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 […]

Latest Articles

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 […]

How secure is your customer base

With all the talk of data security as of late, it is important that we address another aspect of security – namely customer security. Loyalty is a concept marketers have spent considerable time and resources attempting to understand and master. This has been going on for as long as there has been competition. As a […]

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“How To” Posts

mobile phone as puzzle

Use Data Imputation When Modularizing Mobile Surveys

The Problem The market research industry is at a crossroads as client demands push survey length longer while respondents increasingly take survey from smartphones (see Brian Jones’ previous blog on mobile market research trends and best practices). Many advanced analytical techniques require ~15-25 minutes (or more) worth of questioning to function, but many smartphone survey […]

Ghetto

How to Increase Product Development Success with Ghetto Testing

In the movie Field of Dreams, Kevin Costner plays a farmer living in rural Iowa, who hears a voice while walking through his cornfield; “If you build it, he will come” (often misquoted “If you build it, they will come”) and sees a vision of a baseball field.  Kevin’s character Ray Kinsella plows under his corn […]

potter creates a pitcher on a pottery wheel

Iterative Concept Development Might Be Right for Your Next Project

Iterative concept development with proper qualitative research really ensures that your concepts reflect the desired benefits, the language, and emotions of your target audience. After all, your target is the “consumer” of your product or service, so it totally makes sense to get it straight from the horse’s mouth in a qualitative setting. The challenge […]

CustomerSatisfactionLoyalty

The ABCs of CSAT

Later this week I’ll be attending the Net Promoter Conference in San Francisco.  I’m really looking covering this event for Research Access. Customer satisfaction (or CSAT) measurement is a highly specialized, but vitally important, part of the research world.   Yet I think there are many researchers and marketers who aren’t terribly familiar with the ins and outs […]

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Recruit Your Own Survey Panel

Sometimes a survey panel is exactly what you need — and for that, you can use any number of panel providers such as Peanut Labs or EMI. But sometimes, a panel can be overkill and just too expensive for your project, in which case, it’s a good idea to have recruited a panel of your very own. […]

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How to Control Your Customer Satisfaction Scores

We tend to measure customer satisfaction after the customer experience has already happened.  But that isn’t when the opinion about the experience is really created. Customer experiences are actually created long before your customer ever reaches your doorstep.  They often start with impressions and perceptions created when your potential customer interacts with friends and colleagues […]

Big Data

What is “Big Data,” and What Can I Do About It?

There are a lot of buzzwords out there in market research, and Big Data is one of them. I’ve been hearing that term everywhere. I’m proud to announce that Research Access is partnering with GreenBook to bring you a webinar to help you understand Big Data. This is the first in a series of webinars […]

Econometrics for Dummies book cover

Econometrics for Dummies

The following is an excerpt from Econometrics for Dummies. Published under license from John Wiley & Sons, Inc. Econometric techniques help you make estimates about economic relationships. For example, you can use your knowledge of economic theory to predict that having more disposable income leads to increased consumption for normal goods, but you need econometrics […]

Crosstab with cell comparisons

The Advantages of Cell vs. Column Comparisons in Crosstabs

Consider the following table, which shows the relationship between preference for different brands of cola and age: Which cells on this table are worth examining more closely? The first answer to this question is that we should look at any cells that relate to existing hypotheses. However, more often than not, we have no hypotheses. […]

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 […]

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Using iPads to Survey Amusement Park Visitors

Like many companies, Cedar Fair Entertainment Company had traditionally done surveys the old-fashioned way – with paper, pencil and clipboards.  Mike Iott, Cedar Fair’s Market Research Manager, had to hand-create 12 reports monthly, one for each of Cedar Fair’s regional amusement parks. This year Mike successfully transitioned Cedar Fair’s in-park survey program from paper to […]