Finding the right balance

Likert scales and other questions designed to measure attitudes, such as satisfaction, are ubiquitous in marketing research. They have their uses that is for sure, but there are a few caveats one should be aware of. In this post we will start this review by looking at number of scale points. As researchers we have […]

Going Mobile – when to deploy mobile surveys

Mobile Survey

Recently I heard the average smartphone user is never more than three feet away from his or her phone. There is no judgment on this, but it does play into our need as consumer and B2B market researchers to expand our thinking on how we deliver surveys to respondents. Multi-channel research involves leveraging two or […]

Minimizing B2B Buyer Fears

Caveat emptor

We’ve been busy looking at the hot topics in marketing to see where new marketing approaches can have the greatest impact. The answer: Minimizing B2B buyer fears. There’s been a lot of talk about the similarities between B2B and B2C buyers –especially since we’re all B2C buyers outside work. Even though it would certainly make […]

The art, and science, of measuring agreement

Even those new to survey research have been exposed to the ubiquitous Likert scale. This question format and the strongly agree to strongly disagree framework is a staple in the pantry of questions we regularly use on surveys. In the years I have been involved in constructing surveys and teaching market research I have seen […]

NPS® Isn’t Right for Renewals. But Feedback Is.

Same old Thinking

For many different reasons, one thing I can conclude about working in customer experience measurement: Net Promoter Score® (NPS®) is a polarizing topic. You either love it or you hate it. And my thought is always this, “If you’re using NPS to get a score, then it is just a survey and only benefits the […]

Is Your Brand Strategy a Game Changer?

Black gamepad is lying on a laptop keyboard

From market disruption to mergers and acquisitions, pharmaceutical brand teams are facing game changing challenges in today’s competitive landscape. Your brand is either in a physician’s prescribing decision loop, or not. Having a solid go-to-market plan, one that is informed by decision intelligence is now more important than ever. Too many times we’ve seen a […]

‘Donut’ Forget, Brand Values are Category Specific

baked donuts

If you’ve been following the McDonald’s debacle for the past year or so you can’t have missed the fact that the company woke up late to the fact that consumer values have shifted. Away from fat/salty/fast dollar – menu foods to brands that are seen to offer healthier, fresher, natural, more customized food consumers are […]

The Effects of Choice Presentation on Consumer Satisfaction


If you’ve never lived in Boston, you might not understand the spectacle that is September 1st. It’s the day that most new leases start, which means it’s the day almost every person in the city moves into a different apartment. U-Hauls crowd the narrow streets, abandoned furniture sits on the sidewalks, and new neighbors begin […]

Excerpts from the New Book: Web Survey Methodology


Portions of the following are excerpted from Web Survey Methodology by Mario Callegaro, Katja Lozar Manfreda and Vasja Vehovar (2015). London: Sage. Web surveys appeared soon after the Web was launched, at the beginning of the 1990s, and today they are the prevailing mode of survey data collection. With them, it has become very easy to […]

Buyer Journey or the Buyer Cycle?

Life Cycle on the Mechanism of Metal Gears.

According to many marketing posts and newsletters, one of marketing’s primary focal points is, or should be, the Buyer (or Customer) Journey. By focusing on the Buyer Journey, however, I think we may be making things much harder than they have to be. To be successful in following the Buyer Journey, marketers need to maximize […]