Tag: Ethnography

Read posts about ethnography on Sentient Decision Science’s implicit market research blog.

Two Human Truths about Hot-State Decision Making

Understanding hot-state decision making can provide a significant short-term boon in purchase behavior. But ethically, and from a long-term business health perspective, we don’t want to sacrifice long-term consumer satisfaction for short-term reward. The first note of solace on the ethical front is this: people do not respond emotionally to things they don’t value. Thus, […]

Multi-touch qualitative research

Many research studies are designed to have single touches with consumers. Ex: in focus group situations, the moderator typically meets the research participants for the first – and last time – when they enter the focus group room. Think about this concept: we meet them at minute 1, and by minute 15 are asking them […]

Focus group moderating styles

I had the honor of attending a workshop by master moderators sponsored by the Philadelphia / Delaware Valley chapter of the QRCA yesterday. The event’s theme was simple: bring in 3 expert moderators who between them have moderated over 30,000 focus groups in a combined 100+ years of experience, and let professional moderators observe from […]

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