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
Standardizing UX Feedback with the System Usability Scale
Usability testing fills a critical need in understanding users’ responses to your website’s UX, but the inherent subjectiveness of the video/audio feedback format means that it can be difficult to distill meaning from a large number of responses. Your testers are writing you a novel with their words – the plot is no secret, but […]
How to Do Proper Strategic Planning With Market Research
Are you looking to improve your business runs on a day-to-day basis? Then it may be time for you to focus on strategic planning with market research. Identifying how and by whom strategic decisions are made, what information is used to inform those decisions, and how to better use the data you have on your […]
Mobile Research Overcomes Fading Affect Bias
At the annual one-day conference of the New England chapter of the Marketing Research Association Wednesday, Amit Ghosh of the Forbes Consulting Group discussed the need for “in the moment” mobile market research. A key imperative driving mobile research is Fading Affect Bias, Amit said. “Time heals all wounds, and that’s a problem. The Fading […]
How to Moderate Bulletin Board Focus Groups
Portions of the following are excerpted from Qual-Online The Essential Guide: What Every Researcher Needs to Know about Conducting and Moderating Interviews via the Web by Jennifer Dale and Susan Abbott. Published under license from Paramount Market Publishing, Inc. This post is an edited extract from Chapter 10, “Extended-Time Moderating Online.” No matter how good your online discussion […]
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 […]
Too Bad Social Media Brand Research Lies…
In many ways, the ever-expanding world of social media has been a market researcher’s dream – there are now tens of millions of willing subjects spending billions of hours telling us what they like and don’t like, and why. They share these thoughts — for free, no less! — in ways that marketers can quickly […]
How to Do Your Own Retail Audit Using Tablets or Smartphones
As the marketing and market research world get more and more comfortable with mobile technology, there are opportunities to go beyond the traditional survey in this innovative realm. Sure, it’s easy to do your first few mobile surveys using tried and true surveys, such as a customer feedback survey or an attitude and usage study. […]
7 Secrets to Designing a Great Usability Test
Usability testing is a great way to get a close-up look at your audience’s perceptions and expectations, but if you don’t have a lot of experience setting up user tests it’s easy to make mistakes or simply leave things out. Doing so undercuts the value of your testing and wastes both your time and that […]
Asking Questions When You Should Know the Answers
One of the best ways to have respondents (e.g., customers, students, employees, members or others whose feedback you need) ignore and delete your surveys is asking questions for which you should already know the answers. Here are excerpts from a survey a friend received some months ago (with her approximate thoughts noted): “Dear Alumna/Alumnus:”… Gee, that’s […]
Data Visualization Lesson 6: The Ultimate List of Dos and Don’ts
As part of this Research Access lesson series, we’ve explored best practices in the art and science of data visualization. Here, I round out that discussion with the ultimate list of dos and don’ts: Dos: Start with purpose. Before you select a data visualization tool, take a moment to put in words what you hope to show […]
Iterative Concept Development Might Be Right for Your Next Project
Iterative concept development with proper qualitative research really ensures that your concepts reflect the desired benefits, the language, and emotions of your target audience. After all, your target is the “consumer” of your product or service, so it totally makes sense to get it straight from the horse’s mouth in a qualitative setting. The challenge […]
