In 2012 I had the opportunity to work with Kate at Open Door Insights on a large scale piece of foundational insight work for a leading Canadian Specialty retailer. Our deep consumer discovery work used two primary methodologies – the core was shopper insight work leveraging Kate’s online bulletin boards, supporting this we conducted in home and shop along research with consumers.
The online bulletin boards in particular had a profound impact on the development of actionable insight with the senior leadership at my client. Using this insight technique we were able to provide insight updates every few days, leveraging the consumers own words, images and other stimuli that they uploaded in response to the online questions/probes. This allowed the client to participate in the insight discovery “real time” – reading, observing their customer “virtually” and discussing the implication of the emerging insight on their business.
Prior to this work with Kate, I had worked with online boards as well as online qualitative many times. Like all methodologies the key to deep meaningful insight is not just the technique it is the moderator who shapes the technique to focus in on the business objectives. Kate is an exceptional online moderator who understands how to best leverage this research technique to dive deep into the consumer’s mind and synthesize from that insights clients can use to propel their business forward.