The month of June marks my 30th Anniversary in market research. Since 30 days hath June and I love a good countdown, I have decided to do a Market Research Thought of the Day each day in June. Enjoy! Bj firstname.lastname@example.org
Sometimes we have trouble seeing the markets research forest through the very trees we plant. We encounter issues that would never be issues to someone from outside looking at the situation. We get so caught up in our individual tasks, we all forget the larger picture. I think they call that SMH today, right?
It’s not intentional, of course, but sometimes so many people miss something so obvious you wonder how we manage to get anything done. Here is the example of examples…
The topic was “female health,” which is a polite corralling term for anything related to physical issues women confront very frequently for many years.
The moderator asked for living room set-up. Everything needed to be very casual. This was a series of focus groups about a deeply personal issue, but there were reasons why a group dynamic was requested instead of individual interviews. I would not recommend the methodology, but I understand why it was helpful for this particular study.
Out goes the furniture. The respondents were seated on little couches and chairs in a circle. The moderator entered and sat down on the floor, not an ideal spot for line-of-vision. In unison, all of the women crossed their legs and stiffened. This group was going to be a waste, might as well stop now, no chance the participants will recover from a decision the moderator and clients somehow did not anticipate.
You see, on the floor in that not ideal spot for line-of-vision, was a male moderator.
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