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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4 Things You Didn’t Know You Could Do With Mobile Research

1. Collect video narratives about consumer experiences. Most people like telling stories, but hate to write open-ended responses. Many can’t be bothered to put forth the time and energy that writing requires. This is part of the reason open-ended questions can yield lackluster answers. People are naturally oral storytellers, and mobile video or audio diaries […]

abandon

Why Panelists Abandon Surveys

If the greatest challenge of conducting market research is getting a qualified sample to respond to a survey instrument, the second greatest challenge has to be getting them to complete that instrument. In almost any survey any of us have ever conducted, we’ve seen the dreaded “Number abandoned” statistic, describing the number of people who […]

money mechanism with gears

How to Link Your Customer Experience Program to Business Outcomes

I recently attended the CXPA Conference in Atlanta, where I learnt that if we really want to obtain management’s long-term commitment to CX, we need to “Be Like Bob” – Bob Johnson, that is, President and Chief Service and Information Technology Officer at Sprint. Bob was the keynote speaker on Day 2 at the conference. […]

mobile phone as puzzle

Use Data Imputation When Modularizing Mobile Surveys

The Problem The market research industry is at a crossroads as client demands push survey length longer while respondents increasingly take survey from smartphones (see Brian Jones’ previous blog on mobile market research trends and best practices). Many advanced analytical techniques require ~15-25 minutes (or more) worth of questioning to function, but many smartphone survey […]

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 […]

Econometrics for Dummies book cover

Econometrics for Dummies

The following is an excerpt from Econometrics for Dummies. Published under license from John Wiley & Sons, Inc. Econometric techniques help you make estimates about economic relationships. For example, you can use your knowledge of economic theory to predict that having more disposable income leads to increased consumption for normal goods, but you need econometrics […]

AngelDevil

Turning NPS Detractors into Promoters

If you’ve been following my blog recently, you know I’ve been exploring Net Promoter Score, a system of measuring customer loyalty developed by Fred Reichheld and described in his 2006 book “The Ultimate Question.” You also know I think it’s an invaluable tool for improving your business and building client loyalty. In this post, I’d […]

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 […]

balanced scorecard

Using a Balanced Scorecard to Focus Your Business on What Matters

Forget what you know about the Balanced Scorecard approach. Most guides don’t really get to the point, as all they talk about are the “four perspectives” that you need to have, business objectives, and KPIs. All that is important, but what is more important is a coherent approach to using these business tools. Goals and […]

potter creates a pitcher on a pottery wheel

Iterative Concept Development Might Be Right for Your Next Project

Iterative concept development with proper qualitative research really ensures that your concepts reflect the desired benefits, the language, and emotions of your target audience. After all, your target is the “consumer” of your product or service, so it totally makes sense to get it straight from the horse’s mouth in a qualitative setting. The challenge […]

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Now We Have Smartphones; Shouldn’t We Try to Be Smarter about Surveys?

This is a presentation from Survey Analytics‘ President, Andrew Jeavons, from the Market Research in the Mobile World Conference in Atlanta in July 2011. (By the way, it’s pronounced JEH-vons, not JEE-vons, as Andrew explains in the video…) Andrew presented guidelines for conducting mobile surveys, and he made suggestions for adapting Net Promoter Scores (NPS) […]