QCast

A Hybrid Research Approach for New Product Development

Speaker: Stacy Graiko

This Qcast will focus on the role of qualitative research when used as an exploratory technique in hybrid studies for new product development. These hybrid methodologies are based on understanding the consumer subconscious through early-stage qualitative research, including participant observation and other ethnographic tools, as well as IDIs and focus groups to unearth hypotheses for quantitative testing. Several case studies will be used to demonstrate how, without sufficient hypotheses and idea-generation from the qualitative work, the quantitative phase might have led the NPD team in a different direction and valuable research insights would have been missed entirely.

Key take-aways will include:

1. The importance of early stage qualitative research in NPD studies
2. How to position qualitative research in NPD studies
3. How qualitative and quantitative methods work together in NPD studies

About the Speaker
Stacy Graiko, VP Research & Brand Strategy, Sentient Decision Science, has spent her 18+ year career in research and strategy positions at various market research and ad agency firms working with clients as diverse as General Motors, Macy's, FritoLay, Maidenform, Bebe, Liz Claiborne, iRobot, Keurig and BestBuy. At Sentient, Stacy leads the qualitative research practice and specializes in developing new research methods for the retail and CPG sectors. Stacy has a BA degree in Psychology and is a member of the QRCA, AQR, and MRA and is a New England MRA Board member.