The Time Machine

If we only had a machine that allowed us to effortlessly travel back and forward in time. The concept of time is as important to marketers as it is scientists. The company that is late to the market will indeed miss the sales opportunity. This brings up the question of how do we ask more

Getting into the Trenches: Why Observing Customers is a Must

One of the lessons I learned early on as a market researcher is the need to get down into the trenches. It is absolutely necessary if you want to be able to understand the journey a prospect takes  to become a customer. This is especially true for quantitative researchers who see life through more

Concept Testing: Which Path to Choose

Testing 1,2,3 Online survey platforms have enabled both B2B and consumer market researchers the ability to conduct concept tests with a greater degree of ease than found in previous generations. Gone are the days of filling auditoriums to test commercials embedded between pilot TV shows. This more

Merging the Streams of Market Research and Business Analytics

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 has been consistent if not increasing. This makes perfect sense as companies realize they need to leverage both internal and external more

Awareness Questions in Surveys

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 more

True Love? 3 Survey Questions to Measure Passion (from Customers and Employees)

This Saturday is Valentine’s Day, which means that obvious and sometimes expensive proclamations of love—greeting cards, roses, chocolates, jewelry—will be everywhere. Whether you celebrate the holiday or not, you can probably agree there are different levels of observation among those that do. more

Maximizing Reach with TURF Analysis

TURF Playbook So just what is TURF analysis? Does it have to do with the kind of grass we plant in our football fields? In this case it has nothing to do with football, but it does have numerous uses in media as well as product and services research. TURF, also known as total unduplicated reach more

6 Surveys You Need to Conduct this Holiday Season

Just 34 days make up the commerce-laden holiday season bookended by Thanksgiving and New Year’s Day. It’s a short window of time representing billions of dollars in consumer spending, weeks of time off from work, countless miles on the road and a barrage of holiday functions. And in the midst of more

Hotel Customer (and Staff) Feedback can be Hell

Filthy rooms, paint peeling from the walls, inedible food in the dirty restaurant, and an overall lack of accountability from leadership and staff. These are just a few of the wonderful surprises in store for world renowned chef Gordon Ramsay on his hit series, “Hotel Hell.” In it, Chef more

Using Binary Scales to Shorten a Survey

In consumer or B2B marketing research, as in life in general, there is typically more than one way to ask a question. Some of these methods are easier on the part of the survey respondent, while others although a bit more complicated yield richer results for our survey data analysis. When we more
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