Originally, Judith Langer started out as a quantitative market researcher. However she found the results frustrating, "I had been drawn to research because I wanted to understand people better, but I didn't feel I was learning anything about them by devising and later analyzing closed-loop questions. Where the data were inconsistent, I couldn't make sense of the contradictions." So, she switched tracks in 1970 to become one of America's best-known qualitative researchers, specializing in focus groups and one-on-one consumer interviews. "I found the experience fascinating, exciting and fulfilling. My retirement plan is to interview until I drop." Langer wrote The Mirrored Window in order to share a career's worth of tips, tactics and insights with other moderators and the clients who hire them. She says, "My hope is that through reading it, you will become savvy where I was once naïve." As Senior Vice President and Director of the Roper/Langer Qualitative Division of Roper Starch Worldwide, Langer's clients have included almost every type of company you can imagine, from cable television networks to financial institutions, from Motrin to the New York Times. Langer is frequently quoted on marketing and lifestyle trends by such media as CBS News, Cable News Network, Prime Time Live, The Wall Street Journal, USA Today, Adweek and Advertising Age. She was also the very first President of the Qualitative Research Consultant's Association and has been one of the American Marketing Association's Board of Directors. When she's not traveling around America to conduct focus groups, she loves to waltz with her favorite partner at ballroom dancing clubs.
Originally, Judith Langer started out as a quantitative market researcher. However she found the results frustrating, "I had been drawn to research because I wanted to understand people better, but I didn't feel I was learning anything about them by devising and later analyzing closed-loop questions. Where the data were inconsistent, I couldn't make sense of the contradictions." So, she switched tracks in 1970 to become one of America's best-known qualitative researchers, specializing in focus groups and one-on-one consumer interviews. "I found the experience fascinating, exciting and fulfilling. My retirement plan is to interview until I drop." Langer wrote The Mirrored Window in order to share a career's worth of tips, tactics and insights with other moderators and the clients who hire them. She says, "My hope is that through reading it, you will become savvy where I was once naïve." As Senior Vice President and Director of the Roper/Langer Qualitative Division of Roper Starch Worldwide, Langer's clients have included almost every type of company you can imagine, from cable television networks to financial institutions, from Motrin to the New York Times. Langer is frequently quoted on marketing and lifestyle trends by such media as CBS News, Cable News Network, Prime Time Live, The Wall Street Journal, USA Today, Adweek and Advertising Age. She was also the very first President of the Qualitative Research Consultant's Association and has been one of the American Marketing Association's Board of Directors. When she's not traveling around America to conduct focus groups, she loves to waltz with her favorite partner at ballroom dancing clubs.