The Power Of Ethnographic Market Research

The Power Of Ethnographic Market Research

As market researchers, we're keenly aware that sometimes there's a gap between what people say and what they do, between aspiration and behavior. That's not because people lie or deliberately mislead (although occasionally they do). Rather, it's often because everyday behaviors and assumptions are so routine and deep-seated they fade into the background of our lives. The implicit and taken-for-granted can be hard to notice, recall, and describe. And yet, some of the deepest insights into consumer attitudes and behaviors lie in those unconscious routines and tacit assumptions. So how do we see the invisible and hear the unspoken?

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Laddering Techniques in Qualitative Research

Laddering Techniques in Qualitative Research

Ask someone what a focus group is, and she'll probably describe its iconic trappings -the one-way glass, the name tags, the curious moderator. But there's also an invisible component so powerful that practically no focus group can do without it. That component is called laddering.

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Interpreting The Consumer Story: Text Analytics in Market Research

Interpreting The Consumer Story: Text Analytics in Market Research

Text data exist all over the internet. Emails, forum questions, social media posts, customer service requests, answers to open-ended survey questions, and even this blog post are all sources of raw text data. Text data are drawn from anything written by a human being, and these raw text data can be analyzed to reveal insightful trends.

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How Murphy Research Can Help Your Brand Discover the Emotional Drivers Behind Consumer Behavior

How Murphy Research Can Help Your Brand Discover the Emotional Drivers Behind Consumer Behavior

We like to think of ourselves as rational beings that make careful and logical decisions. When asked about what we look for in say, a new pair of jeans, most of us will mention attributes such as "affordable", "high quality", and "flattering". Few will say that they want a pair of jeans that gives them a feeling of power, excites them, or instills a sense of belonging. Does this mean that emotions don't matter?

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