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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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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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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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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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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Left to right: Ivayana Liggins, Gabrielle Rosser, Robyn Rouse By Ivayana Liggins I had a mentor for a long time when I was younger, and throughout middle school and high school I had a variety of mentors that supported me academically and professionally. These mentors shaped my journey and I was left with deep gratitude…
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Vital Findings is excited to welcome Iwan Thomis as Chief Strategy Officer. He joins Jason Kramer, Chief Research Officer, and Amanda Hirsch, President, to lead the next chapter of Vital Findings’ growth. Iwan was most recently a Partner at Material+ where he led relationships across technology and fintech brands. Prior to that, he was Chief…
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By Kelly Pellico One of the things Vital Findings is best known for is our design. Data is complex. Stakeholders are time-strapped. The importance of visualizing each and every insight in simple and highly engaging ways can’t be understated. As one client recently remarked, “The beautiful reports help with socialization and attention spans, which…
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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…
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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…
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