Advanced research methods for market researchers | blog posts from Sentient Decision Science
I’m slowly recovering from the joint AQR/QRCA Worldwide conference on qualitative research in Prague last week: this year’s theme “Inspiration in Action.” The workshop day – with Wendy Gordon, Jay Zaltzman and Ava Lindbergh gave me enough to contemplate for a month, but the next two days were jam-packed with session after session that made […]
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 […]
People like to be given a choice. The desire to exercise one’s own free will and proclivity to act in one’s own interests might just be the last part of our consciousness that’s keeping us away from The Matrix, 1984, Brave New World, or whatever your favorite dystopian story is. But is there such a thing as “too many choices?” Sheena Iyengar, behavioral psychologist and choice expert, studies how people make decisions precisely to answer this question. And her research has revealed some startling implications!
A recent New York Times article highlighted Iyengar’s fascinating research in a review of her new book, The Art of Choosing. Iyengar, a Stanford grad, has been in the field of social psychology and decision theory for almost 15 years. Her most famous project: a jelly tasting.
We’ve just concluded a lengthy ethnography study on foods and snacking. The field team has been de-briefing on our collective experiences across US markets and a story has emerged about a potentially risky ethno location one of our researchers encountered while in LA. While our recruiting partners make every effort to properly screen ethno participants, […]
