Merging market research data streams

As a trend watcher in the IT space, I have noticed a consistent drumbeat over the last few years. CIOs and their interest in analytics and business intelligence have been consistent if not increasing. This makes perfect sense as companies realize they need to leverage both internal and external data sources to better compete in […]

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

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

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

Algebra

Data Visualization Lesson 5: Ninth Grade Algebra Wasn’t Worthless After All

There are many things of which teenagers are “sure”: that they will never be like their parents; that the greatest artist of all time is (insert name of band of the moment); that pretty much any clothing is appropriate to wear in public (I’m talking to you, leggings-as-pants). Thankfully, with age comes wisdom. It would […]

Marketing Concepts That Win book cover

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 […]

vote button

Election Polls: 5 Tips For Navigating the Clutter

Tomorrow is Election Day here in the States.  The big vote (for President) isn’t until next year, but we have the usual spate of races for local offices as well as a wide range of citizen-initiated referenda on everything from the mundane (bond measures) to the highly divisive (social issues). As the expected avalanche of […]

Exterior of a hospital Emergency Room

Improving the Preference Question

Community image studies have changed over the years with the advent of online technology as well as new analytical techniques. One thing that has not changed much over the years is the age-old preference question: “Overall, which hospital do you prefer most?” No matter how you word it, that question has seen a great deal of action in community image studies and is often […]

share of wallet

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 […]

salesforce

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 […]

businesswoman looking through binoculars in building - © Igor Mojzes - Fotalia

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 […]

The Survey Playbook cover

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).  […]

witness on stand

Ask Me No Leading Questions, and I’ll Tell You No Lies

The most common problem with the draft questionnaires that are sent to me is the use of leading questions. A leading question suggests the answer the survey author is looking for and often unintentionally reflects the author’s bias. As a result, the answers to such questions overstate actual support for the item being researched. Leading […]

Apple iPhone Dueling Samsung Galaxy

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 […]

mobile diary studies

10 Tips for Mobile Diary Studies

Earlier this month, Chris Neal of Chadwick Martin Bailey shared with members of the New England chapter of the Marketing Research Association tips for running mobile diary studies, based on lessons learned from a recent project. For the Council of Research Excellence, CMB studied mobile video usage to understand: How much time is spent on […]