Hardware Podcasts

#143 Qualitative Consumer Insights: Sara Schor, Schor Insights & Strategy

The Startup CPG Podcast · 21 May 2024 · 58m · Episode 40

What this episode covers

Sara Schor, principal of Schor Insights & Strategy, explains how early-stage CPG founders can conduct cost-effective qualitative research to drive brand strategy. She contrasts qualitative methods, such as online bulletin boards and one-on-one interviews, with quantitative surveys, emphasizing the importance of unaided questions and 'Zoe from Mars' exercises to uncover deep consumer motivations. Schor details the process of designing discussion guides, recruiting diverse samples via scrappy methods like 'friends of friends,' and analyzing data to find 'juicy ahas' that inform packaging, messaging, and investor storytelling.

Most relevant to

early-stage companies

Topics

Mentioned

Companies
Schor Insights & Strategy, Respondent IO, D Scout, ESPN, Sterling Brands, Ogilvy
Products
Dove
Tools
Recollective, Qualtrics, SurveyMonkey, Google Forms
Also
Mintel, Statista

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