Total Credits: 1 Advance Credits
The relationship consumers hold with products and brands has undergone an enormous shift since the pandemic. Understanding these revised relationships often requires a deeper connection than can be found through online research or around a traditional focus group table.
In this session, we will explore ways we can modify methodologies and manipulate physical spaces to create an immersive experience for both research participants and users of qualitative research. Using real-world case studies, we will share a wide range of examples from the bold (using classic TV game shows as inspiration to bring segmentation to life) to the simple (how we turned focus groups into a rotating multi-segment, inter-generational experience).
We will also provide examples of exciting ways to bring insights to life through experiential deliverables such as podcasts, customized video, and even graphic novels.
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Jeff Syroney is a seasoned facilitator and strategist with extensive national and international experience across a broad range of qualitative methodologies. He possesses a unique talent set that combines an early career in theatre, storytelling, and improvisation with 15+ years of corporate marketing experience. This marriage of art and strategy produces customized research solutions that meet the consumer where they are.
Jeff revels in research among targets traditionally considered “difficult to speak to” including teens, children, and men. He brings a spirit of creativity, flexibility, and sense of humor to his work with clients and consumers.
Jeff is a sought-after speaker, sharing inventive approaches to incorporating creativity into traditional research. He is the recipient of multiple industry awards celebrating his entrepreneurship and innovation. Prior to his career as a researcher, he served as the Founding Managing Editor of Soapbox, an online publication dedicated to highlighting and promoting the region’s talent, technology, diversity, culture, and business. He also co-founded the Cincinnati Fringe Festival, an annual twelve-day celebration of art, innovation, and creativity now celebrating its 20th anniversary.
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