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
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 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, […]
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 […]
Order Bias Is a Larger Source of Error Than You Think
Last week I was writing a questionnaire for a client using their survey software account, and I was chagrined to discover that it lacked the ability to randomize the display of items in a choice list. This is a common capability of all modern survey software applications, including QuestionPro, Survey Analytics, Google Consumer Surveys, and […]
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 […]
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 […]
10 Tips for Optimizing Market Research within Your Organization
Now more than ever, with many companies decentralizing marketing research, sharing information and insights is crucial to getting the best return on your marketing research investments. I have worked with numerous organizations that live by the value of their market insights, and there are commonalities in how they encourage a consumer focus throughout their companies. […]
A Gentle Introduction to Concept Development
The following is an excerpt from Marketing Concepts That Win! Save Time, Money and Work by Crafting Concepts Right the First Time by Martha Guidry. Published under license from the author. Behind every successful product or service lies a powerful concept. It is really that simple. Product and service offerings that win in the marketplace […]
4 Things You Didn’t Know You Could Do With Mobile Research
1. Collect video narratives about consumer experiences. Most people like telling stories, but hate to write open-ended responses. Many can’t be bothered to put forth the time and energy that writing requires. This is part of the reason open-ended questions can yield lackluster answers. People are naturally oral storytellers, and mobile video or audio diaries […]
Is the Ideal Survey Length 20 Minutes?
We’re counting down our Top 10 blog posts of 2013. Coming in at #8 is this webinar recap originally published August 8. As part of the CASRO webinar series, Inna Burdein, Ph.D., director of panel analytics with the NPD Group, discussed her research into survey length and effort. The session moderator – John Bremer, the […]
How to Present Research Data in a Way that Inspires Action
It’s one thing to collect data and feedback – but quite another to analyze and present the data in a way that is clear and inspires action. The Power Presentation Outline Here’s a presentation outline that you can use the next time you have to put together a killer presentation using research data.
