Tag Archives: Probing
Ipsos Features Quester’s Interactive Probing at CASRO Online 2012
Quester was honored to have been featured in a paper presented by David Brandt and Lee Markowitz of Ipsos at this year’s CASRO Online conference in Las Vegas. The paper, titled, “How Online Technology May Open the Door to More Integrated Qual/Quant Research,” reviewed the value of incorporating Socrates probing to obtain deeper insights, and to meet the changing needs of end users of research.
Read the full post…Tags: CARSO Online, Ipsos, Online Qualitative, Probing, Qualitative Research, Virtual Collage
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
