by March 19, 2013
As consumer insight professionals we are often tasked with
assessing how our consumers and prospects make a choice when
selecting a product or service. This is not an easy task regardless
of whether your focus is consumer or B2B market research, but there
are several ways to reach the end. A recent...read more
by March 13, 2013
Those in the behavioral economics field hold onto the mantra of
trust in what people do, not what they say. Can consumer insights
professionals gain from this, and if so how can it be applied? The
short answer is yes, those of us in the consumer and B2B market
research space can benefit from...read more
by March 7, 2013
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
by January 30, 2013
Are products services and vice versa? There is a bit of confusion
in the marketing waters nowadays about this issue. Essentially,
from my humble perspective, there is little difference between a
product and a service. Yes, it is difficult to load a service into
your car and install it in your...read more
by January 16, 2013
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
by January 3, 2013
I recently had a purchase experience that is applicable to the way
we incent our respondents to complete a survey. Although you are
more apt to see these approaches in the consumer space it is
applicable in a B2B market research setting. What was memorable
about this experience was the expediency in...read more
by December 27, 2012
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
by December 6, 2012
How much do you know about your customers? I mean do you really
know them? At the heart of consumer market research lays a wealth
of attitude data that is seldom tapped into. Leading marketers have
taken the time to delve into this pool because they realize that
attitudes precede behavior. How we...read more
by November 16, 2012
The world of B2B and consumer marketing research is filled with
horror stories of products that have gone into the market with a
name that could only be characterized as an anchor. In this case
one that weighs down sales potential. Numerous examples of naming
snafus have been documented, especially...read more
by October 17, 2012
When we create a scale to measure consumer attitudes, be it for
consumer or B2B marketing research, we have a choice in how we
create the scale. One of the first questions to ask ourselves is
how many poles should be used? By poles I mean how we specify the
end points for the scale. The two common...read more
