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

School of Fish

How to Use Crowd Sourcing Tools to Enhance or Replace Focus Groups

Focus groups are probably the most important, yet most overlooked component of a market research plan.  Having a group of people in a room where you can watch their body language and watch their subtle reaction to questions, topics and situations is priceless when it comes to deciding which directions you will take with your market […]

Survey Quality 150

Evaluating Survey Quality

Most of the surveys we analyze and report on are ones we planned and conducted ourselves. But what about when you are assessing surveys conducted by others? How do you evaluate their quality and filter the information they provide accordingly? I decided to ask that question of someone who evaluates others’ surveys for a living. […]

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 […]

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 […]

"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 […]

On Demand button

4 Ways To Use On-Demand Qualitative Research

As a marketing executive or brand manager you’re faced with decisions all day long that might affect the short- or long-term survival of your product or brand. Wouldn’t it be great to have on-demand qualitative research at your fingertips to help make those decisions? Here’s 4 ways you might use on-demand qualitative research to improve […]

test your strength game

NPS Requires Much Larger Sample Sizes Than Alternatives

At Market Strategies, we receive all sorts of questions about Net Promoter Score (NPS): Where did it come from? What are its major pros and cons? Is it the Holy Grail of marketing research or not? I answered many of these three years ago in an article for the AMA’s Marketing Research Magazine. This post addresses the surprising […]

witness on stand

Ask Me No Leading Questions, and I’ll Tell You No Lies

The most common problem with the draft questionnaires that are sent to me is the use of leading questions. A leading question suggests the answer the survey author is looking for and often unintentionally reflects the author’s bias. As a result, the answers to such questions overstate actual support for the item being researched. Leading […]

Mobile research at Dunkin' Donuts

Mobile Research Overcomes Fading Affect Bias

At the annual one-day conference of the New England chapter of the Marketing Research Association Wednesday, Amit Ghosh of the Forbes Consulting Group discussed the need for “in the moment” mobile market research. A key imperative driving mobile research is Fading Affect Bias, Amit said. “Time heals all wounds, and that’s a problem. The Fading […]

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 […]

Offshore oil platform on the North Sea

5 Critical Success Factors When Offshoring Market Research

As project timelines and budgets shrink, outsourcing some research operations to lower cost providers becomes more and more attractive. I experienced this first hand a few years ago as I developed a relationship with Annik in India. What I learned from that experience is that creating a successful outsourcing relationship takes time, as there can […]