by May 10, 2013
Ok so just what is a Likert scale anyway? If you have been in
market research, or any form of survey research, for any length of
time you have no doubt come across the ubiquitous Likert scale and
its strongly agree to strongly disagree framework. In the years I
have been involved in constructing...read more
by February 26, 2013
There is another side to the ‘one percent’ debate. This presented
itself in fine fashion recently thanks to two emails from LinkedIn.
In the past year the business networking site surpassed 200 million
profiles. In 2012, I received an initial email stating that I was
one of the first one percent of...read more
by October 18, 2012
Building on a previous entry about exceeding market expectations,
this post will look at a particular type of survey, the planning
survey. If you are in B2B market research you are likely familiar
with the requests of internal clients who need to budget and
schedule for the coming year. The timing...read more
by October 17, 2012
When we create a scale to measure consumer attitudes, be it for
consumer or B2B marketing research, we have a choice in how we
create the scale. One of the first questions to ask ourselves is
how many poles should be used? By poles I mean how we specify the
end points for the scale. The two common...read more
by October 8, 2012
Your cell phone can be used for just about everything these days,
from paying bills or finding a place to eat, to ensuring you locked
your front door - from the other side of the country. Can it also
help strengthen your customer relationship management strategy?
Erika Morphy at CRM Buyer wrote a...read more
by September 7, 2012
Do you remember your first time? Well if it was your first kiss
then I hope you would remember. In this case I am referring to
first time you became a customer of (fill in the blank). How you
feel about your first experience with a new retailer, vendor or
other company plays a large role in...read more
by August 31, 2012
There was a time when people were simply grateful you asked them
for their opinion. Those times are not now! Unless you have a
fervent fan or customer base odds are you will have to offer some
form of incentive to encourage response. This tome is not about the
merits of whether to incent or not, but...read more
by August 23, 2012
Summer is often thought of as the travel season with families
taking their annual vacations. Of course travel and tourism occur
throughout the year and are a significant input to the both US and
the broader global economies. The industries that make up the
tourism sector are keen at paying attention...read more
by August 8, 2012
As I was sitting in my acupuncturist’s office today it occurred to
me that as a business they need to market themselves in the same
fashion that a leading CPG brand or service provider. The adage of
“If you build it they will come,” may have worked in the movies,
but in today’s congested marketplace...read more
by July 23, 2012
Within the realms of consumer and B2B marketing, there is a space
where features dance with benefits and customer needs are met or
exceeded. It is easy to see a product’s features, e.g. size, shape,
colors, accessories, etc., however it can be a bit more complicated
to assess the features built into...read more
