by June 12, 2013
Previously I spoke about the iceberg principle which states
that only 10% of a problem’s true nature is visible to decision
makers. It is the 90% that lies below the surface that offers
market researchers the greatest opportunity to do good for our
organizations.In order to reach a comprehensive...read more
by June 4, 2013
Making decisions can be a challenging process. Understanding how
customers navigate their decision process is a key function for
both consumer and B2B market research professionals. One technique
that is useful for understanding the decision matrix is CHAID
analysis or known formerly as Chi-Square...read more
by May 31, 2013
There are a few go to techniques that we use for survey data
analysis. The primary tool used for analyzing survey data is the
crosstab. There are fancier multivariate techniques, and those have
their place, but for everyday use the crosstab is the preferred
method for analyzing nominal and ordinal...read more
by May 30, 2013
In a previous post we examined the fundamentals of Likert scale
development. In case you missed it, Likert survey questions are
designed to measure attitudes using a five or seven-point scale
agreement scale (e.g. strongly disagree to strongly agree). These
scales and their derivatives continue to...read more
by May 14, 2013
Greg's most recent post, Get Back to the Trenches, reminded me of a
session I attended at the recent Mid-Atlantic Marketing Summit.
Where Ken Chow, CMO at LogiAnalytics, Tom Kohn, Former EVP of
Digital at Cygnus Business Media, Bob London, Founder &
President of London Ink, and Bob Ragsdale, VP of...read more
by April 25, 2013
A study recently conducted by the CMO Council and SAS brought up an
interesting question…Who owns the customer? The overall thrust of
the study was to highlight the gaps and opportunities for CMOs to
partner with their colleague in arms the CIO. In this day of ever
increasing data it is critical for...read more
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 29, 2013
It is rare that as a marketing researcher I get to take a survey.
That may sound odd, but more often than not one’s occupation is
used as a screener. Most researchers don’t want other researchers
taking their survey, even though they may be qualified on all other
accounts. The rare occasion is the...read more
by March 28, 2013
The concept of significance is central to generating consumer
insights. As market researchers we are tasked with providing data
to decision makers that is both useful and meaningful. How we
measure statistical significance depends upon the types of
questions we ask and the associated data structure...read more
by February 22, 2013
There is a new C-level position taking shape. According to work
published in the Harvard Business Review blog the next generation
of C-level executive is likely to be the Chief Customer Officer
(CCO). This is a good thing for those of us in marketing research
and consumer insight positions as it...read more
