What’s the formula that turns a brand’s research into consumer intimacy?

A new case study from Warc argues that this is the wrong question to ask. Rather that consumer intimacy can’t be achieved by the numbers or by the rules. It requires cultivating empathy for customers, and that can’t be produced by quantitative research alone. If a survey is a symphony, with every note, every question, planned in advance, then qualitative research is a jazz ensemble, with sudden riffs rising to emotional crescendos.

Read more at Gut Check

Author Notes:

Jeffrey Henning

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Jeffrey Henning, IPC is a professionally certified researcher and has personally conducted over 1,400 survey research projects. Jeffrey is a member of the Insights Association and the American Association of Public Opinion Researchers. In 2012, he was the inaugural winner of the MRA’s Impact award, which “recognizes an industry professional, team or organization that has demonstrated tremendous vision, leadership, and innovation, within the past year, that has led to advances in the marketing research profession.” In 2022, the Insights Association named him an IPC Laureate. Before founding Researchscape in 2012, Jeffrey co-founded Perseus Development Corporation in 1993, which introduced the first web-survey software, and Vovici in 2006, which pioneered the enterprise-feedback management category. A 35-year veteran of the research industry, he began his career as an industry analyst for an Inc. 500 research firm.