The Art of the Tease: Priming Respondents for their Best Creative Thinking In-Session
Original Program Date :
Length: 56 minutes
If you’re looking to squeeze everything you can from respondents in an in-person qualitative research session – especially innovation-focused work – consider the rev up. Yes, we’re talking pre-work or “homework”. Before they even walk into their research session, consumers are our eyes, ears, and pioneers – and they have ideas of their own. While respondents are in their element, in the wild, let’s leverage that opportunity for an output that is powerful and resonant. No more humdrum homework – it’s time to up the ante and give consumers a seat on the innovation team like they’ve never had before. In “The Art of the Tease”, attendees will reimagine homework assignments as a way to pull out respondents’ sharpest thinking in-sessions and add an entirely new dimension to the creative process. This session will share tactical ways to improve respondent engagement, prime the pump for them to be more insightful, and tap into their entrepreneurial spirit for more of those coveted lightbulb moments. Learn how to engage your respondents with missions, challenges, and trend scouting ahead of their sessions – and impress clients with a research experience that starts and ends with them firing on all cylinders.
Noel van Aartrijk is a Research Director with Good Run Research & Recreation, where she leads custom, full-service research for global brands. Her favorite projects include: annual innovation for an ice cream manufacturer; quarterly exploratory of the fitness apparel industry; and PSA work combatting distracted driving. She co-launched RVA Research, which supports local businesses with market research expertise. Off-the-clock, you’ll find Noel walking her puppy, chugging coffee, and pronouncing her alphabet-soup name (it’s “van-are-trick”). Noel is a professor in the VCU School of Media, teaching research methods. She holds a Master of Science in Business degree from the VCU Brandcenter.