At Pinterest, consumer research escapes the lab

This event report explains how Pinterest, the social network, is taking qualitative research outside the lab to better understand its growth markets.

At Pinterest, consumer research escapes the lab

Ben DeJarnette

Cassandra Rowe, a market researcher for Pinterest's global consumer insights team, knows that her company's engineers welcome usability research.

But to expand Pinterest's reach around the world, she told an audience at the 2016 New Face of Consumer Insights Conference held by the Institute for International Research (IIR) in Marina del Rey, California, Rowe is taking a more creative, comprehensive approach to qualitative analysis.

"As a tech company, a lot of our engineers have been trained that one-on-one usability research is the only type of research that's valuable," she explained. "A...

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