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Projective questions are some of the most valuable tools of the qualitative researcher.  However, they are also some of the most difficult to use and most incorrectly used.

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Pulsing Between Personas

Companies spend millions on buyer segmentation profiles.  While accurate to some degree, they are not fully revealing. Today’s buyers are fickle, conflicted, and tortured. They may feel X today about a product but Y tomorrow.   They pulse between different behaviors while continuously trading up and down with buying decisions. It does not mean companies should […]

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