Total Credits: 1 Advance Credits
What if we turned the tables on traditional research? What if we let the respondents in on the fact that we are doing research while keeping that fact from everyone else participating in a real life experience? It’s a bit like having the subject of a picture in fine resolutions and the background being very faded out. But we are studying the impact of the background on the foreground. So we don’t wash out the background, we are focusing on it at the same time. I’ve used these techniques for years and they are particularly entertaining for me. And valuable for my clients. I’ll share examples from a study in the restaurant industry and in retail.
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Chris Hauck has honed his research skills across various categories – from telecom and IT to consumer-packaged goods, hospitality, and medical products. Influenced by a colorful, exotic upbringing in West Africa, Chris has an almost insatiable desire to explore and stretch his professional range. He worked on the client side for three decades until he founded HauckEye research company in 2020, which is dedicated to experiential marketing research, and he also started SCORE Metrics, using his ‘Sort and Score’ technique to improve tracker programs based on Likert scale questions. Chris has a BBA and MBA from Texas Christian University.
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