Tous les articles par
Zelina Frigan
Luxury for all!

I’ll admit it - I have purse envy.  There’s nothing more frustrating than watching a group of 18-year olds strut the latest Louis or Longchamp.  The curious thing is that more and more of them do!  As a market researcher and avid people watcher, I can’t help but ask myself since when has luxury become so accessible?

Luxury has always been associated with beautiful, hand crafted goods produced in limited quantities and accessible only to the elite of society.  Luxury was the promise of history, of tradition, of quality and symbolized status, a status that the mere mortal could only aspire to attain. 

Today’s marketplace is the realization of what Silverstein and Fiske so eloquently described as “masstige” – prestige for the masses – over a decade ago.[i]  And while you and I (and pretty much anyone else), can now acquire that which was once out of reach, what is the downside for the brand?

Brand dilution is the greatest risk that makers of all things luxury take when deciding to jump on the masstige bandwagon. 

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What you always wanted to know about online reporting without ever asking

So you want to jump onboard the online reporting trend, but don’t know where to start?  At Ad Hoc Research, we’ve been fortunate enough to get in on the trend rather early.  In fact, after two years of intensively using an online reporting and dashboarding tool, my colleagues and I have come to the conclusion that succeeding at online reporting in market research takes the perfect combination of client, project, time and money! 

Before making the leap, here are four questions you should ask yourself:

(1). Is this really what my client wants?

The benefits of online reporting are great - the capacity to analyse large quantities of data according to personalised needs in a visually appealing way - however, a client that is not comfortable with technology or that wants their supplier to analyse the data for them may be frustrated with online reporting.  Yes, it sounds sexy to say your reporting is going online, but at the end of the day, it needs to fit the client’s needs.  Ideally, your client is technologically forward, a staunch believer in “D-I-T” (Doing-It-Themselves) and needs to drill-down data.

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Participant Homework ? Ask and You Shall Receive

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 homework), is an effective means of getting the job done for all parties involved: recruiter, participant and moderator.

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