Using research to craft brand strategy

Market research is all about supporting the brand. Companies with a defined brand strategy are better suited to dealing with the vagaries of the marketplace. In a recent article by HubSpot they identified seven core practices necessary for developing and maintaining a strong brand. They more

How secure is your customer base?

How do you define loyalty? This is a concept marketers have pondered on for as long as there has been competition in the marketplace. As a topic loyalty has been thoroughly researched by academics and practitioners alike. A few things that we know about loyal customers: They tend to be more

Retention Management Begins with Listening

Bob Seger once said “old friends good for the soul.” This thought has been weighing heavily on my minds as I prepare for a trip home, my first in several years. Old friends are also important to marketers and should be considered part of any organization’s retention management program. When I more

Weight a Minute

It is not often we can correct mistakes after the fact. As market researchers, however, we do have a few tools that allow us to make corrections post-facto. When it comes to sampling and response it is best to draw samples that are representative of your desired population beforehand. However, more

Keep an Eye on Response Rates

How well did we do? This is a common question in B2B and consumer marketing research circles. However, to answer it we need to know which is the metric that matters. In this case survey response is in question. Our brethren in database and direct marketing are intimately familiar with the more

Capturing Numerical Data

There comes a time in both consumer and B2B market research that we want to ask respondents to allocate their valuable resources to a task. For example, allocating how much time they spend involved in various activities or perhaps how much they spend on their monthly bills. As survey designers more

Panels are like Gardens

Is 2013 the year of the research panel? Adoption of research panels is definitely a growing trend, but panels themselves are not for the faint of heart. They offer advantages, but require commitment, just as a garden requires planting, watering, weeding, harvesting and so forth, so do panels. Let’ more

Using Invitation Forwarding to Grow Your Responses

As winter winds its way down and spring looms on the horizon, I was reminded recently of a sampling technique used in the old days that has taken on a new spin. It used to be called snowball sampling. Just as a snowball gets bigger as it rolls down the hill, this form of sampling builds up more

The Power of Segmenting the Market by Usage

In a recent post, I covered segmentation basics and briefly examined the debate around which variables are best used for the project. The point to remember is that marketing organizations can often benefit from multiple segmentations depending upon the end user (e.g. direct marketing, sales, more

How Do You Define Social CRM?

Webster's Dictionary defines "social CRM", just kidding. Trying to concretely define social customer relationship management is tricky, as a simple Google search will show. There's no one definitive and explicit meaning, so much as a conglomeration of opinions and buzzwords like " more
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