who get into gaining then the more sexy fatties there will be for me to look at, encourage, play with, and fuck. Boys deserve to be fed to the brim with everything that they could ever desire and more. I want everyone to experience the advantages of the fat, lazy, and greedy lifestyle of a true glutton.

Conclusion

Adipophilia is on the rise and we should all welcome it with open arms and a tray of twenty four chocolate cream donuts! Through my observational and experimental studies I have discovered just how thrilling purposeful weight gain can be, both for the gainer and the people encouraging them. Online adipophilic content is growing every day, like my waistline, and I predict that it will continue to do so. I sincerely hope that adipophilia continues to develop into the mainstream and recommend any young male researchers interested in the topic to repeat and expand upon my study in order to help validate the scene. I promise that you will have a whale of a time!

[kxowledge]

what courses have you taken during your MSc? which one was the most difficult? wishing you the best for the busy semester ahead with your thesis work

Thank you so much for the encouragement! It has been…. a lot, but hopefully I'll be able to manage

I’ve taken so many different courses – the (almost) complete freedom to choose courses was one of the main reasons I chose this master programme over others. I took anything that tickled my fancy: Strategy and Technology, Competitive Strategy, Climate Change and Ethical Challenges, Model UNFCCC, Managing Change and Innovation, Strategic Analysis, Business Model Design

I think a lot of the courses in my minor - which is in Energy, Natural Resources, and the Environment -  were (the right amount of!) challenging for me, because they were on topics I had no prior knowledge of but which I found interesting: Offshore Energy Resources, Energy Markets, Economics of Fisheries, etc. Many of these were in a seminar format, which helped – a short period to deep dive into an unknown topic, usually culminating in an essay on a specific aspect I was interested in, without heavy consequences on my GPA.

However, what I found most difficult in terms of how much I had to work, and grow, and expand my knowledge, and really step it up to another level, were the methodology courses. I started off with the mandatory methodology course, which gives you an overview of the basics of writing a dissertation. As part of the exam, you have to write a mock 10-15 pages of a dissertation (consisting mostly of the methodology chapter and a short introduction essentially) and I got a B on this. I hadn’t really understood the depth I needed to go to get an A – mostly because I thought of qualitative methodology in a fairly superficial way. I retook the course the semester after and really pushed further (and I did get an A in the end). It wasn’t the lectures that really made me understand how rigorous qual research is conducted, but rather personal reading & another course I signed up for: a PhD course in Advanced Qualitative Methods, which is quite possibly the most significant course I’ve taken during my master (as it ended up being extremely significant for my PhD application). Loved every minute of it, even though it was quite tough in terms of how much work I needed to put in.

I’m also taking this semester a class on communication, and I think this one might be the hardest course perhaps, simply because it’s so different from all other courses I’ve taken. I know I can learn from papers & I know how to write well, so while I am indeed learning in each class, I’m not necessarily learning new skills. For this communication class instead, I really have to improve aspects that I wouldn’t otherwise, such as how I give presentations for example. It has been quite fun so far!

[elsa16744]

Unlocking the Power of Primary Market Research: A Path to Informed Business Decisions 

In today's rapidly evolving business landscape, understanding market dynamics, consumer preferences, and competitive positioning has become increasingly crucial for organizations seeking to gain a competitive edge. Primary Market Research, a critical component of a comprehensive market research strategy, offers businesses valuable insights by directly engaging with their target audience. Through surveys, interviews, focus groups, and observations, companies can gather first-hand information that helps them make informed decisions. SG Analytics, a leader in Primary Research Services, provides businesses with the tools and expertise to navigate these challenges effectively. 

Understanding Primary Market Research 

Primary Market Research involves collecting original data directly from sources such as potential customers, industry experts, or competitors. Unlike secondary research, which relies on existing data, primary research is tailored to a company’s specific needs and objectives. This approach allows businesses to obtain highly relevant and up-to-date information, ensuring that their strategies align with current market conditions. 

Primary Market Research can be broadly categorized into two types: 

Qualitative Research: This type of research focuses on understanding the underlying reasons, motivations, and opinions behind consumer behavior. Methods such as in-depth interviews, focus groups, and ethnographic studies are commonly used to gather qualitative data. The insights obtained from qualitative research are often rich and detailed, providing a deep understanding of consumer perceptions. 

Quantitative Research: Quantitative research, on the other hand, involves collecting numerical data that can be statistically analyzed. Surveys, questionnaires, and online polls are typical methods used to gather quantitative data. This type of research is valuable for identifying trends, measuring market potential, and making data-driven decisions. 

The Importance of Primary Market Research 

In an era where consumer preferences can shift rapidly, relying solely on historical data or secondary research may not be sufficient. Primary Market Research offers several key advantages: 

Tailored Insights: Because the data is collected specifically for a particular research objective, the insights obtained are highly relevant and actionable. Businesses can customize their research methods to target specific demographics, geographic locations, or market segments. 

Real-Time Data: Primary Market Research provides real-time information about market trends, consumer behavior, and competitor activities. This allows businesses to react quickly to changes in the market and adjust their strategies accordingly. 

Competitive Advantage: By obtaining first-hand information, companies can gain a competitive edge over their rivals. Understanding customer needs and preferences better than the competition allows businesses to create products and services that truly resonate with their target audience. 

Informed Decision-Making: With accurate and up-to-date data at their disposal, business leaders can make informed decisions that are more likely to lead to successful outcomes. Whether launching a new product, entering a new market, or refining marketing strategies, the insights gained from primary research are invaluable. 

SG Analytics’ Approach to Primary Research Services 

SG Analytics offers a comprehensive suite of Primary Research Services designed to meet the diverse needs of businesses across industries. Their approach to primary research is grounded in a deep understanding of the client's objectives, market dynamics, and target audience. Here’s how SG Analytics helps businesses unlock valuable insights: 

Customized Research Solutions: SG Analytics understands that every business is unique, with its own set of challenges and opportunities. They work closely with clients to design customized research solutions that address specific business needs. Whether it’s exploring new market opportunities, understanding customer satisfaction, or analyzing competitor strategies, SG Analytics tailors its approach to deliver actionable insights. 

Diverse Research Methodologies: SG Analytics employs a wide range of research methodologies to gather data. These include in-depth interviews, focus groups, surveys, mystery shopping, and observational studies. By using a mix of qualitative and quantitative techniques, SG Analytics ensures that clients receive a comprehensive understanding of their market. 

Global Reach: With a global presence and expertise in multiple industries, SG Analytics is equipped to conduct research across different geographies. This is particularly valuable for businesses looking to expand into new markets or understand international consumer behavior. 

Expert Analysis: Data collection is only part of the equation. SG Analytics’ team of experienced analysts and industry experts meticulously analyzes the data to extract meaningful insights. They provide clients with detailed reports, actionable recommendations, and strategic guidance to help them achieve their business goals. 

Ethical Research Practices: SG Analytics is committed to conducting research ethically and responsibly. They adhere to the highest standards of data privacy and confidentiality, ensuring that all research participants are treated with respect and that their information is protected. 

Case Study: Success Through Primary Market Research 

To illustrate the value of Primary Market Research, consider a case study of a consumer goods company looking to launch a new product in a highly competitive market. The company engaged SG Analytics to conduct primary research to understand consumer preferences, market trends, and potential barriers to entry. 

SG Analytics designed a research strategy that included focus groups, in-depth interviews, and a large-scale survey of the target demographic. The insights gained from this research revealed a previously overlooked consumer need that the company could address with its new product. Additionally, the research identified key marketing messages that would resonate with the target audience. 

Armed with this information, the company successfully launched its product, achieving higher-than-expected sales and gaining a significant market share. The insights from SG Analytics’ Primary Research Services were instrumental in guiding the company’s product development and marketing strategies, ultimately leading to its success. 

Conclusion 

In a world where market conditions are constantly changing, businesses cannot afford to rely on outdated or generic information. Primary Market Research provides the timely, relevant, and actionable insights needed to make informed decisions and stay ahead of the competition. SG Analytics, with its expertise in Primary Research Services, offers businesses the tools and knowledge they need to succeed in today’s dynamic marketplace. By leveraging customized research solutions, diverse methodologies, and expert analysis, SG Analytics empowers businesses to unlock valuable insights and drive growth. 

[mariacallous]

Dear Subscribers, This month’s Office Hours is a conversation with Sarah Damaske, author of The Tolls of Uncertainty (now available in paperback). Damaske is a professor of sociology and labor and employment relations at Pennsylvania State University. She shares some good reasons to be hopeful about the future of sociology and also reminds us of the potential for profound and surprising moments during interviews.  Enjoy!

What are you reading now?

SD: I am reading two books right now more for leisure.

I’ve just picked up When the Moon Was Ours by Anna-Marie McLemore. I’m really looking forward to reading it, as several people recommended it to me. I just finished Take My Hand by Dolen Perkins-Valdez, which is a spectacular book inspired by a real legal case in which two Black girls in Alabama (with the Southern Poverty Law Center) sued the government after having been sterilized without consent. It tells this awful truth about the history of forced sterilization that was happening during the Civil Rights era and makes very explicit connections between these sterilizations and eugenics and structural racism in the United States. It’s also a beautifully written story about the life of a Black nurse who starts to work for a reproduction clinic in her hometown and how this tragedy unfolds in her life and in the lives of the people around her.

What book has had the most impact on your career?

SD: Trick question! I’m not sure I can pick just one. Julie Bettie’s Women Without Class left a profoundly influential mark on my career, as did Leslie McCall’s Complex Inequality. They are really different books—one is an ethnography of White and Mexican-American girls at a high school in California and the other uses “mesocomparative” statistical analyses to examine wage gaps in local labor markets. But both take explicitly intersectional and feminist perspectives to understanding inequalities. These frameworks have guided my own research and I continue to be inspired by both books to this day (my copies of each are worn on the edges from so many re-readings).

What is your favorite book to teach?

SD: One of the benefits of teaching a Qualitative Methods graduate course, is that I can sneak many of my favorites—or at least parts of my favorites—into the curriculum (and that I can read a lot of terrific new work). If I have to pick, I will say that it’s Miliann Kang’s The Managed Hand. It’s deeply theoretical and also highly accessible. I’ve been teaching it at the undergraduate and graduate levels since it was first published and it’s a book that does a terrific job of sparking students’ sociological imaginations.

What first sparked your interest in sociology?

SD: I took several classes in Sociology as an undergraduate at Hamilton College, but I didn’t major in Sociology, although I really enjoyed my classes. After college, I started working and realized that I was reading sociology books on the subway (the F train) into work every day. I asked Mitchell Stevens (who is at Stanford now but had first introduced Sociology to me when I was an undergrad at Hamilton) if he would have time to chat about the possibility of my returning to grad school. During our conversation, he encouraged me to take a chance and apply to doctoral programs. I’m lucky that he gave me that push, as I never looked back.

Do you have a favorite moment as a researcher, maybe an encounter that unexpectedly changed your way of thinking or the direction of a project?

SD: One of my favorite moments as a researcher was also one of my most challenging. At the end of one of the interviews that I did for my dissertation (which was the foundation of my first book, For the Family?), a participant revealed a secret to me about her life. It was very upsetting news for her that she had not yet shared with any of her family or friends. She was visibly shaken by the news, and I was not entirely sure about what to say or do for her. Her news was not related to the interview topic (which was women’s decisions about work and family). But we talked for a while longer, and I learned that she had agreed to participate in the interview because she had wanted to share this secret with someone. I try to carry this experience with me when I go into any interview—that we can’t know someone’s motivation for participating in our research and that it may not even be related to why we are doing the research. It reminds me to be as generous with them as they are being with me and to honor the trust that they are putting into me.

What is the best career advice you ever received?

SD: To take chances and be persistent. And to do so in a way that allows me to have the life (both professionally and personally) that I want to have. I think taking chances is an important part of academic life—working with new people, trying out new methods, reading new literatures. Being persistent is also key, because most of us fail way more than we succeed (it’s just that we don’t often put the failures on social media). It’s also important to prioritize your life from the beginning of your career. There is an idolatry of hours in the academy that starts in graduate school (with competitions about who spent the most time in the computer lab). I urge our Penn State graduate students not to play this game—it’s a losing one for everyone who plays, and it makes our discipline less inclusive.

What subject do you wish more sociologists would study and write about?

SD: I am not sure I need to wish—I just need to look around and see what people are doing. Jason Park, a PSU graduate student that I work with, did a really cool MA thesis on the roles of institutional and cultural contexts in shaping the occupational segregation of sexual minorities. This past semester in my Qualitative Methods class, students worked on proposals that ranged from climate change induced migration, to incel subculture, to queer joy and substance use, and to Holocaust survivors’ narratives about sexual trauma. There is so much amazing work being done.

If you could have dinner with two sociologists, living or passed, who would you choose, and why?

SD: I would love to have dinner with Anita Garey and Suzanne Bianchi. They both were both important family scholars who we lost way too early. And while I had gotten to know each a tiny bit when I was a graduate student, I didn’t know them well and I would have loved the opportunity to do so. 

What makes you feel hopeful about the future of sociology?

Students, conference sessions, and Twitter. I’ll explain in reverse order. Twitter is really problematic these days—but I can’t find another social media platform that will let me know about what such a wide range of sociologists are doing. And when I see what they are doing—and the reach that their work has on public life—I am amazed and inspired. And really proud to be a sociologist. Conference sessions are also high on my list, as I love hearing about the work people are doing and I love meeting new scholars. Conferences let me do both. Finally, our students—both undergraduate and graduate—are tackling such interesting and important questions. And they are asking questions that I’ve never thought of asking. It’s really an exciting time for our discipline, as I think there is so much about the world that we can help explain.

[stagnate-03]

Design Thinking in End-to-End Market Research Project Management

In the world of business, understanding your customers is paramount. It's not just about having a product or service to offer; it's about knowing what your customers need and want. This is where market research comes into play. But what if there was a way to elevate market research to a whole new level, making it more effective and customer-centric? Enter design thinking.

What is Design Thinking?

Design thinking is a problem-solving approach that prioritizes empathy for the end-user. It encourages creativity, collaboration, and iterative learning to develop innovative solutions. While traditionally associated with product design, design thinking can be applied to various fields, including market research.

Applying Design Thinking in Market Research

When it comes to end-to-end market research project management, incorporating design thinking principles can lead to more meaningful insights and actionable results. Here's how:

Empathize with Customers: The first step in any design thinking process is empathy. Take the time to truly understand your customers' needs, desires, and pain points. Conduct interviews, surveys, and observations to gather qualitative and quantitative data.

Define the Problem: Once you've gained insight into your customers' perspectives, clearly define the problem or challenge you're trying to solve. This could involve identifying gaps in the market, understanding customer preferences, or exploring new opportunities.

Ideate Creative Solutions: With a clear understanding of the problem, brainstorm potential solutions with your team. Encourage creativity and divergent thinking, exploring a wide range of possibilities without judgment.

Prototype and Test: Develop prototypes or mock-ups of your ideas and test them with real customers. This could involve conducting focus groups, usability testing, or A/B testing to gather feedback and iterate on your designs.

Iterate and Refine: Based on the feedback received during testing, refine your prototypes and iterate on your ideas. Continue to gather feedback and make adjustments until you've developed a solution that meets the needs of your customers.

Integrating Design Thinking into End-to-End Market Research Project Management

So how can design thinking be integrated into end-to-end market research project management? Here are some practical tips:

Start with the End User in Mind: From the initial planning stages to data collection and analysis, keep the end-user at the forefront of your decision-making process. Design research methods that allow you to gain a deep understanding of their perspectives and preferences.

Collaborate Across Teams: Break down silos and encourage collaboration between different departments, including marketing, product development, and customer service. Each team brings unique insights to the table, contributing to a more holistic understanding of the market.

Prototype Early and Often: Don't wait until the end of the project to test your ideas. Develop prototypes or concept tests early in the process to gather feedback and validate assumptions before investing significant time and resources.

Be Open to Iteration: Embrace a mindset of continuous improvement and be willing to iterate on your ideas based on feedback from customers and stakeholders. This flexibility allows you to adapt to changing market conditions and customer needs.

Measure Impact: Finally, measure the impact of your market research efforts by tracking key metrics such as customer satisfaction, brand perception, and sales performance. Use this data to refine your strategies and inform future decision-making.

Incorporating design thinking principles into end-to-end market research project management can lead to more customer-centric insights and ultimately drive business success. By empathizing with customers, defining problems, ideating creative solutions, prototyping and testing, and iterating based on feedback, organizations can develop innovative products and services that resonate with their target audience. So why not harness the power of design thinking to transform your market research efforts today?

To know more: global market research company

project management service company

survey programming company

[philomathresearch]

I Spent 40 Hours Researching Focus Groups vs. Online Surveys: Here’s What I Found About Making the Right Choice

When it comes to collecting valuable data for market research, two of the most commonly used methods are focus groups and online surveys. Each method has its own unique advantages and challenges, and understanding these can help businesses and researchers make informed decisions about which to use. After spending 40 hours diving deep into this topic, I’ve gathered a wealth of information to help you decide which method is right for your needs. In this blog, I’ll share my findings on focus groups versus online surveys, exploring their effectiveness, benefits, and drawbacks.

Understanding Focus Groups

Definition and Purpose

Focus groups are a qualitative research method where a small, diverse group of people is brought together to discuss a specific topic. The goal is to gather insights and opinions through open-ended discussions facilitated by a moderator. This method is particularly useful for exploring complex issues, generating ideas, and understanding the reasons behind people’s attitudes and behaviors.

How Focus Groups Work

A typical focus group consists of 6-10 participants and lasts about 1-2 hours. Participants are selected based on specific criteria relevant to the research topic. The moderator guides the discussion using a predetermined set of questions but also allows for spontaneous dialogue to emerge. This interaction can provide deep insights into participants’ thoughts, feelings, and motivations.

Advantages of Focus Groups

In-Depth Insights: The interactive nature of focus groups allows for a deeper understanding of participants’ perspectives. The discussions can reveal nuances and complexities that might be missed in more structured methods.

Rich Data: Focus groups generate qualitative data that can provide context and depth to research findings. The verbatim quotes and anecdotes gathered can be particularly powerful.

Flexibility: The moderator can adapt the discussion based on the participants’ responses, allowing for a more dynamic and responsive research process.

Challenges of Focus Groups

Cost and Time: Organizing and conducting focus groups can be expensive and time-consuming. Recruiting participants, securing a venue, and hiring a skilled moderator all add to the cost.

Group Dynamics: The presence of others can influence participants’ responses. Dominant personalities may steer the discussion, potentially skewing the results.

Limited Generalizability: Due to the small sample size, the findings from focus groups may not be representative of the larger population.

Exploring Online Surveys

Definition and Purpose

Online surveys are a quantitative research method that involves collecting data through structured questionnaires distributed via the Internet. This method is ideal for gathering data from a large number of respondents quickly and efficiently. Online surveys are often used to measure attitudes, opinions, behaviors, and demographic characteristics.

How Online Surveys Work

Online surveys are typically distributed via email, social media, or survey platforms. Respondents complete the survey at their convenience, providing answers to multiple-choice, rating scale, or open-ended questions. The data is then automatically collected and can be analyzed using statistical software.

Advantages of Online Surveys

Cost-Effective: Online surveys are relatively inexpensive to administer. There are no costs associated with travel, venue rental, or physical materials.

Broad Reach: Surveys can be distributed to a large, geographically dispersed audience, increasing the potential sample size and diversity of respondents.

Convenience: Respondents can complete the survey at their own pace and at a time that suits them, potentially leading to higher response rates.

Challenges of Online Surveys

Survey Design: Crafting an effective survey requires careful consideration of question-wording, order, and response options. Poorly designed surveys can lead to biased or inaccurate data.

Response Rates: Achieving a high response rate can be challenging, especially if the survey is long or if the target audience is not motivated to participate.

Data Quality: Without the ability to probe or clarify responses, researchers must rely on the clarity and honesty of respondents’ answers. Additionally, there is a risk of non-serious or fraudulent responses.

Comparing Focus Groups and Online Surveys

Data Depth vs. Breadth

One of the primary differences between focus groups and online surveys is the depth and breadth of data they provide. Focus groups offer in-depth, qualitative insights that can reveal the motivations and emotions behind participants’ attitudes. In contrast, online surveys provide broad, quantitative data that can be easily analyzed and generalized to a larger population.

Cost and Resource Allocation

Focus groups generally require more resources in terms of time, money, and logistics. They involve recruiting participants, securing a location, and hiring a skilled moderator. Online surveys, on the other hand, are more cost-effective and can be administered quickly with minimal resources.

Flexibility and Control

Focus groups allow for flexibility in the discussion, as the moderator can probe deeper into interesting or unexpected topics. However, this can also lead to variability in the data. Online surveys offer more control over the data collection process, ensuring that all respondents answer the same set of questions in a consistent manner.

Participant Interaction

The interactive nature of focus groups can be both a strength and a weakness. While group discussions can generate rich, dynamic data, they can also be influenced by dominant personalities or groupthink. Online surveys eliminate this issue by collecting individual responses in isolation, but they lack the richness of real-time interaction.

Speed of Data Collection

Online surveys typically allow for faster data collection, especially when targeting a large audience. Focus groups take more time to organize and conduct, and the data analysis process can be more complex due to the qualitative nature of the responses.

Making the Right Choice

When to Use Focus Groups

Exploring New Topics: Focus groups are ideal for exploratory research, where the goal is to generate ideas, understand complex issues, or uncover underlying motivations.

Developing Hypotheses: Use focus groups to gather qualitative insights that can inform the development of hypotheses for further quantitative research.

Understanding Context: When you need to understand the context or reasons behind specific behaviors or attitudes, focus groups can provide the depth and detail required.

When to Use Online Surveys

Measuring Opinions or Behaviors: Online surveys are perfect for measuring the prevalence of specific attitudes, opinions, or behaviors across a large population.

Quantifying Data: When you need quantitative data that can be easily analyzed and generalized, online surveys are the way to go.

Reaching a Broad Audience: If your research requires input from a large, diverse group of people, online surveys offer the reach and scalability needed.

Combining Methods for Comprehensive Insights

In many cases, the best approach may be to combine focus groups and online surveys to leverage the strengths of both methods. This mixed-methods approach can provide a more comprehensive understanding of the research topic.

Sequential Approach

Start with focus groups to explore the topic in depth and generate insights that can inform the design of an online survey. This allows you to develop more targeted and relevant survey questions based on the qualitative data gathered.

Concurrent Approach

Conduct focus groups and online surveys simultaneously to gather both qualitative and quantitative data. This approach can provide a holistic view of the research topic, with the qualitative data adding context and depth to the quantitative findings.

Iterative Approach

Use focus groups and online surveys in an iterative process, where the findings from one method inform the next stage of research. For example, you might conduct focus groups to explore initial insights, then use an online survey to quantify those insights, and finally hold additional focus groups to delve deeper into any unexpected findings from the survey.

Practical Tips for Conducting Focus Groups

Choose the Right Moderator: A skilled moderator is crucial for guiding the discussion and ensuring that all participants have the opportunity to share their views.

Recruit a Diverse Group: Aim for a diverse group of participants to capture a range of perspectives and experiences.

Create a Comfortable Environment: Ensure the setting is comfortable and conducive to open, honest discussion.

Prepare a Discussion Guide: Develop a discussion guide with key questions and topics, but remain flexible to allow the conversation to flow naturally.

Record and Analyze the Data: Use audio or video recording to capture the discussion, and employ qualitative analysis techniques to identify key themes and insights.

Practical Tips for Conducting Online Surveys

Design Clear and Concise Questions: Craft questions that are easy to understand and answer. Avoid leading or biased questions.

Pilot Test the Survey: Conduct a pilot test with a small group of respondents to identify any issues with the survey design or wording.

Use Incentives Wisely: Consider offering incentives to encourage participation, but ensure they are appropriate and ethical.

Monitor Response Rates: Keep track of response rates and follow up with non-respondents if necessary to boost participation.

Analyze the Data Thoroughly: Use statistical software to analyze the data, and consider both the overall trends and any significant variations within the responses.

Conclusion

After spending 40 hours researching focus groups versus online surveys, it’s clear that both methods have their unique strengths and challenges. The choice between the two depends on the specific goals and context of your research. Focus groups offer rich, qualitative insights and are ideal for exploratory research, while online surveys provide broad, quantitative data and are excellent for measuring and generalizing findings.

In many cases, combining both methods can provide the most comprehensive understanding of your research topic. By leveraging the depth of focus groups and the breadth of online surveys, you can gain a well-rounded view that informs better decision-making.

Whether you choose focus groups, online surveys, or a combination of both, the key is to carefully consider your research objectives, resources, and the nature of the information you seek to gather. With thoughtful planning and execution, you can make the right choice and achieve meaningful, actionable insights for your business or research needs.

For more insights and guidance on market research methodologies, visit Philomath Research and stay informed about the latest trends and best practices in the field.

FAQs

1. What are focus groups and how do they work?

Focus groups are qualitative research methods where a small group of people discusses a specific topic under the guidance of a moderator. The discussions aim to uncover in-depth insights, opinions, and motivations. Typically, focus groups consist of 6-10 participants and last 1-2 hours. The moderator uses a discussion guide but allows the conversation to flow naturally to gather detailed qualitative data.

2. What are the main advantages of focus groups?

Focus groups offer several advantages:

In-Depth Insights: They provide a deep understanding of participants’ attitudes and motivations.

Rich Data: The discussions generate qualitative data that adds context and detail.

Flexibility: The moderator can adapt the discussion based on participants’ responses, allowing for dynamic exploration of topics.

3. What are the main challenges of focus groups?

Focus groups face some challenges:

Cost and Time: They can be expensive and time-consuming to organize and conduct.

Group Dynamics: Dominant personalities may influence the discussion, potentially skewing results.

Limited Generalizability: The small sample size may not be representative of the larger population.

4. How do online surveys work?

Online surveys are quantitative research methods where participants answer structured questionnaires distributed via the internet. Surveys can be conducted through email, social media, or survey platforms. Respondents complete the survey at their convenience, and the data is collected and analyzed using statistical software.

5. What are the main advantages of online surveys?

Online surveys offer several benefits:

Cost-Effective: They are relatively inexpensive compared to other methods.

Broad Reach: They can reach a large, geographically dispersed audience.

Convenience: Respondents can complete the survey at their own pace, leading to potentially higher response rates.

6. What are the main challenges of online surveys?

Online surveys also have some drawbacks:

Survey Design: Crafting effective questions is crucial to avoid biased or inaccurate data.

Response Rates: Achieving a high response rate can be challenging.

Data Quality: The quality of responses relies on respondents’ honesty and clarity, and there is a risk of non-serious responses.

7. How do focus groups and online surveys compare in terms of data depth and breadth?

Focus groups provide in-depth, qualitative insights into participants’ attitudes and motivations, offering rich, detailed data. Online surveys, on the other hand, provide broad, quantitative data that can be analyzed and generalized to a larger population.

8. Which method is more cost-effective: focus groups or online surveys?

Online surveys are generally more cost-effective than focus groups. They require fewer resources, such as travel, venue rental, and hiring a moderator, making them a more affordable option for collecting data.

9. When should I use focus groups instead of online surveys?

Focus groups are ideal when you need to explore complex issues, generate new ideas, or understand the context behind specific attitudes or behaviors. They are particularly useful for exploratory research and developing hypotheses.

10. When should I use online surveys instead of focus groups?

Online surveys are best when you need to measure opinions, behaviors, or demographics from a large audience. They are suitable for gathering quantitative data that can be easily analyzed and generalized.

11. Can I combine focus groups and online surveys in my research?

Yes, combining focus groups and online surveys can provide a comprehensive view of your research topic. This mixed-methods approach allows you to leverage the depth of focus groups and the breadth of online surveys, offering both qualitative and quantitative insights.

[jordannuni]

Jordan Nuni is a skilled professional in the hedge fund industry, currently employed at Xena Capital, a renowned multi-strategy hedge fund previously located in New York City and now headquartered in Miami Beach. Since November 2016, he has been instrumental in helping Xena Capital achieve appealing risk-adjusted profits using a methodical approach that merges fundamental models with tactical market tools. Nuni's proficiency spans across both equity and credit sectors, enabling Xena to provide clients with returns that are independent of traditional markets.

Before his time at Xena Capital, Mr. Nuni worked as an analyst on the investment team at Birch Grove Capital for a period of three years. During this tenure, his focus was on employing long/short strategies in equities, corporate credit, and structured credit. His duties included conducting quantitative and qualitative analyses, engaging in event-driven investments, and overseeing a substantial portfolio of structured credit assets.

Prior to his role at Birch Grove Capital, Mr. Nuni served as an analyst at WMD Capital, where he managed fixed income portfolios consisting of whole loans. His responsibilities at WMD Capital showcased his expertise in loan analysis, mortgage securitization, and real estate valuation.

Jordan Nuni pursued his education in business economics at the University of California, Santa Barbara. In his leisure time, he finds joy in playing golf and restoring classic Mustangs from the mid-60s.

Additionally, Jordan Nuni holds a position on the board of the Iron Horse Party, a organization that backs ALS Research and collaborates with the ALS Foundation in New York City. It is noteworthy that Xena Capital is a distinguished sponsor of this charity.

[market-research-services]

Finding Answers to 'Why' in a Qualitative Market Research Project By Asking the Right Questions

We will dive deep into the world of qualitative data research, exploring how asking the right questions, in collaboration with a trusted market research agency, can unlock profound insights through your online market research campaign.

[marketxcel]

What Is Market Research: Methods, Types & Examples

Learn about the fundamentals of market research, including various methods, types, and real-life examples. Discover how market research can benefit your business and gain insights into consumer behavior, trends, and preferences.

[bethanydelleman]

Not Jane Austen related, but could you tell me about your career as a cognitive neuroscientist?

Sure! Now I will be clear, I don't have a PhD, I have an MA, but the definition of "scientist" doesn't include your degree level and it’s the easiest term to understand.

My MA is in cognitive neuroscience and I mainly studied how fear changes our ability to remember things. You can read my dissertation if you want. I also spent a lot of time working with seniors and I have taught courses on how memory changes as we age. My job title has mostly been “research assistant.” I mostly studied memory, but I had an interest in language development and OCD.

After I graduated, I taught brain function and research methods for two semesters at a small university as a sessional lecturer.

Then I got a job as a research assistant to family doctors. I really loved that job. The research I was doing was public health focused. We looked at offering free legal advice to our patients, helping seniors take their medications on time, helping family medicine residents study for their exams (two papers out of that one!), and the needs of family doctor training programs in low income countries. (Many of these are available free to read online)

Here I need to say something about research: it doesn’t matter what you are an expert in, it matters that you know the process. The doctors I worked with were the experts, but because I know the basic methods of research, I can apply these to any project I encounter.

Then I spent a year in a different department doing heart health research. This research was more qualitative (people's experiences) than quantitative (things I can do statistics on) so I didn't enjoy it as much. But I was between pregnancies and I needed a job.

I am planning to get back into research again soon, I took a break when my kids were both in daycare and I opened my own home daycare, which ended up being a very good move, because the pandemic hit right when I would have been heading back to work after maternity leave (I live in Canada, one year at 50% pay). That is what I am doing now but I keep involved in science by continuing to participate in the peer review process. Peer review is always done on a volunteer basis and on your own time.

Now if you are thinking of getting into science, I know some things have happened recently with the whole pandemic, but let me say: it's a tough field. Researchers like me are often only hired on temporary contracts because our pay is based on grant funding. Despite advanced degrees, many of us are not paid very well at all and because of the short contracts we don’t have job security.

I was actually enrolled in a PhD program but I realized I wanted to do more applied research, which my supervisor couldn't offer. I also became aware that in the job market, the PhD wouldn't give me that much of an edge because I didn't want to be a professor.

Why not a professor? I don't like all the parts of the job. It is constant grant applications, a lot of training grad students, teaching rabbles of undergrads, and a lot of paper writing and revisions. I like some of those things, like teaching and statistics, but not others. Also, as a Canadian, it's almost impossible to get a job without first moving to the United States or Europe and I didn't want to do that. I've been watching friends have marriages fall apart because they both have PhDs and it's very hard to get post-docs in the same province or country, let alone city...

Universities are also hiring less full professors and more sessional lecturers. SLs are paid almost nothing and you have to accept a very high course load to make a reasonable living. Also no research, you just teach.

Which is all to say, get a PhD if you really love the subject matter, but the career prospects afterwards are rough. I love doing it though, so I most likely will be returning. Right now I’m using all my extra brain power on Jane Austen analysis and writing JAFF.

And for fun!

Here is a picture of my actual brain, which I lay perfectly still in an MRI for 1.5 hours just to get (look at that beautiful cerebellum, those healthy white matter tracks... I’ll stop):

And me doing a traumatic brain injury study (I fell off a cliff once) in an EEG:

And me cutting up a sheep brain (best day ever!)

[nuinindia2023]

Day Four

After an eventful and informative yesterday, we all woke up around 8 am to grab a quick breakfast and head over to Shopper Shop HQ in Uber. Shopper Stop is an Indian department store chain with over 86 stores known as the Indian Macys

We arrived at Shopper Shop HQ around 9:30 and saw the building's Modern design and sleak interior. Once we arrived at the HQ we went up to the conference room and had Sahil the leader of brand marketing and communications for Shopper Shop speak to us. He was a really brilliant and amazing person who not only talked about marketing at Shopper Stop but also his business journey and career advice for us. He had a wealth of information about marketing and the Indian market. He went into depth about Shopper Stop's marketing strategy and presented a real world example of international marketing.

Afterwards we were so lucky to be taken to a Shopper Shop store in the Orbit Mall. The orbit mall was a nice modern mall. There we walked around and looked at products that were discussed before in our meeting, which was really cool. Shopper Shop had a huge variety of products. We were walked around by a Shopper Stop HR employee and personal shopper who helped us explore the store and were so accommodating. We got snacks after and some students got a foot massage

We got lunch after and some students decided to try fast food brands with an Indian twist. Some students had KFC, Pizza Hut, and Burger King. The KFC Perri chicken tenders were really good with a bit of a kick. After we ate some students decided to go back to the hotel in a Tuk Tuk. The Tuk Tuk is an awesome mode of transportation that can weave in and out of Mumbai traffic

After we made it back to the Hotel, 3 groups of 2 students presented on Indian Family Conglomerates at 3 pm. The presentations were really interesting and helped give an overview of the key players that run the Indian economy. The presentations helped me better understand the Indian market. Many of the stores and items we have seen so far are owned by the families

After the family's presentation, we had a quick tea break and attended a lecture about market research lecture regarding Marketing. Both lecturers were really informative about marketing research and explained its importance. The lecture was very interactive with many students getting involved and participating. The lecture covered in-depth quantitative and qualitative methods and how it is used in real life. The lecture also had us discuss current brands and visualize the brands

The last presentation of the day was about marketing in Rural India which was really fascinating. Rural India is such an important piece of Indian culture and economy which is rarely discussed. The lecturer was really passionate and had a wealth of information which helped the students gain an understanding of how advertising and the economy works in rural India. One example of marketing in Rural India that was really interesting was that promoters go into Villages and play tv and movies

After the presentations, students either went to dinner, went to rooms, or worked in the lobby preparing for our Sneako case study tomorrow

[elsa16744]

Enterprises Explore These Advanced Analytics Use Cases 

Businesses want to use data-driven strategies, and advanced analytics solutions optimized for enterprise use cases make this possible. Analytical technology has come a long way, with new capabilities ranging from descriptive text analysis to big data. This post will describe different use cases for advanced enterprise analytics. 

What is Advanced Enterprise Analytics? 

Advanced enterprise analytics includes scalable statistical modeling tools that utilize multiple computing technologies to help multinational corporations extract insights from vast datasets. Professional data analytics services offer enterprises industry-relevant advanced analytics solutions. 

Modern descriptive and diagnostic analytics can revolutionize how companies leverage their historical performance intelligence. Likewise, predictive and prescriptive analytics allow enterprises to prepare for future challenges. 

Conventional analysis methods had a limited scope and prioritized structured data processing. However, many advanced analytics examples quickly identify valuable trends in unstructured datasets. Therefore, global business firms can use advanced analytics solutions to process qualitative consumer reviews and brand-related social media coverage. 

Use Cases of Advanced Enterprise Analytics 

1| Big Data Analytics 

Modern analytical technologies have access to the latest hardware developments in cloud computing virtualization. Besides, data lakes or warehouses have become more common, increasing the capabilities of corporations to gather data from multiple sources. 

Big data is a constantly increasing data volume containing mixed data types. It can comprise audio, video, images, and unique file formats. This dynamic makes it difficult for conventional data analytics services to extract insights for enterprise use cases, highlighting the importance of advanced analytics solutions. 

Advanced analytical techniques process big data efficiently. Besides, minimizing energy consumption and maintaining system stability during continuous data aggregation are two significant advantages of using advanced big data analytics. 

2| Financial Forecasting 

Enterprises can raise funds using several financial instruments, but revenue remains vital to profit estimation. Corporate leadership is often curious about changes in cash flow across several business quarters. After all, reliable financial forecasting enables them to allocate a departmental budget through informed decision-making. 

The variables impacting your financial forecasting models include changes in government policies, international treaties, consumer interests, investor sentiments, and the cost of running different business activities. Businesses always require industry-relevant tools to calculate these variables precisely. 

Multivariate financial modeling is one of the enterprise-level examples of advanced analytics use cases. Corporations can also automate some components of economic feasibility modeling to minimize the duration of data processing and generate financial performance documents quickly. 

3| Customer Sentiment Analysis 

The customers’ emotions influence their purchasing habits and brand perception. Therefore, customer sentiment analysis predicts feelings and attitudes to help you improve your marketing materials and sales strategy. Data analytics services also provide enterprises with the tools necessary for customer sentiment analysis. 

Advanced sentiment analytics solutions can evaluate descriptive consumer responses gathered during customer service and market research studies. So, you can understand the positive, negative, or neutral sentiments using qualitative data. 

Negative sentiments often originate from poor customer service, product deficiencies, and consumer discomfort in using the products or services. Corporations must modify their offerings to minimize negative opinions. Doing so helps them decrease customer churn. 

4| Productivity Optimization 

Factory equipment requires a reasonable maintenance schedule to ensure that machines operate efficiently. Similarly, companies must offer recreation opportunities, holidays, and special-purpose leaves to protect the employees’ psychological well-being and physical health. 

However, these activities affect a company’s productivity. Enterprise analytics solutions can help you use advanced scheduling tools and human resource intelligence to determine the optimal maintenance requirements. They also include other productivity optimization tools concerning business process innovation. 

Advanced analytics examples involve identifying, modifying, and replacing inefficient organizational practices with more impactful workflows. Consider how outdated computing hardware or employee skill deficiencies affect your enterprise’s productivity. Analytics lets you optimize these business aspects. 

5| Enterprise Risk Management 

Risk management includes identifying, quantifying, and mitigating internal or external corporate risks to increase an organization’s resilience against market fluctuations and legal changes. Moreover, improved risk assessments are the most widely implemented use cases of advanced enterprise analytics solutions. 

Internal risks revolve around human errors, software incompatibilities, production issues, accountable leadership, and skill development. Lacking team coordination in multi-disciplinary projects is one example of internal risks. 

External risks result from regulatory changes in the laws, guidelines, and frameworks that affect you and your suppliers. For example, changes in tax regulations or import-export tariffs might not affect you directly. However, your suppliers might raise prices, involving you in the end. 

Data analytics services include advanced risk evaluations to help enterprises and investors understand how new market trends or policies affect their business activities. 

Conclusion 

Enterprise analytics has many use cases where data enhances management’s understanding of supply chain risks, consumer preferences, cost optimization, and employee productivity. Additionally, the advanced analytics solutions they offer their corporate clients assist them in financial forecasts. 

New examples that integrate advanced analytics can also process mixed data types, including unstructured datasets. Furthermore, you can automate the process of insight extraction from the qualitative consumer responses collected in market research surveys. 

While modern analytical modeling benefits enterprises in financial planning and business strategy, the reliability of the insights depends on data quality, and different data sources have unique authority levels. Therefore, you want experienced professionals who know how to ensure data integrity. 

A leader in data analytics services, SG Analytics, empowers enterprises to optimize their business practices and acquire detailed industry insights using cutting-edge technologies. Contact us today to implement scalable data management modules to increase your competitive strength.