Curio Research Quarterly Vol. 29
Hey Curio Peeps. Happy Plastic Free July! Our reliance on single-use disposable plastics has caused a pollution crisis. There’s a mass of tangled plastic in the Pacific Ocean that was twice the size of Texas in 2018. Microplastics are everywhere, including our bloodstreams, which may increase our risk of heart disease among other ailments. But you can turn the tide. Recycling is okay, but you know what would be even better? Opting out of using plastics in the first place:
Saying no to clothing made from synthetic fibers, like polyester
Drinking your beverage at the cafe or bringing your own to-go cup (even paper cups are lined with plastic)
Bringing your own takeout containers to your favorite local restaurant (yes, a lot of paper containers are also lined with plastic)
Remember, fighting the climate crisis doesn’t require you to be perfect, but just think of what we could do if everyone did a little bit better, albeit imperfectly? Small efforts on a massive scale can have a BIG impact.
Business
Work
Since my last newsletter, I finished the project for Kalamuna where I did a quick and dirty usability test on a new website prototype for a client I’ve worked on in the past. I used Respondent.io to find and schedule participants within a week, completed the eight interview quota within three days, used Google NotebookLM to find quotes to support my findings, and delivered the report before jumping on a plane to Montreal for my vacation. Finished within three weeks. A personal best and left the end-client with insights they valued.
After I came back from vacation, I jumped straight into running in person focus groups here in Vancouver for a well-known social media company on behalf of SAGO. I conducted seven focus groups, each with four participants. Four groups consisted of content creators, and three groups consisted of social media consumers. Over the conversations, we covered a wide range of topics, including content moderation, AI-generated content, advertising, compensation, and algorithmic accuracy. It was fun leading the discussions, and I couldn’t help but blush every time a participant told me what a great time they had and how the two hours passed so quickly. It’s also great when the client appreciates your work. Thanks, Carol 🙂
“Lauren supported our company as the focus group moderator, and she was absolutely amazing—engaging, insightful, and able to make every participant feel at ease. Since partnering with Curio, we’ve gained valuable user insights that have directly influenced our content strategy and significantly boosted campaign engagement.
Working with Curio has been smooth, collaborative, and genuinely impactful. I highly recommend them!”
Carol Tsai, Account Manager
After I did the focus groups, I helped sixzero out with a conversion test. Unlike a usability test, which is task-oriented, conversion tests are about perception. They test how your website is perceived by users. How effectively does your website resonate with your target audience? Does your website provide the information they need? Does it give a compelling call to action? It’s something I recommend every company do, especially if they’re thinking of redesigning or refining their websites.
Sixzero wanted to do this on a budget, so they conducted six 30-minute DIY interviews and asked me to analyze the recordings and write the report, which I was happy to do. Not ideal, but some research is always better than no research, and I gave him some constructive suggestions based on the feedback from the interviews.
I’m currently available to take on new projects. Let me know if you need a skilled research hand.
Conferences
I had every intention of attending the full WebSummit conference here in Vancouver, but the SAGO social media project ended up overlapping the initial two days, so I could only go to the last day of the conference. This meant I missed all the parties and networking opportunities. Still, I ran into old friends and clients, and spent most of my time at the Climate Tech stage watching panelists discuss the state of green technology startups and investment in Canada from various perspectives.
Next up is the QRCA’s Qualitative Technology Virtual Conference. Three partial days of content from people working on and with the latest in qualitative research technology. I love hearing from and talking with my peers about their experiences using different tools to support their practice. It helps me make informed decisions when I decide to incorporate a new tool into my practice.
In my effort to make more connections with decision-makers in the sustainable business sector, I have just signed up for the Sustainable Brands conference and the Verge Green Technology conference. Both will be in California in October. I submitted talk proposals to both conferences, and I hope they are accepted; however, I’m looking forward to attending both regardless.
Business and Sustainability
Let’s talk about carrots and sticks. Specifically, how carrots are infinitely better than sticks when it comes to changing consumer behavior. Samsung Appliances (Korea) and Coolblue Energie (Netherlands) collaborated to offer Samsung washing machine buyers free electricity for washing their laundry, provided they do their laundry between 12:00 p.m. and 3:00 p.m. This is an excellent example of a sustainable incentive program with tangible benefits:
Consumers get a discount on their electricity use
Samsung and Coolblue get loyalty because people have to buy these specific products and participate in the program to get the benefit
Electricity grids are less burdened during peak hours by spreading high electricity use activities to times when wind and solar electricity is abundant but usage is low.
What are some ways other products and services can reward people for positive behavior change?
Personal
Travel
The vacation I managed to sandwich between two projects was a trip to Quebec with my husband. First we spent a day in Quebec City. We had been there before, many years ago, for the winter carnival. So, going again in the spring was a very different experience - from the lack of snow to the absence of activities (ice carving, sleigh races, etc.). It was a chance to see the city as it really is. We spent most of our time in the Old City where we had some lovely meals and toured the historic fort, and then we explored a few other neighbourhoods to see beyond the tourist district.
We then drove to Montreal and spent the rest of the week there. Aside from the on/off rainy weather, it was lovely. We ate well, climbed Mount Royal, Bixi’d everywhere, saw Buckminster Fuller’s Buckyball Biosphere, drank at hidden award-winning bars, and walked through a stunning butterfly garden at the Insectarium. Not to mention having steamies and juleps at the big orange ball.
All in all, it was a great trip. We’ll definitely be going back.
Media
Variety published a list of the best TV shows of 2025 (so far) and I’ve seen and I agree with most of the list. Let’s focus on two I’ve seen recently:
Dying for Sex. Arrgh! This show was SO GOOD and I’m sad there will only be one season. A woman with terminal cancer suddenly experiences a full throated sexual awakening, leaves her husband, and with the support of her best friend (and true life partner), goes on a sexual journey of self discovery that continues right to the point of her passing. It was hilarious and tragic. Definitely something to watch on the couch with your bestie during an epic girls night-in.
Dept Q. There’s something about Swedish and British crime procedurals that no Dick Wolf production can touch and this one (even though it was written and produced by an American) is no exception. I love Matthew Goode and it was a delight to see him play someone so misanthropic and despised. He’s usually typecast as a charming aristocrat. The story itself was dark and the crime itself was really messed up, but let’s hear it for good character building!
Now for one hidden gem. If you're not familiar with the global phenomenon that is Taskmaster, I'm thrilled to introduce you to your next YouTube addiction. The original Taskmaster is a UK-based show, and it is about to launch its 20th season. It is a show where comedians compete against each other to solve asinine yet challenging projects and embarrass themselves in the process. Season 19 was infiltrated by American actor Jason Mantzoukas, who is a self-described agent of chaos and a massive fan of the show. He broke the show delightfully, and it is worth watching every clip and episode you can get your hands on. Enjoy.
Giving Back
While I haven’t had a chance to get out and pick up beach trash or remove invasive plant species, I have been doing more volunteer work with a local political party as they prepare for next year’s municipal election. I joined their data committee and reviewed all the open-ended canvassing data from the byelection earlier this year, spearheading the creation of a survey to gauge citizens’ issue priorities, along with their postal codes, to inform the party’s messaging and candidate selection criteria. We’re also collecting respondents’ postal codes so we know where to send canvassers once campaigning begins in earnest.
That’s all for this quarter. Get out there. Do good and do good work.
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