By Kelly Pellico One of the most important elements of any partnership is enjoying who you’re partnered with. Of partnering with Vital Findings, a client recently said this of the team: “Not only are they crazy smart, great at what they do, a true partner and extension of our team, they are also great…
By Kelly Pellico One of the most important elements of any partnership is enjoying who you’re partnered with. In that spirit, I’d like to introduce you to a few of my amazingly bright and talented colleagues. First up? Please meet Brian Thompson, who leads our tech and entertainment verticals. Brian is incredibly smart but…
By Kelly Pellico Breaking your market into groups of people with similar core needs and interests leads to more effective targeting, less wasted spend and maximized sales. That’s why segmentation studies are so critical, and why most companies have done one. But how long do you hold on to your segmentation before it’s time…
By Guest Writer Asking the right questions of the right people. That’s the heart of research. For some studies, like market-sizing, a general audience is critical to the work. But in much of what we do at Vital Findings, niche audiences are required to effectively answer the business question at hand. People with diabetes,…
By Kelly Pellico In our last blog on the importance of simplicity, we touched on the complexity of today’s working culture; endless cycles of back-to-back meetings and exhaustion from our reliance on digital screens. According to research from Microsoft, our work calendars are out of hand. It’s reported that the heaviest Teams users spend…
By Kelly Pellico In honor of Pride Month, our client AMC Networks placed a spotlight on Vital Findings as an LGBTQ+ certified business and interviewed our founder Jason Kramer. I was inspired by his responses and thought that they were not only worth sharing but important to share. Here is an excerpt from that…
By Kelly Pellico Why are great business insights often not utilized? The primary reason is the way insights are delivered – in uneasy-to-digest formats that are difficult to comprehend. Though progress has been made over the past two decades, we’ve all heard the stories of 100 page reports with data dumped into overly complicated tables…
By Kelly Pellico and the Moms of VF Okay, okay, I’ll be the first to admit this title is a bit idealistic. On my best days ─ when I feel accomplished at work and I manage to avoid losing my shit at home ─ I don’t know that I feel like a badass. But because…
The bar continues to rise for insights professionals. It wasn’t long ago that great data and insights were enough to turn heads. Now we need to do more to stand above the fray and get noticed. Vital Findings tackled this challenge using PR-worthy techniques to capture attention and embed the research more deeply within our…
Most segmentation techniques dive into the current market, but product designers need a solution to inspire designs 2-3 years out. Vital Findings developed a new technique called “Aspirational Segmentation” to develop a future-focused quantitative segmentation for UGG and to bring it to life in a way that inspired the product design team. Presented at The…