Scientific data vs. human behavior. Objective vs. subjective responses. Let’s ditch the “vs,” shall we? These two things don’t compete. Instead, they support and enhance each other.

A Live Well™ summer combines the best of what you love, what you value, and what you want most out of life. It’s a trifecta for the participants and a golden opportunity for brands.

There is a new doctor in the house. Jim Harper, our Quantitative Research Director, recently received his Doctor of Business Administration in Marketing.

One thing was abundantly clear at the three U.S. Quirks market research conferences this year – Winning brands are embracing the Live Well™ mindset, even if they don’t know the term. Yet.

One pet was deathly afraid of my hair, so I had to pull it back in a ponytail. Another wanted to eat it, and he gave me a friendly chomping. Ethnography studies are always fun and unpredictable.

Back in the day, all the cool and impressive people rocked polo shirts with a small crocodile logo. Now they wear whatever they want because they are rocking authenticity.

When brands authentically meet consumers where they are in their Live Well™ space, demographic differences become irrelevant, and huge business opportunities open up.

Here is the hard truth: Consumers are never going to approach a brand and say, “You help me live well.” But they will absolutely quiet quit a brand that doesn’t do just that.

Bots are a nuisance that corrupt data and skew market research results. They are increasingly sophisticated and sneaky, so we have become increasingly vigilant.

Coming out of COVID, many people did a self-reflection and took the opportunity to change some core elements of their lives. Here at The Olinger Group (TOG), we did the same thing.