Recorded Webinar: Going Rogue To Optimize Insights From Super-Respondents

Occasionally we encounter qualitative super-respondents: they are extremely intelligent and articulate, they enjoy talking, and they provide elaborate responses. Most importantly, they are remarkably observant and analytical. To a great extent they already possess the picture of the market that we are trying to develop through our research. By thinking outside the box we can find ways to leverage these super-respondents beyond their conventional participant role – often at little or no additional cost.

This webinar, which was conducted for the Insights Association’s membership, will explain how to do this. To hear the recording click on the link below.

Going Rogue to Optimize Insights from Super-respondents

Webinar: Going Rogue To Optimize Insights From Super-respondents

Occasionally we encounter qualitative super-respondents: they are extremely intelligent and articulate, they enjoy talking, and they provide elaborate responses. Most importantly, they are remarkably observant and analytical. To a great extent they already possess the picture of the market that we are trying to develop through our research.

If we restrict ourselves to our interview protocol when we encounter super-respondents we end up leaving valuable insights on the table — thereby doing ourselves, our clients, and our stakeholders a disservice.

However, if we liberate our thinking and allow ourselves to go beyond our established interview protocol, we can extract the full value that these super-respondents offer — often at little or no additional cost.

Insightful Alliance’s Michael Mercier will explain how you can do this in an Insights Association webinar titled “Going Rogue to Optimize Insights from Super-respondents” on Wednesday, March 29, from 2:00-2:45 PM EDT. Register here: Going Rogue to Optimize Insights from Super-respondents

How To Conduct Extended Intercept Surveys: A Reebok Case Study

Insightful Alliance was hired by Reebok to conduct intercept surveys at the 2 day expo that takes place prior to the Peachtree Road Race in Atlanta.

We decided to execute the intercept surveys using iPads loaded with Survey Analytics’ SurveyPocket. As we planned the project we exploited some of Survey Analytics’ other features to develop what we call the Extended Intercept Survey. This method allowed us to extend our reach with the survey, and thereby increase our survey completion rate by 67% with only a small incremental investment.

Survey Analytics asked us to explain our Extended Intercept Survey method to its customer base via webinar. In the webinar we address the following:

  • how Insightful Alliance and Reebok transformed the traditional intercept method into what we call the Extended Intercept Survey method;
  • how combining tablet, smart phone, and online access facilitated the completion of surveys by people who initially had declined to participate;
  • examples of the collateral materials we used to execute the Extended Intercept Survey;
  • tips on the psychology of applying the Extended Intercept Survey in various contexts;
  • a checklist of the “tasks” to remember when planning an Extended Intercept Survey.

A recording of the webinar is available at the following link:

How To Conduct Extended Intercept Surveys: A Reebok Case Study

Managing Your Emotional Reactions While Interviewing VIP’s

Successful VIP’s tend to have extreme characteristics that are part and parcel to their success. When researchers interview VIP’s they come face-to-face with those characteristics.

Some researchers may find themselves having emotional reactions to those extreme characteristics.  If they can’t manage them, these emotional reactions can morph into behavioral reactions that threaten to derail the interview.

In this webinar, which we conducted for the Insights Association, we explain how to manage emotional reactions in order to stay on-task and deliver optimal insights.

The link to the webinar appears below. The presentation begins at 1:45, and is followed by questions.

Managing Your Emotional Reactions While Interviewing VIP’s

Insightful Alliance’s Running Shoe Terminology Study

Insightful Alliance is in the final stages of completing its running shoe industry study.  In this study we are examining the terminology that running shoe retailers use in attempting to explain how to choose an appropriate running shoe.  The study examines the terminology used at specialty running shops, sporting goods stores, and athletic footwear stores.

Any running shoe manufacturer or retailer that is interested in learning more about this study should contact Michael Mercier at Michael. Mercier@InsightfulAlliance.com.

Recruiting A Difficult Target Group

When Insightful Alliance has a project requiring difficult-to-recruit participants, such as high-level executives, rather than use an outside recruitment firm we manage the recruitment in-house. 

Our first step in crafting our highly-effective approach to recruitment was to break the process down into the following steps: (1) get organization contact information; (2) get target names at each organization; (3) penetrate first level screener; (4) penetrate 2nd level screener; and (5) persuade the target to participate.

In future posts we will present our approach to each step in this process.  In the meantime, if you would like to learn more about our approach to recruiting, contact Michael.Mercier@InsightfulAlliance.com.

“Running Shoe Terminology” Study Applies Telephone Mystery Shopping Methodology

In its recent “Running Shoe Terminology” study, Insightful Alliance collected data using telephone mystery shopping — a variation on traditional mystery shopping.

In traditional mystery shopping the researcher poses as a customer and visits a retail establishment in order to experience shopping there first-hand.  He usually examines a particular aspect of the shopping experience.  For example, he might pay particular attention to the physical layout of the store, or the experience of finding and purchasing a particular product, or the quality of customer support.

Telephone mystery shopping is similar to traditional mystery shopping.  However, rather than visiting the store in-person, the researcher interacts with the establishment by phone.  This method is useful for studying the quality of the telephone experience, the accuracy of information provided, or evident product or brand biases.  In this particular study we called running shoe retailers around the country and posed as customers in order to examine the terminology that they used to describe the segmentation of the running shoe market.

For more information about how our Telephone Mystery Shopping Methodology can be used to generate customer insights for your product, contact Michael Mercier at Michael.Mercier@InsightfulAlliance.com.