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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 […]
More from Research Access
“How To” Posts
The Importance of the Voice of the Competitor (VOTC)
Why do so many organizations fail to listen to the voice of the competitor? Hubris. And while hubris is not new, whether we are talking about Roman Emperors or Business Leaders in the 21st century, it is clear that Hubris is still an organization killer. But what can inoculate us from the disease? I believe […]
4 Kinds of Survey Error: Sampling, Measurement, Coverage and Non-Response
There are 4 generally-accepted types of survey error. By survey error, I mean factors which reduce the accuracy of a survey estimate. It’s important to keep each type of survey error in mind when designing, executing and interpreting surveys. However, I suspect some of them are more ingrained in our thinking about research, while others […]
How to Collect Competitive Intelligence
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 Samsung Outflanked Apple Using Social Media Research
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 […]
Review of Salesforce: Throw Away Your Prospect Spreadsheets
This post might be a little outdated for some of you, but I know that there are many small marketing research agencies out there that are still maintaining their client and prospect lists in Excel. I know because I’ve been there, I’ve lived it, and I’ve talked to some of you who are still living […]
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 […]
How To Use Humor To Increase Survey Response Rates
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). […]
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, […]
3 Phases of Collaboration Throughout the Innovation Lifecycle
When companies or individuals consider crowdsourcing as a component of ongoing innovation for their organization, they often think that their network is only involved in the initial phase: ideation or idea gathering. This phase of crowdsourcing is often referred to as open innovation. And although numerous innovation software solutions provide this base level of functionality, […]
4 Ways To Use On-Demand Qualitative Research
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 […]
How to Write a Market Research Plan
In the past, we BUDGETED for market research. This usually included our annual customer satisfaction survey and then we simply looked at our marketing plan an set aside a budget for the new product research we were going to do in the next year. These days things are a little different. I find myself recommending […]
