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
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 […]
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 […]
Four Collaborative Steps to Innovation
Open innovation is the practice of collecting data from a wide audience in order to solve problems or evolve. And this practice is being utilized in every industry, from government to nonprofits to enterprise-level companies to universities, with numerous different end goals and objectives. Marketers are using it for research, product managers are using it […]
Global Mobile: It’s Here, But Are Your Surveys Ready?
The ubiquity of mobile devices has opened up new opportunities for market researchers on a global scale. Think: biometrics, geo-location, presence sensing, etc. The emerging possibilities enabled by mobile market research are exciting and worth exploring, but we can’t ignore the impact that small screens are already having on market research. For example, unintended mobile respondents make up about […]
Avoiding Confirmation Bias
One of the key skills in the sphere of market research and consumer insights is avoiding bias in the research. As we know, bias is a result of subjectivity. It’s the personal subjective lens used to view the world and is often based on certain intrinsic parts of character (gender, race, age, etc.) as well […]
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 […]
Exaggerated Self-reporting of Mobile Phone Use
We asked some of our favorite bloggers to provide us a “lost gem” – a great article that deserved wider response than it received the first time it was published. This piece by Ashley Richards was originally published June 27 for Survey Post. A recent article in the Journal of Computer-Mediated Communication examines the accuracy of self-reported […]
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 […]
What Negative Results from Concept Tests Might Mean
Tens of thousands of new products are tested each year, as part of concept tests, NPD, and volumetric testing. Some products produce a positive result, and everybody is pretty happy, but many produce a negative result. A negative result might be that a product has a low stated intention to purchase or it might be […]
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 […]
How to Control Your Customer Satisfaction Scores
We tend to measure customer satisfaction after the customer experience has already happened. But that isn’t when the opinion about the experience is really created. Customer experiences are actually created long before your customer ever reaches your doorstep. They often start with impressions and perceptions created when your potential customer interacts with friends and colleagues […]
