Research Rockstar Training & Staffing
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Jobs to be Done as a Framework for Customer Insights
In this episode, we explore the Jobs to Be Done (JTBD) framework, a model embraced by many companies, including leading CPG brands, financial services, tech companies, and more. Your host, Kathryn Korostoff, gives you a brief overview of what JTBD is and how market researchers can use it to move beyond a superficial understanding of customer needs. Whether it’s for physical products or services, understanding the real motivations behind purchases and brand choices is crucial. In professional market research, we know that customer decision-making is seldom rational and often more complex than it appears. While there are various frameworks we can use to gain deeper customer insights, JTBD is a useful framework for identifying innovation, differentiation, and segmentation opportunities. What is the customer's ultimate aspiration for using this product or service? What are they trying to accomplish? In this episode, examples illustrate the model's potential, using examples from cars, refrigerators, and coffee makers.
Conversations for Research Rockstars is produced by Research Rockstar Training & Staffing. Our 25+ Market Research eLearning classes are offered on-demand and include options to earn Insights Association Certificates. Our Rent-a-Researcher staffing service places qualified, fully-vetted market research experts, covering temporary needs due to project and resource fluctuations.
***We believe it: Inside every market researcher, is a Research Rockstar!***
Hope you enjoy this episode of Conversations for Research Rockstars.
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มุมมอง: 154

วีดีโอ

What Really Drives Brand Connection? The Power of Authenticity.
มุมมอง 874 หลายเดือนก่อน
Join host Kathryn Korostoff and special guest Dan Braker, President of Breakthrough Research, for a deep dive into the power of authenticity in shaping consumer decisions and brand loyalty. This episode explores the critical role authenticity plays in building lasting connections between brands and their customers. Drawing on psychological research, learn how authenticity impacts consumer decis...
From Basic to Bold: AI Adoption Scenarios for Market Research & Insights Teams
มุมมอง 2095 หลายเดือนก่อน
What is your team's position on the continuum from basic to bold adoption of AI so far? Is the status on the basic end, with AI used for personal productivity but not much else? Or is your team looking to leapfrog conventional methods with new AI-driven customer insights-driving products and services? Hint: your team is more on the bold end if it is already piloting solutions that include compo...
Avoiding Analysis Bias in Global Research Studies
มุมมอง 915 หลายเดือนก่อน
Learn how to avoid analysis bias in global market research studies. Conducting global studies requires careful planning and data collection, but analyzing the results can be even more challenging. Human beings have inherent biases that can impact data analysis, compromising the quality and accuracy of research reports. In this video, we share three types of bias that can infiltrate our research...
Finding Authentic B2B Online Sample with Sharekh Shaikh
มุมมอง 947 หลายเดือนก่อน
As professional market researchers, one of our biggest challenges is access to quality sample. We have all had the experience of having to toss out 10% or even 20% or more of research respondents because they were likely bots, fakes, or otherwise low-quality responses. While online sample is problematic for both B2B and B2C studies, the "solutions" may be different. In this episode, our experts...
Socializing Insights for Optimizing Impact with Kory Grushka
มุมมอง 1147 หลายเดือนก่อน
Newer researchers may not realize how much of the work in Market Research and insights is in socializing the results. We don't just send a report out by email and nothing else... not unless we want the research to be ignored. Successful researchers help their clients/stakeholders socialize the research results to influence and persuade. In this episode, Kathryn Korostoff is joined by Kory Grush...
AI & The Future of Market Research with Jim Newswanger & Kathryn Korostoff
มุมมอง 2368 หลายเดือนก่อน
How will AI impact the work, and careers, of Market Research & Insights Professionals? Is it doom and gloom, a welcome revolutionary advancement, or does it lie somewhere in the middle? Enjoy this video of instructors Jim Newswanger and Kathryn Korostoff for a discussion about AI's current, and potentially future, impact on the entire life cycle of market research projects. Please enjoy the ent...
Recruiting Tactics for Ethnographic Research
มุมมอง 778 หลายเดือนก่อน
When making methodology recommendations, many market researchers find ethnography desirable-but intimidating. The biggest worry is often about recruiting: how do we find qualified people from the target population of interest and motivate them to participate in ethnographic research? Join Instructor Kathryn Korostoff as she shares 5 specific ways to recruit individuals or groups for ethnographi...
Are Your Market Research Data Visualizations Client Ready?
มุมมอง 16310 หลายเดือนก่อน
In the world of professional-quality market research, data visualizations are not just aesthetics; they are critical to research success. You don't need to be a graphic designer, but knowing how to ensure your data captivates and convinces does reduce risk. Join us in this enlightening episode of Conversations for Research Rockstars, where Instructor Kathryn Korostoff unveils the pivotal role o...
Top-line Reporting: Create with Confidence
มุมมอง 15210 หลายเดือนก่อน
Qualitative research professionals often create top-line reports as a key deliverable. Sometimes the top-line is the only deliverable, and in other cases, it is a preliminary one (followed later by a more thorough, full report). Unfortunately, the term “top-line” is often misused. But as a Research Rockstar, we want you to know the correct use, and in this Conversations episode, your host, Kath...
Beyond Surface-Level Insights: Practical Neuroscience Applications in Consumer Behavior Research
มุมมอง 14211 หลายเดือนก่อน
When confronted with superficial research participant responses, how can market researchers dig deeper? How do we design questionnaires so they uncover deeper insights without becoming lengthy? Using neuroscience-based understandings of human behavior can help uncover non-superficial demand drivers and help researchers prioritize questionnaire design. We spoke with Hunter Thurman, founder of Al...
The Enduring Appeal of Slide-style Reports in Qualitative Research
มุมมอง 8211 หลายเดือนก่อน
Surprise! Contrary to popular belief, many clients LIKE slide-deck style reports. In this Conversations episode, Research Rockstar Lead Instructor Kathryn Korostoff shares two important reasons why many clients like slide-style reports, and insider tips for how to structure a slide-style report (including 3 options for structuring qualitative research reports in a way that will show your client...
Your Guide to GDPR & CCPA: Privacy Compliance for Market Researchers
มุมมอง 886ปีที่แล้ว
In this informative Live Event snippet, Lead Instructor Kathryn Korostoff shares a brief overview of the EU’s GDPR (General Data Protection Regulation) and its similarities to the CCPA (California Consumer Privacy Act). These key data privacy regulations can be complex, but understanding their key tenets can benefit market research professionals and ensure compliance. Enjoy this Live Event snip...
Using Market Research to Fuel Thought Leadership Programs
มุมมอง 114ปีที่แล้ว
Have you ever conducted market research in support of Thought Leadership (TL) programs? Thought Leadership programs are used by companies in many industries, especially in B2B, and can be used to establish or strengthen their visibility in their market. Within TL programs, conducting survey research is very popular, as it provides a quick and compelling way to showcase data-driven insights. Aft...
Market Segmentation eLearning Course Excerpt on Brainstorming
มุมมอง 117ปีที่แล้ว
Market Segmentation eLearning Course Excerpt on Brainstorming
Completing Your Courses [Welcome Video 2]
มุมมอง 39ปีที่แล้ว
Completing Your Courses [Welcome Video 2]
Training Portal Access & Tips [Welcome Video 1]
มุมมอง 49ปีที่แล้ว
Training Portal Access & Tips [Welcome Video 1]
Handling Contradictory and Over-Rationalized Responses in IDIs
มุมมอง 160ปีที่แล้ว
Handling Contradictory and Over-Rationalized Responses in IDIs
Setting Useful Objectives
มุมมอง 209ปีที่แล้ว
Setting Useful Objectives
Insights Democratization with Guest Thor Olof Philogène
มุมมอง 177ปีที่แล้ว
Insights Democratization with Guest Thor Olof Philogène
Creating a Data Analysis Plan
มุมมอง 6K2 ปีที่แล้ว
Creating a Data Analysis Plan
How to Avoid 3 Newbie Mistakes in Multinational Survey Research
มุมมอง 2122 ปีที่แล้ว
How to Avoid 3 Newbie Mistakes in Multinational Survey Research
Save Time with Report Automation - Conversation with Expert Jeffrey Henning
มุมมอง 1792 ปีที่แล้ว
Save Time with Report Automation - Conversation with Expert Jeffrey Henning
Identifying Research Participant Emotions
มุมมอง 2622 ปีที่แล้ว
Identifying Research Participant Emotions
Data Quality Essentials for Survey Research
มุมมอง 5362 ปีที่แล้ว
Data Quality Essentials for Survey Research
(Part 4) What Did We Learn About Our Own Skill/Knowledge Needs In 2021?
มุมมอง 1992 ปีที่แล้ว
(Part 4) What Did We Learn About Our Own Skill/Knowledge Needs In 2021?
(Part 3) How Will WFH Trends Impact Market Research & Insights Work in 2022
มุมมอง 1552 ปีที่แล้ว
(Part 3) How Will WFH Trends Impact Market Research & Insights Work in 2022
Coding Qualitative Data: Special Lecture with Example
มุมมอง 2432 ปีที่แล้ว
Coding Qualitative Data: Special Lecture with Example
(Part 2) Planning for Survey Data Quality Improvements in 2022
มุมมอง 1892 ปีที่แล้ว
(Part 2) Planning for Survey Data Quality Improvements in 2022
(Part 1) What Market Research Methodology Lessons Did We Learn in 2021 That Can Inform 2022 Plans?
มุมมอง 4132 ปีที่แล้ว
(Part 1) What Market Research Methodology Lessons Did We Learn in 2021 That Can Inform 2022 Plans?

ความคิดเห็น

  • @carlottakilongosi7762
    @carlottakilongosi7762 6 หลายเดือนก่อน

    Thanks for sharing this

  • @debuchhetri1071
    @debuchhetri1071 6 หลายเดือนก่อน

    Excellent presentation! Tysm for sharing

  • @uddhabkarki4867
    @uddhabkarki4867 6 หลายเดือนก่อน

    This is very helpful presentation for qualitative data analysis.

  • @wandagadsden2306
    @wandagadsden2306 10 หลายเดือนก่อน

    How may I gain access to your presentation slides??

  • @waseemullahkhan
    @waseemullahkhan 10 หลายเดือนก่อน

    Always a pleasure, thank you Research Rockstars / Kathryn

  • @johnasema6321
    @johnasema6321 ปีที่แล้ว

    Thanks, this is very informative, how about the pdf diagram you promise to share. Thank you.

    • @ResearchRockstarTraining
      @ResearchRockstarTraining ปีที่แล้ว

      Hi John, sorry for the delay in responding to you! Here is a link to download the diagram you requested: rb.gy/kffev

  • @waseemullahkhan
    @waseemullahkhan ปีที่แล้ว

    Excellent and thank you

  • @sairarafique
    @sairarafique ปีที่แล้ว

    Amazing video Kathryn.

  • @melhewertson6710
    @melhewertson6710 ปีที่แล้ว

    I wish you a lot of success on your channel!! You should research "PromoSM"!!!

  • @mylifeisinhishandsamen4167
    @mylifeisinhishandsamen4167 ปีที่แล้ว

    Is this career lucrative?

  • @douglasphelps6869
    @douglasphelps6869 2 ปีที่แล้ว

    ρɾσɱσʂɱ

  • @aashisachdeva1442
    @aashisachdeva1442 2 ปีที่แล้ว

    Hey everyone, also do check on how QR Codes can help in increasing survey response: th-cam.com/video/_cKUsKRzXOE/w-d-xo.html

  • @muskduh
    @muskduh 2 ปีที่แล้ว

    Thank you.

  • @geminisneverlie
    @geminisneverlie 2 ปีที่แล้ว

    This career looks very interesting and exciting but I’m curious to know how stressful is this job? Are the hours long or a regular 40 hour week? Work/life balance? Etc.

  • @6toolbaseball
    @6toolbaseball 2 ปีที่แล้ว

    Good video! One suggestion to round out the round table is to get someone who is currently client side doing insights

  • @waseemullahkhan
    @waseemullahkhan 2 ปีที่แล้ว

    Very good - thank you

  • @erinschultz3336
    @erinschultz3336 2 ปีที่แล้ว

    Thank you for this PowerPoint template gift!

  • @6toolbaseball
    @6toolbaseball 3 ปีที่แล้ว

    These companies want to combine CI and BA but still pay below market salaries 😂

    • @geminisneverlie
      @geminisneverlie 2 ปีที่แล้ว

      Yea looking at all these qualifications I would expect to get paid big 💰

  • @higorleite1303
    @higorleite1303 3 ปีที่แล้ว

    Hi Kathryn very nice presentation... would you mind to share the name/address of the tool that you have used? many thanks!

  • @foolifisher
    @foolifisher 3 ปีที่แล้ว

    Informative and well-organised. Yet doesn't quite match the title.

  • @olliegooding
    @olliegooding 3 ปีที่แล้ว

    Really useful overview of the pros and cons of different structures here, thanks!

  • @ethanmatthews983
    @ethanmatthews983 3 ปีที่แล้ว

    Thanks a lot!

  • @CMV314
    @CMV314 3 ปีที่แล้ว

    Very informative video.

  • @MrFairfax911
    @MrFairfax911 3 ปีที่แล้ว

    Incredibly helpful, thank you very much for the insight!

  • @6toolbaseball
    @6toolbaseball 3 ปีที่แล้ว

    GOLD.

  • @dhanrajzurange1320
    @dhanrajzurange1320 3 ปีที่แล้ว

    For more info about trending market please visit - Mostmarkets.com

  • @6toolbaseball
    @6toolbaseball 3 ปีที่แล้ว

    I’ll take R over SPSS any day of the week! Data analysis and visualization with flexible code to make changes on the fly and to easily document for others for future use. People are just lazy and don’t want to learn the basics of code. Great channel - much needed!

  • @password834
    @password834 3 ปีที่แล้ว

    Very insightful. Thanks 🙏

  • @chinaomi7521
    @chinaomi7521 3 ปีที่แล้ว

    Thank you so much for this. It was really helpful

  • @dooshimagbahabo2533
    @dooshimagbahabo2533 4 ปีที่แล้ว

    Hmmm, very informative. I would have loved a more practical aspect of the visual representation. Good work all the same.

  • @vashishthajoshi9285
    @vashishthajoshi9285 4 ปีที่แล้ว

    Thank you for sharing this information. Much helpful. Can you help with the PDF link for the framework, that you mentioned in the beginning of the video? Thanks.

  • @SatorieMitchels
    @SatorieMitchels 4 ปีที่แล้ว

    thank you! this helped me so much with a paper I was writing

  • @mattvale1
    @mattvale1 4 ปีที่แล้ว

    I really appreciated this content! I'm doing a master's program in Design and I research a particular product, the cap (derived from hats). Along side the historical background of the product (the baseball context which he comes from) I research on data to find out what's the meaning of the cap today. I'm focusing on Twitter data and figuring out methods to deal with it. Sentiment analysis seems to be one of the most used in terms of big data derived from social medias. I wonder the possibilities of research beyond textual resources. The internet it's full of communication based on visuality; emojis, memes, short videos, and goes on and on. I just discovered the channel. Good work!

  • @mntk
    @mntk 4 ปีที่แล้ว

    Thank you so much. Subscribed!

  • @ABC2691
    @ABC2691 4 ปีที่แล้ว

    Hello! Great video. Thanks :)

  • @waseemullahkhan
    @waseemullahkhan 5 ปีที่แล้ว

    Best thanks

  • @waseemullahkhan
    @waseemullahkhan 5 ปีที่แล้ว

    Finally, I saw you 🙂 great training thx

  • @KcdelaGarza
    @KcdelaGarza 5 ปีที่แล้ว

    Thank you for the breakdown. I appreciate the line drawn on Social Media Research - it could easily fall into Qualitative.

  • @waseemullahkhan
    @waseemullahkhan 5 ปีที่แล้ว

    Excellent thank you

  • @Jibunu
    @Jibunu 5 ปีที่แล้ว

    Great conversation, thanks for sharing!

  • @JeffreyAdler
    @JeffreyAdler 5 ปีที่แล้ว

    Good video - short, clear, and to the point. Yes - large sample sizes will not compensate for poor data quality. Rigor is healthy when it comes to scale construction and indirect questioning.

  • @ResearchRockstarTraining
    @ResearchRockstarTraining 5 ปีที่แล้ว

    Here's the email invitation research link: www.researchrockstar.com/CompendiumofEmailSurveyInvitation

  • @ResearchRockstarTraining
    @ResearchRockstarTraining 5 ปีที่แล้ว

    Here is the link to the PDF mentioned in the podcast: bit.ly/2DPkmaL

  • @corymann5497
    @corymann5497 5 ปีที่แล้ว

    Everyone looking to find a new job using their market research skills needs to watch this video by Research Rockstar! Extremely helpful

  • @faithvuyanzi5769
    @faithvuyanzi5769 5 ปีที่แล้ว

    this is very insightful thank you

  • @TheCristal51
    @TheCristal51 5 ปีที่แล้ว

    GREAT!!!!!

  • @michaelhollon9467
    @michaelhollon9467 5 ปีที่แล้ว

    Researchers creating surveys need to always be thinking of the respondent's experience. Many survey takers don't bother to read long, wordy questions. They just skip to the answer scale and read the anchor points. In addition to reducing bias, concise questions keep respondents engaged. Semantic differential scales work well for respondents who don't read instructions.

  • @yemisimakinde5497
    @yemisimakinde5497 5 ปีที่แล้ว

    Semantic differential scales are good but challenging when you have more several brands you want to rate.

    • @ResearchRockstarTraining
      @ResearchRockstarTraining 5 ปีที่แล้ว

      I share your concern. But Likert rating several brands is also bulky, alas.

  • @mcjp472
    @mcjp472 5 ปีที่แล้ว

    Likert not Laykert

    • @ResearchRockstarTraining
      @ResearchRockstarTraining 5 ปีที่แล้ว

      ah the pronunciation debate. Some people say "Likert" as if it is "like"+"ert". Others pronounce the way the originator's name was actually pronounced (Rensis Likert), "lick"+"ert."