Subscribe to "The Landmark" Articles by Email

    Follow Us!

    The Landmark Blog

    Using Market Research to Understand the Customer Journey

    Posted by Vaughn Mordecai on Mar 24, 2015 1:26:21 PM

    Read More

    Topics: Market Research, Online Qualitative

    A Tale of Three (Market Research) Conferences

    Posted by Vaughn Mordecai on Mar 4, 2015 2:12:00 PM

    I've been on the road quite a bit lately.  In just under one month I attended three different conferences and found myself out of the office far more often than I was in the office.  Though each of the conferences operated in the market research industry and presented unique advantages and opportunities, they were VERY different from each other.  Here are some brief thoughts if you're considering attending one of them next year:

    Read More

    Topics: Market Research Conference, Conferences

    It's All About the Text (Analysis): A market research love story with "meaning"

    Posted by Vaughn Mordecai on Feb 17, 2015 4:13:00 PM


    I recently spoke to the combined market research association chapters Vegas Conference 2015.  This is one of the best conferences of the year, not because they let me speak, but because the content is always great, the location is entertaining, and the other attendees are very friendly.  

    The subject of the presentation was using text analysis, phenomenology, and in-depth interviewing to understand the subject of Arthritis for market research purposes.   

    If you're interested in the presentation, check it out below.  

    Read More

    Topics: Text Analysis, Emotion

    Going Market Research Old-School

    Posted by Vaughn Mordecai on Jan 29, 2015 10:46:28 AM

    I've mentioned before that I have a fascination with music.  I'll listen to just about anything (as long as it's not obscene, racist, or sexist).  At times in my life, my musical preferences have swung from New Wave (80's) to Grunge and Metal (90's) to Blues and Classic Rock (00's) and now Pop, Hair Bands, and Country.  During this entire time I've always listened to Alternative music as well.  

    Read More

    Topics: Market Research, Online Community, Online Qualitative, Market Research Industry

    Market Research Phenomena

    Posted by Vaughn Mordecai on Jan 15, 2015 3:07:17 PM

    Edmund Husserl is a German philosopher that established a line of thinking called Phenomenology.  He once staked the claim that "We would be in a nasty position indeed if empirical science were the only kind of science possible."  Does this thought process contradict what we do everyday as marketing researchers.  I don't believe it does.  Here's why.

    Read More

    Topics: Market Research, Branding, phenomenology

    My Generation - Segmenting Characteristics of Generation X, Y, & Z

    Posted by Kevan Oswald on Jan 8, 2015 10:35:50 AM

    The oldest Gen Xers will turn 50 this year. At least most consider that to be the case.  Baby Boomers are widely agreed upon as having been born between 1946 and 1964, making 1965 the starting year for Generation X.  After that, start and stop dates for each generation start to get a little fuzzy.

    Read More

    Topics: Market Research, Segmentation

    Stand for Something (Good)

    Posted by Vaughn Mordecai on Dec 22, 2014 12:44:04 PM

    I had a really enlightening moment the other day so I thought I'd write about it.  As we do each year, Discovery Research sent out a digital card to our friends, fans, supporters, clients, etc.  Here's a copy of it:

    Read More

    Topics: Branding, Business Strategy

    Using Market Research to Define the Meaning in Emotion

    Posted by Vaughn Mordecai on Dec 10, 2014 2:47:38 PM


    Studying emotion is a pretty tough subject.  Most market researchers really want to understand how customers experience their brand emotionally.  The problem is, on a basic level it's not entirely clear how to define emotion.  Sure, you can look up emotion on dictionary.com and there's a definition.  It will tell you that emotion is "an affective state of consciousness in which joy, sorrow, fear, hate, or the like, is experienced, as distinguished from cognitive and volitional states of consciousness."

    Huh?  At least it talks about how emotion is experienced (how we apply meaning to emotion).

    Google defines emotion as "a natural instinctive state of mind deriving from one's circumstances, mood, or relationships with others."

    This one is easier to understand, however this definition eliminates experience and clearly states that emotion is "a natural instinctive state."  In essence, it stakes the claim that emotion is "nature" rather than "nurture."  

    The inability to clearly define emotion complicates things.  Does everyone have emotion?  Does everyone experience emotion in the same way?  Is the meaning of emotion good or bad when someone states, "he's being emotional"?  As with most things, I believe that the meaning and experience of emotion varies on the individual.  So how do you sort it out and find meaning from emotion?

    Here's how we do it at Discovery Research.

    Read More

    Topics: Market Research, Meaning, Emotion

    What's the "Meaning" in Your Market Research

    Posted by Vaughn Mordecai on Dec 4, 2014 2:32:40 PM

    Whether you know it or not, meanings are difficult to get your head wrapped around.  To begin with, the word meaning can refer to at least two different things.  An object can mean something to you, as in it can have value. Additionally, the word that depicts the object also has a meaning, as in it is defined by some social construct and has come to have a linguistic representation.  

    Read More

    Topics: Market Research, Sociology, Meaning

    Emotions Run Strong in Ferguson (Infographic)

    Posted by Vaughn Mordecai on Nov 26, 2014 10:13:00 AM


    Regardless of your opinion of the outcome on the grand jury decision not to indict Officer Wilson in Ferguson, MO after the shooting of teenager Michael Brown, it's pretty apparent that the issue is fraut with emotional energy from both sides.  

    From a sociological perspective, this incident is a case study in race relations in the United States with Brown supporters staking the claim that the entire outcome was based on race, while Wilson supporters claim that it was not a race issue at all.  As researchers, we were interested in the emotion that surrounds the ongoing event. Does the anger outweigh the relief?  Here's an infographic that uses our emotional measurements to understand the social content surrounding Ferguson, MO.

    Read More

    Topics: Social Media Research, Social Media, Social Trends