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

Customer Journey Mapping and How to Keep Customers on the Purchase Path

How the Customer’s Path to Purchase Has Become More of a Winding Road For years now, the customer journey has been discussed via the model of a funnel, through which customers would travel through various stages (awareness, consideration, evaluation, and purchase, generally). Using a funnel model meant that marketers accepted that customers traveled in a […]

Van Westendorp Price Sensitivity Meter

How to Set or Adjust Pricing Using the Van Westendorp Price Sensitivity Meter

Few things are as important as setting the right price for your product or service. The Van Westendorp Price Sensitivity Meter is one way to hone in on the right price. The “meter” is actually a very clever survey method which consists set of four questions asked of members of your target market. The questions […]

How to Give a Presentation with Data

7 Tips for How to Give a Presentation with Data

Here are some suggestions for you to consider when you’re preparing to give a presentation that includes data. It doesn’t matter if you’re presenting to your company’s management, to clients, to industry colleagues at a conference – ultimately most people process data in a similar way. Subordinate the data to the story. When you’re describing […]

Marketing lapsed customers

Marketing to Lapsed Customers to Prompt Repeat Business

Though brand switchers are often the target of sales, I find that the biggest boost can come from brand loyals. What are ways to bring back customers whose interest has waned? As part of a project with a medical supplies company, I took aim at just that group. At the time of the study, the […]

Marketing Concepts That Win book cover

A Gentle Introduction to Concept Development

The following is an excerpt from Marketing Concepts That Win! Save Time, Money and Work by Crafting Concepts Right the First Time by Martha Guidry. Published under license from the author. Behind every successful product or service lies a powerful concept. It is really that simple. Product and service offerings that win in the marketplace […]

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.  […]

Decision

How to Create an Informal Survey Panel

These days researchers are looking for quicker and cheaper ways to get data. The arrows in their quiver often include more expensive resources like syndicated databases (Nielsen, IRI, etc.), as well as some form of primary survey research tool – or access to that type of data through a vendor. One easy and affordable idea […]

Conduct Your Own Retail Audit Using Tablets or Smartphones

How to Do Your Own Retail Audit Using Tablets or Smartphones

As the marketing and market research world get more and more comfortable with mobile technology, there are opportunities to go beyond the traditional survey in this innovative realm. Sure, it’s easy to do your first few mobile surveys using tried and true surveys, such as a customer feedback survey or an attitude and usage study. […]

family feud error

4 Kinds of Survey Error: Sampling, Measurement, Coverage and Non-Response

There are 4 generally-accepted types of survey error.  By survey error, I mean factors which reduce the accuracy of a survey estimate. It’s important to keep each type of survey error in mind when designing, executing and interpreting surveys.  However, I suspect some of them are more ingrained in our thinking about research, while others […]

chessboard in checkmate

How to Collect Competitive Intelligence

At last week’s Insights & Strategies Conference of the Marketing Research Association, Sean Campbell of Cascade Insights discussed competitive intelligence in the age of search engines. Cascade Insights provides competitive research and market intelligence to B2B hardware, software, and high-tech services companies. Too often, companies obsess about their own customers. This blinds them to potential […]

Pie Charts

Data Visualization Lesson 6: The Ultimate List of Dos and Don’ts

As part of this Research Access lesson series, we’ve explored best practices in the art and science of data visualization.  Here, I round out that discussion with the ultimate list of dos and don’ts: Dos: Start with purpose.  Before you select a data visualization tool, take a moment to put in words what you hope to show […]