In our last three-day online qual forum / discussion bulletin board (whatever you want to call it!) on financial services, consumers made posts, each post an average of words long (and some much longer). In all, our participants typed words! Compare that to our last 2 hour group: 6274 words, from 8 people.
How to spot a fake: a discourse analysis of 'hope you are well?'
First of all - an apology
I recently - carelessly - allowed some people called University of Skills to access my LinkedIn address book. I now think that everyone I am (was?) connected to received an email from me saying something like this: 'Hey, Hope you are well ....' followed by a plug for the University of Skills website, which I wont repeat here. I apologise. I did not realise they would do that and I won't do it again.
It has never been so important for brands to write clearly and effectively to their customers, yet the techniques most research agencies use to test written communications have not kept up with the times.
Many clients still use focus groups, because that is how they have always tested advertising.
I love focus groups, but here are three reasons why we need to test written communications such as brochures, websites and correspondence individually, not in groups.
I was thrilled and a little terrified to be invited by the BBC Asia Pacific, based in Singapore to appear on their Breakfast TV show to talk about World Emoji Day – July 17th.
In recent years, we have been very fortunate to be awarded some really interesting stakeholder survey projects. We love it when we win these, because they are always challenging and take a lot of collaborative effort to work through.
The more we have conducted, the clearer it has become that we need to design very different research for stakeholders than we do for research which is among discrete samples of consumers, employees or audiences.