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

social media buttons

How Social Media Is Changing Market Research

Social media networks have drastically changed the way some businesses conduct market research, due to their increased ability to access information. This allows you to understand your ideal customer and learn effective ways to connect with him or her. Below are a few tactics that will help you utilize social networks to cut down on […]

"inspected by 11"

How To Monitor the Quality of Respondent Answers

On March 19, 2015, the esteemed Annie Pettit of Peanut Labs led us through a brief but insightful presentation on data quality lessons from the survey design perspective. As researchers who are actively engaged in survey implementation, we want to ensure that the responses we are collecting are as accurate as possible. This requires a […]

knife

Customer Segmentation – An Overview

This information is useful for people who are interested in matching the best messages or products possible to those customers or prospects most likely to buy them. Why Segmentation? If you make a product, have a service, market or sell, customer segmentation is important to you. The days of one-size-fits-all approaches are long over, and […]

money mechanism with gears

How to Link Your Customer Experience Program to Business Outcomes

I recently attended the CXPA Conference in Atlanta, where I learnt that if we really want to obtain management’s long-term commitment to CX, we need to “Be Like Bob” – Bob Johnson, that is, President and Chief Service and Information Technology Officer at Sprint. Bob was the keynote speaker on Day 2 at the conference. […]

usability testing on laptop - © Ant Clausen - Fotolia

Standardizing UX Feedback with the System Usability Scale

Usability testing fills a critical need in understanding users’ responses to your website’s UX, but the inherent subjectiveness of the video/audio feedback format means that it can be difficult to distill meaning from a large number of responses. Your testers are writing you a novel with their words – the plot is no secret, but […]

rubric

Data Visualization Lesson 3: Abela’s Rubric

Kudos to cartographers, glory to graphic illustrators, and applause to artists of the digital kind:  I give thanks and praise that I don’t have to draw original data graphics by hand.  (I might be the only person in America who can manage to draw a crooked bar graph using both a ruler and a level). […]

Apple iPhone Dueling Samsung Galaxy

How Samsung Outflanked Apple Using Social Media Research

An excellent case study demonstrating the value of social media research has emerged from an unlikely source: the Apple vs. Samsung patent dispute. Documents shared as part of the court case reveal some fascinating information about how the two companies were thinking about social data in 2013. It shouldn’t still bear saying in 2014, but […]

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 […]

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 […]

back-to-school

MR 101: Validity and Reliability in Surveys

Confession: I don’t have formal training as a market researcher. I came to market research late in life by way of my training in information technology and computer science, and it’s something I’ve had to study – and continue to study today. And trust me: I’ve studied a lot in my life, and learning about […]

Novelist writing a book on a typewriter

Use Multiple Text Boxes for More Productive Respondents

A perennial problem with open-ended survey questions is that respondents are lazy. It takes time and effort to think of good answers. And if the survey is self-administered online or on paper, it takes time and effort to write them out. But there are several things a savvy researcher can do. One of them is […]