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A former senior researcher with world-wide experience at major ad agencies, Allison Cohen is one of the most often-used, and often-quoted, qualitative researchers working today. Fortune 500 companies and advertising agencies call on Allison for her extensive experience in drawing out consumers’ real wants, needs, gripes and fantasies. A psychologist by training, she acts as a liaison between consumers, marketers and creative people representing the consumer point-of-view. She believes the best way to uncover insights is to:
To accomplish that, she uses innovative research techniques such as ethnography (e.g. in-home or on-site observation) and projective techniques within traditional qualitative research methodologies such as focus groups and depth interviews. She then translates consumer responses into actionable input that marketing and advertising professionals use to develop or fine-tune consumer-focused products and services, marketing plans and advertising campaigns. Allison most often works as a primary researcher or sole moderator. When necessary – large-scale studies, overseas projects – she brings in additional moderators. Unlike many other qualitative researchers, Allison personally provides project analysis and writes the all-important final report. She does not hand off the final report to a junior colleague or outside consultant. And she is always available to directly discuss her findings. What clients say makes Allison a unique and superior moderator:
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