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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 […]
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“How To” Posts
5 Areas Where B2B Customer Experience Disappoints
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 […]
Grow Your Business by Focusing on Share of Wallet
At the Marketing Research Association’s Insights & Strategy Conference in Orlando today, Timothy Keiningham of Ipsos Loyalty shared an update on the Ipsos Wallet Allocation Rule method, which won the 2011 NGMR Innovation Award. Traditional customer loyalty measures alone do a poor job of predicting Share of Wallet, the percent of category purchases captured by […]
The Mere Exposure Effect: Advertising to the Subconscious
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 […]
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 […]
Maximum Difference Scaling Provides Better Importance Data
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 […]
Using a Balanced Scorecard to Focus Your Business on What Matters
Forget what you know about the Balanced Scorecard approach. Most guides don’t really get to the point, as all they talk about are the “four perspectives” that you need to have, business objectives, and KPIs. All that is important, but what is more important is a coherent approach to using these business tools. Goals and […]
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, […]
Econometrics for Dummies
The following is an excerpt from Econometrics for Dummies. Published under license from John Wiley & Sons, Inc. Econometric techniques help you make estimates about economic relationships. For example, you can use your knowledge of economic theory to predict that having more disposable income leads to increased consumption for normal goods, but you need econometrics […]
Data Visualization Lesson 4: The Best Pies Are Desserts
Staring bleary-eyed at a spreadsheet of data and a report that still needs visual content, have you ever felt a bit underwhelmed at the prospect of using a simple graphic? Sure, a bar graph or histogram or line chart would show the data… but sometimes they seem, um… well… a little boring? It’s easy to […]
Meet the Data Triplets: Data, Metadata and Paradata
There are three sorts of data, and very often you need all three to understand and use the data you collect from your survey. Here are the three sorts: 1. The Data. The data is the data, that is the actually numbers, codes or open ended text that the respondent enters into the survey. There […]
10 Things Survey Researchers Should Know About Twitter
We’re counting down our Top 10 blog posts of 2013. Coming in at #4 is this post originally published July 31. Over the last couple years, I’ve been looking at Twitter’s potential in survey research. Why Twitter? Because it’s vast, it’s fast, and it’s cheap. Recently, at the 2013 FedCASIC Workshops, I presented ten things survey […]
