It’s a Myth That All Mobile Users Are Distracted

Distracted mobile users

A lot of researchers and moderators we speak are concerned that consumers using mobile phones are typically on-the-go, that is to say they are moving or en route somewhere and using their mobile to fill in time. But research shows that this is stereotype is unjust. Consumers aren’t suffering Mobile User Attention Deficit Disorder! Mobile [...]

Don’t Let a Concept Test Kill the Concept

broken household light bulb isolated on a white background

A traditional concept test is often used to predict the success of a new product or service idea before going to market. Unfortunately, many really novel concepts would not have been well received if subjected to the typical “go/no-go” quantitative test. Think about some of the things we use today that were not immediately embraced: [...]

Why Millennials and Co-Creation Are a Perfect Match

East Side Gallery in Berlin

Selfish, spoiled, and egotistical are commonly used to describe Millennials. As a Millennial myself, I find these words harsh. It’s difficult to compare generations, when each cohort has different circumstances to face. As we all know, times have changed drastically, including, most notably, the Great Recession that left the majority of Americans struggling to make [...]

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 [...]