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Insights

Note to automakers: Cars aren’t just about driving [infographic]

Chris O.

Watch nearly any car commercial and you’ll see SUVs gliding through city streets, sedans drifting and sliding through deserts as they kick up epic sand clouds in their stead, gleaming aerodynamic surfaces slowly revealed by spotlights. Cars – not surprisingly – are sold to drivers.

But when we asked over three-hundred drivers to weigh in on the auto experience and tell us what their dream cars would feature, we noticed a surprising disconnect: drivers equated being in their cars to almost everything but driving, referring to their cars as a “second-home,” “mobile office,” and “outlet” box.MORE…

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Micro is the New Macro [Video]

Julie W.S.

In the past year or so, we’ve been witnessing the convergence of several trends – a shift in online behavior, where users of social media tend to be gravitating toward micro-social networks and smaller, more socially curated sites; the rise of micro-lending, micro-giving, and localism; the growth and innovation occurring in qualitative market research; the higher levels of participation and quality in smaller-scale forms of research; the pruning of “friends” in social networks and tightening of privacy controls, and other phenomena. While disparate in their form, they are all manifestations of a few basic principles:MORE…

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Great clients, great results.

Bill A.

Results. They’re what you stand by. They define you. They’re the outcome of all your hard work and they represent the value for which you get paid. They are no small things.

At Communispace, results – i.e., business impact – are the things we’re most proud of. And with 115 different clients, results come in all shapes and sizes.

What all the results share – and all the insights underneath them and all the stories underneath those – are great clients.MORE…

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What’s driving consumer confidence in 2012? [infographic]

Chris O.

The Communispace Index is a brand new series of infographics—released bi-monthly—that explores the mindset of consumers around current events and trends. Based on original research conducted in the IdeaSpaces (Communispace’s proprietary online communities), the Communispace Index provides a window into the consumer perspective.

What’s driving consumer confidence in 2012? What factors are your customers weighing before making a purchase decision? In an effort to understand what’s on consumers’ minds this year, we asked members of our online communities these very questions.MORE…

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Mental Model Mining: 3 steps to understanding how customers think about your brand

David F.

Mental models are explanations of how we receive and interpret information and, ultimately, shape how we make sense of the world. They manifest in language through the conceptual narratives and metaphors we use in our everyday communication. Mental modeling can be tremendously helpful in market research: by understanding mental models and the related narratives (such as Heroic Journey, Transformation, Rescue, etc.), researchers and marketers can develop messaging strategies that more effectively motivate their target audiences to action.MORE…

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Webinar: 4 ways MROCs reveal your customers’ mindsets

Julie W.S.

In the field of marketing research, there is a simmering debate between those who believe neuroscience-based tools will make self-reporting obsolete, and those who have kept faith with humans’ ability to consciously understand and explain their own actions. But I say: Why choose?MORE…

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It Takes Two (Hemispheres), Baby: Neuroscience and self-reporting in market research

Julie W.S.

Brace yourself: I’ve declared it Neuroscience Thursday here on Verbatim.

In Mindsight, psychiatrist Dan Sigel notes that, “When we explain … we are relying heavily on the left hemisphere. When we describe … we are bringing the experientially rich side into collaboration with the word-smithing left hemisphere.”
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5 Market Research Online Community Case Studies (Webinar Download)

Chris O.

In 2012, according to Greenbook Research Industry Trends’ Fall 2011 Report, Market Research Online Communities (or MROCs) will see “massive” adoption by research buyers. As traditional sources of insight (focus groups, consumer panels) suffer problems with recruiting, attrition, decreased relevance, and respondent fatigue, more brands are turning to market research online communities to build more intimate relationship with consumers.
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