by June 17, 2013
Brands are living entities. They rise and fall according to
consumer interest in them, which is driven in part by marketing’s
efforts to extend the life of the brand. This is where market
research comes into play. Whether you are a brand manager for a
multi-million dollar consumer brand or the owner...read more
by June 12, 2013
Previously I spoke about the iceberg principle which states
that only 10% of a problem’s true nature is visible to decision
makers. It is the 90% that lies below the surface that offers
market researchers the greatest opportunity to do good for our
organizations.In order to reach a comprehensive...read more
by May 30, 2013
In a previous post we examined the fundamentals of Likert scale
development. In case you missed it, Likert survey questions are
designed to measure attitudes using a five or seven-point scale
agreement scale (e.g. strongly disagree to strongly agree). These
scales and their derivatives continue to...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 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 28, 2013
If there were one industry that could truly benefit from consumer
insight research, it is the restaurant industry. Granted there are
the giants of the industry, e.g. McDonalds or Chik-fil-A, that have
teams dedicated to dissecting every aspect of the customer
experience, but the biggest gains can...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 March 15, 2013
One of the biggest complaints people have about the net promoter
score is that respondents don't need to put their money where their
mouth is, so to speak. We ask the, how likely they are to recommend
us to a friend, family member or colleague, but do they actually
recommend us? It's certainly a...read more
by March 7, 2013
In both consumer and B2B market research we are often faced with
questions from clients that require both quantitative research
methods as well as the deeper insights that come from unstructured
or more qualitative approaches. Fortunately, online survey
platforms such as Cvent allow us the ability...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
