We know that consumers are driven by emotion. Their behaviour can be complex with numerous factors influencing purchasing decisions. A business that understands what and how the consumer thinks is more likely to meet their needs. This is especially true when it comes to sustainability. Consumers say they are increasingly concerned about the environment and yet we often hear from businesses that they struggle to generate demand for environmentally-friendly products.

It’s been a busy six months and as we edge towards Midsummer here in Sweden, I was reflecting on some common threads from recent and ongoing projects. Whatever the subject, one question that often comes up is about our use of the phrase “better decisions”: What do we mean in practice? The term is subjective and depends on the context, but put simply, we’re talking about making choices that result in a better outcome than staying on your current path or one that you might choose without being well informed.

In an era dominated by artificial intelligence (AI) and data-driven decision-making, it is crucial to explore the advantages of qualitative interviews as a valuable market research tool. This white paper explains the drawbacks of traditional survey methods, the problems associated with smart cheaters and “AI washing”, while shedding light on the manifold benefits of qualitative interviews, including improved data quality, profound insights, and risk mitigation. It addresses concerns related to data quality in AI-driven approaches and emphasizes the power of qualitative interviews in providing in-depth insights. By embracing imperfection and recognizing the power and limitations of AI, organizations can leverage qualitative interviews to make better decisions.

Maria Isaksson is no stranger to Opticom, having worked with us for almost a decade during her 20 plus years with Stora Enso.

Our latest edition of Forest Insights contains a wealth of valuable information. Discover the perspective of Stora Enso regarding our work and gain an in-depth understanding of our team members and their contributions to market research. Additionally, the selection between the Net Promoter Score(NPS) and a customized barometer for customer satisfaction measure.

Experience has taught us that the most meaningful interviews are those conducted in the respondent’s native tongue, so at Opticom, we don’t do it any other way. It does mean that when we win a project in Germany, for example, we need native German speakers. Niklas Schulz, Research Supervisor, is an Austrian living in Sweden and began his career with Opticom on just that premise.

Both the Net Promoter Score (NPS) and a customized barometer using attitude, loyalty, and relative performance ratings can be valuable for measuring customer satisfaction in a B2B setting. However, their usefulness depends on the specific goals and context of your business. Some quick food for thought if you’re wondering which path to choose: