May 2009 speaker

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Presentation: “Consumer Segments - New Online Research Approaches for Better Understanding”

Proper understanding of different consumer segments is crucial to success in today’s hyper-competitive environment in order to improve product development, positioning and messaging to your target.  Traditional approaches to identifying and profiling consumer segments generally result in flat, two dimensional portraits based on demographic, psychographic and behavioral or purchase data.  These numbers-heavy descriptions of consumers often leave a lot to be desired in terms of being able to understand consumers in their daily lives and what makes them different on a personal, more emotional level.

New, more creative research approaches now integrate innovative projective and enabling exercises in online studies.  This type of approach, the use of newer online qualitative techniques in an online quantitative research, converts a standard online study into one that provides richer and deeper understanding of segments, including vivid consumer language, visual imagery and personal insights and emotions.

Highlights of the presentation include:

• Case studies: Through a case study approach - consumer goods, personal products and consumer healthcare - we will show research methods that breathe new life into the way consumer profiles are created.
• Projective and Enabling: Examples of award-winning, projective and enabling techniques that can be used in online quantitative research will be demonstrated.
• Improved insights: Techniques to overcome online research’s traditional problem of eliciting mostly top-of-mind, surface responses will be explored, with side-by-side results that show how these new techniques can demonstrably improve insights.
• Insight identification: A new method of navigating open-ended responses based on Web 2.0 technology will showcase ways to highlight consumer insights faster and more efficiently.

About the Speaker

Brendan Light, SVP, Research and Development, BuzzBack Market Research

Brendan leads research development and best-practices for BuzzBack. In addition to continually improving the quality of the quantitative and qualitative methodologies and analytics of BuzzBack's research offerings, he pioneered BuzzBack's award-winning and patent-pending eCollage and Verbatim Viewer and leads the future development and research strategy for BuzzBack. He continues to focus on leveraging the transformative powers of the Internet to evolve respondent engagement, operational efficiency, and visualization of analytics and insight.  Brendan has over 15 years of client and research supplier side experience, having also served as Research Director for Grey Interactive and as the Global Director of Ipsos-ASI Interactive.

Luncheon Details
Topic: “Consumer Segments - New Online Research Approaches for Better Understanding”
Speaker: Brendan Light
Date/Time: May 21, 2009 11:30am - 1:30pm
Location: The Lake Union Café; 3119 Eastlake Avenue East
http://www.pugetsoundresearchforum.org/new_luncheon_location.asp

Click below to register for the May 21st luncheon:
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