Concept Testing: Which Path to Choose

Testing 1,2,3 Online survey platforms have enabled both B2B and consumer market researchers the ability to conduct concept tests with a greater degree of ease than found in previous generations. Gone are the days of filling auditoriums to test commercials embedded between pilot TV shows. This begs...read more

What’s in It For Me? How to Use Survey Incentives Correctly

You’ve heard it all before: Fill out our survey and receive a gift card. Tell us about your experience and be entered to win a free iPad. Rate our product and we’ll send you a free T-shirt. The concept is simple and widely used by organizations looking to increase their survey response rates. They...read more

Advancing the State of Survey Logic

Every survey has some form of logic inherent to it. I posit the following definition: Surveys are an ordered, logical set of questions presented to respondents, who meet basic criteria, for the purpose of informing a broader set of decisions. As survey authors we establish the logic used in our...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

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

Awareness Questions in Surveys

Hey there…have you heard of me? In consumer and B2B market research circles we are often asked to assess market awareness and/or familiarity with brands, products and spokespeople or causes. These two related, but separate constructs, represent the first steps on the pathway from prospect to...read more

Maximizing Reach with TURF Analysis

TURF Playbook So just what is TURF analysis? Does it have to do with the kind of grass we plant in our football fields? In this case it has nothing to do with football, but it does have numerous uses in media as well as product and services research. TURF, also known as total unduplicated reach and...read more

The Price is Right

How as market researchers can we help our brethren in marketing, sales and product development assess whether or not our price in the ballpark? There are numerous ways to test price including market experiments designed to measure elasticity up through several survey-based techniques. A key question...read more

Using Binary Scales to Shorten a Survey

In consumer or B2B marketing research, as in life in general, there is typically more than one way to ask a question. Some of these methods are easier on the part of the survey respondent, while others although a bit more complicated yield richer results for our survey data analysis. When we are...read more
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