Merging market research data streams

As a trend watcher in the IT space, I have noticed a consistent drumbeat over the last few years. CIOs and their interest in analytics and business intelligence have been consistent if not increasing. This makes perfect sense as companies realize they need to leverage both internal and external data sources to better compete in […]

Latest Articles

Hey there…have you heard of me?

In consumer and B2B market research circles we are often asked to assess market awareness and/or familiarity with brands, products and spokespeople or causes. These two related, but separate constructs, represent the first steps on the pathway from prospect to customer. Awareness should be measured in two ways – unaided and aided. Unaided awareness is […]

Census Regions – What it means for Hispanic Sample

Census Regions

Census regions are probably the last thing you think about when procuring Hispanic sample. Language, acculturation, and country of origin are likely at the top of your list. However, census regions are linked to all of the above. The Hispanic population distribution in the U.S. is considerably different than the rest of the population. For […]

Sampling and Other Considerations for Mobile Research

In a prior post I highlighted an interesting statistic – for any given project market researchers can now expect up to 40% response on smartphones. This percentage will continue to increase. The question then becomes one of what do we know about mobile responders and can this be applied to our sampling plans? First and […]

Three keys for designing effective mobile surveys

mobile surveys

At the recent MRA Corporate Researchers Conference the training organization Research Rockstar presented a course on designing device agnostic surveys. The trend is clear that more and more surveys are being taken on smartphones and tablets. Desktop computers still account for the majority of responses, but for any given project market researchers can now expect […]

Top 2 Box Score – Avoid the Pitfall

Recently when giving my desk a much needed cleaning I came across an article by Jerry Thomas with the firm Decision Analyst. His whitepaper focused on the use of the top two box score as a measure for conveying scores to survey scales. The top box score is the sum of percentages for the top […]

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“How To” Posts

TURF Analysis

How to Do TURF Analysis

Springtime is here! What better time to dust off your tools, including a nifty but underutilized method called TURF Analysis? No, I’m not talking about something in your yard or garden. I’m talking about the market research analytical technique called TURF Analysis. TURF is an acronym which stands for “Total Unduplicated Reach and Frequency.” TURF […]

How to Survey 150

How to Do a Survey

This brief tutorial outlines the key steps involved in conducting a survey. So, you want to do a survey. Maybe you haven’t conducted a survey before. Maybe you have. Either way, that’s OK. Here are the essential steps to success. 1. Decide who will take your survey The most likely scenario for a business or […]

share of wallet

Grow Your Business by Focusing on Share of Wallet

At the Marketing Research Association’s Insights & Strategy Conference in Orlando today, Timothy  Keiningham of Ipsos Loyalty shared an update on the Ipsos Wallet Allocation Rule method, which won the 2011 NGMR Innovation Award. Traditional customer loyalty measures alone do a poor job of predicting Share of Wallet, the percent of category purchases captured by […]

Flowers on Table - OpenTable

How to Ensure a Great Customer Experience: Keep it Simple

In my previous post, I sang the praises of OpenTable, the online restaurant reservation service that I believe has helped both diner and restaurant by establishing such an easily managed relationship between the two. I’m still praising OpenTable, but this time around, I’d also like to offer the company a gentle admonition: Stick to what […]

gears on path

10 Tips for Optimizing Market Research within Your Organization

Now more than ever, with many companies decentralizing marketing research, sharing information and insights is crucial to getting the best return on your marketing research investments. I have worked with numerous organizations that live by the value of their market insights, and there are commonalities in how they encourage a consumer focus throughout their companies.  […]

Grandma

Data Visualization Lesson 2: Think of Grandma

As the old composition adage goes, if it doesn’t make sense to the reader, it’s usually the author’s fault. The same applies to data visualization. Much like written or spoken communication, visuals invite the audience to extrapolate information, draw inferences, and make judgments or decisions. If a picture is indeed worth a thousand words, it […]

QuestionPro Poll

5 Smart Ways to Use Polling

Editor’s Note: As a follow-up to our recent interview with QuestionPro President Erik Koto about that company’s acquisition of PollBob, I asked QuestionPro Marketing Director Elizabeth Larned to share her recent post announcing QuestionPro’s new polling product and including an excellent list of 5 use cases for web polling.  If you’ve logged into your QuestionPro […]

Endangered species of lemur

The Paradox of Surveys of Small Population Sizes

Unfortunately for market researchers, the science of sampling error is often counterintuitive. For instance, the public considers convenience samples with tens of thousands of responses to be more accurate than random samples with 400 responses, not realizing that the random sample is far more accurate. Surveys of small populations are similarly counterintuitive, as some of […]

Wayne's World screen capture

The Mere Exposure Effect: Advertising to the Subconscious

A recent Adweek column bemoaned the absence of brand names from the first 29 seconds of many 30-second ads. It advised introducing the brand earlier and mentioning it more often, as the author explained that otherwise people forget the name of the brand. The author offered the right advice but for the wrong reasons. He […]

how to create Infographics

How To Create Infographics: Tips & Tools

Not since the invention of online surveys has something sparked the imagination of our industry like Infographics. Sure, we haven’t mastered the art of making them, and we aren’t quite sure how to define them.  Yet most of us know a good infographic when we see it (or think we do). I want to take a few […]

Survey Quality 150

Evaluating Survey Quality

Most of the surveys we analyze and report on are ones we planned and conducted ourselves. But what about when you are assessing surveys conducted by others? How do you evaluate their quality and filter the information they provide accordingly? I decided to ask that question of someone who evaluates others’ surveys for a living. […]