The Advantages of Cell vs. Column Comparisons in Crosstabs

Crosstab with cell comparisons

Consider the following table, which shows the relationship between preference for different brands of cola and age: Which cells on this table are worth examining more closely? The first answer to this question is that we should look at any cells that relate to existing hypotheses. However, more often than not, we have no hypotheses. [...]

How to Link Your Customer Experience Program to Business Outcomes

money mechanism with gears

I recently attended the CXPA Conference in Atlanta, where I learnt that if we really want to obtain management’s long-term commitment to CX, we need to “Be Like Bob” – Bob Johnson, that is, President and Chief Service and Information Technology Officer at Sprint. Bob was the keynote speaker on Day 2 at the conference. [...]

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 [...]

Order Bias Is a Larger Source of Error Than You Think

Two hands, shuffling a deck of cards, seen from the dealers point of view.

Last week I was writing a questionnaire for a client using their survey software account, and I was chagrined to discover that it lacked the ability to randomize the display of items in a choice list. This is a common capability of all modern survey software applications, including QuestionPro, Survey Analytics, Google Consumer Surveys, and [...]

5 Areas Where B2B Customer Experience Disappoints

office workers in office building at night

Ineffective and disorganized processes catering more to the company than its customer not only cause difficulty and frustration for customers, they detract from a company’s ability to be efficient – and in the end, more profitable. What will it take for firms to be more successful at “simple?” To help answer this question, Walker queried [...]

Use Data Imputation When Modularizing Mobile Surveys

mobile phone as puzzle

The Problem The market research industry is at a crossroads as client demands push survey length longer while respondents increasingly take survey from smartphones (see Brian Jones’ previous blog on mobile market research trends and best practices). Many advanced analytical techniques require ~15-25 minutes (or more) worth of questioning to function, but many smartphone survey [...]

How Samsung Outflanked Apple Using Social Media Research

Apple iPhone Dueling Samsung Galaxy

An excellent case study demonstrating the value of social media research has emerged from an unlikely source: the Apple vs. Samsung patent dispute. Documents shared as part of the court case reveal some fascinating information about how the two companies were thinking about social data in 2013. It shouldn’t still bear saying in 2014, but [...]

How to Collect Competitive Intelligence

chessboard in checkmate

At last week’s Insights & Strategies Conference of the Marketing Research Association, Sean Campbell of Cascade Insights discussed competitive intelligence in the age of search engines. Cascade Insights provides competitive research and market intelligence to B2B hardware, software, and high-tech services companies. Too often, companies obsess about their own customers. This blinds them to potential [...]

How To Use Humor To Increase Survey Response Rates

The Survey Playbook cover

Why are surveys so humorless?  Are we doing something so vital and critically important that we have to ask questions in such serious tones?  We’re not performing surgery here; we are having a conversation with our customers via a survey (although I am sure even surgeons tell jokes to one another over the operating table).  [...]

4 Ways To Use On-Demand Qualitative Research

On Demand button

As a marketing executive or brand manager you’re faced with decisions all day long that might affect the short- or long-term survival of your product or brand. Wouldn’t it be great to have on-demand qualitative research at your fingertips to help make those decisions? Here’s 4 ways you might use on-demand qualitative research to improve [...]