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Basing Your Decision on "9 out of 10 Experts"? Not So Fast

blog / featured / customer experience / ux / qualitative research
 Fors Marsh Group using qualitative data the right way, making decisions on 9 out of 10 experts

Evidence-based decisions. This phrase has gained popularity in the public sphere, reflecting a desire for people to base their actions on proof that they have a reason to expect a certain outcome. Unfortunately, it is easy to use good data in a bad way, even with the best of intentions. Professionals need to be ever-vigilant not to mislead people with evidence, and consumers of information need to be wary about what they are being told.

How can you mislead people... more

When Qual Met UX: FMG QRCA Conference Recap

featured / applied cognition / communication research / conference / qualitative research / qualitative / focus group / user experience / ux / usability

 Fors Marsh Group (FMG) attends Qualitative Research Consultants Association (QRCA)

In February, FMG presented at the Qualitative Research Consultants Association (QRCA) annual conference in Phoenix, Arizona. FMG senior researcher Jon Strohl and I had the opportunity to present to a very engaged and welcoming group of attendees. Our presentation, When Qual Met UX: How to Combine Traditional Qualitative Methods and User Research Approaches to Satisfy Your Clients and Add Value to Your Findings, focused on how qualitative researchers can integrate elements of user experience research methodology into their work. For this presentation, we drew from our experience working... more


The Benefits of Moderator Training

qualitative research / focus group / featured
Earlier this month, several members of the FMG team attended an intensive training led by the RIVA Training Institute that focused on the fundamentals of moderating. The training offers an experiential environment for students to learn about focus groups in the context of qualitative market research. RIVA is considered the gold standard in terms of moderator training providers, and their students learn how to facilitate discussion among focus group participants to extract information on specific topics. At FMG, we believe that being a professional and effective moderator is important, and the RIVA moderator training provides the skills for our employees to meet the research objectives identified by the client and the research team. The RIVA course teaches that moderating is both a science and an... more

Fors Marsh Group to Conduct the 2017 State of the First Amendment Survey for the Newseum Institute

current events / government / news / qualitative research / free speech / free expression / freedom of press / featured
First Amendment Survey for the Newseum Institute Fors Marsh Group, LLC (FMG), a Washington, D.C.-area research-based consultancy, has partnered with the Newseum Institute’s First Amendment Center to conduct the Institute’s annual State of the First Amendment (SOFA) survey. This year’s SOFA survey measures Americans’ knowledge of their core freedoms and samples their opinions about today’s First Amendment issues. "We are excited to partner with the Newseum Institute’s First Amendment Center," said Dr. Krysha Gregorowicz, public policy senior researcher at FMG. "FMG’s experience in survey development, sampling, and analysis positions us well to provide unique insight into the current state of the First Amendment in the United States. As a mass media and... more

Designing for Behavioral Change

behavioral change / qualitative research / user experience / featured

A few years ago, I was shopping for a birthday card for a good friend - a fellow psychology nerd, I should add - and after sifting through hundreds (no exaggeration!) of contenders, I finally stumbled across "the one". The front read, "How many psychologists does it take to change a light bulb?" and inside was the classic "…Just the one, but the bulb has to really want to change. Happy Birthday!" I remember chuckling to myself and ending my search there, knowing (or at least hoping) my friend would appreciate my find. Looking back though, a thought occurs to me - good thing she wasn't studying to become a behavioral scientist!

While intrinsic motivation is certainly influential and at the core of many behavior... more