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# Quester

Breakthrough Innovation + Brand Strategy, Powered by Narratives

## Sitemaps

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## Posts

- [Culture Pulse: Fourth of July](https://www.quester.com/culture-pulse-fourth-of-july/) - There's something almost defiant about the Fourth of July. Every year, regardless of what's trending or how loud the national argument got last week, Americans drag out the folding chairs, light something on fire, and decide, collectively, to feel good about where they live. Or at least try to. This year is different. This year, the number is on the banner: 250. A quarter-millennium. The Semiquincentennial, if you want to use the word nobody can pronounce. America's big birthday, and like any milestone birthday, it's equal parts celebration and reckoning.
- [Purpose Brands Case Study](https://www.quester.com/purpose-brands-case-study/) - Purpose Brands faced a fundamental shift. Wellness was no longer about “getting in shape.” It had become emotional, mental, and deeply personal. The Business Challenge; Align leadership around a modern definition of wellness, move from product-first to outcome-first marketing, build segmentation that could scale across digital, CRM, paid, and in-studio experience, drive measurable conversion lift. The approach: AI Scaled Depth and Human Strategic Judgement. Quester deployed a Jobs to Be Done (JTBD) framework to uncover what consumers are truly hiring wellness brands to do.
- [Culture Pulse: The American Summer Festival](https://www.quester.com/culture-pulse-the-american-summer-festival/) - BBQ smoke, dripping ice cream cones, sunscreen, something frying. Then you turn the corner and there it is: a street that was empty yesterday, now full of strangers acting like friends. A stage where a parking lot used to be. Kids eating things their parents will regret. Someone running the most popular booth at the whole event, completely unbothered by the line. This is a summer festival. And honestly, there's nowhere we'd rather be. What We Actually Mean When We Talk About Community...
- [More Data Won't Fix Your Research. Emotional Safety Will.](https://www.quester.com/more-data-wont-fix-your-research-emotional-safety-will/) - The research industry has spent years optimizing for speed. Faster turnarounds, bigger data sets, smarter dashboards, but the industry has been asking the wrong question. Not: How do we collect more data? But: What makes people tell the truth? Consumers aren't holding back because researchers forgot to ask enough questions. They hold back because most research environments still make people feel observed, evaluated, and subtly judged. Especially in categories tied to health, identity, finances, caregiving, or personal insecurity.
- [The World Cup Is Back on American Soil. The Story Isn't Just Soccer.](https://www.quester.com/the-world-cup-is-back-on-american-soil-the-story-isnt-just-soccer/) - Thirty-two years ago, the United States hosted the World Cup and mostly treated it like a curiosity. The stadiums filled. The world showed up. America shrugged and went back to baseball. This summer is different. And the language proves it. Quester's Social Narratives practice has been tracking how Americans are talking about the 2026 FIFA World Cup. Not the media coverage, not the pundit takes, but the actual words people use when they're talking to each other.
- [The Brief Is Broken. Here's What We'd Ask Instead.](https://www.quester.com/the-brief-is-broken-heres-what-wed-ask-instead/) - Every research project starts with the same artifact: a brief. Objectives. Hypotheses. KPIs. Target segments. A neat little document that often has already decided what questions should be asked and what the answer will likely be. After years challenging the status quo and pushing insights into strategy, we've come to believe something uncomfortable: The brief isn't a starting point. It's a fence, which hasn't evolved like the way we do research and strategy has.
- [90’s Summer Nostalgia](https://www.quester.com/90s-summer-nostalgia/) - There's a particular kind of summer flooding the internet right now. TikToks romanticizing the days when kids disappeared on their bikes until sunset. Starter pack memes filled with mall food courts, backyard sprinklers, sticky popsicles, and sleepaway camp crafts. Parents trying to recreate "screen-free summers" with friendship bracelets, disposable cameras, lemonade stands, and a whole revival of analog kid culture that feels pulled straight from 1997.
- [Branded April Fools’ Jokes Aren't the Problem. Trust Is.](https://www.quester.com/branded-april-fools-jokes-arent-the-problem-trust-is/) - April Fools’ Day is built on a simple premise: you can’t always tell what’s real and what’s a joke. For brands, that ambiguity raises a critical question. Do consumers trust you enough to play along? At Quester, we look at moments like this through the lens of Social Narratives, the shared stories, beliefs, and tensions that shape how people interpret what brands say and do.
- [You Don't Have a Trend Problem. You Have a Culture Problem.](https://www.quester.com/you-dont-have-a-trend-problem-you-have-a-culture-problem/) - Let's be honest: most brands aren't struggling because culture is moving too fast. They're struggling because they're looking at it the wrong way. For decades, marketing was built around the big cultural moment. One narrative. One audience. One Super Bowl spot, one tentpole campaign, one chance to be seen. That model isn't just outdated. It's misleading.
- [The Cultural Code Behind the Madness](https://www.quester.com/the-cultural-code-behind-the-madness/) - Every March, the NCAA Division I Men's Basketball Tournament transforms everyday behavior into something bigger. Brackets are filled out with conviction. Team gear becomes a daily uniform. Conversations adopt a new language: “Cinderella,” “bracket buster,” “Sweet Sixteen,” “One and Done.” Watch parties form. “Sick days” mysteriously spike. Strangers bond over shared suffering, or shared glory.
- [Elements of a Story](https://www.quester.com/elements-of-a-story/) - Storytelling is one the earliest forms of communication. Dating back 30,000+ years with cave paintings depicting hunts and rituals, stories have been ingrained in our human nature since our beginning. Early on, they may have a survival manual for cavemen’s survival they continued to evolve in their importance. It’s impossible to overstate the importance of a story.
- [Flipping the Food Pyramid](https://www.quester.com/flipping-the-food-pyramid/) - New nutrition guidance often lands as pressure, not help. While scientifically updated, frameworks like the flipped food pyramid highlight the gap between aspiration and real-life access, affordability, and time. This disconnect fuels confusion and fatigue rather than trust. Brands that succeed won’t lecture or idealize—they’ll acknowledge constraints and support progress that feels realistic and attainable.
- [It's 2016 Again: What Nostalgia is Really Signaling](https://www.quester.com/its-2016-again-what-nostalgia-is-really-signaling/) - Nostalgia for 2016 isn’t about the year itself—it’s about the feeling of life before constant pressure, optimization, and overload. For Millennials and Gen Z, it represents a moment when social connection felt lighter, culture felt shared, and adulthood hadn’t yet become exhausting. The longing isn’t to go backward, but to regain belief in a future that feels human, hopeful, and less relentless.
- [IIR’s TMRE 2011](https://www.quester.com/iir-tmre/) - IIR's TMRE 2011 It’s THE Market Research Event … “Connecting the best in insights from around the world to fuel innovation, inspire leadership and build an exclusive network of insight strategists.” We’re proud to join the ranks at this year’s event – come see us in Booth #817 and learn more about how Quester can
- [The Mandela Effect - and What It Means for Brands](https://www.quester.com/the-mandela-effect-and-what-it-means-for-brands/) - The Mandela Effect – and What It Means for Brands I have always enjoyed writing. Writing has always been a safe outlet for my thoughts and creativity. It was in high school that I found enjoyment in creative writing. During my senior year in 2003, I remember being given an assignment of coming up with
- [Beneath the Trend: A deep dive into generational holiday values](https://www.quester.com/beneath-the-trend-a-deep-dive-into-generational-holiday-values/) - Beneath the Trend: A deep dive into generational holiday values In 2019, we conducted a landmark project in conjunction with 747 Insights and Collaborata to gain a better understanding of Gen Z, Gen Y (Millennials), Gen X, and Boomers in the USA. In every area we considered, it became clear that generational values are shifting
- [27 Inspiring Podcasts in Marketing Research, Insights, Data, and Storytelling](https://www.quester.com/27-inspiring-podcasts-in-marketing-research-insights-data-and-storytelling/) - 27 Inspiring Podcasts in Marketing Research, Insights, Data, and Storytelling A lot has changed since we reviewed the podcast landscape last year. A few podcasts have disappeared, and a number of excellent new ones have been launched. Browse through this updated list to find your new favorites!Audible Insights: In-depth, insightful conversations that inform and inspire
- [Preparing for the New Normal; Creating Strategies for the Emerging Consumer Landscape](https://www.quester.com/preparing-for-the-new-normal-creating-strategies-for-the-emerging-consumer-landscape/) - Preparing for the New Normal; Creating Strategies for the Emerging Consumer Landscape What does the post-COVID-19 normal look like for consumers?How do businesses plan for what comes after COVID-19?How does your company navigate market and consumer changes to retain relevance, and become even more relevant, to consumers?In a ‘normal’ world, consumers form habits and become
- [Quester Cares Helps the Food Bank of Iowa Source More than 10,000 Meals](https://www.quester.com/quester-cares-helps-the-food-bank-of-iowa-source-more-than-10000-meals/) - Quester Cares Helps the Food Bank of Iowa Source More than 10,000 Meals COVID-19 has hit many Americans hard. In Iowa, where Quester’s headquarters are located, the economy, the employment rate, and the health of our community have suffered.To help counter the devastating effects COVID-19 has had on people’s financial resources, the Food Bank of
- [This Rice Unites/Este Arroz Ya Nos Unió wins Silver Ogilvy Award in the Multicultural Category from the ARF](https://www.quester.com/this-rice-unites-wins-silver-ogilvy-award/) - This Rice Unites/Este Arroz Ya Nos Unió wins Silver Ogilvy Award in the Multicultural Category from the ARF We are pleased to congratulate Mahatma Rice on receiving a Silver award in the Multicultural Category from the Advertising Research Foundation. As one of their strategic research partners, the team at Quester was happy to help them
- [Theo Epstein’s Pivot: Big Data and Soul](https://www.quester.com/theo-epsteins-pivot-big-data-and-soul/) - Theo Epstein’s Pivot: Big Data and Soul Theo Epstein is leaving the Cubs! The man who took the Cubs from Loveable Losers to breaking the curse of the Billy Goat and earning the Cubs their first World Series Championship in 108 years is walking away. The Cardinal fan in me is rejoicing. Sports Illustrated recently
- [4 Ways the Insights Industry Needs to Evolve in 2021](https://www.quester.com/4-ways-the-insights-industry-needs-to-evolve-in-2021/) - 4 Ways the Insights Industry Needs to Evolve in 2021 2020 has come and gone. Good riddance. There is no need for us to recap how challenging the year was. However, as crazy as 2020 turned out to be, it still offered opportunity for the insights industry to be the guiding voice during uncertain times.As
- [Introducing Mary Rubin and Jack Marquardt](https://www.quester.com/introducing-mary-rubin-and-jack-marquardt/) - Introducing Mary Rubin and Jack Marquardt We are thrilled to announce two new Client Strategists have joined the Quester family. We put them on the hot seat so you can get to know them better! 1) What is your New Year “evolution”? Jack: Reading the news vs. watching the news, so there is less bias.Mary: My goal
- [4 Key Roles Market Research Plays in the Innovation Process](https://www.quester.com/4-key-roles-market-research-plays-in-the-innovation-process/) - 4 Key Roles Market Research Plays in the Innovation Process When people think about innovation, generation-changing inventions like the car, the iPhone, and Tesla generally come to mind. These innovations are typically dreamed up by visionaries who we think possess a precognition of the world compared to their present day. The role market research plays
- [Take 5 with Andrea Joss and Ilene Lanin-Kettering](https://www.quester.com/take-5-with-andrea-joss-and-ilene-lanin-kettering/) - Take 5 with Andrea Joss and Ilene Lanin-Kettering Andrea Joss, Senior Vice President of Research 1) What do you see as the most important skill set researchers will need to have in the future? Versatility. Our techniques and tools will continue to advance while things like traditional access and sample get more challenging – we’ll need
- [Diagnosing Digital Anxiety: How COVID-19 is affecting work-from-home employees](https://www.quester.com/diagnosis-digital-anxiety-how-covid-19-is-affecting-work-from-home-employees/) - Diagnosing Digital Anxiety: How COVID-19 is affecting work-from-home employees One of the trademarks of the Quester experience is that we’re really good at communication – we have employees across the country, and we study language, so we’ve always fostered a strong communication culture. But the pandemic hit us the same way it did companies across
- [Take 5 with Bryan Conway and Nichole Clinkinbeard](https://www.quester.com/take-5-with-bryan-conway-and-nichole-clinkinbeard/) - Take 5 with Bryan Conway and Nichole Clinkinbeard Bryan Conway, Research Director What is your favorite thing about being a research director? I love that I am involved in all facets of the research project lifecycle… from the development of a tight but thorough questionnaire, to a survey that respondents enjoy taking, to a succinct
- [A True Linguistic Analysis](https://www.quester.com/a-true-linguistic-analysis/) - Select A True Linguistic Analysis A True Linguistic Analysis Language is one of the most powerful tools we have as human beings. It gives us the power to express our hopes, thoughts, fears, opinions and much more. In the Insights Industry, the focus on the way people phrase their experiences and opinions has largely been
- [Client Side vs. Supplier Side Market Research Roles:  What are the surprises and the insights from someone who has done both?](https://www.quester.com/client-side-vs-supplier-side-market-research-roles-what-are-the-surprises-and-the-insights-from-someone-who-has-done-both/) - Client Side vs. Supplier Side Market Research Roles: What are the surprises and the insights from someone who has done both? Written by Allen Broome, Team Leader Client Insights, Edward JonesI’ve spent 30 years in market research. And yes, I know 30 years is a long time (as this is when I typically have certain
- [Narrative Economics and Insight Industry Parallels](https://www.quester.com/narrative-economics-and-insight-parallels/) - Narrative Economics and Insight Industry Parallels At Quester, consumer stories have always been the foundation of the strategies and insights we develop for clients. Recently, one of our friends in the industry, Susan Fader, recommended Narrative Economics by Robert Shiller. Throughout the book, Shiller outlines that there are popular narratives that affect economic behavior, and
- [Quester Hires Joy Boggio to Lead Social Narrative Capabilities](https://www.quester.com/joy-boggio-hired-to-lead-new-capabilities-in-social-narratives/) - Quester Hires Joy Boggio to Lead Social Narrative Capabilities We’re excited to announce the extension of our award-winning insights department to include Social Narratives and the hiring of industry veteran Joy Boggio to lead the initiative.For decades, Quester has specialized in linguistic analysis on data collected from both traditional qualitative and online qualitative surveys. These
- [The Memorability and Importance of Stories](https://www.quester.com/the-memorability-and-importance-of-stories/) - Stories have been around since early humanity. Some of the earliest stories were captured as cave drawings dating back 30,000 years. And while we have evolved in the ways we tell stories (orally, plays, books, movies and more), their importance to us as humans in how we communicate and connect remains strong.As insights professionals, we
- [Amazon Prime Price Hike - Why a Social Narrative Analysis Predicts It Won’t Impact Membership](https://www.quester.com/amazon-prime-price-hike-why-a-social-narrative-analysis-predicts-it-wont-impact-membership/) - Amazon Prime Price Hike – Why a Social Narrative Analysis Predicts It Won’t Impact Membership As a narratives company, Quester is often looking at multiple sources to understand the full picture of underlying narratives. One of the areas where we look for stories is through online data sources. When we linguistically analyze and understand these
- [Quester Enters the Metaverse](https://www.quester.com/quester-enters-the-metaverse/) - Quester Enters the Metaverse DES MOINES, IA, April 1, 2022 — Quester is proud to announce the purchase of land in Decentraland with the intent to open the first of its kind, state-of-the-art, qualitative research facility. Located in the shopping district of Fashion Street, this new facility will allow Quester to research consumer behavior and
- [Adopting Adaptogens: Consumers look to add flavor and health benefits](https://www.quester.com/adopting-adaptogens-consumers-look-to-add-flavor-and-health-benefits/) - Adopting Adaptogens: Consumers look to add flavor and health benefits It isn’t bold to say that the recent pandemic has ushered in more negative changes than positive ones. One area, however, that is benefiting from a positive bounce is those looking to increase focus and find ways to maintain good health.Our recent foodie study highlighted
- [Quester Welcomes Four New Team Members](https://www.quester.com/quester-welcomes-four-new-team-members/) - We’re pleased to introduce the following individuals who recently joined the Quester team:Randa Ulankiewicz – Sr. Research Director What made you interested in joining Quester? What excites you the most? Coming from the client-side and into the supplier side was not hard to do when it came to Quester. Quester’s methodology of conducting research is innovative
- [Celebrity Controversies and Attention Span](https://www.quester.com/celebrity-controversies-and-attention-span/) - Celebrity Controversies and Attention Span The adage goes, “There is no such thing as bad publicity.” Over the past eight months, we have had plenty of celebrities who have tested this theory with a range of controversies. However, these controversies often seem to disappear as quickly as they arrived. While we were in a meeting
- [Assume and Doom: Chapter 1 – Sustainability and Organic Food Behavior During Inflation](https://www.quester.com/assume-and-doom-chapter-1-sustainability-and-organic-food-behavior-during-inflation/) - Assume and Doom: Chapter 1 – Sustainability and Organic Food Behavior During Inflation Welcome to Quester’s new series “Assume and Doom,” where we present some prevalent assumptions, then bring clarity to them using our intuitive and informative ability to dig into social narratives to see what consumers are saying about these issues. So many times,
- [Assume and Doom: Chapter 2 - Inflationary Purchase Behavior](https://www.quester.com/assume-and-doom-chapter-2-inflationary-purchase-behavior/) - Assume and Doom: Chapter 2 – Inflationary Purchase Behavior Welcome to this edition of “Assume and Doom,” where we continue to explore inflationary purchase behavior. What we found might surprise you:Consumers believe once prices go up, they never come downHistorically, consumers turn to discount stores to save money – but Asian markets? It’s a new
- [Chapter 3 – Celebrities, Influencers and Marketing Pushback](https://www.quester.com/chapter-3-celebrities-influencers-and-marketing-pushback/) - Chapter 3 – Celebrities, Influencers and Marketing Pushback You can check out the other chapters of the series at https://quester.com/perspectives/Welcome to this edition of “Assume and Doom,” where we prepare you to potentially evolve the way you look at marketing to Millennials and Gen Zs:Millennials and Gen Zs are redefining influencing and advertisingThey can sniff
- [Chapter 4 - A Nice Day For A Dry Wedding](https://www.quester.com/chapter-4-a-nice-day-for-a-dry-wedding/) - Chapter 4 - A Nice Day for a Dry Wedding You can check out the other chapters of the series at https://quester.com/perspectives/ Did you know there is a growing trend towards dry weddings? Welcome to this edition of “Assume and Doom” where spring is in the air and we’re in prime wedding season. So, we’re taking
- [Chapter 5 – Out Of Nowhere Viral TV Hits](https://www.quester.com/chapter-5-out-of-nowhere-viral-tv-hits/) - Chapter 5 - Out of Nowhere Viral TV Hits You can check out the other chapters of the series at https://quester.com/perspectives/What is it about certain TV shows that just capture us? Why do some gain immense popularity while others are quickly canceled? Entertaining and well-written content are table stakes, but even shows that have both
- [These Berries Spoke To Me](https://www.quester.com/these-berries-spoke-to-me/) - These Berries Spoke to Me By Alice Gold, SVP Client StrategyIt’s not often when the routinized hum-drum of grocery shopping gets interrupted with a gleeful WTF, but that’s exactly what just happened to me. This package stopped me in my tracks in my sweep through the produce department. And it spoke volumes.This variety pack is
- [Chapter 6 - Two Strikes And A Near Miss](https://www.quester.com/chapter-6-two-strikes-and-a-near-miss/) - Chapter 6 - Two Strikes and a Near Miss You can check out the other chapters of the series at https://quester.com/perspectives/You have no doubt seen plenty of news articles and debates this summer about the ongoing strikes of both the actors’ (SAG-AFTRA) and writers’ unions (WGA). We also had a strike averted when UPS agreed
- [How We Embrace AI](https://www.quester.com/how-we-embrace-ai/) - How We Embrace AI At Quester, we’re built on stories – and we protect themWe’ve been talking about AI for years – the tools we leverage for interviewing and analytics are built on AI aimed at understanding, and they’re incredibly compelling and useful. However, as AI has advanced to the point where people are asking
- [Asking + Listening](https://www.quester.com/asking-listening/) - Asking + Listening Since we were founded in the 1970s, Quester has prided itself on being a trailblazer in uncovering consumer stories. We developed linguistic analysis tools to efficiently identify core themes within large unstructured data sets along with the industry’s first artificial intelligence-driven moderator. We pioneered quantitative analytic techniques on large-scale qualitative data.And now
- [Chapter 7 - With Bob, The Price Will Always Be Right](https://www.quester.com/with-bob-the-price-will-always-be-right/) - Chapter 7 - With Bob, The Price Will Always Be Right You can check out the other chapters of the series at PerspectivesFor all of you Boomers, Gen X’ers, and Millennials, here’s a scenario: It’s summer and you’re out of school or home from work. You wake up around 9:00 or 10:00 AM, and it’s still
- [Quester Introduces DRIVE For Sustainable Growth Through Brand Building](https://www.quester.com/quester-introduces-drive-for-sustainable-growth-through-brand-building/) - Quester Introduces DRIVE for Sustainable Growth Through Brand Building September 25, 2023(Des Moines, IA) – Quester, a strategy and insights firm, announced the launch of their brand-building process called DRIVE, which emphasizes the firm’s focus on helping brands achieve organic, sustainable growth through proper brand building.“More and more, we are asked by clients to provide
- [Chapter 8 – “Dad, Are You Watching Suits?”](https://www.quester.com/chapter-8-dad-are-you-watching-suits/) - Chapter 8 - "Dad, Are You Watching Suits? You can check out the other chapters of the series at Perspectives“Dad, Are You Watching Suits?” That question from my Millennial daughter on a recent phone call caught me off guard. Even though we talk about shows we’re watching, asking if I was watching that particular show seemed
- [Quester Welcomes Gwen Ishmael as Strategic Innovation Advisor](https://www.quester.com/quester-welcomes-gwen-ishmael-as-strategic-innovation-advisor/) - (DES MOINES, IA) Strategy and Insights agency, Quester, has announced a consulting partnership with Gwen Ishmael as its Strategic Innovation Advisor. Gwen will leverage her extensive knowledge of innovation processes to assist Quester in further developing scalable, repeatable approaches that produce breakthrough products and services for its clients.As Quester president Tim Hoskins explains, “Quester is
- [Quester Launches SPARQ To Help Companies Put Humans At The Center Of Innovation](https://www.quester.com/quester-launches-sparq/) - Quester Launches SPARQ To Help Companies Put Humans at the Center of Innovation October 25, 2023(Des Moines, IA) – Quester, a strategy and insights firm, announced the launch of their human-centered approach to innovation called SPARQ, which emphasizes the firm’s commitment to helping brands ground their innovation efforts through the understanding of people.“Lots of things
- [Quester Acquires ProdigyWorks](https://www.quester.com/quester-acquires-prodigyworks/) - Quester Acquires ProdigyWorks DES MOINES, IA, July 9, 2024 — Quester, a leading strategy, consulting, and insights agency, announces the acquisition of innovation agency ProdigyWorks. For more than 20 years, ProdigyWorks has been driving transformative innovation through outside-disruptive thinking for some of the world’s greatest companies and best-loved brands. Tapping into their global Mensa-based network of
- [What We Mean When We Say We’re Built to Listen, Learn, and Lead](https://www.quester.com/listen-learn-and-lead/) - What We Mean When We Say We're Built to Listen, Learn, and Lead If you talk to your Quester friends this year, you’ll hear us reference this a lot – the idea that we’re built to listen, to learn, and to lead. But beyond the catchy line and clever alliteration (which, obviously, we love), what does
- [I'll Drink to That? Something's Going On With Alcohol](https://www.quester.com/alcohol/) - I'll Drink to That? Something's Going On With Alcohol Since the early 2000s, Americans’ consumption of alcohol has consistently grown, but that trend may be changing. Looking ahead to 2024, there are signs that alcohol may be in slow decline. Alcohol sales are expected to drop 1% each year from 2024-2030, according to industry experts.The
- [Flipping the Mindset of a Massive Brand Failure](https://www.quester.com/massive-brand-failure/) - Flipping the Mindset of a Massive Brand Failure No, this is not another article about Dylan Mulvaney. That disastrous Bud Light campaign had nothing to do with the social influencer but was just a symptom of Bud Light’s bigger disease. Now that the dust of all the self-righteous commentary and political propaganda has settled, it’s
- [Peanut Butter: Rising From the Ashes Like a Phoenix](https://www.quester.com/peanut-butter/) - Peanut Butter: Rising from the Ashes Like a Phoenix Did you ever hear the phrase “what’s old is new again”? It points out that sometimes new innovations and ideas are simply reformatted or at least based upon something that is already around. This is true for food, and especially snacks. Snacking in general was once
- [Validating Empathy](https://www.quester.com/validating-empathy/) - Validating Empathy By Ilene Lanin-Kettering & Andrea JossOne of our defining principles at Quester is our deep belief in radical consumer empathy. Stories are the foundation of our work, and our tools are built to both help people tell their authentic stories and to then effectively and empathically analyze their language.As researchers, we don’t live in
- [Dr. Eric Solomon joins Quester as Head of Brand Consulting](https://www.quester.com/dr-eric-solomon-joins-quester-as-head-of-brand-consulting/) - Dr. Eric Solomon joins Quester as Head of Brand Consulting Des Moines, Iowa. March 25, 2025. Quester, an Iowa based innovation and brand consulting agency, announced today Dr. Eric Solomon would be joining the agency as the Head of Brand Consulting. In his role, Solomon will help leaders and organizations design not just better brand
- [Innovation Advice You Can Actually Use Today](https://www.quester.com/innovation-advice/) - Innovation Advice You Can Actually Use Today A conversation between Brett Townsend and Gwen IshmaelHow many articles and presentations have been offered about how to do successful innovation over the past 10, 15, 20, or 30 years? Too many. Yet there is still so much bad innovation being produced, so many products, services, and experiences
- [President's Message](https://www.quester.com/presidents-message/) - President's Message As strategy professionals and trend watchers, we’re continuously fascinated by the way people respond to external forces. One thing we know is that during times of uncertainty, people often follow an intuitive reaction to pull back and take fewer risks, to seek out what’s known and comfortable over change and progress. So, we
- [How to Break the Innovation Cycle](https://www.quester.com/how-to-break-the-innovation-cycle/) - Take a hard look at your innovation pipeline - does anything actually excite you? If it’s feeling like déjà vu, it might be time to shake things up. At ProdigyWorks, we tap into brilliant, unexpected minds (think inventors, chefs, artists, and more) to spark big, bold ideas that go way beyond the usual.
- [Creator Led Marketing: Is It The Future or Just Hype?](https://www.quester.com/creator-led-marketing/) - Unilever is betting big on creators - shifting half its media spend to social and letting influencers help shape its brand voice. It’s a bold move from carefully crafted campaigns to a chorus of authentic voices. Will this creator-led future spark deeper connections or blur the brand’s message? Time (and TikTok) will tell.
- [Dupe Culture: The Lululemon Lifestyle](https://www.quester.com/dupe-culture-the-lululemon-lifestyle/) - Dupe culture is booming, and shoppers are loving high-quality lookalikes - just ask TikTok. But before your brand joins the dupe game, ask yourself: do we have the right to play, and can we do it authentically? As Kirkland vs. Lululemon heats up, one thing’s clear- value is being totally redefined.
- [When Did Joy Become Controversial?](https://www.quester.com/when-did-joy-become-controversial/) - These days, joy feels like a guilty secret - something to downplay, whisper, or hide. But what if sharing joy isn’t selfish... it’s essential? From boosting resilience to deepening connection, joy is pure oxygen in a heavy world. Ready to stop muting the good stuff? Crack a window. Let the light in.
- [The Return of the Mall](https://www.quester.com/the-return-of-the-mall/) - Gen Z is bringing the mall back, and it’s not just about shopping. From content creation to social connection, Mall Culture is having a moment. Smart brands like PacSun and American Eagle are tapping in with creative, culturally relevant campaigns. Want to reach Gen Z? Meet them where their subcultures thrive.
- [Skipping to the Credits](https://www.quester.com/skipping-to-the-credits/) - Ever sit through movie credits and skip the story? That’s kind of what insights work can feel like: too much detail & zero story. Especially in Demand Space projects, clients get mountains of data but no real story. That’s why we built a better framework - one that turns credits into compelling, strategic storytelling. Curious?
- [Female Optimism](https://www.quester.com/female-optimism/) - I started 2025 feeling a bit bleak about femininity’s future (hello, diet culture déjà vu and trad wife TikToks), but spring brought fresh optimism. From women’s growing spending power to the rise of women’s sports, the tides are shifting. Here’s to brighter stories, better representation, and marketing that actually gets women.
- [Save Your Sanity with a Time Out](https://www.quester.com/save-your-sanity-with-a-time-out/) - Feeling fried by your feed? You’re not alone. Digital detoxes are catching on, and for a good reason. Stepping away from screens boosts focus, sleep, creativity, and real-life connection. From “dumb phones” to mindful scroll breaks, even small changes can make a big impact. Ready to unplug and actually feel better?
- [What Brands Can Learn from the Election of Pope Leo](https://www.quester.com/what-brands-can-learn-from-the-election-of-pope-leo/) - Chicago’s buzzing over Pope Leo (aka Father Bob), our hometown priest turned pontiff. Why? Because he feels real, human, and relatable. And that emotional connection? Brands could learn a thing or two. In a world craving authenticity, being “the real thing” matters more than ever.
- [Swift Moves Acting Fast](https://www.quester.com/swift-moves-acting-fast/) - Taylor Swift’s latest album tease sparked a flurry of brand reactions, but not all hit the mark. Jumping on cultural moments can boost relevance, but only if done right. Before your brand joins the hype, ask: does it resonate, add value, and align with strategy? If not, you’re just glitter in the wind.
- [Philosophy on Brand & Innovation Strategy](https://www.quester.com/philosophy-on-brand-innovation-strategy/) - Should brand lead innovation, or the other way around? The answer: it depends, but brand is usually the north star. A strong brand gives innovation meaning and direction. But if a breakthrough idea comes first, don’t panic, just make sure your brand’s ready to carry it. Great ideas need strong identities to stick.
- [Dupe Culture: Consistent Behaviors, Different Landscape](https://www.quester.com/dupe-culture-consistent-behaviors-different-landscape/) - Dupe culture isn't new, but today’s version is different. With stronger private labels and agile DTC brands, “dupes” no longer mean trading down. As consumers seek value, brands must carefully consider if and how they authentically lean into this trend - because credibility and context matter more than ever in today’s shifting marketplace.
- [Stop Chasing Fans](https://www.quester.com/stop-chasing-fans/) - Chasing trends and subcultures won’t build real fandom. Brands must lead with authenticity, connect emotionally with loyal audiences, and show up in places that align with their identity. True fandom is earned - not by following what’s popular, but by building meaningful relationships where your brand genuinely belongs.
- [Unforeseen Consequences of an Economic Blackout](https://www.quester.com/unforeseen-consequences-of-an-economic-blackout/) - On February 28, 2025, a grassroots economic blackout challenged major brands, and consumers responded. Target’s decline reveals more than protest; it signals a deeper shift. Shoppers are questioning habits, embracing conscious consumption, and realizing they need less than they thought. Could this be the start of a new consumer revolution?
- [A Prodigy is Born](https://www.quester.com/a-prodigy-is-born/) - At ProdigyWorks, innovation begins with uniquely brilliant minds. Our Prodigies blend intelligence, creativity, curiosity, and bold thinking to spark transformative ideas. More than just a high IQ, they’re strategic, outspoken, and deeply curious - driving breakthrough solutions for top global brands. Innovation isn’t luck - it’s having the right thinkers in the (virtual) room.
- [Consumers Will Lead Your Brand Off A Cliff](https://www.quester.com/consumers-will-lead-your-brand-off-a-cliff/) - “Consumer-led” is everywhere, but consumers often can’t imagine what doesn’t exist. True innovation comes from Consumer-Informed Strategy: deeply understanding the why behind behavior to uncover unmet needs and shape visionary ideas. The most successful brands don’t follow consumers - they lead with purpose, clarity, and insight-driven direction toward real opportunity.
- [When Connection Backfires](https://www.quester.com/when-connection-backfires/) - Target was once a beloved treasure hunt, where unplanned purchases felt joyful. But after backlash and boycotts disrupted that emotional connection, many shoppers realized they didn’t miss it. The habit broke, the magic faded, and people found alternative ways - proving Target’s biggest strength may have also been its biggest vulnerability.
- [See You at CRC 2019 Where We Share Our Work With Clorox: Better Brand Innovation & Messaging Via an AI-Enhanced "Jobs to be Done" Framework](https://www.quester.com/see-you-at-crc-2019-our-work-with-clorox/) - Clorox has long leveraged the “Jobs to Be Done” framework to feed its innovation pipeline. For its newly acquired Nutranext business, foundational Jobs to be Done research was needed. Along with Caroline Klompmaker, join Tim Hoskins at the Corporate Research Conference in Orlando, Florida to learn how an enhanced two-phase approach that leveraged AI enabled
- [What does it mean for brands to be authentic and how can they practice it?](https://www.quester.com/what-does-it-mean-for-brands-to-be-authentic-and-how-can-they-practice-it/) - In 2019, we conducted a landmark generational study in conjunction with 747 Insights and Collaborata to gain a better understanding of Gen Z, Millennials, Gen X, and Boomers in the USA. Aided by technology, media, politics and more, we saw generational values shifting at a faster pace than we’ve ever seen before. One thing we
- [Making JTBD More Accessible Without Watering It Down](https://www.quester.com/making-jtbd-more-accessible-without-watering-it-down/) - We recently ran across an article in Forbes – How “Jobs To Be Done’ Is A Concept Being Debased. And we couldn’t agree more. It essentially outlines the watering-down phenomenon of Clayton Christensen’s “Jobs to be Done” work as the approach becomes so much bigger and more popular. And it’s totally fair. Quester’s approach has
- [Beneath the Trend: How do Gen Z and Millennials perceive social media influencers?](https://www.quester.com/beneath-the-trend-how-do-gen-z-and-millennials-perceive-social-media-influencers/) - When you’re meandering through Twitter, whose accounts do you make sure to check every time? As a marketer or researcher, are you quick to check with @AEdwardsLevy when you have a polling question? Do you seek out charting advice from @EdwardTufte? Do you learn about branding from @IndraNooyi? Are any of these accounts among your
- [Highlights from our Journey to the 2019 Disability:IN Conference](https://www.quester.com/highlights-from-our-journey-to-the-2019-disabilityin-conference/) - You might not realize it, but Quester is a DOBE certified company, a designation offered by Disability:IN. We’re proud to be a for-profit business that is at least 51% owned, managed, and controlled by a person with a disability (DOBE). Being DOBE certified is a business advantage, especially since some companies have a mandate that
- [New Release of CoreText Analytics includes Sentiment Analysis Capabilities](https://www.quester.com/new-release-of-coretext-analytics-includes-sentiment-analysis-capabilities/) - Quester is pleased to announce a new release of CoreText Analytics – our text analytics software which has been enhanced with a sentiment analysis feature. Introduced on a SaaS platform in July 2018, CoreText Analytics gives users the ability to import verbatim responses from an entire dataset and quickly produce a report highlighting the most
- [Gen Z and the Ever-Evolving Drivers of Stress](https://www.quester.com/gen-z-and-the-ever-evolving-drivers-of-stress/) - Gen Z is the next segment of people generating buzz among marketers and researchers trying to build products and services that better meet consumer needs. What is unique about this cohort? Who are they and what’s happening in their lives? And since we regularly hear about the stress, what ARE their drivers of stress? Taking
- [23 Top Podcasts in Marketing Research and Customer Experience](https://www.quester.com/23-top-podcasts-in-marketing-research-and-customer-experience/) - Though podcasts have been around for more than a decade, you can see in Google Trends that they really took off in 2014. Naturally, the customer insights and experience industry has joined in the fun and knowledge sharing. Below, we’ve listed some of our favorites. Let us know which one is your favorite, or if
- [Quester AI Moderator Introduced as an Alexa Skill, Breaking New Ground in Marketing Research](https://www.quester.com/quester-ai-moderator-introduced-as-an-alexa-skill-breaking-new-ground-in-marketing-research/) - Quester continues to push new industry boundaries with the recent launch of a new Alexa skill which allows the company to conduct one-on-one interviews with consumers via voice in households with smart speakers. In partnership with Conagra Brands, Quester recently completed a pilot program in which the Alexa skill was used to talk to consumers
- [Discovering Drivers of Customer Attrition: Gap’s Research Journey to Converting Lapsed Customers](https://www.quester.com/discovering-drivers-of-customer-attrition-gaps-research-journey-to-converting-lapsed-customers/) - This post summarizes the presentation that Courtney Minor and Tim Hoskins gave at the 2019 Brooklyn Quirk’s Event. Gap is an American clothing and accessories retailer that has enjoyed nearly 50 years of global success with consumers. However, in recent years, they were facing a decline in shopper traffic and sales. Customers were drifting away.
- [Generation Nation: The Politics That Tie and Bind the Most Divided Cohorts](https://www.quester.com/generation-nation-the-politics-that-tie-and-bind-the-most-divided-cohorts/) - This post originally appeared on the Greenbook blog. Growing up, were you an avid collector of 8-tracks, records, cassettes, CDs, mp3s, or playlists? With that answer in hand, it is instantly apparent to which generation you belong — Gen Z, Millennial, Gen X, or Boomer. People are significantly shaped by the era in which they
- [Quester Helps Fight Hunger](https://www.quester.com/quester-helps-fight-hunger/) - The holidays wouldn’t be complete at Quester without our annual, company-wide service project. On Dec. 6, we stepped away from our desks for a few hours and carpooled over to Meals from the Heartland where we put on our hair nets, broke into teams and assembled 19,440 meals that will help feed hungry people around
- [Curiosity: The Essential Mindset of a Successful Market Researcher](https://www.quester.com/curiosity-the-essential-mindset-of-a-successful-market-researcher/) - Are you curious? Do you constantly ask questions, want to know more, NEED to know more? Everyone is curious about something. Whether that something is engineering, medicine, politics, or consumer behavior, we all have an inherent need to learn more about the topics we’re passionate about. Fear can sometimes get in the way of curiosity,
- [Exposing the Generational Divide when a Brand takes a Stand](https://www.quester.com/exposing-the-generational-divide-when-a-brand-takes-a-stand/) - There aren’t too many occasions when repeating a study is worth the cost, but when Nike chose to feature Colin Kaepernick in an ad campaign one week after we completed an AI-moderated qual-plus-quant study asking Americans how they feel about brands taking a stand, we simply couldn’t resist. Nike created a real-life case study. In
- [Greenbook Webinar: Using Artificial Intelligence & Linguistics to Disrupt Traditional Innovation Methods](https://www.quester.com/greenbook-webinar-using-artificial-intelligence-linguistics-to-disrupt/) - Introduction to a Greenbook webinar with Martin Moore, Consumer Insights, Innovation at Hershey\'s, and Tim Hoskins, President at Quester. In this webinar, we demonstrated how product innovation is a consequence of understanding Jobs To Be Done, a framework based on Harvard research that allows marketers to deeply understand a specific situation. In this Hershey’s case
- [What Does It Mean to Be Truly Customer Obsessed?](https://www.quester.com/what-does-it-mean-to-be-truly-customer-obsessed/) - This article originally appeared on the Quester blog. Successful businesses usually have one thing in common. Every employee is obsessed with creating a positive experience for their customers. As an ideology, customer obsession means recognizing that the people who have direct contact with your customers on a daily basis are closest to their successes and
- [Quester’s Proprietary Text Analytics Software Released as a SaaS platform](https://www.quester.com/questers-proprietary-text-analytics-software-released-as-a-saas-platform/) - We’re pleased to announce CoreText Analytics, our proprietary software, is now available as a Software as a Service (SaaS) platform, empowering companies to leverage it for their own qualitative data analysis. For 30 years, Quester’s linguistic analysts have relied on CoreText to conduct our award-winning research. The key component is the software’s ability to take
- [Beneath the Trend: Using AI Qualitative Moderation to Discover Insights about Online Impulse Shopping](https://www.quester.com/beneath-the-trend-using-ai-qualitative/) - We’ve all made an impulse purchase at one time or the other, buying a bag of chips we didn’t really need, a pair of shoes that weren’t in the plan for another six months, or a bobble-head that served absolutely no purpose whatsoever. We’ve gone Beneath the Trend to learn why people engage in online
- [Parties with a Purpose: The 3 Hooks of Social Selling](https://www.quester.com/parties-with-a-purpose-the-3-hooks-of-social-selling/) - Love them or leave them, product parties — both in-person and online — are here to stay. Invitations from family, friends and acquaintances to check out the latest-and-greatest items will keep pouring into our inboxes and newsfeeds because lots of people are making lots of money. These network marketers are taking a bite out of
- [Quester Forms New Strategic Partnership for Concept Development and Testing](https://www.quester.com/quester-forms-new-strategic-partnership-for-concept-development-and-testing/) - Quester and Denver-based Intengo have entered into a joint partnership to offer a new and innovative way to develop and test ideas, concepts and messages. It is the only methodology that combines prediction markets and in-depth qualitative interviewing conducted online. Respondents are taken through an online investment game to predict which concepts or messages will
- [Quester joins forces with SoapBoxSample to go Beneath the Trend](https://www.quester.com/quester-joins-forces-with-soapboxsample-to-go-beneath-the-trend/) - If you’re like us, you’re obsessively curious about interesting trends and what makes people tick! That’s why Quester has joined forces with SoapBoxSample to launch Beneath the Trend — a quick monthly deep-dive into timely topics and trends. Every month, we’ll explore behaviors and feelings about a topic, and share the findings with clients and
- [Traditional Open Ends: Say Goodbye to the Dinosaur of Market Research](https://www.quester.com/traditional-open-ends/) - The Quester Client Services team recently had fun debating the best analogy to describe the role traditional open ends play in market research today. Suggestions included cargo pants, the Walkman, floppy disks and MySpace to name a few. We ultimately landed on the yellow pages. Here’s why: Like yellow-pages advertising, they’re severely limited in value
- [5 Essentials of Innovation](https://www.quester.com/5-essentials-of-innovation/) - The failure rate of new products is commonly estimated to be between 80 and 90 percent. While the actual figure is a topic of debate and varies widely between industries, one thing is certain: Answering these five basic but crucial questions can help companies avoid the common pitfalls of a new product launch. Does the
- [Our Thoughts at Thanksgiving](https://www.quester.com/our-thoughts-at-thanksgiving/) - We love to ask people questions. In the spirit of Thanksgiving, we asked staff members to tell us what they’re grateful for at Quester. Here’s what they had to say: I am grateful for a lot of little things that make my daily life wonderful, somehow – someway – even when it can be very
- [Lessons learned from my brother and nine months at Quester](https://www.quester.com/lessons-learned-from-my-brother-and-nine-months-at-quester/) - My brother is a kind, smart and successful guy but a man of few words; having a conversation with him is tough. Rarely does he offer up much information on his own. It’s always been that way. To get the info you want about what’s going on in his life and with his family, you
- [Celebrating 20 years with Quester – Q & A with Andrea Joss, Senior VP of Research](https://www.quester.com/celebrating-20-years-with-quester-andrea-joss/) - Andrea Joss, Quester Senior Vice President of Research, recently celebrated her 20th anniversary. We asked her to take a look back at her career and the industry, and predict what’s in store for the future of market research. Tell us about yourself and the various roles you’ve held at Quester My academic background is in
- [Respondent Satisfaction: Our Secret to a Better Experience](https://www.quester.com/respondent-satisfaction-our-secret-to-a-better-experience/) - In the Q3-Q4 2016 GRIT Report, GreenBook asked participants to rank factors important in survey design. “Respondent Experience” finished dead last. The finding is very concerning, but it is also something we’ve been aware of and tracking for several years. In fact, at many levels it makes sense for the simple reason that traditional research
- [Quester Cares Summer Update](https://www.quester.com/quester-cares-summer-update/) - Quester makes a splash at the 2017 Camp Sunnyside Regatta Quester staff members Eric Henderson and Luuk Dekkers teamed up July 21 to represent Quester at the 2017 Camp Sunnyside Regatta in Des Moines. The duo enthusiastically paddled through 100-degree temperatures placing Quester one notch higher than in 2016. This year’s regatta raised more than
- [Quester Sponsors Hole at Skywalk Golf Classic](https://www.quester.com/skywalk-golf-classic-2017/) - Quester was proud to participate and sponsor a hole at The First Tee of Central Iowa’s annual event – Skywalk Golf Classic. The event was held at Capital Square in downtown Des Moines. Various local companies sponsored each of the 18 holes of miniature golf which were setup in the skywalk. The event is family
- [Halloween Pumpkin Carving Contest](https://www.quester.com/halloween-pumpkin-carving/) - Quester employees and families teamed up to participate in a friendly contest to see who could carve the most creative and unique pumpkin. Everyone had a great time and the teams created some awesome carvings!
- [5 Q’s to get to know Quester’s new Senior Research Director - Giulia Hamacher](https://www.quester.com/questers-new-senior-research-director-giulia-hamacher/) - Why I joined Quester? I do research because I enjoy analyzing data to understand how “things” work– people, markets, organizations— and help them to work better. At Quester, I found people who care to do the right thing professionally, intellectually and ultimately for our clients. It is an amazing environment that I am fortunate and
- [Quester Participates in Sunnyside Regatta at Lake Cheerio](https://www.quester.com/quester-participates-in-sunnyside-regatta-at-lake-cheerio/) - Quester employees braved the 90+ degree temperature to participate in the Easter Seals Iowa Sunnyside Regatta at Lake Cheerio. Regatta is a paddleboat race around Lake Cheerio at Camp Sunnyside. Teams consist of a captain and co-captain in each paddleboat. Company cheering squads are welcome and encouraged. The Quester team had a great time and
- [Leveraging Artificial Intelligence for Colgate-Palmolive’s Early Research by Joey Lu, Technology Insights, Consumer & Market Insights, Colgate-Palmolive](https://www.quester.com/leveraging-artificial-intelligence-for-colgate-palmolives-early-research/) - Read more in the June issue of Quirk’s Marketing Research Review
- [Quester Cares about Blank Children’s Hospital Steps for Charity Challenge](https://www.quester.com/blank-childrens-hospital-steps-for-charity-challenge/) - Blank Children’s Hospital receives a check for $15,000 after the impressive results of its 2016 “Steps for Charity Challenge” were tallied at the Principal Charity Classic. 24.8 MILLION steps were logged by golfers, caddies, spectators, volunteers and tournament staff on June 3 and 4, exceeding their goal by nearly 5 million steps. Brenna Finnerty, Annual
- [Quester Cares: Serving the Greater Good by Helping Those Who Do the Greatest Good](https://www.quester.com/serving-the-greater-good-by-helping/) - Quester Cares understands that many organization elect to forego marketing research due to the lack of resources and time – typically non-profits who do amazing work dedicate all of their resources to the people and causes they serve. Senior Research Manager, Alexander D. Parrish explains how Quester embraced pro bono research and the process of
- [Quester Selects Food Bank of Iowa To Receive Pro-Bono Market Research](https://www.quester.com/quester-selects-food-bank-of-iowa-to-receive-pro-bono-market-research/) - DES MOINES, IA - (March 8, 2016) - Quester, the marketing research leader in harnessing the power of conversation, announced today that the Food Bank of Iowa has been selected as the inaugural recipient of its first formal philanthropic program, Quester Cares. The organization will receive funded market research in 2016 to enable it to
- [Lean Not Into Work, But Into Relationships](https://www.quester.com/lean-not-into-work-but-into-relationships/) - At Quester, we see attitudes towards companies and brands turn on a better understanding of the happiness individuals draw from their personal experiences. Are you digging deeper into what factors lead to the true happiness your customers derive from their interaction with you? Harvard University has been consistently conducting its "Study of Adult Development" for
- [The Stories People Hear Stimulates the Brain](https://www.quester.com/the-stories-people-hear-stimulates-the-brain/) - Listening and evaluating stories and what they mean is who we are and what we do at Quester. It is our DNA. When your customers hear stories about your company, how do they think? Let us show you how. Why does every person have at least a few non-negotiable values that they cling to? An
- [Quester’s Student Advisory Board](https://www.quester.com/questers-student-advisory-board/) - Quester\'s owner, Robert "Lewy" Lewis has wanted to get local youth involved at Quester for a long time. Lewy\'s vision of creating a Student Advisory Board, made up of local 9th – 12th graders, to promote leaders and collect input on what their generation would like to see in the future regarding technology, social media
- [It’s Been A Hot Year in A Cool City](https://www.quester.com/its-been-a-hot-year-in-a-cool-city/) - 49% growth. A new office that nearly doubled our size. 9 new employees. The establishment of a Chicago office. 2015 was a very good year for Quester. It all happened in Des Moines. Yes, Des Moines. Yes, Iowa. Actually, what we find here is cool and apparently Politico also thinks so. Read their recent review
- [5 Q’s to get to know Quester’s new VP of Client Services](https://www.quester.com/5-qs-to-get-to-know-questers-new-vp-of-client-services/) - What was the most exciting purchase you made in 2015? A stay at the Old Faithful Inn in Yellowstone National Park. Biggest disruption of your day? The biggest and most welcome distraction of my day is when the kids get home. Person that has had the biggest impact on your life? My wife Laura. Most
- [Quester Adds David Guenthner to Their Client Services Team](https://www.quester.com/quester-adds-david-guenthner-to-their-client-services-team/) - DES MOINES, IOWA (January 22, 2016) – Quester, the marketing research leader in harnessing the power of conversation, has added David Guenthner, formerly the Senior Director of Walmart’s Global Customer Insights and Analytics group, to their growing team. As Vice President of Client Services, Guenthner will take on a pivotal role consulting with an inside-out
- [As the Shoppers Rush Home with their Treasures](https://www.quester.com/as-the-shoppers-rush-home-with-their-treasures/) - It\'s the middle of November. Christmas movies on are TV, the songs are on the radio. Yes it is OK to sing the rest of "Silver Bells". Many forecasters are predicting a 3.5%-4% overall increase in total holiday sales, a deceleration from last year\'s 5.2% growth. But the e-commerce segment remains a hot growth area
- [Meet Quester - TMRE Conference Participation](https://www.quester.com/meet-quester-tmre-conference-participation/) - From November 2-4, Quester will be in Orlando for TMRE – The Marketing Research Event. http://www.iirusa.com/research/event-home.xml This year\'s event will be very special for the Quester team of Tim Hoskins, Patrick Arminio and Heath Weiland. Not only will we have the opportunity to talk about our new product and new directions in research but reflect
- [Quester Cares about Breast Cancer Research](https://www.quester.com/quester-cares-about-breast-cancer-research/) - A team of employees from Quester recently participated in the Susan G. Komen Race for the Cure in downtown Des Moines. Sporting their pink Quester Cares t-shirts, this team, along with some of their adorable kids, showed their support for breast cancer research by walking and running with more than 10,000 participants in this year’s
- [Bringing Focus to Innovation … and to Insight](https://www.quester.com/bringing-focus-to-innovation-and-to-insight/) - Just look at Quester\'s home page and you see our company driver… Innovation to Insight. It is what brings our team to work every day. In this look inside Quester, we take an introspective deep-dive into innovation and insight, leading up to this October\'s Corporate Researchers Conference where we are proud to sponsor the keynote
- [Quester Announces Philanthropic Program to Fund Market Research for Several Fortunate Non-Profit Organizations](https://www.quester.com/quester-announces-philanthropic-program/) - Quester® Cares Initiative is Aimed at Helping Select Non-Profits Significantly Improve Multiple Business and Communication Needs DES MOINES, Iowa – (Sept. 9, 2015) – Quester, a leader in the market research industry, announced today its first formal philanthropic program, Quester Cares, which will fund market research in 2016 for select non-profit (501)(c)(3) organizations. Beginning on
- [Quester® Cares](https://www.quester.com/quester-cares/) - Passionate Research for the Greater Good Our quest began in 1973, when Dr. Charles Cleveland founded our company, Quester. Believing in the power of language, Charles had a passion for rich insights. He was convinced that a human being\'s diverse opinions and experiences could only truly be captured in one-on-one, in-depth conversations. Focus groups, in
- [Is your hybrid research like this Puggle? Could be.](https://www.quester.com/is-your-hybrid-research-like-this-puggle-could-be/) - Andrea Joss, Quester\'s Vice President of Research, wrote a blog post last year about the company\'s stance on hybrid research. To summarize her main point, Quester is not to be viewed as the "marriage" of qualitative and quantitative research, but rather the "love child" of the two methods - a linguistic nuance that you\'ve come
- [Principal Charity Classic and Steps for Charitable Cause](https://www.quester.com/principal-charity-classic-and-steps-for-charitable-cause/) - The Principal Charity Classic is coming to the Wakonda Club in Des Moines, Iowa. The Charity Classic is an annual golf tournament on the Champions Tour. The event runs from June 2 – 7 and is expected to draw 75,000 visitors to the Wakonda Club. Part of the event this year is the Steps for
- [Artificial intelligence vs. face-to-face interviews: which method is best?](https://www.quester.com/artificial-intelligence-vs-face-to-face-interviews-which-method-is-best/) - What started as a deep-dive in to the grocery shopping habits of male college students at Michigan State University became an opportunity to further validate a technology that Quester, a market research firm in Des Moines, has been using for more than ten years–a software-based moderator, backed by artificial intelligence. Results-wise, as a whole college-aged
- [CNBC\'s Power Lunch Profiles Quester Report on Impact of Lower Oil Prices on U.S. Businesses](https://www.quester.com/cnbcs-power-lunch-quester-report-on-lower-oil-prices/) - With the dramatic decline over the past few months of crude oil prices CNBC wanted to dedicate its Power Lunch program on the impact those prices have had on both the U.S. economy and businesses. CNBC connected with Quester to produce a first-of-its-kind industry report that focused on the impact those prices have had on
- [Quester Announces Research Study on Impact Crude Oil Prices Are Having on U.S. Businesses](https://www.quester.com/quester-announces-research-study-impact-crude-oil-prices-u-s-businesses/) - Report Reveals 52% of Small to Mid-Size Business Owners are Saving Over $10,000 a Month Because of Lower Crude Oil Prices DES MOINES, IOWA – (Feb. 3, 2015) – Quester, the technology leader in market research, announced today that its multi-award winning research platform was used in a first-of-its-kind study on the impacts lower crude
- [Quester Announces Addition of Patrick Arminio as Vice President of Client Services](https://www.quester.com/patrick-arminio-as-vice-president-of-client-services/) - Quester, a Des Moines, Iowa marketing research company, has announced the addition of Patrick Arminio as Vice President of Client Services to their team. Patrick joins Quester from Anheuser-Busch where he was responsible for day to day operations of the Insights department including: training new team members, helping set the strategic direction of the department,
- [Back to the Future: Qual at Scale... 30 Years in the Making](https://www.quester.com/back-future-qual-scale-30-years-making/) - Quester was founded by a Drake University professor who studied the rhetoric of language. Dr. Charles Cleveland opened the doors to Quester in 1973, conducting one-on-one interviews either face-to-face or over the phone. Even before 1973 legend has it that Cleveland, sitting in his dorm room, would tell people about how computers would someday interview
- [Andrea Joss: A Visionary Researcher You Need to Know](https://www.quester.com/andrea-joss-a-visionary-researcher-you-need-to-know/) - We\'ve always known that Andrea Joss, VP of Research, is a visionary. She stretches the boundaries of our technology to challenge quo research while also maintaining scientific rigor. She brings close-ended and open-ended questions together into a real conversation to bring our clients more detail and granularity to their research. And, now she\'s been recognized
- [EXPLOR Response and Thank You: The Power of People in Research](https://www.quester.com/explor-response-and-thank-you-the-power-of-people-in-research/) - We were very honored and humbled, at Quester, to have won one of the industry\'s most prestigious awards. The EXPLOR award isn\'t just about new technology and new methods in research, it\'s about the application of these new ideas and how they translate to actually making a difference in the marketplace. We\'re most honored for
- [Quester Selected as Winner of the 2014 EXPLOR Award at The Market Research Event](https://www.quester.com/quester-selected-winner-2014-explor-award-market-research-event/) - Boca Raton, Florida - Today at The Market Research Event, Quester was announced on the main stage as the winner of the EXPLOR Award, one of the industry’s most distinguished and respected honors. Chuck Miller, of DM2, coordinates and leads the judging committee. He shared, "EXPLOR is a case study competition, so it highlights a
- [Why Curious George Deserves a Job in Marketing Research](https://www.quester.com/curious-george-deserves-job-marketing-research/) - As I sit in an oversized beige glider with my was-screaming-like-defcon2-is-now-drifting-to-sleep baby in my arms, I read and re-read the story of Curious George\'s fishing adventure to my 8-month old son, Coen. He is not old enough to understand the story, but he listens intently, hits the pages of the book with purpose, and closes
- [Parents Magazine and Quester in The Huffington Post](https://www.quester.com/parents-magazine-quester-huffington-post/) - Sometimes, we get asked how we handle sensitive topics: "Are people really going to divulge personal information about themselves to a moderator backed by artificial intelligence?" Surprisingly to some, the answer is – ohhh, yeah. In a recent study with Parents magazine, Quester conducted over 200 in-depth-interviews with moms all over the country to gauge
- [Our Passion for Language](https://www.quester.com/our-passion-for-language/) - "What is the most resilient parasite? Bacteria? A virus? An intestinal worm? An idea. Resilient ... highly contagious. Once an idea has taken hold of the brain it\'s almost impossible to eradicate. An idea that is fully formed – fully understood – that sticks; right in there somewhere." That quote comes courtesy of Dominic Cobb
- [Defining My Midwestern Identity: Who Am I?](https://www.quester.com/defining-midwestern-identity/) - Living in Iowa all my life, I strongly identify myself as a Midwesterner. While I love to travel and see other parts of the country and the rest of the world beyond our borders, home is where The Heartland is. Naturally I was intrigued when I saw the post "What States Are in the Midwest?"
- [You Can Marry Qual and Quant.  We’re Their Love Child](https://www.quester.com/can-marry-qual-quant-love-child/) - I love being married. I really do. My husband is a genuinely good person – a funny guy, a great father, a responsible provider – he takes and applies his accountant view of life to the pragmatic management of our family and lives. As his "gray area," more emotionally oriented counterpart, we balance each other
- [Feeling Happy? Doubt it.](https://www.quester.com/feeling-happy-doubt-it/) - Earlier I wrote a post about being the "Best Husband Ever" but in reality, my wife is one of, if not the best (superlative intended) thing, to have come into my life. When I\'m with her, I\'m happy. So when I was answering a quiz the other day to see if money truly made me
- [Marketing Research Blog by Stephen Griffiths](https://www.quester.com/marketing-research-blog-stephen-griffiths/) - Andrea Joss and Garrett McGuire were thrilled to visit the University of Wisconsin’s MBA Marketing Research students in April. We shared our thoughts about marketing research and how Quester is fundamentally changing the landscape of research expectations. In return, we learned about the types of questions the industry’s future leaders are asking and how they
- [Happiness: The Bulls**t Emotion - Probing for Understanding](https://www.quester.com/happiness-the-bs-emotion/) - We all will spend a majority of our lives trying to achieve and pursue happiness. We also know that the choices we make can affect how we feel about ourselves and our lives. But how do we define it? Is it something we can measure or quantify? Is it the actions we take on the
- [Quester Names Tim Hoskins President](https://www.quester.com/quester-names-tim-hoskins-president/) - Des Moines, Iowa - Quester, a leader in online marketing research, announces the appointment of Tim Hoskins as President. In his new role, Tim will continue to oversee client development and spearhead innovation pipelines, vowing to keep Quester ahead of the marketing research industry. Tim joined Quester in 2011, and served as the Vice President
- [Quester and MFour Enhance Open Ends on Mobile](https://www.quester.com/quester-mfour-enhance-open-ends-mobile/) - Des Moines, Iowa - Quester, the leader in online qualitative marketing research, teams up with MFour to bring their proprietary technology, which engages and probes respondents for additional depth and understanding, to mobile surveys. MFour is the creator of the mobile application – Surveys On The Go (SOTG). Surveys On The Go is a mobile
- [Uncovering Passion with Probing](https://www.quester.com/passion-probing/) - While attending a conference a few years ago, I was listening to a keynote speaker expounding on the differences between "us" (mature marketing researchers) and youngsters (tweens, teens, technology-savvy college students, etc.). I believe the overall session was focused on how the use of technology is evolving. However, I distinctly remember that - to highlight
- [Quest for Gold Award](https://www.quester.com/quest-for-gold/) - Quest for Gold was started a year ago to recognize an employee who goes above and beyond their call of duty. This quarter, Quester presented the award to Brian Pins, Research Manager, who is recognized as a team player and for his unwavering positivity. Brian\'s co-workers appreciate his thoughtfulness and dedication to his team. Andrea
- [Decipher Implements Quester\'s Artificial Intelligence into Beacon](https://www.quester.com/decipher-implements-questers-beacon/) - Last week, Quester\'s conversational probing, backed by proprietary artificial intelligence, was integrated into Decipher\'s new research and reporting platform, Beacon. Decipher is leveraging Quester\'s unique ability to integrate one-on-one conversations into quantitative surveys to "fulfill clients\' goal of creating a more holistic view of their research practice" and was recognized as a "best-in-class technology" by
- [The Birth of Socrates and Large Sample Qualitative Surveys](https://www.quester.com/birth-of-socrates-and-qualitative-surveys/) - I started at Quester® in 2001 as part of the team tasked with developing the world\'s first online moderator. We named our creation after the famous Greek philosopher, Socrates. The name Socrates was chosen due to what our team of developers and the company\'s founder, Charles Cleveland, were trying to accomplish. Dr. Charles Cleveland, a
- [Quester announces addition of Ilene Lanin-Kettering, Ph.D. as Vice President of Strategic Design and Analysis](https://www.quester.com/announcement-ilene-lanin-kettering-ph-d-vice-president-strategic-design-analysis/) - Quester, a Des Moines, Iowa marketing research firm, has announced the addition of Ilene Lanin-Kettering as Vice President of Strategic Design and Analysis to their team. Based in Chicago, Illinois, Dr. Lanin-Kettering adds a strong quantitative expertise to Quester\'s unique research designs. With Dr. Lanin-Kettering joining the team, Quester is offering the truest form of
- [Validating Respondents with Mobile Research Technology](https://www.quester.com/validating-respondents-mobile-research-technology/) - One of the things I love most about mobile research is the additional options that are available to validate whether a respondent is actually taking part in the survey or research project that they claim to be. While online surveys are great there is always that nagging question in the back of my mind –
- [Parents Magazine Study Reveals One in Four Moms Wonder Whether a Special Needs Evaluation is Needed for Their Child](https://www.quester.com/parents-magazine-study-reveals-moms-wonder-special-needs-evaluation/) - "Life in a Special-Needs World" Exclusive Report Explores Health and Happiness of Children of All Abilities New York, NY (March 10, 2014) – Parents magazine today revealed exclusive results from a study of moms of children with special needs and those whose children are typically developing comparing their opinions on the health and happiness of
- [Full Speed Ahead: Quester Reports Growth in 2013](https://www.quester.com/full-speed-ahead-2013-growth/) - DES MOINES, IA - Quester® reported a 40 percent year-over-year revenue growth for 2013. Quester attributes its growth to continued support from loyal, long-standing relationships and also new relationships from clients who, last year, explored Quester\'s truly innovative approach to research. In addition, Quester credits its dedicated team members who brainstorm ways to innovate traditional
- [Government Shutdown Leaves Voters Craving Character in Next Election](https://www.quester.com/govt-shutdown-craving-character/) - Des Moines, Iowa - Quester®, a research firm based in Des Moines, Iowa, has found that 16% of Americans will be taking a more personal look at candidates independent of the candidate\'s party affiliation. Stemming from the government shutdown in 2013, voters are frustrated with the current state of politics and are seeking candidates who
- [2013 Charles E. Cleveland Employee of the Year](https://www.quester.com/2013-employee-of-the-year/) - After a jam packed year, the Quester team celebrated December 19th, 2013 for their annual holiday extravaganza. While enjoying this year\'s Ugly Sweater theme, Quester took time to present the annual Charles E. Cleveland Employee of the Year award. This award honors an employee with individual outstanding achievement as well as continuously improving Quester as
- [TAIRYFOCGAD](https://www.quester.com/tairyfocgad/) - Each year Quester employees engage in friendly Holiday competition from Halloween until the end of the Holidays. In 2013 we carved pumpkins, competed in a foosball tournament and held a bake off at our Annual Holiday Party. However, 2013\'s biggest tradition held at the Quester office was the TAIRYFOCGAD. What does this odd acronym stand
- [2013 Was a Great Year for Quester and Mobile Research](https://www.quester.com/2013-great-year-quester-mobile-research/) - As I look back over 2013, one of the great successes for Quester was our initiation into mobile research. While we had dabbled in mobile research prior to 2013, 2013 was our break out year. Mobile research is here to stay and while there are still a lot of questions and challenges to be addressed
- [Advancements in interviewing technologies: Bringing confidence to qualitative](https://www.quester.com/advancements-interviewing-technologies-bringing-confidence-qualitative/) - I should admit my relationship with quantitative research: It\'s complicated. As a corporate researcher, I liked how quickly quantitative research results were received. A conversation I faced frequently as a corporate researcher was the general validity of qualitative research, but there seemed to be little doubt in anything that had a percentage next to it.
- [Quester Releases Confirmit Flex Extension](https://www.quester.com/quester-releases-confirmit-flex-extension/) - Des Moines, Iowa - Quester® has released an extension for Confirmit Flex to allow their clients and partners to use their software moderator – Socrates®, within the Confirmit® platform. Quester\'s software moderator was developed in 2001 and was built upon the expertise of over 30 years of experience in the market research industry. Its focus
- [An Article from the Best Husband Ever](https://www.quester.com/article-best-husband-ever/) - Last Tuesday my wife was sick and out of the kindness of my heart, I not only cooked dinner but I also cleaned the kitchen afterwards. For those who don\'t know me, I really don\'t like cleaning up the kitchen. In fact, one of the times I knew I wanted to marry her was when
- [Quester relates: How technology is making us all smarter](https://www.quester.com/quester-relates-technology-making-us-smarter/) - A recent book review in The New York Times entitled "Brain Gain" by Walter Isaacson discussed how technology is changing our minds for the better. In this article, Clive Thompson, author of "Smarter Than You Think," is spotlighted for his perspective regarding human and machine pairing.. That we, as humans, shouldn’t be worried about machines
- [The Difference between analyzing "text" and analyzing "language":  The Confidence of Linguistic Analysis](https://www.quester.com/difference-analyzing-text-analyzing-language-confidence-linguistic-analysis/) - Earlier this week I was having a conversation with a colleague about truly enjoying what we do. Mainly our conversation focused on understanding what makes people tick, examining the nuances in their language, uncovering their reality. The ability to do this effectively is because of our linguistic training ... countless hours of training in linguistics,
- [Quester Boosts Capabilities For Brands By Adding A Social Media Layer To Its Language Analytics.](https://www.quester.com/quester-boosts-capabilities-by-adding-a-social-media-layer/) - Des Moines, Iowa - Quester® is pleased to bring shopper and consumer insights, market research suppliers and corporate executives greater confidence in their consumer insights through social media listening. "We are excited about this new opportunity. Bringing our expertise of language analysis to social media listening is addressing a need for greater confidence and context
- [Do Mommy Wars Exist?](https://www.quester.com/do-mommy-wars-exist/) - In our nationwide survey, we discovered this: Most moms -- working or not -- get along. So why all the hype? Parents investigates this overblown battle. From Parents Magazine There\'s a story I like to share whenever one of my mom friends, whether she heads off to work every day or commands the home front, expresses doubts about
- [Mechanic, Discoverer, Strategist: Which MR label fits you?](https://www.quester.com/mechanic-discoverer-strategist-which-mr-label-fits-you/) - By Emily Goon At Quirk\'s, we often - jokingly and affectionately - refer to researchers\' inherent curiosity as being nosy by nature. In the history of our publications, articles that feature research on research have always drawn a large and enthusiastic audience. So when Des Moines, Iowa, research company Quester approached us about producing a Webinar
- [Quester And Eki Communications Offer First Mobile Market Research Platform With Probing Technology](https://www.quester.com/quester-and-eki-communications-probing-technology/) - Quester\'s software-based interviewer can now chat with consumers via a newly launched mobile research platform called Survelytics® (www.survelytics.com). Consumers using the platform can elect a language, then share their thoughts, ideas and emotions as well as include photos, videos and audio, at home or in-store. "We thank our EKI partner for recognizing that there was
- [New ITB Themes Released](https://www.quester.com/new-itb-themes-released/) - We recently released two new themes for our ITB™ (Interactive Text Box). For those who are not familiar with Quester\'s ITB, think of a chat box, like you would see when using Skype or another instant messenger type program. Quester developed the ITB to allow our clients to use Socrates®, our software based moderator, in
- [New website arms developers and programmers with Quester’s market research technologies](https://www.quester.com/new-website-arms-developers-and-programmers-with-questers-market-research-technologies/) - Des Moines, Iowa - Quester® has launched a new website at http://developers.quester.com/. The Quester Developers site is designed for developers and programmers interested in interacting with Socrates®, a software-based interviewer, and Aristotle®, a text analytics engine. "On the Quester Developers website, [developers and programmers using the Socrates ITB, Socrates API, or Aristotle API] will find
- [Aguilar Productions’ 17th Annual Hispanic Marketing Conference and Awards](https://www.quester.com/aguilar-productions-17th-annual-hispanic-marketing-conference-and-awards/) - Des Moines, Iowa - In May 2013, three members of the Quester team attended Aguilar Productions’ 17th Annual Hispanic Marketing Conference and Awards in St. Paul, Minnesota. Aguilar Productions has just launched a new community newspaper, Latino American Today, which features Quester (page 11). Quester thanks Richard Aguilar for his hospitality as well as for
- [Quester Developers Website Launched](https://www.quester.com/quester-developers-website-launched/) - I am proud to announce Quester’s latest website, specifically designed for developers and programmers using Quester’s proprietary tools - Socrates® and Aristotle®. No marketing or sales pitches on this website, just the programming and technical details your team needs to get Quester integrated into your services. We have always provided “how to guides”, programming instructions
- [Keeping Up with Market Research Technology](https://www.quester.com/keeping-up-with-market-research-technology/) - My parents always used to say that it was impossible to keep up with the changes in technology and that I was capable of doing more with a computer than they ever thought possible. Personally, I thought they were just being naïve and resistant to change. But now as a parent I find myself thinking
- [When everything goes right, not just well](https://www.quester.com/when-everything-goes-right-not-just-well/) - The week before last, two Quester delegates attended the New Mainstream Business Summit, a Geoscape conference. The conference was held at the Conrad Hotel on Brickell in Miami and focused on marketing to the Hispanic market and more generally, to the multi-cultural populations making the new mainstream. At Quester®, we have been preparing for the
- [New Segmentation Deep Dive Product, Spinned Off Of An Award-Winning Market Research Project](https://www.quester.com/segmentation-deep-dive-product/) - Des Moines, Iowa - In 2012, Quester® designed a new customer profiling methodology for a Fortune 500 Consumer Packaged Goods Company. The outcome resulted in deeper consumer insights for targeted marketing. The research results were co-presented to the EXPLOR Award jury panel ahead of The Market Research Event conference and earned Quester the distinction of
- [Quester Selected as a 2013 Prometheus Award Finalist](https://www.quester.com/quester-selected-as-a-2013-prometheus-award-finalist/) - Des Moines, Iowa - On February 15, 2013 the Technology Association of Iowa and LWBJ Financial selected Quester as a 2013 Prometheus Award Finalist in the “Best User of Technology” category. On Tuesday, April 9, the Quester team will be honored to accept the award at the 8th Annual Prometheus Award Ceremony. For its submission
- [Quester Introduces New Website](https://www.quester.com/quester-introduces-new-website/) - Des Moines, Iowa - Quester®, a Des Moines, IA based market research company, introduces a redesigned website with YouTube videos and prezis about the company giving viewers an opportunity to access information quickly and in various formats. The new website also unveils Quester’s new logo and tagline. While the main component of the home page
- [2012: a great year for Quester®](https://www.quester.com/2012-a-great-year-for-quester/) - In 2012, Quester expanded its research capabilities, saw its client portfolio increase by 30% over the previous year and received industry recognition at The Market Research Event. Tim Hoskins, Vice President of Client Relations at Quester comments: “2012 has been a very rewarding year for our organization. Our continued emphasis on raising the awareness of
- [2012 Charles E. Cleveland Employee of the Year](https://www.quester.com/2012-charles-e-cleveland-employee-of-the-year/) - Quester’s holiday party was held on December 13, 2012 and the highlight of the evening was the annual awards presentation, emceed by Quester’s Vice President of Client Relations Tim Hoskins. Every year, Quester presents the Charles E. Cleveland Employee of the Year award to honor outstanding achievement. The award is given based on the votes
- [Quester® Cares About Families With The Family Dinner Project](https://www.quester.com/family-dinner-project/) - When The Family Dinner Project team approached Quester early this Fall, with their research concept, Quester’s team was thrilled. In fact, after just a few discussions, Quester offered to conduct the research pro-bono for The Family Dinner Project, a family-oriented non-for-profit organization based out of Watertown, Massachusetts. The purpose of this research was to lead
- [Belkin Inc. and Quester® TMRE Presentation](https://www.quester.com/belkin-inc-and-quester-tmre-presentation/) - Missed our presentation at TMRE? On Wednesday, November 14, Kelly Garrett, Manager of Global Insights at Belkin, Inc. and Nicole Clinkinbeard, Director of Strategic Insights of Quester presented on the topic: Occupying the Consumer Mind: Bringing Your Customer Segments to Life. During the presentation, Nichole explained that when Belkin approached Quester, they asked that we
- [Quester Selected as Finalist for the 2012 EXPLOR Award at The Market Research Event](https://www.quester.com/quester-selected-as-finalist-2012-explor-award-at-tmre/) - Boca Raton, Florida - Technology-based market research company Quester® has been named Finalist for the 2012 EXPLOR Award, earning distinction with this prestigious honor in research innovation for the second time since 2006. Quester® received the award in partnership with Frito-Lay, during a ceremony held on Tuesday, November 13, at The Market Research Event (TMRE).
- [From Market Research to Consumer Insights](https://www.quester.com/from-market-research-to-consumer-insights/) - For the past several years there has been a big debate about whether companies who manufacture and distribute products should be focusing more on market research or on consumer insights. In many industries, consumer insights is a fairly new term that has just begun to be understood and applied to marketing strategies. While there is
- [Quester Launches Text Analytics Software](https://www.quester.com/quester-launches-text-analytics-software/) - Des Moines, Iowa - Technology-based marketing research company, Quester, launched their text analytics tool known as Aristotle OnDemand for those looking for an efficient way to obtain insights from verbatim data. Quester’s team has been using the Aristotle suite of tools for over 20 years. Aristotle OnDemand has been developed to deliver the core functionality
- [Register for Quester’s Upcoming Quirk’s Webinar – May 9, 2012 12:00 CDT](https://www.quester.com/register-for-questers-upcoming-quirks-webinar-may-9-2012-1200-cdt/) - Leverage Their Brilliance – Using Consumer Intuition to Power Your Innovation Process Does your company ever wonder if your innovation research is truly tapping into all the potential intuitions of consumers? How do you find those truly “product brilliant” consumers whose insights and ideas can really be leveraged into product or service development? Quester has
- [Join us in Las Vegas April 30 – May 2](https://www.quester.com/iir-market-research-technology-event/) - The IIR’s Market Research Technology Event takes place at the gorgeous Cosmopolitan hotel later this month … “a holistic synthesis of intelligence, insights and implications. This is an event with practical lessons, productive debate and inspirational messages for moving forward and driving innovation in your organization.” “The IIR MRTE will be an ideal event to
- [Google Enters Market Research – So is the Glass Half Empty, or Half Full?](https://www.quester.com/google-consumer-surveys/) - If you’re following the market research industry, even from a distance, you likely saw the announcement that Google has released Google Consumer Surveys, to conduct "microsurveys" on a "macro" scale. I saw a range of industry reactions to this new offering, from "it’s the end of the world as we know it" to "it’s the
- [Ipsos Features Quester’s Interactive Probing at CASRO Online 2012](https://www.quester.com/ipsos-quester-casro2012/) - 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
- [CASRO Online 2012 – Panel of Panelists](https://www.quester.com/carso-online-2012/) - I had the opportunity to attend last week’s CASRO Online 2012 conference at the beautiful Encore hotel in Las Vegas. It was two days packed full of learning, focused on panel quality and engagement, the impact of survey routers, interview length, and sharing new ideas for best practices. Quester’s technology was featured in a presentation
- [Sharing Quester’s Approach with MBA Candidates at the University of Iowa](https://www.quester.com/questers-approach-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
- [Sentiment Analysis … So What?](https://www.quester.com/sentiment-analysis/) - 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
- [2011 Charles E. Cleveland Employee of the Year](https://www.quester.com/2011-charles-e-cleveland-employee-of-the-year/) - Quester’s holiday party was held last week, and the highlight of the evening was the annual awards presentation, emceed by Quester’s Director of Research, Andrea Joss. Every year, Quester presents the Charles E. Cleveland Employee of the Year award to honor outstanding achievement. The award is given based on the votes of all employees, to
- [Employee Feedback](https://www.quester.com/employee-feedback/) - I’m always fascinated with articles and studies on happiness, looking for any detail on how to balance that constant struggle between reaching for more, yet being grateful for what you already have. A few weeks ago, The War Room published an article on the 10 Happiest Jobs based on a study done by researchers at
- [FAIRY FOC GAD](https://www.quester.com/fairy-foc-gad/) - What in the world is "FAIRY FOC GAD"? It’s Quester’s new charity event … FAIRY FOC GAD stands for … “First Annual Inter-office Rip Your Face Off Competitive Giving Away Day.” I’ll admit, it took me a bit to understand the concept, and I still can’t pronounce the acronym, but it was a huge success!
- [My name is Thatcher, and I love Quester](https://www.quester.com/thatcher-schulte/) - 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
- [\'Tis the season...](https://www.quester.com/tis-the-season/) - A number of friends have been taking part in the “30 Days of Thankful” updates on Facebook. For those not familiar, each day of November, you post something that you are thankful for as your status for the day. My favorite part is watching how the little things in life take on new meaning as
- [Post TMRE](https://www.quester.com/post-tmre/) - Our team just returned from this week’s TMRE in Orlando. It was a great event, and we were thrilled with the opportunity to meet so many of the great thought leaders in our industry. We’ll be sharing insights from the conference in upcoming posts, but in honor of Veteran’s Day, instead we’d like to share
- [Quester Adds Chinese To Socrates Language Repertoire](https://www.quester.com/chinese-to-socrates-language/) - Des Moines, Iowa - Technology-based qualitative marketing research company, Quester, expanded its language capabilities and now offers a version of their virtual moderator, Socrates, in Simplified Chinese. "We received multiple requests to apply our technology in Chinese given that it’s such a growing market in the online research space," stated Quester Senior Vice President, Andrea
- [The Value of Personality Open Ends](https://www.quester.com/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
- [Capturing the Lifetime Value of the Mom Shopper](https://www.quester.com/capturing-the-lifetime-value-of-the-mom-shopper/) - Check out this article (article is no longer available), written by Mead Johnson Nutrition and Mead Progressive Grocer, about the new 2012 mom shopper. "Capturing the Liftime Value of the \'Mom Shopper\'" is the first of multiple articles to discuss the 2012 mom, and we are excited about the content. The article describes an alternative
- [We are like BASF](https://www.quester.com/basf/) - 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 –
- [So yeah, we did some research](https://www.quester.com/so-yeah-we-did-some-research/) - Not the most exciting introduction. But, we think the results were pretty cool. There was an interesting development on the day of our presentation. For background, Socrates, our interviewing software has been moderating interviews since 2001. He’s conducted more than 3 million conversations and up until this May, they had all been done in English.
- [The First One](https://www.quester.com/the-first-one/) - Welcome. It’s our first post and we couldn’t be more excited. Our goal with this blog is to help support Quester’s overall goal in the industry: Improve Online Qualitative. We conduct online qualitative and linguistic analysis. We are qualitative experts in the context of doing quantitative research. We’re not a large research house, but we
- [Quester Adds Depth Probing Module To Concept Testing](https://www.quester.com/quester-adds-depth-probing-module-to-concept-testing/) - Des Moines, Iowa - Technology-based qualitative marketing research company, Quester, now offers an integrated probing module for new and existing research partners to obtain greater verbatim detail in concept testing, known as Q’Cept. Quester’s virtual moderator, Socrates, can be deployed to deliver follow-up probing on qualitative Likes and Dislikes type questions, to provide more insightful
- [iPinion & Quester Partner to take Mobile Survey Capabilities to a Deeper Level](https://www.quester.com/ipinion-quester-partner/) - Des Moines, Iowa - Technology-based qualitative marketing research company, Quester, and professional-grade mobile survey software provider iPinion have integrated their respective systems to bring greater depth to the fast emerging mobile research and insights gathering space. "The integration of the Socrates virtual moderator and text analytics solution with a mobile research platform is a great
- [Virtual Moderator Now Available in Multiple Languages](https://www.quester.com/virtual-moderator-now-available-in-multiple-languages/) - Des Moines, Iowa - Technology-based qualitative marketing research company, Quester, has launched the beta version of its virtual moderator, Socrates®, in Spanish, French and German languages. Socrates conducts one-on-one interviews that mimic the conversation a moderator would have with a respondent. Socrates can be added to quantitative surveys, through the service Quester Inside. Socrates presents
- [Verbatim Files Go Interactive with Quester](https://www.quester.com/verbatim/) - Des Moines, Iowa - Reading through consumer comments is an overwhelming task given the sheer number of comments and variety of responses. When clients challenged Quester to find an easier way to translate comments into insights, the online qualitative market research company responded by an elegant blending of simple web technology and their unique approach
- [Better Customer Feedback Using Automated Interviewer](https://www.quester.com/ondemand-automated-interviewer/) - Des Moines, Iowa - Technology-based qualitative marketing research company, Quester, has launched the beta version of Socrates OnDemand™, providing access to their virtual interviewer, Socrates®, to companies and individuals looking for additional depth and richness from their feedback programs. Socrates OnDemand uses Socrates technology to deliver follow-up probes within free form text fields like comment
- [Des Moines Register - You Should Get To Know: Alexander Parrish](https://www.quester.com/get-to-know-alexander-parrish/) - Your browser does not support iframes.
- [Meals From the Heartland](https://www.quester.com/meals-from-the-heartland/) - Quester voluntereed at Meals from the Heartland\'s Big Packaging event held downtown Des Moines from September 2nd-5th. The Quester team dedicated their time and was a part of over 14,000 volunteers who helped package over 4.5 million meals. These meals are shipped across the globe to help feed the hungry. To learn more about Meals
- [Partnership Provides New Online Research Highlighting Tool](https://www.quester.com/partnership-provides-new-online-research-highlighting-tool/) - Des Moines, Iowa - Market research company Quester, in partnership with digital development firm Omnigon, has announced a new service called FeedbackFX with Socrates. The companies combined technologies to provide the only known digital highlighting research tool with probing feedback capabilities. FeedbackFX is a highlighter tool available to researchers looking for feedback on digital content
- [OTX Telling Richer, Deeper Stories](https://www.quester.com/otx-telling-richer-deeper-stories/) - Los Angeles, CA – OTX, the global consumer research and consulting firm that specializes in providing a suite of multi-media research products to the marketing, entertainment and advertising communities, today announced the integration of the simulated moderator software Socrates® into its innovative AdCEP™ product. AdCEP™, the first pre-testing product to measure how emotion, message and
- [Quester Adapts Deliverables As Researchers\' Needs Change](https://www.quester.com/quester-adapts-deliverables/) - Des Moines, Iowa - The economy has imposed new standards onto the research industry forcing research and brand teams to do more with less and creating higher expectations from research partners. Quester, a technology-based qualitative marketing research company, is responding with its 2010 Tailored Deliverable. The new approach takes the typical research report one step
- [Des Moines Business Record: Question this; Socrates improving market research](https://www.quester.com/des-moines-business-record/) - We promise, this article won\'t use the Socratic method to lead you by question and answer to a higher understanding of the $14 billion market research industry. You probably never liked your freshman college philosophy class anyway. But here\'s a quick refresher. The great Greek philosopher Socrates once said, "I know you won\'t believe me,
- [Quester Introduces New API for Online Automated Interview](https://www.quester.com/quester-introduces-new-api-for-online-automated-interview/) - Ankeny, Iowa – In conjunction with the debut of the Apple iPad, Quester announced this week the introduction of its new Application Programming Interface (API) for Socrates®, their automated online interviewing software. Quester, a technology-based marketing research company headquartered in Des Moines, Iowa, provides the world’s first and only virtual moderator. With the new API,
- [CVB Shaping Des Moines\' Identity](https://www.quester.com/cvb-shaping-des-moines-identity/) - The Des Moines area has no mountains, no oceans, and if you ask any of this country’s coastal residents, plenty of flat endless fields of corn. Or perhaps the rest of the country has no image of Greater Des Moines? The Greater Des Moines Convention and Visitors Bureau (CVB) recently worked with Quester, a qualitative

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- [For the Culture Marcus Collins Keynote](https://www.quester.com/zoom-meetings/for-the-culture-marcus-collins-keynote/) - "Culture isn’t a trend to chase, it’s the operating system behind human behavior. In this virtual keynote hosted by Quester, best-selling author and cultural strategist Marcus Collins reveals how culture truly works, why it drives what people do, and how brands can intentionally design for it. Drawing from academic research, real-world case studies, and his

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