NEWS & PERSPECTIVE

Let us start by saying, we didn’t believe in online focus groups. So far in our careers, we’d really only had experience with in-person groups, where you can more easily read body chemistry, tone, and energy when you’re sitting right across from someone. It’s easier to spark rapid fire conversation and build on exciting ideas through the in-person energy of others. But, we’re “yes and” kind of people. So when COVID-19 started, we said, yes! We can do it online, no matter how complicated.

The COVID-19 pandemic situation is creating perhaps the most significant shared experience the world has ever witnessed. During this uncertain time, a common question is, “how are you adapting to the new normal?” Well, this isn’t the new normal—yet. The stay-at-home orders will end, the economy will start-up again. What follows will be the “new normal.”

There is already no question that the growing global pandemic and mitigation efforts are going to affect human attitudes and behaviors deeply. For you, as Founder/Owner/Executive/Marketer/Product Manager/Champion of your brand, your company will, of course, need a new strategy. However, to grow in the inevitable era of “the new normal,” you will need both a proactive strategy to step into the new future and a reactive growth strategy to save the present.

COVID-19 is impacting the way we all do business, especially for in-person market research. Delaying (or canceling) projects isn’t an option, as urgent business questions remain. Hypothesis has been supporting clients around the world to quickly adapt their research plans in the wake of the situation. It’s time to get creative.

Presidential general elections in the last century were often focused on making a case to swing voters. After primaries ended, both Democrats and Republicans ran to the political middle in order to convince people to choose their side. But that all changed in the new millennium.

Based on the success of our bite-sized infographics (fondly dubbed “infobites”), we’ve decided to host our first ever Infobite Contest! We created infobites in 2016 in response to the changing ways we consume media (thanks, memes) and our passion for design, data, and insights.

Authentic, human insights are gained by emulating a more natural environment. As researchers, we must be willing to let some of our outdated “facility” habits go and adopt a new set of practices that facilitate more empathetic qualitative research.

Once again, Hypothesis took over Perry's in Santa Monica for our annual summer luau. It was too hot for volleyball this year, but the ocean was super warm. The DJs provided great music while the henna artist and lots of ice cream kept the kids busy.

The question is simple: “Which of the following brands have you heard of?” from a preset list. Most brands see this question, aided brand awareness, as an important KPI. It’s often the very first metric reported in a presentation. But is aided brand awareness worth the attention?