Articles and Updates

Documentary Videos

Moving from reports to stories

September 6, 2017

When clients finish our research reports, we want them to feel like they’ve just watched a documentary movie.   That’s not a hard thing to do when your research report IS a documentary movie. We created the following video for a food industry client wanting its employees to know more about the perils of living with a […]

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PRESS RELEASE: August 22, 2017

Turning away from the one way mirror

August 22, 2017

Veteran Qualitative Researchers Announce Shift Away From Focus Group Facility Work August 22, 2017, Atlanta, Georgia / Palm Beach Gardens, Florida Jonathan Schneider and Liz Moore, partners at The Candor Company, a boutique qualitative research firm, announced plans to phase out focus group facility work at their practice.  Instead, The Candor Company will focus on […]

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Are they worth the paper they're printed on?

July 24, 2017

For better or for worse, U.S. retailing has fostered a culture of buying and returning. But what’s the purpose of such easy returns if you still need a receipt?  Many big retailers with extensive customer loyalty / purchase database programs still require them for returns.  Smaller retailers with supposedly better customer service still demand them. […]

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Avoiding Failure By Walking Away From Success

Success is often impending failure in disguise.

July 10, 2017

Success is often impending failure in disguise. Witness Blackberry and Motorola which doubled down on current products without listening to consumers about the future.  The keyboard and thin trends were too enticing to abandon. In the early 2000s, I did a lot of mobile handset research. The writing was on the flip-charts that consumers wanted […]

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100 Words Or Less

Our new approach to blogging.

May 3, 2017

We’re flooded with content.  Blogs. Newsletters.  Social media.  You cannot read it all and neither can we.  Yet, as you want to keep in touch with your customers, we want to keep in touch with you. Starting today, the only non-project related emails from me will be 100 words or less with no fancy graphics and […]

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Lately, when I ask people about some of the most interesting new products they have seen, they mention ones that are not even on the market. Kickstarter and, to a lesser extent, brethren crowd funding sites such as Indigogo and Rockethub have become emporiums of innovative new products that capture consumers’ imaginations and checkbooks. Indeed, […]

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The Failure of Price

March 9, 2017

Pricing is one of the most important questions researchers ask. Is it too much? Too little? Can we charge more? Can we charge less? In traditional qualitative, researchers often ask about pricing in ways that bring many pitfalls. Typically, such questions are the result of last-minute requests to get some “feedback on pricing,” rather than […]

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Join Us for Dinner

February 12, 2017

Hosting a dinner party instead of a focus group takes courage, but that courage is rewarded with authenticity. See what happened when we got together with this group to talk about travel over dinner…  

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Answering The “To-be-Done” In Customer Jobs Research

January 14, 2017

Over the last few years, the “jobs to be done” framework has steadily risen in popularity with marketers of all sorts.  Made popular by Clayton Christensen, the esteemed Harvard professor, JTBD theory explains that innovations succeed when consumers “hire” products for jobs-to-be-done. A quick scan of the net provides countless examples of viewing the demand […]

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Why I Work With Independent Recruiters

December 11, 2016

With a few exceptions, I always use a single outside recruiter for my projects regardless of where they occur.  It’s best for my clients and best for me. Simply put – facilities (and online qualitative technology providers) are in a different business than recruiters.  The former’s role is to ensure that I have the right […]

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