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The Answer Network

Fall 2014 GRIT Report:
Do You Know Where Your Client Is?

By The Editors

Achieving success is all about relationships: knowing your clients, delivering on their needs and providing superior quality. Today marks the release of the latest GreenBook Research Industry Trends (GRIT) report, known as the go-to handbook in which our industry takes a good hard look at itself to better understand where we are and where we’re headed, and it centers on this theme.

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October 30th, 2014

Posted in In The News

Around the Web: How One Retailer Is
Using iBeacons to Drive Sales

By The Editors

Image source Flickr user UltraSlo1

American Eagle Outfitters is trying a new tactic to lure shoppers into the dressing rooms—location-based offers. The mega retailer installed beacon technology in more than 100 outposts to send messages to consumers as soon as they walked into the store. AEO installed ShopBeacon technology from shopkick, and conducted a test run to see how targeted coupons worked. Users saw this message when walking into a ShopBeacon-enabled store: “Hi [NAME], welcome to American Eagle! Get 25 kicks when you try something on in the fitting room + save big with this BOGO deal!”

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October 29th, 2014

Posted in Around the Web

How Big Brands Are
Using Mobile Market Research

By Edan Portaro, EVP Global Business Development and Mobile Innovation

mobile market research

Mobile market research has the potential to change the way that brands think about connecting with customers. In particular, it’s important to think about the smartphone as a portal into a respondent’s life. Effective mobile market research agendas take advantage of the fact that there are multiple forms of data collection that can happen from this single device. Combined, these insights can give researchers a greater depth of understanding and better information to take action on. Here’s a closer look at the five primary forms of mobile market research that brands are using, and how these formats will evolve in the coming year.

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October 28th, 2014

Posted in Mobile

Gridiron Marketing Season: 3 Tips for
Bringing Home the “W”

By Joe Jordan, Vice President of Panel Operations

Photo by Mike Strasser/West Point Directorate of Public Affairs and Communications

Fall is upon us. Labor Day is now a distant memory, flip flops have been moved to the back of the closet and football engulfs television Thursday through Monday.

Marketers are excited for this fall football season as well. The Super Bowl is fast approaching, and the holiday shopping season is right around the corner—all prime times for marketing and advertising. Marketers may not realize it but like coaches, they too need a playbook that will help put their teams in a position to bring home that big bowl victory this season. But what goes into a marketing playbook and where do you start?

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October 27th, 2014

Posted in Best Practices

How Targeting Requirements
Impact Market Research Feasibility

By Joe Jordan, Vice President of Panel Operations

targeting requirements

One of the key factors that impacts market research feasibility is the targeting requirements for your survey sample. What details are you specifying in terms of demographic requirements, behavioral profiling, and sample size? For market research, these are essential questions to ensure that surveys are both statistically significant and truly representative of the market. The more specific you get with the targeting criteria, the more effectively your survey sample will approximate your customers. Conversely, you will lose overall general audience evaluation. But the more narrow your targeting requirements become, the harder it can be to find a panel or panels that can fulfill your research agenda in a timely and affordable fashion. Here’s a closer look at how targeting requirements impact market research feasibility and how researchers can effectively balance these concerns.

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October 24th, 2014

Posted in Online Research

Survey Magazine Names 20 Researchers
You Need to Know in 2014

By The Editors

Votes have been cast and the results are in for Survey Magazine‘s 20 Researchers You Need to Know in 2014, which celebrates the brightest and most driven minds in our the industry. “Innovation and vision is core to the values, work ethic and professionalism that each of the recipients share on a daily basis,” writes editor Jon Leiman. This year, the magazine selected both research veterans and future leaders, including our very own Karyn Hall, vice president of Instant.ly and the mind behind Instant.ly Concept Test.

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October 23rd, 2014

Posted in In The News

Research In-Context: A Primer for
Marketers

By Edan Portaro, EVP Global Business Development and Mobile Innovation

In-context research

With the growth of mobile technology and online research platforms, in-context research is changing. Conducting onsite research no longer requires hiring staff, training them and transporting them to a specific location to survey a store’s patrons. Instead, the latest market research technologies leverage mobile devices, smart strategies like QR codes that let participants self-select into research with a smartphone scan, and even geolocation capabilities. With the proliferation of different contextual research techniques, it can be challenging to determine which one is right for your specific needs. Here’s a closer look at the different types of in-context research and how to determine which approach is the right fit for your research goals.

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October 21st, 2014

Around the Web: How To Fix Online
Survey Problems

By The Editors

Online surveys continue to be an easy way to gather research data but when incorrect data is collected, it can lead to mass misinformation. Joel Rubinson, president and founder of Rubinson Partners, Inc., shared four common problems in survey data that can be fixed. The first is a telescoping issue, which means “elicit[ing] overstatement on brands bought over the past year.” He advises experimenting with longer timeframes than you need, then narrow down to the shorter timeframe you actually need. Rubinson also highly recommends in-the-moment mobile surveys “for ephemeral behaviors that are often semi-conscious, like in-aisle shopping.”

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October 20th, 2014

How Agile Is Your
Market Research Agenda?

By Joe Jordan, Vice President of Panel Operations

With the introduction of online survey technology, the timelines behind market research projects sped up considerably. Instead of waiting weeks or even months after a purchase was made to get feedback, companies were able to email surveys just days or even hours after a customer acquired a new product or was exposed to marketing. Similarly, new concepts could be taken to the market and comprehensive testing completed in days.

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October 14th, 2014

Around the Web: Choosing the Right
Mobile Qual Solution

By The Editors

Mobile traffic to websites is increasing rapidly, according to 10ZiG Technology’s latest statistics presented in a recent post at GreenBook Blog. Estimates from Google Analytics show that by March 2017, mobile web traffic will overtake desktop website usage. 10ZiG Technology put together an interactive dashboard called the Game of Devices featuring the company’s findings. They tracked 10 B2C and B2B companies’ websites on a weekly basis from 2010, monitoring hits coming from desktop, mobile or tablet to see the rates of growth.

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October 13th, 2014