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 […]

Excerpts from the New Book: Web Survey Methodology

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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 […]

Excerpts from David F. Harris’s New Book

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Portions of the following are excerpted from, The Complete Guide to Writing Questionnaires: How to Get Better Information for Better Decisions, by David F. Harris. The Framework for Writing Questionnaires My purpose in writing this book is to provide a user-friendly, comprehensive guide for planning and writing questionnaires. This book offers a framework for writing […]

How to Moderate Bulletin Board Focus Groups

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Portions of the following are excerpted from Qual-Online The Essential Guide: What Every Researcher Needs to Know about Conducting and Moderating Interviews via the Web by Jennifer Dale and Susan Abbott. Published under license from Paramount Market Publishing, Inc. This post is an edited extract from Chapter 10, “Extended-Time Moderating Online.” No matter how good your online discussion […]

Everyone’s Talking About Buyer Personas

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An excerpt from Buyer Personas: How to Gain Insight into your Customer’s Expectations, Align your Marketing Strategies, and Win More Business by Adele Revella. Why Is Everyone Talking about Buyer Personas? In the simplest terms, buyer personas are examples or archetypes of real buyers that allow marketers to craft strategies to promote products and services to the people […]

Exploring the Landscape of Online Qualitative

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Portions of the following are excerpted from Qual-Online The Essential Guide: What Every Researcher Needs to Know about Conducting and Moderating Interviews via the Web by Jennifer Dale and Susan Abbott. Published under license from Paramount Market Publishing, Inc. This post is an edited extract from Chapter 3, Exploring the Landscape There are so many forms of online […]

Online Qualitative: Tried, Tested and True

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Portions of the following are excerpted from Qual-Online The Essential Guide: What Every Researcher Needs to Know about Conducting and Moderating Interviews via the Web by Jennifer Dale and Susan Abbott. Published under license from Paramount Market Publishing, Inc. You might think online qualitative research is new and leading edge, even though it’s been around in some […]

How to Generate Ideas for Names

Pieces of paper for ideas in bowl on wooden table

The following is an excerpt from Stir It Up! Recipes for Robust Insights and Red Hot Ideas by Laurie Tema-Lyn. Published under license from Paramount Books. Mouthfeel This is a great exercise if you are working with a client on a name generation project. Getting the “feel” for a name by saying it out loud is particularly important now […]

The Challenges of Mobile Market Research

Handbook of Mobile Market Research book cover

Each day we’re counting down our Top 12 blog posts of 2014. Coming in at #9 is this book excerpt originally published August 12. The following is an excerpt from The Handbook of Mobile Market Research: Tools and Techniques for Market Researchers by Ray Poynter, Navin Williams, and Sue York. Published under license from John […]