The underlying or implicit meaning, as of a literary work
The hidden insight that is uncovered by rigorous, smart research
As I reflect on the 25th anniversary of MDRG –
As researchers, our data collection methods need to keep up
MDRG surveyed fans to see who they think would alive at the end. Now, we uncover who survived the Game of Thrones and whether our predictions were correct.
Large scale qualitative research (Big Qual) combines qualitative insights with the statistical strength of quantitative data. Is it ready for prime-time?
T-Mobile’s “Grandma” commercial looks like a warm, sentimental hit, but loses crucial emotional momentum in our advertising testing using facial coding.
Mixed market research methodologies provide deeper insights into customer problems and questions, but combining the two comes with specific challenges.