industry thoughts from Clarteza

In our recent post on qual vs. quant research, we touched on one of the critical issues facing market researchers today, the question of how we use, store and re-use data we obtain from the investments we make in research and information.  The amount of data available to us continues to grow in magnitude and scope.  We have qual data, quant data, syndicated data, social media data, competitive intelligence data, all coming at us all the time in … Continue Reading

Both quantitative and qualitative research data play important roles in understanding consumers, developing and designing products, and creating effective marketing strategies and executions. Quantitative research provides a wealth of broad-based data on market sizes, demographics, and user preferences and helps us understand differences between groups of people, products and usage occasions.  But, quantitative research can also lead to an over-reliance upon numbers, leading researchers to analyze percentages and statistical significances, rather than people.  Qualitative research, on the other hand, can sometimes lead to biases based on the opinions of a small set of people, at a certain place or time.  … Continue Reading

Yeah, the “binder full of women” comment was a bit like a deleted scene from The Simpsons where Mr. Burns (the decrepit boss at the neighborhood nuclear power plant) whispers to his assistant, “Smithers, bring me the binder.” But then it gradually occurred to each of us at Clarteza that, hey, we’re kinda like that binder.  The whole point of the now infamous reference guide is that it was like a well kept secret of trusted talent.  And, to obtain the almighty “three ring” would be like getting a powerhouse or a Dream Team of professionals.

Just think of all … Continue Reading