We consider new thinking to be the foundation of any business intending to grow. It is important for brands to be nimble and able to change in a perpetually evolving business environment. Creative Problem Solving and Design Thinking techniques are used to augment our research methods.
Team members keep abreast of new research thinking, methods, and techniques by attending educational programming and training conferences in marketing, research, and innovation.
Here we have an opportunity to share some of these insights with you – for those of you who want to explore more.
For various reasons, marketing researchers are increasingly exploring synthetic data and digital twins. This paper examines the distinctions between synthetic data, particularly synthetic respondents, and digital twins, as well as their potential applications in marketing research.
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There is a wide range of human emotions in response to the explosion of AI around the world, from feelings of dread and impending disaster to enormous enthusiasm and early adoption.
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During a recent quantitative study at Q2 Insights, we had the opportunity to compare three different approaches to open-end coding using the same dataset.
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Recently, I came across a LinkedIn post discussing the telltale signs that a piece of writing has been generated by ChatGPT.
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Q2 Insights is a strong advocate for using AI in marketing research.
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Since the mid-1990s, the world has experienced several digital transformations that have profoundly impacted society, marketing, and marketing research.
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Recently, while scrolling through LinkedIn, I came across a post claiming that User Experience Research (UXR) and Customer Experience Research (CXR) would soon overtake Marketing Research (MR).
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The Navy SEAL Museum San Diego is targeted to open in late Summer 2025.
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Traditionally, marketing research methodologies are categorized into three areas: Quantitative Research, Qualitative Research, and Secondary Research.
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We recently completed an AI-driven program of co-creation research to inform a new Youth Suicide Prevention campaign.
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What happens when you get two research experts together for an interview...
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In our experience as practitioners of marketing research, we have noticed a common misconception surrounding Artificial Intelligence.
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In the fast-evolving realm of qualitative research, the transition to virtual methodologies has become a cornerstone of modern data collection.
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Q2 Insights has been at the forefront of integrating AI platforms into our marketing research arsenal for over five years, with initial forays into this technology over a decade ago.
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Since its inception in 1950, San Diego Opera has been presenting acclaimed productions with internationally renowned artists.
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Among the multitude of tools and methods available to researchers, statistics have long been a mainstay of the marketing research industry.
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Qualitative marketing research is often aimed at increasing understanding of consumers’ thoughts and feelings toward brands, products, concepts, advertising, social issues and other important topics.
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Q2 Insights has been an early adopter of AI to augment our marketing research consultancy processes.
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The Net Promoter Score (NPS) is a measure of customer loyalty that allows companies to benchmark their performance relative to other organizations within and outside their industry.
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The application of neuroscience to marketing research is a new field offering tremendous promise.
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Marketing researchers are concerned with how our thoughts and emotions impact consumer behavior such as likelihood to purchase products or services and brand loyalty.
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Semiotics is a broad term that pertains to communication and meaning in a social-cultural context.
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Marketing researchers employ biometrics to measure physical responses to different stimuli such as online, television or print advertising, a product, or a service.
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A Brand Health Tracker is a methodology used by brands to assess the overall health and performance of their brand, typically relative to key competitors.
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Artificial Intelligence (AI) augmentation is the future of Marketing Research. At Q2 Insights, we are early adopters and fans of using AI to augment the process of generating research findings and insights.
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Segmentation allows brands to divide their customers and prospective customers into smaller homogenous groups or segments. Segments are then valued, and the highest value segments are identified.
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Customer Lifetime Value is perhaps the most powerful and far-reaching tool in a brand’s toolbox.
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