Blog

  • Why Porter’s perfectly kept brand promise matters

    By in Innovation, Marketing on

    So many people are sharing travel nightmare stories these days, and the volume seems to be going up. We can hazard a guess at the worst of the stories in the past few months, but the truth is, travel and airline complaints have gone on for years – be it price wars, bumped seating, poor pre- and in-flight services. This story

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  • Research Bias

    Three Ways Online Qualitative Research Helps Minimize Bias

    By in Marketing, Research on

    We are so imperfect. While most hate to admit it, we are all full of biases. This was brought to my attention in a very clear way by a brutally honest LinkedIn post by Annie Pettit, where she self-reflects on her own biases. As much as we might want to, we cannot change the way people are hard-wired. What can we,

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  • When We Realize Our ‘N’s Are Human We Might See Industry Change for the Better

    By in Marketing, Research on

    An email landed in my inbox recently that I just had to open. The subject was ‘Why most respondents don’t like participating in research’. I was compelled to read further because quite frankly this headline went against my personal experience. And if true, it is something that anyone in the research industry and the clients we service should want to

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  • An emotional brand affair, from Apple to PC

    By in Innovation, Marketing on

    Sounds like a love story in the making from the early 2000s, right? It is, kind of. The tension between Apple and PC brands really heated up in 2006 with the ever-charming, clever Apple ‘Get a Mac’ campaign devised by TBWA Media Arts Lab. Since then a flood of friends and colleagues have developed a ‘no turning back’ extreme loyalty for

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  • Storytelling is all the rage these days and we know why

    By in Innovation, Research on

    In a business world that talks a great deal about ‘storytelling’, have you ever stopped to think about what makes a great story? What are the elements of a story that really help to form emotional and rational connections? And, how can we as consumer insights professionals really embrace storytelling to help our client’s make better business decisions? During the

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  • 3 things you’ll miss if you don’t log on today

    By in Marketing, Research on

    Today and tomorrow I’ll be moderating an online discussion board to help optimize message ideas for clients who are new to online qualitative research. A new project and methodology are fun for everyone involved. We encourage our clients to observe (or as I prefer to say, ‘listen’) from a ‘virtual backroom’ where they can watch the discussion take place, ask

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  • The truth is in the fun behind the candy and the donuts

    By in Innovation, Marketing, Research on

    After two days of learning sessions and chin wagging with some of the smartest research and technology minds in the industry at the first of two Quirk’s Events, the Upwords team is talking about what inspired us. Despite the unexpected regional blackout on Day 2, a light went on for me; the presenters that used tangible aids and asked thought-provoking

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  • 16 Dinners in One Night

    By in Innovation, Marketing, Research on

    Earlier this month the team at Upwords had the pleasure of ‘joining’ 16 different families for dinner on the same night. I did not know any of them ahead of time. Somehow there wasn’t any crazy scheduling involved and I didn’t have to clone myself. It was easy. They shared their family dinner time with us via a mobile ethnography session. We

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  • Actions speak louder than words

    By in Research on

    We’ve all heard the expression ‘Actions speak louder than words’ but have you actually thought of what that means for marketers? We recently asked a few of our Upwords clients about their challenges, and a theme emerged – ‘survey data isn’t giving us the answers we need’.

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