People like things to be simple. Unfortunately, many product and service categories are complicated . . . too complicated. The result? Consumers simplify things for themselves.
So, when designing studies, conducting research and analyzing findings, it pays to understand if – and how – individuals simplify tasks and categories.
With a better understanding of the simplification process that consumers use to make decision-making more manageable, you can identify powerful insights.
This presentation will explore this simplification process – the role it plays in the life of consumers and the strategies they use.
By discussing one significant case study as well as drawing from many additional examples, we will arm you to better understand how consumers simplify and how you might apply this understanding to your next research project.
This presentation is sponsored by the Qualitative Research Consultants Association (www.qrca.org). Tom Rich is a member of the QRCA, and currently serves on its board of directors.