Author archive for jessicabroome

  • 3 Insights You Can Get from Surveys — but Not from Social Media

    By jessicabroome on February 12, 2018
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    “Why should I bother paying for a survey when I can learn so much about my audience from social media?” It’s a fair question, and one I get asked a lot. These days you can pose a question to your audience on Twitter or Facebook for free and get insta-feedback. You can use a range of tools to analyze who’s […]
  • Your “healthy” may not be my “healthy

    By jessicabroome on January 14, 2018
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    The other day on the subway I saw an ad that claimed “Only 3% of kids’ meals options are healthy.” Of course this was disturbing, but then I started wondering, What does this claim actually mean, and how could it possibly have been generated? We see these sorts of claims all the time. Advertisers and influencers know that numbers are […]
  • Thank you for choosing me for your research journey

    By jessicabroome on November 29, 2017
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    As the year starts to wind down, I want to thank you for being on this journey with me. “What journey?” I can hear you wondering. Let me explain. Making decisions for your organization or brand is a dynamic, ongoing process, full of twists and turns. So is the process of conducting research to inform those decisions. Sometimes, you have […]
  • A Reminder that Data Denial Doesn’t Work

    By jessicabroome on October 2, 2017
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    I recently gained 35 pounds without realizing it. Scratch that. I realized that my clothes didn’t fit and I felt like I was dressed up in someone else’s body. But I didn’t actually know the extent of the situation, because for about two years, I resolutely refused to step on a scale.  “I’m better off not knowing,” I told myself, […]
  • Getting People to Talk About Awkward Topics

    By jessicabroome on August 17, 2017
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    After a three-day conversation with 12 strangers about peeing in their pants, I can now safely say I will talk to anyone about anything. Let me back up. Last month, I got an email from a new client. She’s coming up with a new adult incontinence product (think Depends) and wanted to do some audience research with women under 65 […]
  • Dispatch from Lisbon: What can popular apps teach us about mobile surveys?

    By jessicabroome on July 21, 2017
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    Hello from the European Survey Research Association (ESRA) conference in Lisbon, Portugal! It’s a huge conference, and I had a great time yesterday speaking about some work I’m doing with my friend Chris Antoun, who’s an expert on mobile surveys. (Please note that all views expressed here are ours, not those of our employers, including the US Census Bureau where Chris works!) […]
  • A Better Way to Deliver?

    By jessicabroome on June 14, 2017
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    Have you jumped on the subscription box bandwagon? Blue Apron, Stitch Fix, and Birch Box are some of the big names, but there are TONS more. I get half a dozen of them and I’m completely obsessed! So much so, in fact, that I went to the Subscription Summit this month and then wrote this light paper to help the […]
  • What I’ve Been up to

    By jessicabroome on May 27, 2017
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    It’s been a busy few weeks, but I’m glad to be sneaking in under the wire with my once a month blog post! I’ve had such a great range of projects lately, including… Persona development for a pharmaceutical company, helping them to target messages to distinct groups of consumers based on attitudinal differences. They were impressed that I mapped consumers based on a […]
  • Going a Little Deeper on What Consumers Want

    By jessicabroome on April 10, 2017
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    My clients often want to ask people questions like, “Do you like this product?” “Is this ad credible?” “Would you take this off the shelf or take some action if you saw this?” These lines of questioning are all well and good, but I try to push my clients to go beyond the obvious and understand people’s deeper needs. I […]
  • Dispatch from the Road: In-home Ethnographies in Kansas City

    By jessicabroome on March 8, 2017
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    It’s been a busy few weeks, including a mid-winter trip to America’s heartland! I had never been to Kansas City before, so when I was approached by a food company who wanted to get to know their core consumer (midwest moms aged 25-39) better, I jumped at the chance. I spent two days going into people’s homes all over the […]

All material copyright 2014-2016 | Jessica Broome Research | Portrait photo by Sarah Hodzic, Blink Photography