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

Bernett focus group room

What To Expect From A Focus Group

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. We wrap up our series with this piece by Lisa Steckert, which was originally published here on May 3.   If you were to ask […]

hands

Recruit Your Own Survey Panel

Sometimes a survey panel is exactly what you need — and for that, you can use any number of panel providers such as Peanut Labs or EMI. But sometimes, a panel can be overkill and just too expensive for your project, in which case, it’s a good idea to have recruited a panel of your very own. […]

How to Give a Presentation with Data

7 Tips for How to Give a Presentation with Data

Here are some suggestions for you to consider when you’re preparing to give a presentation that includes data. It doesn’t matter if you’re presenting to your company’s management, to clients, to industry colleagues at a conference – ultimately most people process data in a similar way. Subordinate the data to the story. When you’re describing […]

iPhone 5c in jean pocket

What Apple Got Wrong with Its Question about the 5c

The most popular research tweet on the Twitter #MRX hashtag in the past fortnight was Tom Ewing’s tweet of this screencap: Cor, I can see why Apple don’t make a big thing about their market research – pages of grids, stone age stuff. #mrx pic.twitter.com/uV1rbPDTSq — To Mewing! (@tomewing) May 1, 2014 Some folks on […]

office workers in office building at night

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 […]

interviewer with microphone

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 […]

leading brands

Digital Qual Activities that Explore ‘Brand’ as a Relationship

Prophet’s David Aaker, who has dedicated his career to understanding the phenomenon of brands, stated, “Brand is typically the most important driver of customer purchase in both B2C and B2B.” Going with Aaker’s argument, it follows that the first step at assessing brand as a driver of purchase is to come to an agreement on what […]

Denver, Birmingham, Boston on U.S. map

What to Consider When Selecting Markets for Qualitative Research

Originally published in Alert!, the magazine of the Marketing Research Association. Pittsburgh or Portland? Los Angeles or Las Vegas? San Antonio or San Diego? Where should you hold your next focus groups? If you’re a local car dealer in Omaha, the answer is pretty obvious. But what if you’re doing research for a national organization? […]

woman looking in mirror

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 […]

TURF Analysis

How to Do TURF Analysis

Springtime is here! What better time to dust off your tools, including a nifty but underutilized method called TURF Analysis? No, I’m not talking about something in your yard or garden. I’m talking about the market research analytical technique called TURF Analysis. TURF is an acronym which stands for “Total Unduplicated Reach and Frequency.” TURF […]

SurveyPocketScreenShot 150

Using iPads to Survey Amusement Park Visitors

Like many companies, Cedar Fair Entertainment Company had traditionally done surveys the old-fashioned way – with paper, pencil and clipboards.  Mike Iott, Cedar Fair’s Market Research Manager, had to hand-create 12 reports monthly, one for each of Cedar Fair’s regional amusement parks. This year Mike successfully transitioned Cedar Fair’s in-park survey program from paper to […]