Rob Darrow

About Rob Darrow

Rob Darrow is a senior director of qualitative research at Market Strategies, with more than 25 years of experience in research, product marketing and product management. Rob has worked with C-level executives, IT personnel, small business, consumers and healthcare professionals on a wide range of strategic issues including attitudinal and behavioral assessments, new product concepts, brand perceptions and positioning strategies. Prior to joining Market Strategies, Rob held research positions at Ipsos UU and King Brown Partners and marketing roles at Motorola Computer Systems, Plantronics, Pixo and Vocera. Because he is a regular jogger and hiker, Rob tries to rationalize his love of baking sweet treats, including a mean berry pie!

Making VR a Market Research Reality

Virtual Reality Is More Than Fun and GamesMaking VR a Market Research Reality

Over the past four years, a flurry of product introductions has created significant buzz around the area of virtual reality (VR), and much of the hype is well deserved. Users confirm that VR offers an incredibly immersive experience. In practical terms, this means that VR users feel swept away from their actual, physical environment and transported into an entirely separate virtual environment that fully engages their senses of sight and sound. Fighting off robots in the land of Robo Recall when one is actually standing in one’s living room is both thrilling, fun and magical. However, academic research indicates that the benefits of virtual reality go far beyond offering a novel experience for gamers. Continue reading

How to Avoid a Robotic Approach to Product Innovation

For many of us, robots seem to be more of a concept than a reality. We may receive a shipment from Amazon that was picked from the shelf by a robot, and we may drive a car with electronics and mechanical parts built by robots. Yet, with just a few exceptions, these robots labor behind the scenes where we are largely unaware of their impact and the role they play in our lives.

Enter Walmart, who has begun to test “shelf-scanning robots” in 50 of its stores. Designed to move up and down aisles and determine the stocking status and needs of each shelf, these robots have the potential to reduce labor costs and increase revenues through improved shelf maintenance. Not surprisingly, Walmart feels these robots could add millions of dollars of profit to its bottom line.

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Two Common Product Development Mistakes to Avoid

Two Common Product Development Mistakes to AvoidEditor’s Note: Our qualitative researchers go beyond people’s words and actions to reveal the meaningful insights behind them. They have decades of experience across a myriad of industries and brands. But who are they? And what drives their desire to connect with others? Take a two-minute peek into today’s featured moderator: Rob Darrow.

When I first entered the field of market research years ago, the CEO of our small boutique firm routinely stated that “our greatest challenge doesn’t come from other research firms, but from prospective clients who feel they don’t need research.”  Thankfully, most companies recognize that market research plays a critical role in market success, but even that enlightened view is not sufficient to guarantee success.

After all, what does “market research” for any given organization actually mean?  When is it needed?  How should it be applied? Even those who are committed to better serving their customers can find themselves making some very basic mistakes when it comes to using or not using market research.  Following are two common mistakes that businesses make when it comes to market research and product development.

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Putting Your Best Foot Forward

How to Avoid Product Pitfalls through Deep Understanding   
feet under seat 2As a qualitative market researcher who conducts focus groups around the country, it’s fair to say that I know a thing or two about air travel. This exposure has made me notice the many little things that contribute to making a flight pleasurable or miserable. There are so many things, in fact, that I will only focus on one of the details that recently made an impression on me.

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