by May 22, 2013
In the voice of the customer world it is our role as market
researchers to listen and follow through on what the customers are
saying. Quite often this puts us in the position of ‘middle men’
between the customers and internal groups (e.g. sales, marketing,
finance, customer service, etc.)...read more
by December 6, 2012
How much do you know about your customers? I mean do you really
know them? At the heart of consumer market research lays a wealth
of attitude data that is seldom tapped into. Leading marketers have
taken the time to delve into this pool because they realize that
attitudes precede behavior. How we...read more
by November 9, 2012
Online survey design is a bit science, a bit art and wee bit of
magic. Today we are going to focus on the artistic side of the
equation. The development of HTML, Flash and the numerous other
aspects that make the Internet experience and enjoyable one have
expanded the toolkit available to survey...read more
by October 18, 2012
The joy of the Internet, amongst many, is that it has made the job
of being a market researcher just a bit easier. It has also
complicated many aspects of our daily lives - but that is a tale
for another day. Here’s an example: I have been tasked with
creating a survey to measure attitudes of...read more
by September 11, 2012
Customer satisfaction is often considered to be a fairly soft
measurement, relying on such markers as client feelings and
industry leanings. Zack Urlocker, a guest contributor for Forbes,
has provided an interesting formula for quantifying customer
satisfaction in this article, and with the effects...read more
by July 26, 2012
Two heads are better than one, but is this the case in survey
research? When it comes to questionnaire design the trend has
definitely been towards shorter is better. Lean questionnaires are
the new chic. This trend certainly argues against the use of
multiple measures of a construct which would...read more
by July 10, 2012
To surprise and delight should be the goal of all marketers. As a
philosophy it is bound to increase customer satisfaction and
ultimately lead to increased customer retention and quite
potentially enhanced profitability. I had such an experience at the
grocery store recently. After agonizing over...read more
by June 3, 2012
There isn’t a marketer out there that hasn’t at some point wondered
if their consumer and prospect bases are identical or if there are
differences which can be leveraged. This may be a stretch, but
market segmentation has been around a long time and is a staple for
researchers in consumer and B2B...read more
by March 28, 2012
At one point, not too long ago, marketing research involved the
collection of quantitative survey data and in-depth opinions
through qualitative focus groups and interviews. Oh, how that has
changed! The second stream in this river of consumer insight came
when data mining became economically...read more
by March 19, 2012
Trust is one of those constructs that underlies all relationships
from personal to professional. If you cannot trust your spouse or
partner, who can you trust? The same goes for professional
relationships. In this era of expeditious means of conveying both
positive and negative feelings to the...read more
