There was a day not long ago that advertising testing involved sitting large numbers of people in a room and showing them ads embedded in pilot television shows with a pre-exposure survey and a post-test assessment following the programming and ad exposure. My how things have changed! With the...read more

Is market research becoming irrelevant? If you follow the published works of Forrester Research then you may be tempted to believe that we should scrap our career path and pursue something different. Don’t be tempted! What Forrester brings to light in their article What needs to happen in market...read more

In both consumer and B2B market research we are often faced with questions from clients that require both quantitative research methods as well as the deeper insights that come from unstructured or more qualitative approaches. Fortunately, online survey platforms such as Cvent allow us the ability...read more

Making the connection between survey data and information stored in transactional data warehouses or CRM systems allows the consumer or B2B market researcher to exponentially grow the value of the customer insights they deliver. As with most survey-related topics, there is more than one way to make...read more

While we highlight the most popular posts from a given month in our newsletter, one of my favorite activities is to look back and see what posts were the most popular overall each year. Keeping with tradition, here's a look back across the 20 most popular posts of 2012!   Customer Loyalty Month: 25...read more

In a recent post we examined the nature of the data types available to consumer or B2B market researchers including; nominal, ordinal, interval and ratio. The latter two categories allow the user to generate mean or average scores as part of their survey data analysis. Working with means gives the...read more

I recently taught a session of introduction to quantitative methods. The students brought up several excellent questions including a series on data types. There is no way of escaping at least a cursory chat on data types if you are involved in either consumer or B2B market research. The...read more

Getting to know your customers through qualitative and quantitative research methods, and even simple discussions with them, will provide insight capable of driving significant change to your acquisition and retention management programs. The example below uses a matrix-question format designed to...read more

One of the key roles researchers play in both consumer and B2B marketing research is that of advocate for the voice of the customer. We fulfill this role with both quantitative and qualitative data collection, including social media analysis. Given that the pace of information is increasing what can...read more

Recently we examined the nature of correlation. If you are involved in consumer or B2B marketing research then sooner or later you will examine the nature of the relationship between multiple variables. In quantitative research, correlation analysis seeks to assess the linear relationship between...read more