The Importance of the Voice of the Competitor (VOTC)

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Why do so many organizations fail to listen to the voice of the competitor? Hubris. And while hubris is not new, whether we are talking about Roman Emperors or Business Leaders in the 21st century, it is clear that Hubris is still an organization killer. But what can inoculate us from the disease? I believe […]

Growing the Market Research Function Using Behavioral Economics

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At the Marketing Research Association’s recent Corporate Researchers Conference, Stephen Paton (@StephenGPaton) of AGL, an Australian power company, shared his experiences with Behavioral Economics (BE). For Stephen, BE is critical to differentiating the research he provides from commodity survey research. BE helps him provide value to his company, show his internal clients how to influence […]

After Its Initial Success, Agile Research Spread Throughout the Company

AutoTrader.com iPad app screenshot

Rachelle Petusky of Cox Automotive and Colleen Harris of MarketVision Research shared their experiences with agile market research at the Marketing Research Association’s Corporate Researcher Conference in Chicago this week. When AutoTrader’s development team said that they needed continuous research to inform their agile software development process, the Cox consumer insights team wasn’t initially sure how […]

Using Prediction Markets for Concept Testing

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On September 18, the crew from BrainJuicer presented insights into shortening the process of creating and launching successful new products. In any given year, hundreds of thousands of new ideas are tested. Some win and make it to the show, but most never leave the minor leagues. Presenter Alex Batchelor started off with a reminder […]

Too Much Data Is Not the Problem

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Enough already. I’m tired of presenters complaining that we show too much data in presentations, and I’m tired of research users saying there are too much data in reports. Data is massively important. Without data, we would not be able to draw any conclusions. Without data, we would not understand consumers. Without data, researchers would not […]

Satisfaction Is Transactional, Commitment Is Relational

Caring man cupping a red heart in his hands with one hand held protectively over the top in a love, romance and nurturing concept.

What Is Commitment? It is critical to understand that loyalty and commitment are two different constructs: Loyalty is behavioral (i.e., What you buy) Commitment is emotional (i.e., How you feel about what you buy) From a marketing perspective, loyalty can be bought while commitment cannot. A person can be behaviorally loyal to your brand, using […]

Optimizing PPC Campaigns by Better Understanding Connotation and Motivation

Two laboratory test glass containers with blue liquid test samples

On September 10, the crew from Marketing Experiments asked a very pertinent question: How can we change our Pay-Per-Click (PPC) ads to improve their impact? In classic Marketing Experiments fashion, the speakers presented multiple ads with slight variations in the traditional A/B test format. Below is an example of some of the ads they tested: […]

A Gentle Introduction to Concept Development

Marketing Concepts That Win book cover

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 […]

NPS Requires Much Larger Sample Sizes Than Alternatives

test your strength game

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 […]

Understanding TURF (Total Unduplicated Reach and Frequency)

The 50 yard line of an American football field

On Tuesday, August 26, Survey Analytics asked the question “What is TURF Analysis?” Although it has nothing to do with football, it has numerous uses in media as well as product and services research. TURF (Total Unduplicated Reach and Frequency) got its start in the early days of media planning, where planners sought to maximize […]