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

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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 […]

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Survey Fail

We’re counting down our Top 10 blog posts of 2013. Coming in at #1 is this Buzzfeed-inspired piece originally published August 10. A friendly reminder that you should always have someone else review your questionnaire. You don’t want to commit the great acts of survey fail that these survey authors did. 10. Make sure your […]

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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 […]

Barcode

How to Use Barcodes for Retail Competitive Intelligence

Did you know you can document your position – and your competitors’ positions – on shelves across thousands of retail locations with a super-simple technique using one of the oldest pieces of modern retail technology – the barcode? For distributors and manufacturers, having the right space on the shelf is a matter of business survival. […]

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What to Consider When Selecting Markets for Qualitative Research

Originally published in Alert!, the magazine of the Marketing Research Association. Pittsburgh or Portland? Los Angeles or Las Vegas? San Antonio or San Diego? Where should you hold your next focus groups? If you’re a local car dealer in Omaha, the answer is pretty obvious. But what if you’re doing research for a national organization? […]

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7 Secrets to Designing a Great Usability Test

Usability testing is a great way to get a close-up look at your audience’s perceptions and expectations, but if you don’t have a lot of experience setting up user tests it’s easy to make mistakes or simply leave things out. Doing so undercuts the value of your testing and wastes both your time and that […]

Exterior of a hospital Emergency Room

Improving the Preference Question

Community image studies have changed over the years with the advent of online technology as well as new analytical techniques. One thing that has not changed much over the years is the age-old preference question: “Overall, which hospital do you prefer most?” No matter how you word it, that question has seen a great deal of action in community image studies and is often […]

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How Not to Get Market Research Clients

I’ve worked in many roles in market research, but never as an in-house market researcher in a corporation.  I’ve always felt bad for them in that I know they get a constant stream of suitors among would-be market research suppliers.  In particular, at conferences as it appears they’re being accosted left and right by hungry supply-side […]

Coconut Cream Pie

Data Visualization Lesson 4: The Best Pies Are Desserts

Staring bleary-eyed at a spreadsheet of data and a report that still needs visual content, have you ever felt a bit underwhelmed at the prospect of using a simple graphic? Sure, a bar graph or histogram or line chart would show the data… but sometimes they seem, um… well… a little boring? It’s easy to […]

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. […]

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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 […]