We conduct research that extracts insight from data

lions
If you want to observe how lions hunt, don’t got to the zoo. Go to the savannah.

We have more access to data than ever before, in fact, we are often drowning in data. Yet more data doesn’t mean better decisions, often it just creates more confusion.

From data to insight.

In order to create true insight, insight that shapes an opinion or aids a decision, we need to know less of the “what” and more of the “why”. We don’t just ask questions. We ask the right questions.

In order to get to these questions, we first define the key business problem, understand what decisions will be made coming out of the research, and then design the study accordingly. The end result is a bespoke solution and actionable insights.

We do not believe in research being used as a crutch (or as a CYA tool).
Research can tell you what is, not what will be. You still need to be brave in making decisions and understand what research can and can’t do for you.

Henry Ford’s quote “If I had asked people what they wanted they would have said a faster horse” holds true to this day.

Consumers can give you feedback, but they can’t create the future. Only brave clients can.

Research will not give you “The Answer”.

Research doesn’t replace judgement. Where research shines is in uncovering the insight on which good judgement can be based.

All too often, market research is an artificial construct. As soon as respondent knows they are being observed, their behaviour changes. As a result, wherever possible, we conduct research in context or in situ. That often means mocking up an entire retail section and giving our subjects actual money to simulate the purchase of a product as closely as possible.

When possible we conduct both blind and branded research. Consumers taste as much with their eyes and hearts, as they do with their tongues, a lesson learned, expensively, by New Coke.

Avoid the focus group.

We believe in qualitative research, but not where the loudest voice wins. Depending on budget we conduct one on one sessions or two on one sessions to get a deeper understanding.

Observation is a powerful tool. Try to observe the entire user experience from pre-decision making thru to actual use of the product if at all possible. Remember to take those field trips, set aside everything you think you know, and watch for a while. It’s amazing what a simple yet powerful tool that can be.

We add our online listening tools to any research we conduct. They help us understand what’s important to category users, what language they use, what their desires are, what conversations they have. We apply our proprietary language processing and text analytics technology to help extract insights and intelligence.

Some of the tools we’ve used

  • Ongoing quantitative panels & tracking studies
  • Brand Positioning/Exploratory Research
  • Packaging and Design Analysis
  • Creative Development Research
  • Culture/Trend Analysis
  • Category Deep Dives
  • Observational research/ ethnology
  • In-depth qualitative interviews
  • Key influencer/trend & expert panels
  • Ethnography
  • Customer Journey Mapping
  • Sensory Evaluation/ Discrimination Testing
  • Listening tools
  • Our credentials

    Our President, Jo-Ann McArthur, has led client-side Market Research departments for over 20 years. She trained at the Burke Institute in the US. Her career of generating consumer insights has made research the foundation of everything we do. (She also excels at making the complex simple.)

    Nourish Food Marketing Toronto

    28 Atlantic Avenue
    Toronto ON
    M6K 1X8
    Canada

    Studio and Test Kitchen

    27 Jefferson Avenue
    Toronto ON
    M6K 1Y3
    Canada

    Phone: +1 (647) 749-0439

    General contact email: feedme@nourish.marketing

    New Business Enquiries: Jo-Ann McArthur
    +1 (416) 949-3817

    Nourish Food Marketing Montreal

    7240, rue Waverly
    Suite 220
    Montreal, QC
    H2R 2Y8
    Canada

    Phone: +1 (514) 613-6549

    Nourish Food Marketing – Agribusiness

    Ontario AgriCentre
    100 Stone Rd West, Suite 304
    Guelph, ON
    N1G 5L3
    Canada

    Phone: +1(519) 341-4100

    © Nourish Food Marketing 2017

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