Articles and Updates

A Guitar Amp Shows What’s Wrong With So Much Research

November 4, 2016

Why do most new products fail despite the vast sums of money spent on research and marketing?   The answer is this: market researchers often ask the wrong questions. Let me explain why by switching hats – from interviewer to consumer. The Guitar Amp The other day I received a very expensive electric guitar from a […]

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Extreme Co-Branding In Hotels – A Talk Show Research Study

October 21, 2016

In the hotel industry, co-branding is nothing new.  Guests are accustomed to branded toiletries and the familiar “We serve Starbucks” complimentary in-room coffee packets.  In some higher end properties, there may even be branches of a renowned spa or restaurant. However, a recent Candor Company project with frequent travelers suggests that travelers may want a […]

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My Favorite Quant Inspired Question

September 17, 2016

As a “qualie,” I have an aversion to numbers.  I must see the “whites of their eyes” in order to know the truth.  Yet, one of my favorite questions to use is rather quant by nature. Most often, when we expose consumers to something – whether an ad or physical product or concept statement – […]

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Candor Company, formerly Talk Show Research, today announced completion of its rebranding. Principal and Candorist Jonathan Schneider, a nearly 20-year qualitative moderator, commissioned the rebrand to showcase the evolution of his practice. The rebrand exercise culminated in a fully realized brand, encompassing a corporate name change (Candor Company), logo, tagline (The Opposite of Consumer Research), […]

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