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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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 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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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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