From the Desk of The Professor

Taylor Swift Demonstrates Why Generosity Is So Important For Brands

As part of my wife’s birthday weekend, I took her to see the Taylor Swift film. What a spectacle! Over 70,000 screaming fans jammed into ...

Overheard At The AI Focus Group

The future of qualitative research is AI. Here’s a snippet from a group run by AI that proves it. Moderator: Arthur I. Respondents: Wendy R., ...

Leveraging Qualitative Research as a Springboard for Imagination

We are always asking, far too hastily, “what’s the insight” or “what’s the answer?” Qualitative research, in and of itself, seldom provides “the answer.” But ...

Five Books to Inspire Marketers (None Are About Marketing)

What inspires you? Every day, posts on LInkedIn tout business books with the secrets to motivate us and compete more effectively. We need to be ...

The Storytelling Power of Qualitative Research

You may forget facts, but chances are you’ll always remember how a powerful story, emotionally told, made you feel. That’s the power of qualitative research. ...

The Barbie Movie: Great Fun, But More Proof of Our Cultural Bankruptcy

Finally saw the Barbie movie yesterday! My movie ticket was one of many making this a billion dollar film. Ther have always been blockbusters, but ...