Measuring Feelings with the Semantic Differential

When it comes to generating consumer insights market researchers have many options in their toolkit. The types of data that can be created run the gamut from nominal (e.g. city, hair color, etc.) to ratio (age, income, home prices, etc.) The scales we implement in our surveys include Likert scales, more

Revisited: The 6 Steps of the Market Research Process

A few years ago, I wrote a post titled, Market Research Process: 6 Steps to Project Success. It's one of those posts that is constantly one of the most viewed posts on the blog. Because it's one of the most popular posts of all time, I think it's time to give it a refresh. So for our first more

25 Most Popular Survey Posts of 2011

Last week I shared my favorite feedback management blog posts that fell outside the Top 25 Most Popular Posts of 2011. After crunching the analysis for most read articles, most shared and clicked posts, I've narrowed down our 476+ posts to just the Top 25.Please share your thoughts below on more

What Researchers Can Learn from Socrates

As researchers, we may feel that we should remove ‘personal philosophy’ from our work to remain objective; however, many of our approaches and techniques are philosophies in themselves. Indeed, philosophy literally translates to 'love of wisdom' – which is what most research is about. The more

Two Important Ways to Gather Product Feedback

If you are looking for new ways to gather product feedback besides using traditional market research, then you have come to the right place.  Gathering product feedback is important at specific points during a product life cycle: at launch, when a competitor hits the market, when your market more

Questions Gone Bad

Questions, like people can go bad. When they do, the quality of your data will suffer significantly. What do I mean by questions gone bad? There are three primary areas, according to Professor Joseph Hair, et. al. in the book Essentials of Marketing Research. They are:   Unanswerable more

Beware Conflicts of Interest When Collecting Feedback

Dan Ariely: Beware Conflicts of Interest I love this story. Towards the end Dan says "The most difficult thing, of course, is to recognize that sometimes we are too blinded by our own incentives... When I was doing these experiments, I was helping science. I was eliminating the data to get the more

Analyzing Customer Feedback: Three Key Areas of Surveys

Whether you have launched a survey, a poll, or market research, properly analyzing the customer feedback is essential to ensuring that you have taken into account the various perspectives of survey research.  In order to build the best business case or tell the most comprehensive story to more

Unipolar Meets Bipolar

Market researchers may often be considered ‘mad’ by our colleagues in other departments, but when I speak of bipolar and unipolar I am not referring to a psychiatric disorder. Instead my thinking is on scales, those oft employed measurements of attitudes and perceptions that we as survey more

Can Market Research Provide a Clear Answer?

Does marketing research, or any form of survey research for that matter, always provide a clear answer? The ‘clear answer’ so often desired by executives is elusive, at best a moving target. So my take based on many years of experience is that research does not always provide a definitive more
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