Asking Questions When You Should Know the Answers

Blindfold businessman

One of the best ways to have respondents (e.g., customers, students, employees, members or others whose feedback you need) ignore and delete your surveys is asking questions for which you should already know the answers.  Here are excerpts from a survey a friend received some months ago (with her approximate thoughts noted):    “Dear Alumna/Alumnus:”… Gee, that’s [...]

Marketing to Lapsed Customers to Prompt Repeat Business

Marketing lapsed customers

Though brand switchers are often the target of sales, I find that the biggest boost can come from brand loyals. What are ways to bring back customers whose interest has waned? As part of a project with a medical supplies company, I took aim at just that group. At the time of the study, the [...]

An Interview with Howard Fienberg About Sugging

Howard Fienberg, PLC

One of the pleasures of volunteering on the Board of the Marketing Research Association (MRA) has been the opportunity to get to know Howard better. Howard Fienberg, PLC is the director of government affairs for the MRA and champions the needs of the industry to federal and state agencies and departments. I recently had the [...]

Survey Rewards: Best Practices

Survey Best Practices

In the quickly evolving world of survey rewards, staying on top of changes can be challenging. Here are six tips to optimize your rewards budget and maximize your response rate: Digital makes a difference – Comfort with digital rewards is at an all-time high. People routinely receive e-gift cards from loyalty programs, wellness challenges and survey [...]

Maximum Difference Scaling Provides Better Importance Data

balance scale

On October 28, Survey Analytics provided a glimpse behind the curtain into a not so new technique for getting into the mind of the respondent. We have long used rating scales to get at what consumers and prospects see as important, yet this approach is fraught with peril. This is where maximum difference scaling comes [...]

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: [...]

Voice of the Competitor Research Must Listen to Partners

businesswoman looking through binoculars in building - © Igor Mojzes - Fotalia

Outside of the competitor’s customers, what other voice do we need to hear from when conducting Voice of the Competitor (VOTC) research? A competitor’s partners. This may seem an interesting choice given these organizations are not strictly customers per se. However, the role these organizations play as an information broker is vital. The ability of [...]

What to Consider When Selecting Markets for Qualitative Research

Denver, Birmingham, Boston on U.S. map

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? [...]

Iterative Concept Development Might Be Right for Your Next Project

potter creates a pitcher on a pottery wheel

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

Endangered species of lemur

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 [...]