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

Scales Based on Multiple Response Questions

Not all scales in market research need be of the Likert, Semantic Differential, or Constant Sum variety. They don’t have to involve Bayesian theory like the extensions of Maximum Difference Scaling do. In fact, sometimes the simplest approach truly is the best. The multiple response format is a...read more

Creating Categories from Open-end Responses

It is an alchemist’s blend of art and science when it comes to qualitative marketing research. The analysis of open-ended questions found on most surveys is indeed a qualitative endeavor. At its core this is an iterative process, even with the use of text analytics tools such as OdinText. Where do...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

Keep it Short and Simple: A Guide to Respondent Engagement

My interest as of late as turned to surveys that support employee loyalty, however, today’s topic applies just as well to consumer or B2B market research. As a research professional I find it useful to keep my feet on the ground and participate in surveys where feasible. This keeps me grounded in...read more

How to Make Your Survey Data Easier to Understand and Act On

Data is really having a moment right now. Not only has “big data” become a regular buzzword in business circles, data scientists are in high demand, and companies are becoming more reliant on analytics to make decisions. We're expected to know our consumer, employee, and attendee preferences better...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

Testing the Emotional Component of Advertising

Advertising is still big business with billions of dollars each year being spent on both the creation of advertising and refinement of the media selected to convey those messages. This is occurring in spite of a changing and more fragmented media landscape which is seeing a declining interest in...read more

5 Types of Employee Surveys (You Might Not Know About)

When you think about employee surveys most times you think about conducting surveys to understand employee satisfaction and engagement. However, there are many other types of employee surveys that you could be conducting to get a better understanding of all aspects of the employee lifecycle. These 5...read more

Divide and Conquer the Market with Segmentation

If one truth exists in the market it is that all customers are not the same. They do not consume products and services in the same manner, nor do they feel the same about your company. Their media habits are not constant, nor will they always recommend you to their friends and colleagues. Dividing...read more
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