Top 2 Box Score – Avoid the Pitfall

Recently when giving my desk a much needed cleaning I came across an article by Jerry Thomas with the firm Decision Analyst. His whitepaper focused on the use of the top two box score as a measure for conveying scores to survey scales. The top box score is the sum of percentages for the top […]

How secure is your customer base

With all the talk of data security as of late, it is important that we address another aspect of security – namely customer security. Loyalty is a concept marketers have spent considerable time and resources attempting to understand and master. This has been going on for as long as there has been competition. As a […]

Finding the right balance

Likert scales and other questions designed to measure attitudes, such as satisfaction, are ubiquitous in marketing research. They have their uses that is for sure, but there are a few caveats one should be aware of. In this post we will start this review by looking at number of scale points. As researchers we have […]

Going Mobile – when to deploy mobile surveys

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Recently I heard the average smartphone user is never more than three feet away from his or her phone. There is no judgment on this, but it does play into our need as consumer and B2B market researchers to expand our thinking on how we deliver surveys to respondents. Multi-channel research involves leveraging two or […]

The art, and science, of measuring agreement

Even those new to survey research have been exposed to the ubiquitous Likert scale. This question format and the strongly agree to strongly disagree framework is a staple in the pantry of questions we regularly use on surveys. In the years I have been involved in constructing surveys and teaching market research I have seen […]

Survey Length vs. Data Quality

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What does survey length have to do with data quality? This is a question being asked more frequently in market research circles. It is certainly a topic I have devoted much time to, for the simple reason that lengthy and complex surveys make it more difficult for all researchers to collect valid and reliable data. […]

How Language Proficiency Can Impact Survey Response

Just when it started to feel as if it was going to be a boring summer, Annie Pettit of Peanut Labs stepped up to the microphone at this year’s MRA Insights and Strategy Conference and stole the show. Okay, so it might not have been that dramatic, but Dr. Pettit did share some fascinating insights […]

CMB’s Empact Model of Emotions

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Emotions have a place in customer experience management It’s about the emotions, or is it? On June 11, 2015 Erica Carranza, PhD and Brant Cruz, both of Chadwick, Martin, Bailey, highlighted their new model for measuring emotions known as Empact. They led off with a fundamental marketing truth – we act based on how we […]

Keep It Simple and Keep It Fun!

On June 10, 2015 the researchers from Marketing Experiments presented data that should serve as a good reminder to us all – do not ignore the simple changes in favor of more complex solutions. Sometimes going for complexity takes us away from our ultimate goals – in this case to maximize conversion. The first experiment […]

Emotions Have a Place in Customer Experience Management

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It’s about the emotions, or is it? On June 4, 2015 Michael Allenson and Jen Rubin, both of Maritz CX, raised questions about how well are emotions integrated into the typical CX program. Much as we would like to think of ourselves as rational beings we each have emotions and they do impact us on […]