The Data Indicated…

data outlining head - © agsandrew - Fotolia.com

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 [...]

Too Much Data Is Not the Problem

Human profile, data elements in background - © agsandrew - Fotolia.com

Enough already. I’m tired of presenters complaining that we show too much data in presentations, and I’m tired of research users saying there are too much data in reports. Data is massively important. Without data, we would not be able to draw any conclusions. Without data, we would not understand consumers. Without data, researchers would not [...]

NPS Requires Much Larger Sample Sizes Than Alternatives

test your strength game

At Market Strategies, we receive all sorts of questions about Net Promoter Score (NPS): Where did it come from? What are its major pros and cons? Is it the Holy Grail of marketing research or not? I answered many of these three years ago in an article for the AMA’s Marketing Research Magazine. This post addresses the surprising [...]

You Are Not Steve Jobs

Steve Jobs with the Apple iPad

There was an interesting post recently on LinkedIn by Gregory Ciotti about Why Steve Jobs Didn’t Listen to His Customers. I’ve heard the Jobs quote that bashes focus groups a million times… and the Henry Ford quote about faster horses that again rejects the notion of soliciting feedback to inform new ideas. I get it. However, the [...]

Surveys a Century From Now

TARDIS in the time vortex

In a post entitled “No more surveys in 16 years?” Ray Poynter writes: Back in March 2010, I caused quite a stir with a prediction, at the UK’s MRS Conference, when I said that in 20 years we would not be conducting market research surveys. I followed my conference contribution with a more nuanced description [...]

The Fourth V of Big Data

iStock-letter-V

As many of you may know, to the 3 V’s of Big Data (Volume, Velocity, Variety) has been added a 4th ‘V’- the concept of Veracity. Oh wait, apparently a 5th and 6th ‘V’ have been added – Value and Viability. A 7th? Not yet? It’s only a matter of time. I nominate vaticination. Since Veracity was suggested by [...]

Consumer Co-creation Closes the Gap between Customers and Companies

"Mind the Gap" London Underground notice

Have you ever had a brilliant product idea or modification for your favorite brand? Did you ever try to communicate your idea to the company? Perhaps you didn’t know where to begin, and if you did, you probably didn’t get far. Even when companies provide a “Contact Us” form or customer service line, something seems [...]

Do Timed Judgments of Associations Count as Implicit Research?

stopwatch in hand

I recently came across a technique that was described as modeling “neural networks” by measuring the strength of associations between attributes and brands through response latency techniques. It sounds fancy and has the sniff of scientific validity rising from the reference to neural networks and response latency, so I took a closer look. The technique [...]

The Mere Exposure Effect: Advertising to the Subconscious

Wayne's World screen capture

A recent Adweek column bemoaned the absence of brand names from the first 29 seconds of many 30-second ads. It advised introducing the brand earlier and mentioning it more often, as the author explained that otherwise people forget the name of the brand. The author offered the right advice but for the wrong reasons. He [...]

Conscious or Unconscious, That Is The Question

David Tennant as Hamlet with the skull of Andre Tchaikovsky as Yorick

Most marketing research relies on assessing consumers’ conscious reactions to marketing ideas, ads, commercials, etc., through questionnaires, surveys, and focus groups. It also often relies on evidence that the message was attended to by assessing recall of ad content. But market researchers make several faulty assumptions in taking this approach. One assumption is that respondents [...]