Qualitative research is the search for a deeper understanding of human behavior, attitudes, opinions and perceptions.

It is applied in market research by communicating directly with consumers in an effort to understand how and why they are reacting the way they are to a brand or business. 

Companies communicate with consumers in different ways. Regardless, the message must be relevant, different, motivating and cohesive.

With today's consumers able to share experiences in social media in real time, it is increasingly important to find ways to gauge consumer sentiment quickly – and accurately.

Meet the Expert

Janet Standen

Co-Founder, Scoot Insights
San Francisco, CA
  • English

Skills and Expertise: What's this?

About Janet

  • Leveraging 25 years of consumer marketing experience in the UK/Europe and in the US to reveal fresh consumer insights that are relevant and directional and inform management teams in making more valuable decisions.
  • Focused on bringing rapid, in-person, qualitative consumer understanding to the client/agency team without compromising depth of understanding and ensuring immediately actionable results.
  • In the past five years clients have included: 7x7 Magazine, Annie's, BevMo!, Birds Eye Foods, Brita, Cisco, Clorox's Fresh Step, d-CON, Dole, Ebro, facebook, Fleischmann's, Google, Hormel, IHOP, Kraft Europe, Kroger, LeapFrog, Milton's, Nestle, PepsiCo, PG&E, Quaker, Sabra, Samsung, TurboTax.


Co-Founder • Scoot Insights
2105 — Present
  • Delivering Agile Qualitative - accelerating access to in-depth customer insights, to speed up the process from "Insights into Actions" to inform better business decisions.
Director of Consumer Insights • Instant Insights Lab
Nov, 2012 — Present
  • Full-service research company specializing in fast turnaround, in-person, in-depth, observable, qualitative consumer insights,
  • Involving the client/agency team in real time access to consumer learning.
Director of Consumer Insights • Wharf Research
Nov, 2011 — Aug, 2012
  • Focused on fast-turnaround, live/in-person, user experience, qualitative insights
Innovation Strategist • Center for Culinary Development
Jun, 2005 — Oct, 2011
  • Strategic brand development, innovation and product development for consumer food & drink brands
Partner • New Solutions
Mar, 1989 — Mar, 1999
  • Strategic Brand & Business Development Consultancy based in London.
  • Brand strategy & innovation projects for blue chip companies with global scope, across food, beverage, toys, cars, pharmaceuticals, beauty and healthcare.
Marketing Director • Coley Porter Bell
Jan, 1987 — Feb, 1989
  • Strategic Design Company - Packaging and Corporate Identity
Innovation Manager • Nestle UK
Jan, 1986 — Dec, 1988
  • New product development across drinks brands for Nestle both in the UK and Internationally
  • Brands included: Nescafe, Libby's, Nesquik, Carnation


Matter of Trust: Board Chair (June 2013 - Present)
An ecological non-profit that concentrates on renewable resources: man-made surplus, natural abundance, and eco-education


QRCA (Qualitative Research Consultants Association): SF Chapter Co-chair
(November 2013 - Present)
The preeminent business association for Qualitative Research Practitioners

BAM (Bay Area Marketers): Founding Member (2010 - Present)
A network of Bay Area based senior marketing and business professionals who gather once a month to share ideas.  Each month a guest business benefits from the experience and brain power of the assembled members.
Packages with Janet starting from $550

Your Expert Package Includes:

Best Practices

Access to ALL Best Practices authored by TrustedPeer Expert Janet Standen on this topic.

Pre-Meeting Discovery Process

Review and analysis of your issue with pre-meeting discovery questions by Janet, followed by a 30- or 60-minute one-on-one call. Sample

One+-on-One Call

Your (+colleagues) meeting is directed and focused from the first minute.

Meeting Summary Report

After your call, Janet completes a Meeting Summary Report to provide you with the session’s discussion topics, analysis, assessment and recommendations for next steps. Sample

Post-Meeting Engagement

After your meeting, continue your relationship with Janet on your own, or with TrustedPeer’s support.