Using research to craft brand strategy

Market research is all about supporting the brand. Companies with a defined brand strategy are better suited to dealing with the vagaries of the marketplace. In a recent article by HubSpot they identified seven core practices necessary for developing and maintaining a strong brand. They include:...read more

Measuring Brand Reputation

It’s all in the reputation! In both consumer and B2B marketing research there comes a time when it is critical to understand what drives the choice in a consumption scenario. We have to get down into the weeds with the consumers or business decision makers and ascertain what they feel is important...read more

Managing Brand Reputation

In the previous installment we discussed the basics of assessing brand reputation by deriving it using factors important to the purchase decision and a likelihood to recommend measure, although this later component could be overall satisfaction or likelihood to continue doing business. The quadrant...read more

Getting to Know You

I heard a recent episode on NPR that referred to the importance of social media for promoting “mom and pop” businesses. It has been a long held belief of mine that smaller organizations, even solo practitioners, can benefit from the analytics practices that larger organizations. After all data is...read more

Know Your Rows and Columns: How to do a Cross Tabulation Analysis

Data can be analyzed in numerous ways. There are a few go to methods that every researcher needs to be proficient with. The tool of choice for diving into survey data is the crosstabulation. There are fancier multivariate techniques, and those have their place, but for everyday use the crosstab is...read more

A Simple Segmentation Method

Segmentation is the process of dividing the market into homogenous groups which can then be marketed to differentially. There are numerous bases that can be used for dividing the market everything from batteries of attitudinal questions to geographic elements such as state or sales territory. One of...read more

[Webinar] The Holistic View of Measuring Customer Engagement

Date: Wednesday, October 8, 2014Time: 2:00pm ETDuration: 1 hour The current Customer Experience Management (CXM) concept is the product of a long evolution of database marketing, customer relationship management, Net Promoter Score and now managing the overall customer experience through a myriad of...read more

Building a research community

Building community is an integral component of a successful life. Such is definitely the case when considering ways to capture and leverage input from customers, prospects, donors or just about any other group of interest. Online survey platforms, at least the lower end of the market, were great for...read more

If I knew then what I know now - multi-channel surveys

What I knew then… I heard a statistic yesterday that the average smartphone user is never more than three feet away from their phone. I am not sure I find this good, bad or I'm just indifferent, but it does play into our need as consumer and B2B market researchers to expand our delivery options. The...read more

Many versus The One

Should you be looking at multiple channels for your research efforts? Single deployment channels such as online, paper, phone or mobile may no longer get you the quantity and quality of responses you need. A working definition of multi-channel research involves using two or more deployment...read more
Crimes in Design Webinar
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