Author Archive: Samantha Bond
About Samantha Bond
Samantha Bond is a Research Executive at Northstar Research. Samantha joined the Northstar team in early 2012 having developed a passion for research whilst studying Sociology and Social Policy at the University of Nottingham. After university, she experienced a broad range of methodologies while interning at quantitative, qualitative and brand innovation agencies, working on a range of diverse brands and sectors, including Clarks, Persil and SABMiller. From both her degree and industry experience, Samantha has developed a particular interest in qualitative research and has a genuine curiosity for consumers’ desires and aspirations, what motivates their behaviour and how this information can be used to build creative solutions to meet client’s needs. When not working, Samantha is happiest travelling the world and exploring new places.Survival Of The Fittest In 2013: Adapt Or Die
Monday, February 25, 2013, 7:48 am 1 CommentIncreasingly, the marketplace is becoming more and more saturated, as new brands enter the mix with innovative strategies and their finger on the pulse. As a result, to compete in today’s environment, it is clear that brands need to work harder and represent much more than their product or service. Continue reading
Fresh Voices: The Qualundrum of Innovation Development
Wednesday, August 1, 2012, 6:46 am 2 CommentsBeing still relatively new to the world of qualitative research I found myself disheartened when the Global Innovation Director of Diageo, Syl Saller, exclaimed during her talk on innovation development at Marketing Week Live that she ‘hates focus groups’. I couldn’t help but question whether she was valid in taking such an openly strong stance against research or whether the objective was to create an impact – unfortunately at the expense of the market research industry. Continue reading
