Part of the problem is our obsession with big data and representative samples.
Purposive sampling challenges a researcher to seek out specific consumers that exhibit specific traits, which often fly in the face of general representation. Such sampling can also be very fruitful.
Heavy users: bad! Light users: good! True, most of the time. But the argument against outliers only works when applied to business growth. It’s not such great advice when it comes to insight and diagnosis. That’s a place where heavy users can light the way for the rest of the market. A focus on heavy users may not be how brands grow, but it can provide a big insight into how you can make that growth and penetration happen.
listening to and learning from loyalists is right up there with secondary data and founder research for powerful insights into what the brand offers and why consumers will buy it.
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