Latest Articles
Hey there…have you heard of me?
In consumer and B2B market research circles we are often asked to assess market awareness and/or familiarity with brands, products and spokespeople or causes. These two related, but separate constructs, represent the first steps on the pathway from prospect to customer. Awareness should be measured in two ways – unaided and aided. Unaided awareness is […]
Census Regions – What it means for Hispanic Sample
Census regions are probably the last thing you think about when procuring Hispanic sample. Language, acculturation, and country of origin are likely at the top of your list. However, census regions are linked to all of the above. The Hispanic population distribution in the U.S. is considerably different than the rest of the population. For […]
Sampling and Other Considerations for Mobile Research
In a prior post I highlighted an interesting statistic – for any given project market researchers can now expect up to 40% response on smartphones. This percentage will continue to increase. The question then becomes one of what do we know about mobile responders and can this be applied to our sampling plans? First and […]
Three keys for designing effective mobile surveys
At the recent MRA Corporate Researchers Conference the training organization Research Rockstar presented a course on designing device agnostic surveys. The trend is clear that more and more surveys are being taken on smartphones and tablets. Desktop computers still account for the majority of responses, but for any given project market researchers can now expect […]
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 […]
More from Research Access
“How To” Posts
Recruit Your Own Survey Panel
Sometimes a survey panel is exactly what you need — and for that, you can use any number of panel providers such as Peanut Labs or EMI. But sometimes, a panel can be overkill and just too expensive for your project, in which case, it’s a good idea to have recruited a panel of your very own. […]
How to Choose Market Research Conferences
Market Research Conferences are Proliferating It used to be there were just a few major market research conferences every year. The decision about which ones to attend was pretty easy. Not anymore. Market research conferences have proliferated in a big way. Why? In a word – money. The conference business is big business. Well run, […]
Webinar: How to Run Discrete Choice Conjoint Analysis
Editor’s Note: Today’s post was originally published on the Survey Analytics blog. Discrete choice conjoint analysis is a popular marketing research technique that helps you determine the optimal mix of features in a new product or service. Survey Analytics invites you to a complimentary one-hour webinar, “How to Run Discrete Choice Conjoint Analysis.” The webinar is […]
5 Ways to Avoid Creating Dead Robot Respondents
“When the individual’s behavior and consciousness get hooked to a routine sequence of external actions, he is a dead robot, and it is time for him to die and be reborn. Time to ‘drop out,’ ‘turn on,’ and ‘tune in.’ – Dr. Timothy Leary OK, it’s no longer the 1960s, but the words of Dr. […]
Use Data Imputation When Modularizing Mobile Surveys
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 […]
Digital Qual Activities that Explore ‘Brand’ as a Relationship
Prophet’s David Aaker, who has dedicated his career to understanding the phenomenon of brands, stated, “Brand is typically the most important driver of customer purchase in both B2C and B2B.” Going with Aaker’s argument, it follows that the first step at assessing brand as a driver of purchase is to come to an agreement on what […]
Voice of the Competitor Research Must Listen to Partners
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 […]
Survey Rewards: 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 […]
Is That Rating Scale Just Cute Or Actually Effective?
As the Marketing Manager for an online survey software company, I see a lot of surveys: our own research projects, competitor surveys, our customers’ surveys, surveys from businesses I buy from, and more. In fact, when it comes to online research my ‘reticular activator’ is in overdrive and I can’t help but notice myriad opportunities […]
The ABCs of CSAT
Later this week I’ll be attending the Net Promoter Conference in San Francisco. I’m really looking covering this event for Research Access. Customer satisfaction (or CSAT) measurement is a highly specialized, but vitally important, part of the research world. Yet I think there are many researchers and marketers who aren’t terribly familiar with the ins and outs […]
Conjoint Analysis Myths
The use of conjoint analysis methods has increased over the years in different industries, and as Chris Chapman, from Google, indicated in his presentation at the 2013 Sawtooth Software Conference, this family of techniques has been successfully used to: Determine feature preference Predict market share Find unmet needs in product portfolios Determine likely response from […]
