Qualitative Research

  • 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 […]
  • 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 […]
  • Dispatch from the Road: Groningen, Holland

    By jessicabroome on February 15, 2017
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    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 […]
  • Improv Comedy and Research

    By jessicabroome on November 2, 2015
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    Improv comedy and research might seem like strange bedfellows, but more and more I’ve seen the two collide. The main takeaway from my work on telephone survey introductions was that being responsive to a potential respondent on the phone is the best thing an interviewer can do to improve their chances of getting that person to complete the survey. Sometimes responsiveness means answering […]
  • Online Qual is my Future!

    By jessicabroome on February 9, 2015
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    Last year, I went on a mission to do more qualitative work. I went to RIVA training, pitched myself as a moderator, and connected with tons of other “quallies” at the QRCA conference. One thing I heard a lot at the conference was, “I used to do a lot of in-person qual, but I switched to online because I didn’t […]
  • Upping my Moderator Chops

    By jessicabroome on September 17, 2014
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    Last week I went to moderator training at RIVA.  It’s one of the best known training centers for qualitative researchers, and I’d been wanting to go for several years (and saving up for just as long). The class I took was for “working focus group moderators” looking to improve their skills. We really didn’t waste a minute: for pre-class homework, […]
  • My Research Wish List– part 2

    By jessicabroome on August 5, 2013
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    Last week I shared the beginning of my research wish list, mostly focusing on types of clients I’d like to have.  I want to continue the list this week with a list of methodologies I’d like to work in more. 1.  In-person focus groups: I’m a focus group moderator and a proud member of the Qualitative Research Consultants Association, and at every event […]
  • Respondents are not Just Rows in a Dataset

    By jessicabroome on February 18, 2013
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    After qualitative research, my clients often ask questions like “What were the key take-aways from respondents in this market?” This is what they’re concerned about, and rightfully so; it’s their job. But I try to remember that, just like my clients are more than their jobs, our respondents are more than just respondents: they’re people with lives and families and […]

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