In this webinar presentation from last month’s Quarantined Virtual Insights Conference, Bill McDowell (Accelerant Research COO) details a case study which highlights consumers’ usage of and attitudes toward meal delivery services during the volatile pandemic period.  The webinar uses this fascinating category to illustrate Accelerant’s Comprehensive Category Study methodology and details and how it can be applied to better understand – within any category – how consumer behaviors and mindsets are shifting during quarantine and beyond.

For more information about Accelerant’s Comprehensive Category Studies or if you have any questions about this webinar, Contact Us.

To access archived versions of this and all other QVIC presentations, use the following links:

• APRIL Quarantined Virtual Insights Conference Archive
• MAY Quarantined Virtual Insights Conference Archive

Since the dawn of qualitative research time, participant recruitment has relied primarily upon self-reported consumer information to identify qualified research participants.  While the best qual recruiters have developed tricks-of-the-trade to help confirm/validate some stated behaviors, we still largely depend on taking participants at their word.  With even the most adept qualitative recruiting providers (among which, Accelerant Research considers itself), this approach is less than optimal, because during recruitment, research respondents sometimes…

• Forget
• Over/underestimate
• Say what they think you want to hear
• Lie in order to qualify and receive incentive payments

…And when they do, moderators are stuck interviewing participants who should not have qualified in the first place.  As such, Accelerant Research is proud to introduce Tru-Recruit, its new qualitative research participant validation service. 

Members of Accelerant’s Agora-USA panel opt in to sharing myriad big data feeds, which (while protecting consumer privacy) we use to validate that your qualitative research participants are who they say they are.  Our points of validation include, but are in no way limited to:

• Products/brands/SKUs purchased
• Media Consumption
• Share of wallet
• Retailers shopped
• Amount spent per category & product type
• Social media usage
• Restaurants visited
• Financial and investment account ownership & usage
• Delivery services used
  
• E-commerce purchase history
• Rideshare services used
• Household income
• Geographic Info (live/work/shop in certain DMAs/zip codes)
• Tender type (credit, debit, cash)
• Quick-serve restaurant dine-in versus carryout
• Children in household
• Wealth levels
• Convenience Store purchases
• Home internet access type and provider
• Major appliance purchases
• Non-profit contributions
• Pet ownership
• Travel and vacationing
• And countless other data points

Imagine beginning your next set of qualitative interviews without the anxiety of wondering if your recruits are genuine.  Tru-Recruit is guaranteed to eliminate the guesswork and give you (and your clients/stakeholders) the utmost confidence in the authenticity of your research participants.

For your next qualitative research study, reach out to Accelerant, and we’ll provide a custom Tru-Recruit proposal to recruit and validate your target audience, so that you can be certain you’re interviewing the exact population you need.

Personas are an effective tool to summarize and communicate complex market research data in an accessible way by representing those data as a fictional character or archetype.  When well-crafted, personas are multi-purpose tools that can offer accessible and impactful insights guidance at many levels in an organization (e.g., marketing strategy, product development, channel strategy and creative development).  However, personas are not a one-size-fits-all solution.  The way personas will be used by an organization greatly influences how the primary research to develop them is designed, analyzed and communicated.

Many successful journeys begin with a map, and this webinar presentation from last month’s Quarantined Virtual Insights Conference lays out the map used by Caesarstone USA, a high-end producer of quartz countertop material in the development of personas through primary insights to inform marketing, product, and creative strategy in 2019 and beyond.

SAVE THE DATE: May 28th – Accelerant Research is thrilled to announce that we will be hosting a second Quarantined Virtual Insights Conference later this month.  For more information or to register for the May conference -OR- to access other presentation recordings from April’s conference, CLICK HERE.

On April 14-15, 2020, Accelerant Research hosted the Quarantined Virtual Insights Conference (#QVIC2020) as a welcome distraction from the chaotic newsreel about the coronavirus outbreak and quarantine. Conference speakers, moderators, and attendees all tuned-in on Zoom and YouTube livestream from the comfort of their personal workspaces for an opportunity to hear from, and network with, industry professionals on a variety of subjects. Session topics ranged from behavioral economics and influencing insights with storytelling to timely discussions about why we hoard toilet paper and job hunting in the time of Covid-19. The 1,000+ insights professionals that attended the virtual conference were respectful of any disruptions that occurred. Though there was an appliance delivered in the middle of a speaker talk and dogs barking in the background, everyone took the interruptions in stride and made the most of the interaction.

​All archived conference presentations are available by clicking here.  Some of the speakers that had people talking:

• Dr. Paul Zak, founder of Immersion Neuroscience, opened everyone’s minds with his talk about neurologic immersion and how positive feelings toward content does not necessarily correlate to impact and action. Through extensive research, he has developed biological metrics that can measure a person’s attention and emotional resonance, which can be utilized by researchers for more accurate predictions. It will be interesting to see how these types of metrics are integrated into the market research industry in the future.