by April 23, 2013
Just who we are is a question that has been asked by philosophers
since time immemorial. Market research professionals are no
different than those wise men from ancient Greece in this regard.
Our task is to create an understanding of the consumer’s mind in
which we can shape our brand positioning...read more
by April 17, 2013
Survey research can be used to assess the attitudes and opinions of
virtually any group or sub-group. Most of my work has been in the
areas of consumer and B2B market research, but from time to time my
focus has shifted toward surveying employees. This makes perfect
sense as our employees are the...read more
by April 16, 2013
The number of true monopolies in the global economy is not that
large. What this means to the rest of us is that we have to compete
to sell our products and services. Competition can come from both
global competitors and those homegrown in your back yard.To grow in
a soft economy companies must be...read more
by April 12, 2013
Incentives are de rigueur in survey research. For some reason
respondents are just not willing to take all of the surveys they
are invited to. I cannot understand why. Sarcasm aside, the amount
of time available to respondents is becoming increasingly scarce.
In order to compensate for this trend,...read more
by April 1, 2013
What is statistical significance anyway? The core of our survey
data analysis should be directed toward generating consumer
insights that are both meaningful and actionable. In order to
achieve this joint goal we have to keep our eye on significance,
both statistical and managerial.Previously we...read more
by March 25, 2013
Customer satisfaction measurement can be best described as part
art, part science, and part intuition. Regardless of how you view
it there are several moving parts to this equation. Satisfaction,
as a measure itself, is part of a larger equation centered on
profitability. When designing a...read more
by February 25, 2013
There comes a time when those of us in consumer and B2B market
research realize that we are not just the messengers, the conduit
for the voice of the customer, but we also are the change agents.
This realization came to me some time ago, but was reaffirmed while
reading the book Outside In by Harley...read more
by February 22, 2013
There is a new C-level position taking shape. According to work
published in the Harvard Business Review blog the next generation
of C-level executive is likely to be the Chief Customer Officer
(CCO). This is a good thing for those of us in marketing research
and consumer insight positions as it...read more
by February 20, 2013
Measuring customer loyalty and satisfaction is a primary task for
both consumer and B2B market research professionals. Today’s
question is a matter of time as in a snapshot (one period in time)
or a trend (measurements over a period of time.) Should
satisfaction, awareness or other measures be...read more
by February 19, 2013
Are questions with dichotomous answers the best use of our online
survey design? Answering this question is not as simple as saying
Yes or No. Dichotomous questions (those with two response options)
may be simple to answer, however they leave one key component
behind. Variance allows us to dive more...read more
