Dr. Sharon LivingstonThe Snow White Theory of Group DynamicsPeople often ask me about the techniques I use and teach to Moderators and Coaches. How did I learn them myself and how did I come up...
Dr. Sharon LivingstonBranding and the Use of ArchetypesAt the core of any compelling brand story is an essential brand archetype. Let’s take a step back for a second and talk about archetypes,...
Dr. Sharon LivingstonThe Power of Emotional MarketingPeople get very confused by the term Emotional Marketing and I’m here right now to clear it up. This is an often-used definition that is...
Dr. Sharon LivingstonGOT MILK? HOW THE ICONIC CAMPAIGN CAME TO BE In 1993, a focus group headed by Jon Steel, a partner at the San Francisco-based advertising film Goodby, Silverstein & Partners, asked...
Dr. Sharon LivingstonWhat I Learned from Conducting Over 62,000 InterviewsNot job interviews but research interviews with thousands upon thousands of patients, parents, health care professionals, kids, business...
Dr. Sharon LivingstonTHE "BACK ROOM" CHALLENGE FOR THE QUALITATIVE RESEARCHERS Most qualitative researchers are very aware of the types of difficulties which can occur in the front room leading questions, dominating...
Dr. Sharon LivingstonThe Backlash Against Pink and Blue BrandingAs more and more parents push back against gender stereotypes, retailers are choosing to throw out the pink and blue rule book and...
Dr. Sharon LivingstonHOW TO IDENTIFY YOUR BRAND STORYA brand story is made up of all that you are and all that you do. From the company’s history, mission, inspiration, goals, products,...
Dr. Sharon LivingstonHow to be Creative with Qualitative ResearchAre you thinking about developing a standard guide or adding some creative or projective exercises to your Focus Groups? Whether you’re...
Dr. Sharon LivingstonBe Creative! to Discover In-Depth InsightsWhile they are often the people who get credit for it, it’s not just the ad agency “creatives” who have imagination, intuition and...
Dr. Sharon LivingstonHow I Helped Totinos Retarget Pizza RollsA number of years ago, I was brought in by Pillsbury to help them understand their Totino’s Pizza Roll positioning. There was some...
Dr. Sharon LivingstonHow Lysistrata Helped Me Uncover Women's Unspoken NeedsLysistrata is the comic account of one woman's extraordinary mission to end the Peloponnesian War. Lysistrata convinces the women of...
Dr. Sharon LivingstonTen Tips for Engaging Participants in Video Focus GroupsIn a previous article, I spoke about the benefits of doing focus groups on video conference instead of in person. There are a number of...
Dr. Sharon LivingstonWhy Vampires Love Ray-BanI am stuck on TV dramas like For All Mankind, Billions, and Mosquito Coast. These are popular, respectable series to watch. But as much...
Dr. Sharon LivingstonWhat COVID Taught Me About Online Video Focus GroupsFrom Remarks of Senator John F. Kennedy, Indianapolis, Indiana, April 12, 1959 When written in Chinese, the word "crisis" is composed of...
Dr. Sharon LivingstonEmotional Marketing MistakesIf you want to know which emotional end benefits are most meaningful to the consumer’s connection to your brand, the last thing you want...
Dr. Sharon LivingstonQualitative Research During COVID-19 and BeyondBob Lederer of RFL communications invited me to talk about conducting qualitative research during this chaotic time. As everyone knows,...
Dr. Sharon Livingston14 Ways To Keep Your Team's Spirits Up During The Colder MonthsAfter the excitement of the start of the season fades away, winter can feel near endless. Even if you don’t live somewhere with snow and...
Dr. Sharon Livingston16 Ways To Handle A Client Who Has Unrealistic ExpectationsFrom Forbes Business Council 13. Prioritize The Project Tasks – Dr Sharon Livingston The client talks about the tasks and goals that are...
Dr. Sharon LivingstonEmotions vs. Emotional Benefits - Part IIIIf you were to read the benefit statements in Part II of this series (e.g. "I am a sexy person because I drive an aerodynamic car") to a...