Reaching the Constant Sum

Increasingly, the constant sum question format is becoming one of my go to question styles. It allows the respondent to divide their “sum” across a fixed number of categories creating metric data. To clarify the “sum” portion of constant sum does not have to be 100 (as in 100 percent). It could be...read more

Getting the Clickthrough: The Art of the Invite – Part 1

Let’s face it, qualified respondents who have nothing better to do than to complete our survey accurately, truthfully and in a timely fashion are a rare breed. In today’s crowded email inbox our survey invitations are competing for attention – of course that assumes they didn’t receive a one-way...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

Sliding Down the Funnel

Following up on a previous post regarding measuring awareness and familiarity there are other questions that need to be addressed if we are to create a funnel. Why a funnel you ask? Funnels are commonly employed in brand tracking studies. This form of research requires a structured questionnaire...read more

Awareness Questions in Surveys

Hey there…have you heard of me? In consumer and B2B market research circles we are often asked to assess market awareness and/or familiarity with brands, products and spokespeople or causes. These two related, but separate constructs, represent the first steps on the pathway from prospect to...read more

Always Check Your Survey Logic!

There comes a time when all researchers have a bad day and craft a questionnaire that misses the mark. This can come in the form of a poorly worded question or logic that skips respondents off into the universe. To help mitigate these moments place a sticky note beside your monitor that reminds you...read more

Why You Need a Feedback Program: A Lesson from #TheDress

On a night, seemingly just like any other, the internet spun into a frenzy of discord. The culprit was a photograph of a dress, and not just any dress—#TheDress. Some people looked at the photograph and saw white and gold; others saw blue and black. The resulting confusion and disbelief from those...read more

Low to High or High to Low - Scale Design

Scales in market research share a similar purpose with those devices found in bathrooms, gyms and doctors offices. They are both designed to measure. In one case it may be our physical weight, while in the other it may be the importance of an attribute or attitude. In the context of B2B and consumer...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
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