How To Use Influencers in Research: Three Case Studies

Influencers are driving and amplifying trends, but most researchers aren’t using them for research. We’ve found that this is mainly for two reasons:  Researchers aren’t sure where to start Researchers still have misconceptions about influencers’ authenticity We put together three case studies of how leading edge brands are using influencers for market research to give…

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Influencers: A Hidden Gem in Market Research

Our new white paper is packed with actionable insights on harnessing influencers in market research. While influencers are often viewed primarily as a marketing channel, many brands are now leveraging their insights to predict trends and identify lead users. In this white paper, we share compelling case studies, including how UGG uses influencer-driven insights to…

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CRC ‘24 Takeaways

CRC this year was a packed few days of meetings and presentations. Here are the top six  themes and issues we heard at @CRC’24. AI fatigue?: Everyone says that they are tired of talking about AI, but that’s what everyone was talking about. The focus was mostly about efficiency/speed, less about intelligence.  Narrative is (still)…

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The Promises and Pitfalls of AI “Moderation”

By Jason Kramer, Chief Research Officer, Vital Findings   The logistics and costs of qualitative research can be overwhelming, especially for fast-turn and global projects. The promise of “AI Moderation” is to get hundreds of responses across the globe, at the convenience of respondents’ schedules, in a matter of hours or days. At Vital Findings,…

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How AI Is Making Open Ends Valuable Again

By Jason Kramer, Chief Research Officer, Vital Findings   At Vital Findings, we’ve been sifting through the massive volume of new AI tools so you can focus on adding value to your business. Today, we’re reviewing AI open ends: what they are, what they’re good for, and when to use them. In the past, open…

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Can Market Research Save Design Thinking?

By Katy Mogal*   In 2010, when Vital Findings launched, design thinking was in its heyday. Vital Findings’ founder Jason Kramer was inspired by design agencies like IDEO, Frog design and gravitytank, and he saw an opportunity to bring some design thinking approaches to market research. ”A lot of the research at the time was…

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Brand Strategies to Make a Segmentation Stick

By Kelly Pellico   There are a few things in life—like gum or glue—that are guaranteed to stick. Everything else takes a bit more planning. Making your segmentation stick? That may require a lot of planning. The benefits of segmenting your market for more effective targeting have been proven—less wasted spend and maximized sales. That’s…

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Building Authentic Influencer Relationships

By Kelly Pellico In a Forbes article on 2024 marketing trends, one sentence really stood out to me:      “Modern consumers want more than endorsements; they crave genuine and authentic relationships with influencers.”     The notion that people crave authenticity, even within their influencer relationships, isn’t a surprise. But it does beg the…

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