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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3 Phases of Collaboration Throughout the Innovation Lifecycle

When companies or individuals consider crowdsourcing as a component of ongoing innovation for their organization, they often think that their network is only involved in the initial phase: ideation or idea gathering. This phase of crowdsourcing is often referred to as open innovation. And although numerous innovation software solutions provide this base level of functionality, […]

vote button

Election Polls: 5 Tips For Navigating the Clutter

Tomorrow is Election Day here in the States.  The big vote (for President) isn’t until next year, but we have the usual spate of races for local offices as well as a wide range of citizen-initiated referenda on everything from the mundane (bond measures) to the highly divisive (social issues). As the expected avalanche of […]

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 […]

Touchscreen smartphone and Earth globe

Global Mobile: It’s Here, But Are Your Surveys Ready?

The ubiquity of mobile devices has opened up new opportunities for market researchers on a global scale. Think: biometrics, geo-location, presence sensing, etc. The emerging possibilities enabled by mobile market research are exciting and worth exploring, but we can’t ignore the impact that small screens are already having on market research. For example, unintended mobile respondents make up about […]

Tools

5 Awesome Free Online Data Tools from the U.S. Census

Too often in the day to day business of research, we forget that there’s an astounding set of data resources provided by the U.S. Census Bureau. Doubtless other U.S. federal agencies and statistical agencies in other countries have some nice data goodies for us, but the U.S. Census Bureau is the treasure trove. Here are […]

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 […]

Customer Journey Mapping and How to Keep Customers on the Purchase Path

How the Customer’s Path to Purchase Has Become More of a Winding Road For years now, the customer journey has been discussed via the model of a funnel, through which customers would travel through various stages (awareness, consideration, evaluation, and purchase, generally). Using a funnel model meant that marketers accepted that customers traveled in a […]

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 […]

blueprint

Survey Tip: Pay Attention to the Details

Why survey creators need to pay more attention to the details of wording, question types and other matters that not only affect results but also how customers view the company. A recent survey from Sage Software had quite a few issues, and gives me the opportunity to share some pointers. The survey was for follow […]

Kano

Kano Surveys Explained

Looking for a way to identify must haves, delighters and don’t need to do requirements – and are Likert scales just not doing it for you? Try a Kano survey. There is a scene in the movie Fiddler on the Roof, when the Rabbi is asked who’s right about an argument between two villagers. One […]

thumbs up

Rewrite Agreement Scales to Eliminate Acquiescence

Agreement scales, measuring how much the public agrees or disagrees with a particular idea, are one of the most popular types of questions. Unfortunately, they are also one of the least reliable types of questions. Since respondents tend to exaggerate their actual agreement, other scales should be used instead. In fact, over 100 separate studies […]