Gundell & Company

12/08/2021

Hopeful this holiday

10/27/2019

I’ve always likened the first focus group to the “first pancake.” The second batch is always better, so be sure to experiment, take a few risks to see where they lead. Mistakes can be instructive.

12/04/2017

You know you've arrived when you get the office water cooler installed.

09/20/2017

This paper weight graced my father’s desk in our home for as long as I can remember. And it always struck me as odd and axiomatic. But these days, I find myself thinking about the importance of thinking more than ever.

I am constantly inundated with emails touting new qualitative research methodologies with capabilities from ‘automated reporting’ and ‘dashboard integration’ to ‘data-driven recruiting’ and ‘iterative analytic tools.’

At Gundell & Company, we’re always eager to understand how these methodologies work and in many cases, integrate them into our client’s studies. But, what has become clear is that these technologies are not a replacement for thinking. In fact, the ability to apply analytical rigor and insightful reporting is even more important with the advent of online platforms and mobile technology.

Whether its sifting through reams of transcripts from an online bulletin board or editing a highlights reel from smartphone qual, our job is not to restate what was said but to delve in, analyze and determine the implications and present actionable paths forward. That is an art that requires thinking, not a science driven by technology.

And as alluring as ‘new and different’ is, there are still times when more established methodologies make the most sense of all.

What do you think?

04/16/2017

Great advice from Dan Rather for all researchers: The first three keys to doing a good interview are homework, homework and homework. And to be a good listener. I do every interview trying to concentrate on having clear eyes, an inquiring mind and an open heart

The former news anchor on new media, quality journalism and “Friday Night Lights.”

02/17/2017

We're conducting 30 minute telephone interviews on behalf of a credit card company.
We’d like to talk to young professionals working in the United States on H1/L1 visas. Participants will be compensated $100 for just 30 minutes of their time.
Do you know of anyone who would be interested in participating? Please reach out to [email protected]. Thanks!

01/23/2017

We're looking for some students to participate in focus groups on Wednesday in Philadelphia. If you know a nursing, medical or law student planning to take their licensure exams sometime in the upcoming year who would be interested in participating, please reach out. They'll be paid $200 for their time. Thanks!

01/10/2017

12/12/2016

A beautiful reminder to spread harmony. Not just during the holidays, but always.

We wanted to lift people up and remind them that ordinary people can make a difference. Our message focuses on the spirit of the holidays, people coming toge...

11/25/2016

It’s been almost a month since the election, and pollsters are still trying to figure out why and how they got it so wrong. From all reports, pollsters used their usual methodologies and practices in a highly unusual election. They didn’t get outside their comfort zone.

11/15/2016

G&C is conducting focus groups in New York City and looking for creative and engaging folks to talk about, well, credit cards! The sessions will be on Monday, December 12th in midtown. If you qualify and participate, you'd get $250 for your time. Interested? Please answer a few questions and we'll get back to you if you're a good fit. Thanks!

→ https://jane264.typeform.com/to/LvAgME

11/08/2016

This is when a little market research would have come in handy...or candy.

Mondelez International has increased the gaps between the individual triangles of Toblerone in the U.K., leaving many fans very angry.