John Habershon

Services

Consumer research across a broad range of areas, but particularly, financial, fmcg, transport and public sector.

Focus groups and depth interviews conducted to the highest standards, as well as ethnographic and deliberative techniques to build an understanding of the cultural context of decision-making.

Business to business - particularly professional services, financial intermediaries. All business types from micro through the SMEs and large corporates.

Persistent, intelligent (and sometimes ingenious) recruiting to deliver the right respondents.

Speciality

Our research is informed by the latest findings in neuroscience on how decisions are made by consumers.

For projects which have a large emotional component, we use video analysis to capture facial expressions of emotions which are often not revealed by verbal information alone.

Analysis of facial expressions adds greater richness and reliability to branding, design, advertising communications, pricing, copy testing, and web site usability.

Background

John founded Momentum Research in 1992 having begun his qualitative research career at Cooper Research and Marketing, later becoming a director of Consensus Research International and Taylor Nelson Sofres.

John has a long-standing interest in the psychology of emotions, holding a PhD in Social Psychology from Imperial College, London.

He is an experienced trainer and workshop convener in qualitative methods, video production and non-verbal communication (ESOMAR). He has had a number of papers published on capturing emotions in qualitative research.

He is a full member of the MRS and a member of AQR and ESOMAR

Contact Details