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

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2024-05-21
- Length: 58m
- Episode: 40
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2024-05-21-143-qualitative-consumer-insights-sara-schor-schor-insights-strategy
- Listen: https://share.transistor.fm/s/52479b5a

## Summary

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.

## Outline

1. Introduction: Sara Schor and Schor Insights & Strategy
2. Secondary Research and Shopper Observation
3. Qualitative vs. Quantitative Research Methodologies
4. Online Bulletin Boards and Focus Group Challenges
5. Recruitment Strategies and Sample Sizes
6. Designing Discussion Guides: Unaided vs. Aided
7. Analyzing Data and Finding 'Juicy Ahas'
8. Case Studies: ESPN, Dove, and Pricing Claims

## Topics

- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)

## Most relevant to

early-stage companies

## Mentioned

- Schor Insights & Strategy (company)
- Mintel (other)
- Statista (other)
- Recollective (tool)
- Respondent IO (company)
- D Scout (company)
- Qualtrics (tool)
- SurveyMonkey (tool)
- Google Forms (tool)
- ESPN (company)
- Dove (product)
- Sterling Brands (company)
- Ogilvy (company)

## Related episodes from other shows

- [How to Do Better Design Research with Jill Bohaboy | S3E02](https://hardwarepodcasts.com/podcast/designing-in-the-wild/2026-09-30-how-to-do-better-design-research-with-jill-bohaboy-s3e02) (Designing in the Wild)
- [Advice Line with Christina Tosi of Milk Bar](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-06-11-advice-line-with-christina-tosi-of-milk-bar) (How I Built This)
- [Advice Line with Eric Ryan of Method returns](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-04-23-advice-line-with-eric-ryan-of-method-returns) (How I Built This)
- [Advice Line with Randy Goldberg of Bombas](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-06-13-advice-line-with-randy-goldberg-of-bombas) (How I Built This)
- [Advice Line: What’s Your Value?](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-03-19-advice-line-whats-your-value) (How I Built This)

## Citing this page

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