One of the biggest challenges to a successful segmentation is getting stakeholders to actually use it. In our experience, stakeholders won’t embrace segments if they can’t relate to them as people. If stakeholders can internalize a segmentation, we see: More focused product development – product designers can solve the needs of specific consumers vs. a…
We’re thrilled to feature Amanda Hirsch, President of Vital Findings and a recipient of this year’s Insight250 Global Innovator & Leadership Awards sponsored by mTab and ESOMAR, which recognize exceptional contributions to the insights industry. With her outstanding leadership at Vital Findings, Amanda has consistently demonstrated the transformative power of market research in driving organizational…
Missed our webinar with Deckers Brands (UGG, Hoka, Teva) but want to learn more about how you can use influencers in your research? Full session video available below! https://vitalfindings.com/wp-content/uploads/2024/12/VF-Influencer-Webinar-Recording_FULL_With-Subtitles.mp4 Want to learn more about how you can use influencers to supercharge your insights? Email us here.
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…
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)…
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,…
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…
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…
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…
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…