OPEN MIKE
reflections
ARTICLES AND PERSONAL REFLECTIONS THAT HAVE BEEN PUBLISHED IN MAGAZINES, NEWSPAPERS, AND ON BLOGS
Less is More
When I was in eighth grade, my friend Chris Hart convinced me to join him on stage to perform stand-up comedy at our middle school's talent show. While I'd like to block every second of that experience out of my mind, I remember just about everything about it; my...
What do the Grateful Dead and Moderating have in Common?
I love The Dead. While I can't say I embrace the "culture" of The Dead, I love their musicianship. To be able to jam the way they did is a true talent. I believe that the work I do in qualitative research requires the same improvisational skills. Unplanned topics...
A Quantifiable Difference
At its best, Qualitative Research helps my clients build a sense of empathy for their consumers. Sometimes, it even impacts the way we moderator's look at the world. This article summarizes a project that changed my perspectives on healthcare reform. [gview...
Lessons to Keep in Mind When Interviewing Via Webcam
I was an early adopter in the use of webcams for qualitative interviewing. While today's technology is very promising, it is not yet perfect. This article summarizes some lessons to keep in mind when interviewing via webcam. [gview...
Rethinking Shopper Insights
The bulk of my projects are in the subfield of shopper insights. In this article I argue that the internal structures of shopper insights and shopper marketing departments be revamped in order to bring more rigor and discipline to the field. [gview...
Three Places to Find Humor in Qualitative Research
Mary Poppins taught us that "A spoonful of sugar helps the medicine go down." In other words, if we have to work for a living, we may as well try to have a little fun while doing it. This article summarizes the areas where I have some fun during the qualitative...
Three Hurdles in Front of the Glass
Its not easy to become a moderator. Its not something you decide to do one day and all of a sudden become successful at it. It takes time, perseverance, and a little luck. This article summarizes the obstacles I faced when getting into this business and the...
A Moderator’s Guide to Working with the Creative Department
It seems as if there is always tension between those who create stuff and those who are tasked to evaluate it. In this article published in Quirks's Marketing Research Review, I argue that this tension does not always have to be negative. [gview...
In Defense of Qualitative Participants
Many industry voices are belittling qualitative research as they believe, in short, "consumers are stupid." In this article I challenge that notion and defend the people who take the time to share their thoughts and experiences with us. [gview...