Bootcamp Inspiration

During the 2015 Account Planning Bootcamp, I learned quite a lot about strategy. Surprisingly, the most inspiring bootcamp lesson was about qualitative research. Using qualitative research in non-convetional ways are vital to procuring a true consumer insight. Outside of using surveys and focus groups there are a plethora of qualitative research methods.

One particular method I found intriguing is Deprivation. Consumers with heavy reliance on a product go a week without using or applying the product and (video) record their experiences, thoughts, and concerns. It is an organic method in understanding the consumer’s thoughts and feelings towards the product. This type of information would never have been discovered using surveys or focus groups. I am eager to begin using this type of methodology when conducting research.