Category Archives: Methodology
Sharing Quester’s Approach with MBA Candidates at the University of Iowa
Quester was honored to have been invited to present to the Marketing Academy students at the University of Iowa’s Henry B. Tippie School of Management in February. Sharing our methodology with the future leaders in the field is a huge opportunity for Quester, and it’s also a great way to give back, and promote the importance of lifelong learning. Mark A. Winkler, Business Director for the Marketing Academy, MBA, shared the following thoughts on what led him to include Quester in this year’s speaker line-up:
Read the full post…Sentiment Analysis … So What?
In early January, Next Generation Market Research lead Tom H.C. Anderson shared over 70 predictions for 2012 from clients, Research company CEOs, text analytics providers, and recruiters. I’m always interested in looking for themes, and I’m certainly curious for perspective on where our industry is headed, so I did a little text analysis of my own with the verbatims that Tom posted on his blog.
Read the full post…My name is Thatcher, and I love Quester
This blog was designed in order to provide thought leadership to the marketing research industry. It is intended to be a place where our employees could write on behalf of the company and communicate our vision and our collective identity. In this post, I will be breaking from the norm. Because for me, this is my farewell to Quester. I’m about to become a Shopper Insights Manager at ConAgra Foods.
Read the full post…Tags: ConAgra Foods, Linguistic Analysis, Online Qualitative, Qualitative Research
The Value of Personality Open Ends
Shakespeare once wrote “What is in a name?” If we had to answer him, we’d tell him “if it’s a brand name, it’s everything.” Remember the Cola Wars and the Pepsi Challenge? Baylor University did and in 2004 they did a more scientific taste test using a machine to monitor brain activity. When respondents didn’t know whether they were drinking Coke or Pepsi, they were equally likely to pick Coke or Pepsi as their favorite. For these respondents, the brand name would have been the only differentiator.
Read the full post…Tags: Brand Identity, Brand Name, Open Ends, Probing, Qualitative Research
We’re like BASF – remember them?
BASF, or Badische Anilin-und Soda-Fabrik, uses the tagline: “At BASF, we don’t make a lot of the products you buy. We make a lot of the products you buy better.” We feel like them. They’re ingredient manufacturers and that’s what Quester does. Certainly, we make some interesting designs when you work with us directly – but we do a great deal of our work in standard, more heavily quantitative designs.
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