Quantitative Meets Qualitative

Transitioning from scientific research into a world of business and market-related qualitative research was a very defining and enlightening step in my career. Given many opportunities to learn by example from my experienced colleagues, there…

A Letter to The Graduating Class of 2022

Dear Class of 2022, Congratulations! You finally made it! You have accomplished something so incredibly difficult and have shown resilience when adversities were thrown your way. Being a recent graduate, I remember how easy it was to overlook…

The 2022 Penn Relays

Philadelphia is an awesome city for running and biking, and last week was a big one for runners! Not only was the 10-mile Broad Street Run back again on Sunday – in person! – for its 42nd year, the University of Pennsylvania also hosted…

Overcoming Nervousness when Interviewing and Presenting

When I first started my career doing phone and in-person interviews – and then presenting research findings – I couldn't imagine getting through them without feeling completely awkward, nervous, unsure… pick your word… but can now attest…

Raising the Bar and Giving Thanks at the Ideba Annual Business Review

Borne as a remote team 12 years ago, we’ve always appreciated business reviews, for quality facetime, and to collaborate on new initiatives. Having weathered COVID as well as any firm, avoiding disruption to business operations, we’re proud…

Structured Computational Prowess vs. Human Irrationality

Considering its ubiquity, marketing departments clearly believe the mere mention of AI makes their solutions seem more robust and cutting edge. It’s as if the very invocation suggests a semi-infallibility—an ‘if the machine says so, it…

Making Marketing Metrics Matter

Analytics has gone in and out of fashion focus over the past two decades. There is a point in time that it takes all the oxygen out of any other marketing conversation, and then months that it isn't even discussed. Sure, there are only so many…

Making the Most of Busy Workdays

Meetings are inevitable these days, and there are so many of them. I’m sure we can all agree that many of these meetings can be easily replaced by an email, but instead we end up on Zoom call after Zoom call with little time to get the actual…

How are you sharing your product roadmap with increasingly inquisitive customers?

Conducting qualitative research on behalf of technology customers over the past 20 years, it has been interesting to see the shift in expectations among their clients, when it comes to sharing their product roadmap. Gone are the days when clients…

Sensory Bins for the Win

As a mother, I have been exposed to the concept of sensory play, particularly in the form of sensory bins. Sensory play during my childhood took the form of simple crafts or playing outdoors, while the modern spin is sensory bins. These are…