Stimuli is the plural of stimulus. In psychology, stimuli is any object or event that elicits a sensory or behavioural response in human (consumer research) studies. So this article discusses the benefits of using creative stimuli in research, mainly qualitative research i.e. interviews and group di
There has been much in the press in recent years about market research losing its place in the boardroom. Most notably from Unilever who say that their senior managers are unwilling to invest time attending research debriefs. An ESOMAR survey also adds that most CEOs consider market research le
Digital media continues to inspire lots of new customer research methods. There are lots of myths, perceptions and misconceptions surrounding digital vs. traditional research methods. So what’s available and what are the issues and opportunities when choosing between digital vs. traditional re
Focus groups are a tried and tested qualitative research staple, having risen to prominence in the 1950s (1). Yet in today’s highly competitive environment relying on focus groups alone is limiting. If everyone just uses focus groups how can anyone possibly unearth new insights (2)? Use multip
The qualitative vs. quantitative research debate started in the 1970s. It’s all about epistemology(1), a branch of philosophy concerned with the theory of knowledge. Qualitative research is described as ‘interpretivism’ i.e. non-scientific and subjective. Quantitative research is ‘
Recent OFCOM Research highlighted that 71% of the UK receive 9 nuisance calls a month, and that telephone research is the #4 culprit (1). So has telephone research had its day? At the same time online grows apace. We’ve looked closely at the merits of telephone, online and face-to-face (ftf).