Thursday, October 12, 2017

Charlotte, NC Insights Association Event

Accelerant Research and Market Cube co-sponsored an event in Charlotte last Thursday, October 5th for the Insights Association. The event was a fun networking opportunity for research and insights professionals, which featured an interactive panel discussion on: Journey Mapping Careers in Market Research. The panel discussion was moderated by Paul Rubenstein, PhD: President, CEO at Accelerant Research and consisted of:
  • Brooks Deaton: Senior Director, Consumer Insights at NASCAR
  • Brett Townsend: Head of North America Insights at Electrolux 
  • Erin Patel: Shopper Insights Manager at Clorox 
  • Ted Pulsifer: Partner at Market Cube 
  • Jill Miller: Director of Enterprise Strategy at Lowe’s Home Improvement
It was a huge success! Thanks to everyone who came out to enjoy the great networking and panel discussion. Accelerant Research was happy to have had the opportunity to help sponsor this event, and we look forward to other research knowledge sharing opportunities down the road. Below are a few pictures from the event. If you're interested in getting involved with the Insights Association, please check out their website at http://www.insightsassociation.org/.















Tuesday, October 10, 2017

Once Upon a Time…They Lived Happily Ever After: An Old Research Dog’s Story about Storytelling in Market Research

When I was a young pup in the market research industry, circa 1985, I was in graduate school working on my doctorate in psychology and serving as a graduate student intern at JC Penney headquarters in Manhattan on 8th Avenue across from the Winter Graden where Cats had been playing for years and years. It was a very exciting time in my life as I was juxtaposed between “book life” and “school life.” Every day I toggled between the conceptual and the practical in my pursuit of becoming a research professional.

At Fordham University, I was trained to write like an academician. At JC Penney, I was criticized for doing so, and urged to write simply, succinctly, and to do so in a style that would enable the reader to become enmeshed in the words I put forth. I must admit, it was a battle that was waged, in my head, and I allowed the academic side to win. I thought, if my writing style reflected intelligence by using multi-syllabic, highfalutin language, others would see me as smart. Boy, was I stupid. I had no intention of becoming a professor; rather had set my sights only on being a practitioner. But I couldn’t help leading with my degree to tell, without saying, to everyone in a room that I was highly educated. Throughout my internship, I never strayed from that posture and, in hindsight, it never benefited me.

Then I graduated and went to work for a large advertising agency in NY. Early on, I literally got my ass kicked by writing reports in a style that was better suited to publication in a scholarly journal. But I was no longer an intern; now I was a paid employee and was working on studies that were delivered at high cost to our clients. Needless to say, my boss was not patient with my learning curve as a struggled to write reports, and even questionnaires, that were easy to understand and digest.

As time went by, I was assigned to a new boss who took me under his wing and worked with me closely. I’ll never forget one (late) night at the office working on a report that needed to be delivered before deadline when he said “your report needs to read like you are telling a story.” It needs a beginning that draws in the reader, a middle that states what the study found, and an end that draws conclusions and provides closure to the reader on the subject matter such that he or she takes away the key learnings of what the study was designed to discover. In essence, the whole report must be a story that leaves the client with clarity on what decisions need to be made to drive business and why.

That experience was a career milestone for me. It was a great lesson that, not only provided the motivation to improve, but taught me the lesson that my work was not about me. Rather, it forced me to stare straight into the eyes of the main purpose of what I was doing -- helping clients figure out how to improve their own businesses. It finally dawned on me that storytelling was the way I was going to practice my profession. As a psychologist, I was trained to be compelled to help my clients in any way I could, and so I took this lesson about storytelling and ran with it.

Fast forward to nowadays.

Another important ingredient in our farm-to-table recipe for qual recruiting include the meticulous scrutiny we bring to bear on our clients’ screeners. In the spirit of farm-to-table quality in our recruiting services, we carefully vet screeners to ensure they provide operation al definitions of the target population members to be recruited. This way, clients get exactly what they ordered and recruiting projects run smoothly without surprises.

At Accelerant Research, our team of recruiters are well trained to be sensitive to these conditions of lying and faking, and require all potential participants to provide anecdotes and even artifacts (photos, etc.) to validate their usage of or experience with the study topic. We pay close attention to their “stories” and probe them to clarify or expand their answers. In the end, we provide quality recruits that are both qualified and articulate.

We invite you to request a cost estimate from us as a first step. Simply give us a call (704-206-8500) or send us an email (info@accelerantresearch.com). If we are granted the opportunity to work with you, we are confident that the quality of recruiting service you receive will be a marked improvement.

Good luck and safe travels.



Wednesday, August 9, 2017

Farm-to-Table Freshness in Qual Recruiting

According to Wikipedia, farm-to-table is a social movement which promotes serving local food at restaurants, preferably through direct acquisition from the producer. Moreover, farm-to-table often incorporates a form of food traceability (celebrated as "knowing where your food comes from") where the origin of the food is identified to consumers.

To achieve the highest quality in recruiting participants for market research studies, Accelerant Research has adopted a parallel program of farm-to-table in its recruiting practices. Doing so has proven to be the single most important ingredient in our success, resulting in a quadrupling of the amount of recruits we have delivered to our clients in 2016 from the year before.

For us, it begins with our nationwide panel of consumers, amassed through several years of rigorous vetting and pruning to cast out the “professional survey takers” and keep only those who are articulate and have substantive knowledge on a given subject of study. Those that we catch “cheating the system” by trying to game a screener, or otherwise attempt to deceive our recruiters are deleted from our database. Conversely, those that are genuine, who show up on time at designated sites, and truly participate, are recognized as “elite participants” that are used (after a timeout period) for special clients on special projects.

Another important ingredient in our farm-to-table recipe for qual recruiting include the meticulous scrutiny we bring to bear on our clients’ screeners. In the spirit of farm-to-table quality in our recruiting services, we carefully vet screeners to ensure they provide operational definitions of the target population members to be recruited. This way, clients get exactly what they ordered and
recruiting projects run smoothly without surprises

At Accelerant Research, our team of recruiters are well trained to be sensitive to these conditions of lying and faking, and require all potential participants to provide anecdotes and even artifacts (photos, etc.) to validate their usage of or experience with the study topic. We pay close attention to their “stories” and probe them to clarify or expand their answers. In the end, we provide quality recruits that are both qualified and articulate.

We invite you to request a cost estimate from us as a first step. Simply give us a call (704-206-8500) or send us an email (info@accelerantresearch.com). If we are granted the opportunity to work with you, we are confident that the quality of recruiting service you receive will be a marked improvement.


Good luck and safe travels.