Why NPS is Used as an Internal Benchmark

  Organizations are becoming smarter. More tools are available than ever before to measure your performance and the experience for your customers and employees. But why do organizations often look to their competition to see if they are on par with the market average? Why not look inside your own...read more

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 include:...read 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 the...read more

What are your plans for that data?

What will you do with those results? If there was ever a question to be asked, this would be it. If there is a likelihood that the results you generate will not be acted upon, then why would you conduct the survey to begin with? During my time in the market research space, I have seen many studies,...read more

Is your data quality suffering?

How long is too long? This is a question being asked more frequently in market research circles. It is certainly a topic I have devoted much time to, for the simple reason that lengthy and complex surveys make it more difficult for all researchers to collect valid and reliable data. I delve deeper...read more

Avoiding the Yes Men

As market researchers, and survey researchers in general, it is our job to ensure the instruments we create are as free of potential bias as possible. This is accomplished through diligence in survey and sample design. Yet, as hard as we try it is often difficult to avoid all forms of potential...read 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 data...read more

The Final Four: Ways to Collect Data in Survey Research

When we strip away the glamor, the surveys we create and administer are nothing more than data collection platforms. Novice researchers may focus on basic question types, but as we expand our skills the more astute researcher realizes there are many ways to capture data through the questions asked....read more

Know Your Rows and Columns: How to do a Cross Tabulation Analysis

Data can be analyzed in numerous ways. There are a few go to methods that every researcher needs to be proficient with. The tool of choice for diving into survey data is the crosstabulation. There are fancier multivariate techniques, and those have their place, but for everyday use the crosstab is...read more

Say, Just What is a Likert Scale Anyway?

If you have been around survey research for any length of time you have come across the ubiquitous Likert scale. But, do you ever wonder what the Likert scale really is? This question format and its strongly agree to strongly disagree framework is a staple for in the pantry of questions we use on...read more
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