Reducing Cognitive Stress on Survey Respondents

Data quality is directly proportional to comprehension and usability Challenge When it comes to survey and attitudinal behavior research, representative sampling and random probability sampling theory is often discussed; however, a simpler quality factor has long been overlooked: The ‘cognitive stress’ the surveys place on respondents. Cognitive stress measures the internal apprehension and anxiety humans [...]

Your Half-Human, Half-Vulcan Customers

Spock

Your customers are like Mr. Spock from Star Trek. (Leonard Nimoy, rest in peace.) In popular culture (as opposed to geek culture), Spock has become a synonym for cold-blooded logical thinking. But, as the true geek knows, Spock’s father was from Vulcan and his mother was from Earth. Talk about an identity crisis! Spock is [...]

How Targeting Requirements Impact Market Research Feasibility

cinema audience

One of the key factors that impacts market research feasibility is the targeting requirements for your survey sample. What details are you specifying in terms of demographic requirements, behavioral profiling, and sample size? For market research, these are essential questions to ensure that surveys are both statistically significant and truly representative of the market. The [...]

7 Secrets to Designing a Great Usability Test

Seven Moais looking towards sea in Easter Island

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 [...]

Using Margin of Error with Non-Probability Panels

margin of error illustration

On January 28, Annie Pettit, chief research officer for Peanut Labs, moderated a four-member panel that discussed the use of a probability measure (margin of error) with non-probability panels. The panelists were from Ipsos, Toluna, Research West, and Marketing Systems Group. The first question posed had to do with the awareness of margin of error [...]

Chart The Future Of Research: Take the GRIT Survey

GRIT: Let's look into the future of the market research industry

Yep, it’s that time of year again folks: time to participate in the newest wave of the GreenBook Research Industry Trends (GRIT) survey. We’d like to invite you to share your experiences and perspective with us in the Q1-Q2 2015 GreenBook Research Industry Trends (GRIT) Survey. As our industry changes rapidly, it’s more important than ever [...]

5 Critical Success Factors When Offshoring Market Research

Offshore oil platform on the North Sea

As project timelines and budgets shrink, outsourcing some research operations to lower cost providers becomes more and more attractive. I experienced this first hand a few years ago as I developed a relationship with Annik in India. What I learned from that experience is that creating a successful outsourcing relationship takes time, as there can [...]

Hispanic Millennials’ View of Financial Services

Hispanic woman doing bills

On January 29th Sensis and ThinkNow Research presented the findings from the third wave of their Hispanic Millennial Project. Previous iterations reviewed this important segment’s demographics, psychographics, buying power and attitudes toward key issues such as health, diet, exercise and health insurance. The third wave examined the Hispanic Millennial’s thoughts on finances and compared them [...]

New Ways of Looking at Loyalty and Advocacy

Stethscope

Traditionally, likelihood to use again (i.e., loyalty) and likelihood to recommend to others (i.e., advocacy) have been measured using a simple 5- or 10-point rating scale. But do these metrics provide useful information beyond how a hospital scored? That is, do they provide any insight into why the hospital received the score it did and [...]

Monthly Mosts: 2015 Research Conferences & Marketing Trends

Monthly Mosts blog post thumbnails

Here are our most-read Research Access articles in January: 6 Ways Market Researchers Can Use Social Media Analytics by Greg Timpany Revenue Growth of the Top 50 U.S. Market Research Firms 2015 Market Research Conferences The Potential of iBeacon for Mobile Research The Positive Effect of Negativity: The Coca-Cola Super Bowl Ad by Michalis Micheal [...]