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Marketing Edge

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Wednesday, September 07, 2005

Market research: Is it quality vs. quantity?

New life cycles that put a premium on speed to market, whether you have a product or service, are creating unprecedented pressures on market research. This insightful interview features Ken Colen, a market researcher with years of experience in consumer and media research, working for companies such as MTV, McCann-Erickson Worldwide and The PreTesting Company. This podcast gives a practical perspective about qualitative research - such as focus groups - and quantitative research - such as online surveys.

Ken refutes the idea of "going with your gut," as encouraged by Malcolm Gladwell in the book "Blink." Ken describes the tremendous value of observing people interacting with products as a means to uncover the "what-ifs" that may lead to product or marketing breakthroughs.

We invite your comments about this interview. We're also launching a new interactive research series. If you are interested in participating in the first ever online focus group to be used as a podcast, e-mail amaruggi@providentpartners.net or call 651-695-0174.

More information on Ken's research is located at www.colenresearch.com or call Ken at


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