How secure is your customer base

With all the talk of data security as of late, it is important that we address another aspect of security – namely customer security. Loyalty is a concept marketers have spent considerable time and resources attempting to understand and master. This has been going on for as long as there has been competition. As a […]

Survey Length vs. Data Quality

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What does survey length have to do with data quality? This is a question being asked more frequently in market research circles. It is certainly a topic I have devoted much time to, for the simple reason that lengthy and complex surveys make it more difficult for all researchers to collect valid and reliable data. […]

Say Hola To 5 Hispanic American Segments

multi-generational Hispanic family on sofa

America’s melting pot is becoming more diverse. Every time a Census is conducted, it reveals significant shifts in population and ethnicities. On June 12, 2014, Raul Lopez and his team from Geoscape provided insight into their particular corner of the market – the intersection where Hispanic culture meets geography. Many years ago I learned the […]

Market Segmentation To Prioritize Prospects

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Market segmentation, or how marketers divide their market, has changed over the last 30 years. New techniques, more powerful analytic platforms, and terabytes of data have moved market segmentation from an annual event to a real-time exercise. In a recent GreenBook webinar, Scott Laing of ORC International shared with the audience his take on how […]