A Halloween Lesson in Nominal, Ordinal, Interval & Ratio Data

Halloween candy

If you want to choose the right statistic for the numbers in your dataset, you need to know what kind of numbers you’re dealing with. This handy table will help you differentiate between nominal, ordinal, interval, and ratio data. Enjoy, but don’t lick the screen! Annie Pettit is the Chief Research Officer of Peanut Labs, editor-in-chief [...]

The Potential of iBeacon for Mobile Research

supermarket aisles

Join Jeffrey Henning of Researchscape, Chandika Bhandari of Seattle AppLab, and Erik Koto of QuestionPro for a webinar discussing the present and future of “hyperlocal” research, using iBeacon to collect feedback from customers at specific sites within a location. At the Marketing Research Association’s Insights & Strategy Conference in June, Sriram Subramanian (@sriram_s) of ZoomRX introduced researchers [...]

In a Digital World, Measuring User Experience Is Vital to Brand Health

User experience interface elements

On October 15, Amy Chowdry of Answer Lab presented tips for preventing your brand’s heinous death by UX (User Experience). Answer Lab’s stated expertise involves researching user interfaces for desktop to mobile to ensure success. The key questions Amy raised include: What’s the business impact of user experience? How does user experience impact the brand? [...]

Voice of the Competitor Research Must Listen to Partners

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Outside of the competitor’s customers, what other voice do we need to hear from when conducting Voice of the Competitor (VOTC) research? A competitor’s partners. This may seem an interesting choice given these organizations are not strictly customers per se. However, the role these organizations play as an information broker is vital. The ability of [...]

What to Consider When Selecting Markets for Qualitative Research

Denver, Birmingham, Boston on U.S. map

Originally published in Alert!, the magazine of the Marketing Research Association. Pittsburgh or Portland? Los Angeles or Las Vegas? San Antonio or San Diego? Where should you hold your next focus groups? If you’re a local car dealer in Omaha, the answer is pretty obvious. But what if you’re doing research for a national organization? [...]

The Fall of Recall

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Recall: the retrieval of information stored in the memory. We all rely on it every day – Where did I leave my phone charger? Which gas station has the lowest prices? What filename did I save that document under? In usability research, we rely on recall to get feedback from everyday users, testers, and focus [...]

Innovation From Across the Organization

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I recently had the chance to interview Patrick Younge about his perspective and experiences with innovation in the media industry. Q: Pat, thank you very much for taking the time to chat with us. Can you tell us a little bit about yourself, especially within the context of your history with media and the role [...]

The Data Indicated…

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After attending the WAPOR Annual Conference, the ESOMAR Annual Congress, and the MRA Corporate Researchers Conference last month, I was flipping through the notebook of rants and raves that I create as I listen to speakers. Interestingly, even at these conferences, where the best of the best speak, I heard a certain phrase repeatedly. “The [...]

Trends in Quantitative Research Methods

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According to the most recent GreenBook survey of market researchers, penetration of online surveys actually accelerated, jumping from 82% to 89% in nine months, after climbing from just 78% to 82% in the prior year. This climb is surprising given that growth usually slows as penetration approaches 100%. Only mobile surveys showed similar growth, rising [...]

Mobile Surveys and MROCs Are Now Mainstream

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It’s official! According to the most recent edition of GRIT, available today, mobile surveys and market research online communities are no longer emerging techniques; both are used by a majority of researchers: 56% of respondents have used MROCs, up from 49% in the last survey 9 months ago The growth in mobile has been even [...]