Musings from the minds at Corona Insights. Sign up for our quarterly newsletter to always receive the latest content.

8/31/17

Tuft & Needle: Incredible Mattresses. Incredible research?

If you have ever received a proposal from Corona Insights regarding customer research, you may have seen this line: “We believe that surveying customers shouldn’t lower customer satisfaction.” We take the respondent’s experience into account, from the development of our approach through the implementation of the research (e.g., survey design, participant invites, etc.), even in […]

By David KennedyRead More

8/29/17

Based on my experience…

Born from a conversation I had with a coworker earlier this week, I wanted to talk about research methodology and design and how a client relying solely on what they know – their own experience and expertise – might result in subpar research. Quantitative and qualitative methods have different strengths and weaknesses, many of which […]

By Greg HornbackRead More

8/21/17

Phenomenology: One way to Understand the Lived Experience

How do workers experience returning to work after an on-the-job injury? How does a single-mother experience taking her child to the doctor? What is a tourist’s experience on his first visit to Colorado? These research questions could all be answered by phenomenology, a research approach that describes the lived experience. While not a specific method […]

By Matt BruceRead More

8/18/17

If you are traveling to watch the eclipse, be prepared

As a bit of a space geek (don’t even get me started on my love of SpaceX), I’ve been planning for this weekend for a long time.  I bought my eclipse sunglasses and started looking into lodging over a year ago, so you can imagine how excited I am for this event. Unfortunately (or fortunately, […]

By Matt HerndonRead More

8/8/17

Hey, did you hear that joke about naturally occurring data going to a bar?

There we were cresting a pass along Highway 40 in route to Steamboat Springs. I found myself scanning the beautiful terrain while engrossed in a conversation about one of my favorite research topics – naturally occurring data. Call it research purist meets strategist for the knockout round. As a consultant who leads data-driven strategy processes […]

By Karla RainesRead More

8/4/17

Understanding customer satisfaction requires understanding the customer experience

When people think of doing market research on a new idea, many think it works like this: The problem with this mentality is that humans are notoriously awful at forecasting their own behavior.  It’s easy to say “Sure, I would buy that!” in when clicking a button while taking a survey or when sitting in […]

By Matt HerndonRead More