If you get right down to it, I’m a quant. My history is with surveys and quantitative social media research. I have little experience with focus groups or neuroscience or eye tracking or many other respected and mistrusted methodologies. I can criticize the heck out of any of them but then, it really wouldn’t be fair.
But market researchers love to criticize. That’s what the test control design is set up to do. Prove and disprove based on logic and facts. So we criticize methodologies we aren’t familiar with even when we don’t have the facts. Are you one of the people who’s lambasted focus groups for their lack of generalizability? Have you laughed neursocience studies off the stage for their hocus pocus?
If you’ve never participated in a focus group, commission one now. Participate in the sampling, help write the discussion guide, help lead a group, help write up the results. See for yourself the good and bad that can come from it. Compare the results with those that come from the good and bad of the method you’re most familiar with. Learn something new. Try something new for once. Radical?
If you follow my tweets at all, you know I’ve been itching to try out some eyetracking software. Tobii finally gave me the chance to do that at the TMRE. Below are two videos. The first is me watching the commercial, kindly filmed by the Tobii folks. The second is the result of my viewing where you can see what my eyeballs focused on as I watched the commercial. Very neat stuff!
What do people look at on store shelves? On magazine ads? On car dashboards? In the candy store? On the shelf of 18 pies…. Wait… It’s lunch time :)
- Vendor Freebies: Vote for your favourite! #TMRE #MRX (lovestats.wordpress.com)
- Art of Choosing By Sheena Iyengar#TMRE #MRX (lovestats.wordpress.com)
- Orlando Peabody Ducks Leaving the Fountain and Arriving at the Palace #TMRE (lovestats.wordpress.com)