A consumer insight should have an emotional valence. It can be a friction or problem that consumers want to solve, but it could also be a desire for something. Through emotional measurement, we map which emotions are triggered by an insight and what the relative emotional positioning is. This way we get a better understanding of the emotional space an insight captures.
As published in Asia Research, Asia’s Market Research & Market Intelligence Journal Issue 32. Online research communities are the new star in market research. These online platforms connect a company with a group of interested and interesting consumers to collaborate with in qualitative research. With the rise of social media, Asian consumers are ready, more than ever, to co-create the future of brands. Are companies, too, ready for it? In this article, we share a couple of tips on how to successfully collaborate with consumers in Asian markets, all illustrated with case examples.
Part five of a blogpost series on the InSites Consulting company values. As highlighted earlier when discussing our ‘Forward thinking’ value, there is only one constant in life: change. What is specific about change today is the speed with which we see it around us. It is said that human evolutionary change has been 100 times faster over the past 5,000 years than in any other period of human evolution. This ‘supercharged’ evolutionary change is mainly explained as the result of exponential population growth and cultural shifts. Growing from a few million people 10,000 years ago to 6.5 billion today, natural selection occurs much more frequently due to increased genetic variation, driving the speed of evolutionary change in accordance with Darwin’s theory.