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 […]

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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

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NPS Requires Much Larger Sample Sizes Than Alternatives

At Market Strategies, we receive all sorts of questions about Net Promoter Score (NPS): Where did it come from? What are its major pros and cons? Is it the Holy Grail of marketing research or not? I answered many of these three years ago in an article for the AMA’s Marketing Research Magazine. This post addresses the surprising […]

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Conjoint Analysis Myths

The use of conjoint analysis methods has increased over the years in different industries, and as Chris Chapman, from Google, indicated in his presentation at the 2013 Sawtooth Software Conference, this family of techniques has been successfully used to: Determine feature preference Predict market share Find unmet needs in product portfolios Determine likely response from […]

victory

How to Set Marketing Research Goals and Objectives

In a previous post, I laid out a marketing research plan.  The first steps of the marketing research plan was setting goals and objectives.  You might think that this is a same-old, same-old process.  But it isn’t.  I’m going to approach this in a different way that will get you better results. Begin with the END […]

balanced scorecard

Using a Balanced Scorecard to Focus Your Business on What Matters

Forget what you know about the Balanced Scorecard approach. Most guides don’t really get to the point, as all they talk about are the “four perspectives” that you need to have, business objectives, and KPIs. All that is important, but what is more important is a coherent approach to using these business tools. Goals and […]

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How to Use Polls as Part of Your Market Research Plan

Polls are an outstanding way to collect feedback and engage with your audience.  Polls have become more popular for two specific attributes: first — they don’t take much time.  You can read a poll and answer a poll in less than 10 seconds and that increases response rates.  The second reason is that polls often […]

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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. […]

iStock_epic_fail

Survey Fail

We’re counting down our Top 10 blog posts of 2013. Coming in at #1 is this Buzzfeed-inspired piece originally published August 10. A friendly reminder that you should always have someone else review your questionnaire. You don’t want to commit the great acts of survey fail that these survey authors did. 10. Make sure your […]

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 […]

family feud error

4 Kinds of Survey Error: Sampling, Measurement, Coverage and Non-Response

There are 4 generally-accepted types of survey error.  By survey error, I mean factors which reduce the accuracy of a survey estimate. It’s important to keep each type of survey error in mind when designing, executing and interpreting surveys.  However, I suspect some of them are more ingrained in our thinking about research, while others […]

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 […]

Dead Robots

5 Ways to Avoid Creating Dead Robot Respondents

“When the individual’s behavior and consciousness get hooked to a routine sequence of external actions, he is a dead robot, and it is time for him to die and be reborn. Time to ‘drop out,’ ‘turn on,’ and ‘tune in.’ – Dr. Timothy Leary OK, it’s no longer the 1960s, but the words of Dr. […]