@SentientInsight
Implicit insight news and information.
Learn about Sentient through the insights we are uncovering across the globe.
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...
Variety: The spice of life. Or is it?
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...
When you find yourself in a danger zone doing in-home consumer ethnography
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...
Caffeine is keeping New Englanders up at night
Sentient collaborated with Schneider Associates and Zeo Inc. – purveyors of the first personal sleep coach system – to find out what’s keeping Americans up at night. Not surprisingly, job-related stress is the #1 sleep...
Video in Consumer Ethnography
We're four-fifths of the way through a substantial consumer ethnography study which is the discovery phase of a hybrid study in the foods / CPG category. I’m fortunate enough to be in the office today, having left the field...
Vonn, Del Bosco, Miller and Promotion Focused Motivation
Winning Olympic gold in skiing requires a certain risk vs. reward profile. The old saying saying of “without risk, there is no reward” certainly holds true, but just how much risk is the right amount of risk and what...
Didier Cuche and Deviation from Goals as Motivation
Imagine you’re at the top of the men’s Super G at the 2010 Olympics. You are the reigning Downhill season champion and three days earlier you were favored to win the Downhill, you finished in a disappointing 6th place. You’re...
Dove vs. Dodge: Super Bowl Commercials Activate Automatic Masculine Goals
Our goals in life can be activated without our awareness. This unconscious activation of goals results in subsequent behavior aimed at achieving those goals (Uleman & Bargh, 2004). This means that we often are pursuing...
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