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

Seven Moais looking towards sea in Easter Island

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 […]

woman looking in mirror

Avoiding Confirmation Bias

One of the key skills in the sphere of market research and consumer insights is avoiding bias in the research. As we know, bias is a result of subjectivity. It’s the personal subjective lens used to view the world and is often based on certain intrinsic parts of character (gender, race, age, etc.) as well […]

Alphabet - Antique Block Letters, Isolated on White. Letter Y.

Data Visualization Lesson 1: Examine the Y-Axis

Editor’s Note: Today I am pleased to introduce you to a new regular contributor to Research Access, Dr. Dana Griffin.  Dr. Griffin will be starting off by doing a series of lessons on data visualization, beginning with today’s entry.  It is incredibly easy to draw erroneous conclusions from data that is presented visually. Nowhere has this […]

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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 […]

rating scale video

Is That Rating Scale Just Cute Or Actually Effective?

As the Marketing Manager for an online survey software company, I see a lot of surveys: our own research projects, competitor surveys, our customers’ surveys, surveys from businesses I buy from, and more. In fact, when it comes to online research my ‘reticular activator’ is in overdrive and I can’t help but notice myriad opportunities […]

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 […]

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 […]

respondents as robots

Respondents as Robots

We’re counting down our Top 10 blog posts of 2013. Coming in at #9 is this science-fiction inspired post originally published August 1. Besides leading questions, another common mistake I see in the draft questionnaires I’m sent is treating respondents like robots. Something about becoming a survey author inspires us to suddenly think of customers, […]

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 […]

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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How to Use Facebook for Market Research Surveys

It’s an understatement to say that there’s tremendous interest in using Facebook for market research.  Indeed, among the most popular posts on Research Access is one written last year by Survey Analytics‘ CEO Vivek Bhaskaran, entitled “Social Media Research – Using Facebook for Survey Invitations and Market Research.” What not everybody realizes is that companies […]