A Moderator’s Guide to Working with the Creative Department

It seems as if there is always tension between those who create stuff and those who are tasked to evaluate it.  In this article published in Quirks’s Marketing Research Review, I argue that this tension does not always have to be negative. [gview...

In Defense of Qualitative Participants

Many industry voices are belittling qualitative research as they believe, in short, “consumers are stupid.”  In this article I challenge that notion and defend the people who take the time to share their thoughts and experiences with us. [gview...

Evolving Ethnography

Many of us say that we use ethnography as a consumer insight tool.  I challenge that notion in this article.[gview file=”http://www.uncorkingastory.com/wp-content/uploads/2013/04/Evolving-Ethnography.pdf”]  

Moving from Validation to Inspiration

It seems as if most of the work market researchers are asked to do involves validating ideas. In this argue I present a case for using consumer insights to inspire ideas.  I find that when more rigor is placed on ideation, we get better results in validation. [gview...

Tear Down the Wall

The album The Wall by Pink Floyd is, in my mind, a masterpiece.  Like the wall Pink built around himself in the album, I believe that marketers build up walls between themselves and their consumers.  In this article I argue that it is time to tear down this wall and I...

The 5 Golden Rules of Online Branding

Back in 2000, I helped launch a company called Dynamic Logic. The company was built around 1 core idea, that the value of online advertising was being underreported due to the industry’s reliance on click through. We set out to change all that by proving there...