What to Consider When Selecting Markets for Qualitative Research

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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 [...]

Is Professional Development Relevant to Market Researchers?

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Is professional development relevant to market researchers? In a study of nearly 450 marketing research professionals, the answer is yes, as three in four respondents plan to continue with some form of continuing education. This question is especially relevant because our field has been under increasing pressure to perform more with less. In fact. according [...]

Oil Your Marketing Gears to Reduce Conversion Friction

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On October 8, the “mechanics” at Marketing Experiments taught us a lesson that auto enthusiasts embrace – for optimal engine performance. we need to reduce the friction between moving parts. Just as oil is the blood of an engine, and has the major purpose of making parts move easier, marketing communications greases the passage of [...]

Iterative Concept Development Might Be Right for Your Next Project

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Iterative concept development with proper qualitative research really ensures that your concepts reflect the desired benefits, the language, and emotions of your target audience. After all, your target is the “consumer” of your product or service, so it totally makes sense to get it straight from the horse’s mouth in a qualitative setting. The challenge [...]

The Paradox of Surveys of Small Population Sizes

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Unfortunately for market researchers, the science of sampling error is often counterintuitive. For instance, the public considers convenience samples with tens of thousands of responses to be more accurate than random samples with 400 responses, not realizing that the random sample is far more accurate. Surveys of small populations are similarly counterintuitive, as some of [...]