Insights from document testing: how to gain attention

Are you afraid that technology has taught us all to live in a fast multi-tasking world so that your customers and stakeholders have ‘the attention span of a goldfish’?

Don’t worry. Just because many of us multitask while watching movies, that doesn’t mean that we can’t pay attention when we have a goal to achieve. I like this distinction from from Google on how people pay attention, by leaning forward, or leaning back. Whether someone ‘leans forward’ mode or ‘leans back’ mode depends on their goals at the time.

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NEWS: ASIC has published our report on direct life insurance

It's great to see that our qualitative customer experience and survey research can have such impact:

https://asic.gov.au/regulatory-resources/find-a-document/reports/rep-588-consumers-experiences-with-the-sale-of-direct-life-insurance/

Our report describes how consumers decide to buy direct life insurance and how they decide how and what to buy. Our sense-making approach to research revealed how some consumers struggle with their experience. These products are complex so consumer understanding of their features is often poor.

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Why stakeholder surveys are different

In recent years, we have been very fortunate to be awarded some really interesting stakeholder survey projects. We love it when we win these, because they are always challenging and take a lot of collaborative effort to work through.

The more we have conducted, the clearer it has become that we need to design very different research for stakeholders than we do for research which is among discrete samples of consumers, employees or audiences.

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Get more out of focus groups with one-on-one interviews

One very simple way to get more out of focus groups is to conduct individual interviews with group participants afterwards. We do them by phone, but any other method would work just as well. We have been doing this for our victims of crime project.The benefits are:

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How to use semiotics

The Esomar publication RWConnect has been a running a series of articles on semiotics (the RWC Semiotic Series) written by some of the world’s leading commercial semioticians. They have described the work they have been doing and its relevance to marketers. It certainly shows that semiotics is alive and well across Europe, in the UK and USA.

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