Pink Sky Ideas

Tracy Lazarus

Fresh Perspectives, Fresh Ideas
  • Home
  • Who Is Pink Sky?
    • About
    • Our Mission
    • How We Are Different
    • Our Founder
  • How We Help Clients
  • Our Services
    • Core Services
    • Proprietary Services
  • The Company We Keep
    • Our Clients
    • Client Testimonials
  • Our Thoughts
  • Contact Us

How To Get To An AHA Moment… STOP asking consumers the same old questions

October 21, 2015 By Tracy Lazarus

If a brand wants to use qualitative research to learn about a particular product, habit, etc., the researcher and the brand team spend lots of time crafting the perfect discussion guide – one that is typically long and filled with dozens and dozens of highly detailed, time-proven questions. This is a valid method of research that gets at the nitty, gritty details of a very focused area.

 

In a typical discussion guide, you might ask the following traditional questions to learn about habits and attitudes on a product:

 

  1. How many times per week do you use mayonnaise?
  2. What are your favorite ways to use it?
  3. What do you like best about mayonnaise? Least?
  4. What is missing for you when it comes to mayonnaise?
  5. Is there a time when you would have liked to use it but it just didn’t work?

 

These can be the most obvious questions that at times yield the most obvious, uninspiring answers. This traditional approach may not unearth those bigger insights that could be impacting the role of mayonnaise in their lives, and be the tip of a bigger insight ‘iceberg.’

 

To break out of the traditional approach one needs to turn the questions on their head. The goal is to ask things in a more thought provoking way that will open the door for consumers to get creative and unleash a wealth of fresh insights.   Here are some examples of questions that could yield bigger and better insights:

 

  1. How would your life be different if you broke up with mayonnaise? How would you feel? How would things change?   What would be the biggest loss? How might you console yourself with the loss of mayonnaise?
  2. What is your latest love/passion in your refrigerator now? (Or, what is the one food you didn’t know about 5 years ago that you just couldn’t live without today?)  How would you rank mayonnaise against your new love?
  3. What is the biggest food struggle you had last week? How could mayonnaise have helped you with your struggle?

As you can see, this approach would yield a much different set of answers than the first set of questions.

 

So, the next time you go on a learning journey, don’t overload those discussion guides with all the traditional questions. Reframe them and you will be pleasantly surprised by what you learn. You might even utter a few ‘AHA’s’ from the back room!aha-moment

Filed Under: Tracy's Latest

What Clients Love About Us

“Pink Sky is not simply a service but an undeniable partnership.”

- Senior R & D Manager

Pink Sky Ideas
2015-03-13T18:36:48-05:00

- Senior R & D Manager

“Pink Sky is not simply a service but an undeniable partnership.”
https://pinkskyideas.com/testimonials/172/

“Pink Sky puts a creative eye on the task at hand and approaches strategic challenges with a practical, action-oriented approach...

- Senior Consumer Research Manager

Pink Sky Ideas
2015-03-13T18:37:19-05:00

- Senior Consumer Research Manager

“Pink Sky puts a creative eye on the task at hand and approaches strategic challenges with a practical, action-oriented approach that resonates well with the way marketing thinks.”
https://pinkskyideas.com/testimonials/173/

“I need creative solutions to strategic challenges. Pink Sky is not about research but rather offering creative business solutions...”

- Sr. Consumer Research Manager

Pink Sky Ideas
2015-03-11T01:10:34-05:00

- Sr. Consumer Research Manager

“I need creative solutions to strategic challenges. Pink Sky is not about research but rather offering creative business solutions...”
https://pinkskyideas.com/testimonials/sr-consumer-research-manager/

“I wouldn’t call Pink Sky for evaluative qualitative research (anyone can do that), I rely on them for meatier challenges...“

- Global Research Director

Pink Sky Ideas
2015-03-11T01:13:10-05:00

- Global Research Director

“I wouldn’t call Pink Sky for evaluative qualitative research (anyone can do that), I rely on them for meatier challenges...“
https://pinkskyideas.com/testimonials/global-research-director/

“Pink Sky puts a creative eye on the task at hand and approaches strategic challenges with a practical, action-oriented approach...

- Sr. Research Manager

Pink Sky Ideas
2015-03-11T01:15:10-05:00

- Sr. Research Manager

“Pink Sky puts a creative eye on the task at hand and approaches strategic challenges with a practical, action-oriented approach that resonates well with the way marketing thinks.”
https://pinkskyideas.com/testimonials/128/

"Pink Sky’s unique approach to uncovering deep insights and new product ideas has been extremely valuable to our team.  Tracy’s...

- Consumer Insights and Research Director

Pink Sky Ideas
2015-03-13T17:55:47-05:00

- Consumer Insights and Research Director

"Pink Sky’s unique approach to uncovering deep insights and new product ideas has been extremely valuable to our team.  Tracy’s energy, consumer intuition and passion for products are fantastic!"
https://pinkskyideas.com/testimonials/happy-client/

"Pink Sky is not about research but rather offering creative business solutions - some of which can include getting insight and input...

- Global Consumer Research Director

Pink Sky Ideas
2015-03-13T18:17:40-05:00

- Global Consumer Research Director

"Pink Sky is not about research but rather offering creative business solutions - some of which can include getting insight and input from consumers but doesn't just stop there."
https://pinkskyideas.com/testimonials/executive-r-d/

“Pink Sky’s ability to quickly see the connections consumers are making and drive the consumer to explore product white spaces...

- Senior R & D Manager

Pink Sky Ideas
2015-03-13T18:34:46-05:00

- Senior R & D Manager

“Pink Sky’s ability to quickly see the connections consumers are making and drive the consumer to explore product white spaces unlocks doors in a way that allows our R&D team to take action to optimize the project’s path.”
https://pinkskyideas.com/testimonials/167/

“The projects I use Pink Sky  for mostly involve something new; a new product, a new technology or trying to...

- Senior Consumer Research Manager

Pink Sky Ideas
2015-03-13T18:35:05-05:00

- Senior Consumer Research Manager

“The projects I use Pink Sky  for mostly involve something new; a new product, a new technology or trying to find a new angle on something old.”
https://pinkskyideas.com/testimonials/168/

“Pink Sky distinguishes itself by delivering creative ideas and solutions grounded in consumer insights and trends.”

- Global Consumer Research Director

Pink Sky Ideas
2015-03-13T18:35:31-05:00

- Global Consumer Research Director

“Pink Sky distinguishes itself by delivering creative ideas and solutions grounded in consumer insights and trends.”
https://pinkskyideas.com/testimonials/169/

“I trust Pink Sky to develop customized research for fresh solutions.”

- Global Consumer Research Director

Pink Sky Ideas
2015-03-13T18:35:49-05:00

- Global Consumer Research Director

“I trust Pink Sky to develop customized research for fresh solutions.”
https://pinkskyideas.com/testimonials/170/

“Pink Sky is not about just executing the process but rather about creating it and being an integral part of...

- Global Consumer Research Manager

Pink Sky Ideas
2015-03-13T18:36:24-05:00

- Global Consumer Research Manager

“Pink Sky is not about just executing the process but rather about creating it and being an integral part of it.”
https://pinkskyideas.com/testimonials/171/
0
0
Pink Sky Ideas

Tracy’s Latest

Press Release: Nationally Sought-After Innovation & Branding Expert Launches Boutique Agency Focused on Naming Companies and Products

We are very excited at Pink Sky for all the great press we are getting about the launch of our sister company, the Namery. The Namery is off to a very strong start working with both large and small companies on generating powerful, memorable brand names.

Our Mission

To get clients and brands to experience fresh perspectives so fresh ideas can emerge.

Fresh ideas and thinking don’t come from looking at the same things the same way, they come from expanding the mind and stretching it into new places.

Contact Us

Tracy Lazarus
Founder & Chief Innovator
tracy@pinkskyideas.com
914.713.8937

Copyright © 2023 · Pink Sky, LLC · All Rights Reserved.