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The crested Bellbird is our symbol. It is a native Australian bird with a  beautiful and distinctive song that can be heard across long distances. Similarly you can be assured that our excellently-crafted research will have long-lasting impact for your organisation or brand.

 


 

New Segmentation Strategies for the Digital Age

This is a guest post by Chris Martin at FlexMR. With a relentless focus on consumer experience, Chris is skilled in managing online communications. Combined with an in-depth knowledge of the digital era and a sharp analytical mind, he creatively develops the FlexMR brand in accordance with a constantly evolving industry.

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Why services are different

Back in the mists of time when market research began, most research projects were about products. I know that in my early days as a researcher, I spent a lot of time researching jam, beer and insecticide!

Researching products is a one-sided affair: we want to know how the person buying or using the product behaves. We can't ask the product about its experience...

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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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What should we do with all these images?

So much of consumer-based qualitative research these days is about visual imagery. The researcher may take their own photos or collect documents, packs and products during the fieldwork. For many projects we ask participants to upload photos, collages and videos.

The question is: what do you do with it all? You could just count them I guess, but that misses the whole point of qualitative research, which is about exploring and learning about some one else's life.

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