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 […]

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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

calipers

Measuring the Effectiveness of Your Blog

After you’ve been blogging for a few months, it’s a good idea to take a step back, examine what’s worked, and refine your blogging strategy. Especially if you have only recently begun blogging, it’s important to frequently review your strategy and successes, to make sure that you are progressing toward your goals. This can be […]

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 […]

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How to Write a Market Research Plan

In the past, we BUDGETED for market research.  This usually included our annual customer satisfaction survey and then we simply looked at our marketing plan an set aside a budget for the new product research we were going to do in the next year. These days things are a little different.  I find myself recommending […]

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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 […]

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Customer Segmentation – An Overview

This information is useful for people who are interested in matching the best messages or products possible to those customers or prospects most likely to buy them. Why Segmentation? If you make a product, have a service, market or sell, customer segmentation is important to you. The days of one-size-fits-all approaches are long over, and […]

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 […]

Apple iPhone Dueling Samsung Galaxy

How Samsung Outflanked Apple Using Social Media Research

An excellent case study demonstrating the value of social media research has emerged from an unlikely source: the Apple vs. Samsung patent dispute. Documents shared as part of the court case reveal some fascinating information about how the two companies were thinking about social data in 2013. It shouldn’t still bear saying in 2014, but […]

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All Hail the Humble Median

At the 2013 Inbound Marketing conference, Nate Silver said, “The average is still the most useful mathematical tool ever invented.” I agree that it is powerful, but I would argue that in fact it is the median that is the most useful mathematical tool ever invented. This lesson was brought home to me as I […]

social media likes

Too Bad Social Media Brand Research Lies…

In many ways, the ever-expanding world of social media has been a market researcher’s dream – there are now tens of millions of willing subjects spending billions of hours telling us what they like and don’t like, and why. They share these thoughts — for free, no less! — in ways that marketers can quickly […]

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Recruit Your Own Survey Panel

Sometimes a survey panel is exactly what you need — and for that, you can use any number of panel providers such as Peanut Labs or EMI. But sometimes, a panel can be overkill and just too expensive for your project, in which case, it’s a good idea to have recruited a panel of your very own. […]

iPhone 5c in jean pocket

What Apple Got Wrong with Its Question about the 5c

The most popular research tweet on the Twitter #MRX hashtag in the past fortnight was Tom Ewing’s tweet of this screencap: Cor, I can see why Apple don’t make a big thing about their market research – pages of grids, stone age stuff. #mrx pic.twitter.com/uV1rbPDTSq — To Mewing! (@tomewing) May 1, 2014 Some folks on […]