Qualitative Marketing Research: Publications: Articles

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Outlook
Marketing News
January 15, 2006
Thoughts on reaching fresh consumers.

Slim majority think Condé should try business title
Ad Age
September 5, 2005
Reader perspectives on new venture for Condé Nast.

Work the Room
Marketing News
March 1, 2005
Benefits of creating a comfortable setting for respondents.

Outlook
Marketing News
January 15, 2005
Predictions for qualitative research in the coming year.

Parkerson, Elaine. "See the view from respondents' side."
Marketing News.
September 1, 2004.
An invitation to marketers to come into the respondents' room.

Filpovich, Kris with Kathy Strickland. "The Time-Spec Continuum."
Quirk's Marketing Research Review.
November 2001.
Managing the challenges of tricky specifications and recruiting-time pressures.

In-House Publications
Insights newsletter, published by Primary Insights, Inc.

Issue 17 (PDF file of full issue with graphics)

Text-only versions of individual articles:

"Catching the Tail of the Dragon—Key Difference When Doing Research in Asia" Suggestions for adapting standard techniques when conducting research in Asia.
"The Strategic Use of Qualitative" Which situations lend themselves to strategy-focused qualitative.
"Girl Talk" Primary Insights unique approach for understanding teen girls.

Issue 16 (PDF file of full issue with graphics)

Text-only versions of individual articles:

"No Mirrors, No Masks, No Missed Opportunities" A method for getting up close and personal with your consumers.
"Mastering the Learning Curve" Thoughts on entering a new category.
"You Shine and Business Grows Through the Creative Design of Qualitative Research Studies" Choosing the best research design for your needs.

Issue 15 (PDF file of full issue with graphics)

Text-only versions of individual articles:

"Like Numbers, Words Count" A reminder to balance research approaches.
"6 Things I Learned as a Product Developer" Suggestions for getting your imagination unstuck.
"Learning from the Little Ones" Tips for conducting research with kids.

Issue 14 (PDF file of full issue with graphics)

Text-only versions of individual articles:

"Staged Online Research: Independent Journaling Before Online Discussion Boards" Discussion of the strengths and potential of online qualitative research.
"Primary Insights Introduces Immersion" New ways to tap into consumer emotion.
"Managing Meaningful Meetings" Techniques for meeting facilitation.
"Tapping the 95" Discussion of the latest research on unconscious thought in decision making.

Issue 13 (PDF file of full issue with graphics)

Text-only versions of individual articles:

"Sorting Through the Contradictions" What to do when consumers say one thing and do another.
"The Internet as a Source of Empowerment" Discussion of what the Internet means to different age groups.

Issue 12 (PDF file of full issue with graphics)

Text-only versions of individual articles:

"Top Facility Picks" A list of our favorite facilities and why we love them.
"Two-Way Thoughts on the Two-Way Mirror" Reprint of an earlier article on the topic of bringing clients and consumers together.
"Getting to Know Us" Elaboration of Primary Insights' history and overall philosophy.

Issue 11 (PDF file of full issue with graphics)

Text-only versions of individual articles:

"Can You Hear (or See or Feel) Me Now?" Explanation of the three major learning styles—auditory, visual, and kinesthetic.
"Innovative Approaches: Bringing Clients And Consumers Together" Thoughts on bringing clients face-to-face with consumers.
"How Do You Decide?" Suggestions for building the intuition that contributes to confidence in decisions.

Issue 10 (PDF file of full issue with graphics)

Text-only versions of individual articles:

"Mining the Hidden Gems: Enhancing Experiences at Facilities" Suggestions for improving in-field experiences.
"Elaine's Spot" Discussion of the importance of maintaining brand image.

Issue 9 (PDF file of full issue with graphics)

Text-only versions of individual articles:

"Contingency Planning" Discussion of how advance planning can help salvage your study when disaster strikes.
"High Hopes Despite Low Incidence" Techniques for successfully finding extremely low-incidence respondents.
"Habits and Habitats" Thoughts on the benefits of rethinking environment.

Issue 8 (PDF file of full issue with graphics)

Text-only versions of individual articles:

"Learning to Love Homework" Benefits of assigning pre-session homework to respondents.
"Respondents Say the Darndest Things" How facilities find qualified respondents.
"Just Do the Math" Consideration of relationship between group size and per-respondent discussion time.
"Deb's Dollars" Cost savings related to conducting smaller groups.

Issue 7 (PDF file of full issue with graphics)

Text-only versions of individual articles:

"Pipeline Management" Using qualitative research to generate and refine ideas.
"Remote Possibilities" Suggestions for managing projects using remote viewing methods such as FocusVision and Active Group.
"Airplane Reading" Review of The Art of Innovation.
"Deb's Dollars" Cost tradeoffs of remote vs. in-person observation.

Issue 6 (PDF file of full issue with graphics)

Text-only versions of individual articles:

"A Tour of the Site" Explanation of the site pages and features.
"And Now For Something Completely Different" Clients' Workroom features and benefits.

Issue 5 (PDF file of full issue with graphics)

Text-only versions of individual articles:

"Getting the Most Out of Qualitative." Introduction of course; description, feedback.
"The ABCs of Debriefs." Suggestions on planning for debriefs, matching debrief style to purpose and objectives; list of selected debrief options.
"Deb's Dollars." Schedule creation and costs.

Issue 4 (PDF file of full issue with graphics)

Text-only versions of individual articles:

"Understanding CUES to Performance." Introduction of CUE methodology.
"Pay No Attention to the Man Behind the Screener." Guidelines for screener design.
"Don't Say the F-Word." Essay on the trend toward viewing focus groups as a dated methodology; consideration of trendy methodologies.
"Technology and 'Smart' Research." Consideration of the effect of new technologies on consumer research and information gathering.
"Elaine's Spot." Thoughts on managing fears of confusion on a project by creating an understanding of context.
"Deb's Dollars." Managing costs of backroom food.

Issue 3 (PDF file of full issue with graphics)

Text-only versions of individual articles:

"Deb's Dollars." Reducing on-site costs.
"The Spec-Time Continuum." Managing the challenges of tricky specifications and recruiting-time pressures.
"Airplane Reading." Review of Gordon MacKenzie's Orbiting the Giant Hairball.
"Interior Decorating." Benefits of living room setup; when to choose living room setup.

Issue 2 (PDF file of full issue with graphics)

Text-only versions of individual articles:

"Elaine's Spot." Thoughts on time compression, muse time, and report depth.
"Airplane Reading." Review of Matthew Sharpe's Stories from the Tube.
"Through the Looking Glass." Suggestions on staying focused in the backroom.
"List Strategies." Benefits and drawbacks of recruiting from lists; how to minimize problems with list recruits.
"Deb's Dollars." Report styles and costs.

Issue 1 (PDF file of full issue with graphics)

Text-only versions of individual articles:

"Two-Way Thoughts on the Two-Way Mirror." Synopsis of in-house research on participation in qualitative research. Focuses on respondents' beliefs about the backroom.
"Defining the Project's Purpose and Objectives." Benefits of clearly defined purpose and objectives; how to get started on defining purpose and objectives.
"Deb's Dollars." Specifications and recruiting costs.