by Kim Merckaert
CATEGORIES : Individual interviews, Focus groups
30 September 2014

“[…] Simplicity is preferable to complexity; brevity in communication is more effective than verbosity.”

It’s unlikely that Robert Browning had market research in mind when he coined the phrase Less is more in the 1850s and provided the minimalist movement with a raison d’être. Nevertheless, the mantra can be applied in many a field, including qualitative research and more particularly, with recruitment screeners.

Having dealt with recruiting for thousands of focus groups, we’ve realized over and over again that simple, short recruitment screeners deliver better quality participants. When criteria are less confined, recruiters have a larger pool from which to draw potential participants, and can therefore be more rigorous regarding enthusiasm and articulateness of the recruits.

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by Kim Merckaert
CATEGORIES : News
16 September 2014

Do the words “ALS Association” mean anything to you? Chances are your immediate answer is going to be “The Ice Bucket Challenge”. Over the summer, you have probably accepted the challenge, donated money to one of its foundations, or simply been bombarded with videos of all your Facebook friends doing it. You have heard about […]

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by Michel Berne
CATEGORIES : Individual interviews, Évaluations publicitaires et communicationnelles, Focus groups
4 September 2014

En 2007, Cadbury a lancé une pub virale, intitulée Le Gorille. Maintes fois primée, elle a notamment remporté le Grand Prix aux Lions de Cannes en 2008. Son impact a été spectaculaire. Les ventes du produit annoncé (Dairy Milk) ont augmenté de 9 % et les perceptions favorables à l’endroit de la marque ont grimpé de 20 points de pourcentage. Mais Le Gorille n’aurait peut-être jamais vu le jour s’il avait été prétesté en suivant les mesures d’efficacité traditionnelles. Pourquoi?

Parce que la plupart de ces mesures ne captent pas l’ingrédient clé qui a fait de cette publicité un succès planétaire : les émotions. Or, ces dernières jouent un rôle clé, les consommateurs n’étant pas aussi rationnels qu’on l’imagine.

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by Zelina Frigan
CATEGORIES : Individual interviews, Focus groups, MINI-GROUPS, TRIADS AND DYADS
20 August 2014

It’s every moderator’s dream – eight articulate, creative and engaged participants sitting around the table. Sure, a well-designed recruitment screener goes a long way, but what other tools do we have in our box to help get participants to “bring it” to the table? From our experience in moderating and recruiting, the pre-group assignment, (aka […]

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by Kim Merckaert
CATEGORIES : Études d'image de marque, BRAND POSITIONING STUDIES, SEGMENTATION AND POSITIONING STUDIES
12 August 2014

Call it a trade bias, but I’m always curious to know what people around me think about brands, products and ad campaigns. So when I recently found myself in the grocery store with my boyfriend and picked up a milk carton, I asked him: “So, did you notice the new packaging for Natrel? What do […]

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