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Some of our favorite innovations

Below are some of the topics our team is most excited about lately.  If any of these excite you, too, tell us. We’re happy to share our white papers and published articles on these (and other) topics.

Emotional and other non-rational drivers of behavior

We all know that behavior is often not rational.  (If it were, there’d be a lot less smoking and obesity in the world!)  But non-rational associations and drivers are hard to measure in market research—they’re not typically accessible to verbal questioning. The solution is to ask non-verbal, non-linguistic “questions.”  It’s not easy to do, but the results can be game changing.

Using the power of Archetypes

Archetypes are shared cultural stories that carry a rich network of associations.  More and more marketers are taking advantage of archetypes to help build associations between customers and their brands.  We’ve developed methods to help these marketers identify the optimal archetypes for their brands and their customers.

Better Forecasts

Market researchers know that market share forecasts tend to be wildly exaggerated. Conventional wisdom calls for dampening of 33% - 66%. Rather than reduce an exaggerated forecast after the fact, Fulcrum Research Group has developed techniques to eliminate some of the most likely sources of the bias, preventing bias from elevating forecasts in the first place.

Better measurement of product beliefs/associations

Beliefs vary in how strongly there are held: from passing fancies to core values.  Yet market researchers routinely ignore this.  Taking strength of conviction (SoC) into account offers two significant advantages. First, it helps teams decide which beliefs to target for change through messaging—weakly held beliefs are easier to change.  Second, our SoC attribute scales actually improve accuracy in measuring beliefs, providing greater ability to predict behavior.  We have the data to prove it!

Expanding non-rational measures to online surveys

Some of our favorite qualitative methods are those that help us uncover non-rational associations and drivers of behaviors.   But these techniques require indirect methods that don’t rely on language (e.g., picture sorts, archetype analysis).  We’re hard at work validating a quantitative method that uses these kinds of measures in the more cost-effective format of online surveys.