Community Management Is Like Gardening
Everyone is talking about Generation Z these days. You know them … they are today’s tweens and teens—the kids just behind the Millennials, to whom everyone wants to talk. And with the buzz about Generation Z come the inevitable suggestions on how best to reach this group of young up-and-comers for online market research. These [...]
Latest Articles
The Goal is Behavior Change, Not Insights
At the IIEX conference in Atlanta last week, Alex Batchelor of Brainjuicer introduced himself as a “recovering Insightsaholic,” someone who loved insights for their own sake. But insights aren’t enough. Market research needs to “find out how [consumers] decide and what affects that decision making,” Alex said. And decisions are influenced by environment (“sense, choose, [...]
Innovation in MR
I spent most of last week in Atlanta at the Insight Innovation Exchange. All I can say is, “Whew!” There must have been 150 presentations over the three days, most a merciful 20 minutes with a few meatier 40 minute sessions mixed in. Coming on the heels of MRMW in Chicago just two weeks ago, [...]
Profiling with Surveys and Mobile Behavioral Data
Clutter is a fact of life in the advertising world. This is as true for mobile ads as it is for print, television and radio. How to cut through the clutter and reach potential buyers is one of those questions that all marketers seek to answer. Maria Domoslawska, VP of Global Strategy for Research Now, [...]
Survey Data As A Key Ingredient
At the Insight Innovation Exchange conference in Atlanta yesterday, Jon Sadow of Google Consumer Surveys discussed the complimentary role of surveys in a research industry proliferating with new technologies and methodologies. With Big Data, text analytics, sentiment analysis, mobile research, video ethnography, eye-tracking, and more, where do surveys fit in? Previously, Google was advocating the [...]
The Potential of iBeacon for Mobile Research
At the Marketing Research Association’s Insights & Strategy Conference this month, Sriram Subramanian (@sriram_s) of ZoomRX introduced researchers to the potential of, and possible problems with, iBeacon, saying “technology doesn’t always play out as it supposed to.” But iBeacon has great potential for uncovering new Moments of Truth. Moments of Truth “What are Moments of [...]
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“How To” Posts
4 Things You Didn’t Know You Could Do With Mobile Research
1. Collect video narratives about consumer experiences. Most people like telling stories, but hate to write open-ended responses. Many can’t be bothered to put forth the time and energy that writing requires. This is part of the reason open-ended questions can yield lackluster answers. People are naturally oral storytellers, and mobile video or audio diaries [...]
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 [...]
How to Plus or Minus: Understand and Calculate the Margin of Error
Sometimes in the day-to-day work of conducting and interpreting market research, it’s easy to forget that many people who work with surveys on a daily basis have not had formal training in statistics. Even for those who have been trained, it can be useful to have a refresher from time to time. UNDERSTANDING MARGIN OF [...]
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 [...]
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 [...]
Customer Segmentation – An Overview
This information is useful for people who are interested in matching the best messages or products possible to those customers or prospects most likely to buy them. Why Segmentation? If you make a product, have a service, market or sell, customer segmentation is important to you. The days of one-size-fits-all approaches are long over, and [...]
How to Collect Competitive Intelligence
At last week’s Insights & Strategies Conference of the Marketing Research Association, Sean Campbell of Cascade Insights discussed competitive intelligence in the age of search engines. Cascade Insights provides competitive research and market intelligence to B2B hardware, software, and high-tech services companies. Too often, companies obsess about their own customers. This blinds them to potential [...]
Too Bad Social Media Brand Research Lies…
In many ways, the ever-expanding world of social media has been a market researcher’s dream – there are now tens of millions of willing subjects spending billions of hours telling us what they like and don’t like, and why. They share these thoughts — for free, no less! — in ways that marketers can quickly [...]
Econometrics for Dummies
The following is an excerpt from Econometrics for Dummies. Published under license from John Wiley & Sons, Inc. Econometric techniques help you make estimates about economic relationships. For example, you can use your knowledge of economic theory to predict that having more disposable income leads to increased consumption for normal goods, but you need econometrics [...]
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 [...]
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 [...]
