Creating reports from your online survey platform can be both a blessing and a curse. There are numerous pre-designed report options available which can easily shave hours of time off a project. Reports follow several themes including: Answer Summaries and Details – individual frequency counts for...read more

In a recent post, I covered segmentation basics and briefly examined the debate around which variables are best used for the project. The point to remember is that marketing organizations can often benefit from multiple segmentations depending upon the end user (e.g. direct marketing, sales,...read more

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

The who, the what, the how, the why and the when. Let’s take a look at “the when” for establishing a timeframe for measuring customer satisfaction. Companies, organizations and governmental entities invest heavily in attempting to understand the drivers underlying customer satisfaction and...read more

One of the key roles researchers play in both consumer and B2B marketing research is that of advocate for the voice of the customer. We fulfill this role with both quantitative and qualitative data collection, including social media analysis. Given that the pace of information is increasing what can...read more

Summer is often thought of as the travel season with families taking their annual vacations. Of course travel and tourism occur throughout the year and are a significant input to the both US and the broader global economies. The industries that make up the tourism sector are keen at paying attention...read more

When we have passed through survey data collection phase and have moved onto survey data analysis the questions really begin to pop up. I have had the pleasure of completing several projects recently both in the consumer and B2B market research and have spent a great deal of time writing. I believe...read more

Within the realms of consumer and B2B marketing, there is a space where features dance with benefits and customer needs are met or exceeded. It is easy to see a product’s features, e.g. size, shape, colors, accessories, etc., however it can be a bit more complicated to assess the features built into...read more

On occasion I come across a post that really moves me to action. In a recent Greenbook newsletter Edward Appleton raised two strong points about market research’s role. I strongly suggest reading his post if time permits, but in summary he raises a few questions that we need to be able to answer....read more

A recent article in USA Today brought to light the impact that customer reviews are having on the hotel and travel market. According to the article, several major hotel chains including Hilton, Holiday Inn and Radisson are allowing verified customer opinions and reviews to be placed on...read more