by April 23, 2013
Just who we are is a question that has been asked by philosophers
since time immemorial. Market research professionals are no
different than those wise men from ancient Greece in this regard.
Our task is to create an understanding of the consumer’s mind in
which we can shape our brand positioning...read more
by March 19, 2013
As consumer insight professionals we are often tasked with
assessing how our consumers and prospects make a choice when
selecting a product or service. This is not an easy task regardless
of whether your focus is consumer or B2B market research, but there
are several ways to reach the end. A recent...read more
by January 30, 2013
Are products services and vice versa? There is a bit of confusion
in the marketing waters nowadays about this issue. Essentially,
from my humble perspective, there is little difference between a
product and a service. Yes, it is difficult to load a service into
your car and install it in your...read more
by January 23, 2013
Missing data can quickly turn your actionable consumer
insights into a lackluster pile of data. It is an issue that both
consumer analytics professionals and B2B market researchers face on
a regular basis. It is also an issue with which database marketers
must contend. In essence, data is missing...read more
by October 11, 2012
Survey research principles can be applied to areas outside of
consumer or B2B market research. This should be no surprise to
readers of this blog. Trade associations are one industry vertical
that is tapping into the attitudes of its members. I recently
participated in a survey of market researchers...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 24, 2012
My recent posts have spoken to the concept of screening
participants and letting them down gently if they do not qualify
for the current study. To continue in that vein, this post looks at
a specific screening question appropriate for B2B marketing
research. In this arena researchers often need to...read more
by May 9, 2012
Most of what marketing does involves persuasion. To elaborate, we
are involved in the creation and dissemination of information that
is designed to affect perceptions, attitudes and subsequently
behaviors. Big money is spent every year in the design of
communications, developing tradeshow booths,...read more
by April 12, 2012
Those running social media campaigns can take a tip from
presentation and meeting professionals: If you want people to
remember your pitch and your product, focus on the beginning and
end. For example, you well know that first impressions matter, and
if you've ever attended a conference, it's often...read more
