Researching Teenagers The System 1 Way

Teenagers communicate all the time – every shrug, sigh and selfie is full of meaning: they just don’t necessarily want to share it with you. Which means that a behavioural science approach – where you study the behaviour, not the behaver – is an ideal way to understand and explore teens’ worlds. Because – no matter how much people sometimes class teens as a different species, or proclaim each generation to be novel and incomprehensible, teens make decisions the same way as everyone else. Their System 1 thinking responds to environmental, personal and social factors.

Teenage research through the lens of behavioural science is the topic of Thursday’s free BrainJuicer webinar, written and presented by Juice Generation Client Director, Dominique Peters. Continue reading

Going with the Gut

Guest post by Ellen Kolsto, VP, Juice Generation, who is responsible for the US and LatAm. For more about qualitative research, feel free to contact Ellen at ellen.kolsto@brainjuicer.com.

The words “Qualitative” and “Analysis” often live in a rather unpeaceful truce when applied to understanding consumers’ relationships with brands. As researchers and marketers, we often want the projectable analytical insights we get from quant research, but we know we don’t want to miss the richness we are accustomed to with traditional qualitative approaches to exploring consumers’ lives. This becomes especially true with “online” qualitative research techniques, which include MROCs, mobile ethnography, and social media research.

blog post pic These new methodologies tend to generate a lot more material (often without asking a consumer a single direct question), evolving from a discussion that can blossom over weeks rather than the few hours allotted to the typical focus group. With so much more rich consumer generated content to review and synthesize in our to tell the consumer story, how do we practically go about analyzing online qualitative results? Continue reading

Chicken Wings, Context And Emotion

Today’s post was written by Rich Shaw, from our Juice Generation team. It was originally published on his blog.

wings

I’m sitting at my desk writing this on a Friday morning, but I’m already thinking about Friday night. Why? Sometimes we eat chicken wings on Friday. Much like with beer, coffee, wine and cigarettes, my first experience with chicken wings wasn’t gratifying; I can still feel my face grimacing from their spicy, vinegary taste. But since then, I’ve learned to love chicken wings like I love all my vices. For me, chicken wings have to be eaten in a certain type of place on a certain type of Friday. It has to be early, around 7 pm, in a dive bar with the lowest of lights. It has to be after a busy week, just before a busy weekend. The chicken wings should be piled high, and the napkins should be thin and plentiful. Fortunately, I’m not alone in feeling a particular way about food and place.

A recent study looking at people’s emotional responses to food in different consumption contexts highlighted how, where and when we eat affects how we feel about eating. When and where we eat food automatically evokes a mood and feelings about the appropriateness of what we’re about to consume. These feelings then directly affect how we interpret our enjoyment of the food. Continue reading

Two Types Of Genius

picasso

Is there a Picasso in your online community? Or maybe a Cezanne?

Youthful artistic genius is one of our culture’s favourite stories – individuals from Mozart to Orson Welles who seemed to arrive fully formed as creative talents. But they aren’t the only kind of artistic giant – there are also legendary artists who refine their style over time, not producing their masterpieces until later on life. Mark Twain, for instance, was 50 when he wrote The Adventures Of Huckleberry Finn.

The difference between the two – and the way they arrive at their innovation – is explored in the work of economist David Galenson, author of Old Masters And Young Geniuses, a 2008 book that’s helped inspire our latest BrainJuicer webinar, which is on next week presented by Ellen Kolstö, Vice President of our Juice Generation division. Continue reading