by Shelley Forrester | Mar 3, 2021 | Qualitative Research
A few summers ago, while conducting focus groups for a well-known apparel brand, I experienced a first – a fire drill blaring about 30 minutes into a 2.5-hour focus group. As we walked down the three flights of fire stairs...
by Shelley Forrester | Sep 29, 2020 | Insight
In-person research – from visiting customers in their stores and offices, to shadowing people when they shop or order at the drive-through, to in-home research – is among the most powerful ways of gaining insight. And while I have done...
by Shelley Forrester | Sep 16, 2020 | Insight
Before the pandemic, you would see me out in the world, facilitating conversations inside people’s homes, cars, offices, store backrooms (the first time was to protect ourselves during a tornado), taking people out to dinner, and sitting around a conference or...
