A Glimpse Behind the Scenes

I write semi-regularly about the human side of my life as an independent researcher — both the highs and the lows.

  • Bringing People out of their Shells With Online Research

    By jessicabroome on August 17, 2017 in Research

      My favorite part of my job is getting to work on such a broad array of topics and products. I’ve done consumer research about everything from frozen pizza to shampoo — and sometimes, about subjects that people don’t want to talk about. Last month, I got an email from a new client. She’s coming up with a new adult

  • Dispatch from Lisbon: What can popular apps teach us about mobile surveys?

    By jessicabroome on July 21, 2017 in Uncategorized

    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?

    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 in Uncategorized

    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 in Uncategorized

    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 in Uncategorized

    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

  • Dispatch from the road: Groningen, Holland

    By jessicabroome on February 15, 2017 in Uncategorized

    I’m finally recovering from jet lag after presenting last month at the Groningen Symposium on Language and Social Interaction in the Netherlands! The crux of my presentation is this: Telephone interviewers who sound and act like people rather than robots will do better at convincing people to take their surveys. (If you’re really interested in the details, you can read my

  • A Heartbreaking Reminder that Respondents are Real People

    By jessicabroome on January 17, 2017 in Uncategorized

    Ever since our presentation on the Respondent Experience at CASRO last year, one response has really stayed with me. We asked people what makes a survey experience BAD, and while a lot of people complained about design issues like long grids, repetitive questions, and spelling/grammar mistakes, one woman wrote a gut-wrenching response about the survey recruitment process: “It would be

  • Happy Holiday’s?

    By jessicabroome on December 19, 2016 in Uncategorized

    It’s that time of year again. My inbox is full of holiday greetings from every research vendor who has me on their mailing list. I know it’s the thought that counts, but really these greetings are pretty easy to ignore. In fact, the only one that really stood out was one I got last week, with the subject line “Happy

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