Getting into the Trenches: Why Observing Customers is a Must

One of the lessons I learned early on as a market researcher is the need to get down into the trenches. It is absolutely necessary if you want to be able to understand the journey a prospect takes  to become a customer. This is especially true for quantitative researchers who see life through the...read more

What are your plans for that data?

What will you do with those results? If there was ever a question to be asked, this would be it. If there is a likelihood that the results you generate will not be acted upon, then why would you conduct the survey to begin with? During my time in the market research space, I have seen many studies,...read more

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

The Final Question: Likelihood to Recommend

The third and final iteration of the customer funnel story involves a topic we should be both aware of and familiar with. That is how likely is the respondent to recommend us to family, friends and colleagues? If you thought this sounded a bit like net promoter score then you are correct. There are...read more

Going, Going, Gone to Mobile

Pete Townshend once sang about goin’ mobile. Now marketers and researchers are singing the same tune. The trend toward all things mobile continues unabated. This is one of those trends I certainly agree with, but as researchers we need to approach it with respect and understanding. It is not a trend...read more

Should We Use Incentives for Survey Response?

We seem to need an incentive nowadays before we are willing to do anything. As our lives have become busier, taking even a few minutes for a survey can be perceived as time wasted. This has led to an increasing reliance on incentives to motivate survey response. In the days of old it was common to...read more

Testing the value behind value propositions

How valuable is your proposition? Value propositions are a two-way street. From the company they are a promise of value to be delivered and from the customer’s perspective they are a belief that value will be experienced. These all important statements can apply to your entire organization, or parts...read more

How to Recruit 3 Types of Survey Support: Part 1

All successful survey programs have one thing in common—they need multi-tiered support to truly flourish. If you take a minute to think about the survey lifecycle, you can see why recruiting support on several different levels is important. Launching surveys takes time and money, especially during...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
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