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Archive for the ‘market research’ tag

Storytelling and Analysis: Framing Your
Survey Results for Your Entire Team

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By Scott Worthge, VP, Research Solutions

survey results and storytelling

Companies with strong market research plans in place value an investment in strategically determining their business objectives, developing an appropriate research plan to translate those objectives into action and gathering data in a systematic way to ultimately enhance and support business decisions. While the process of doing so is typically rigorous, requiring consistency and cross-checking to plan, field and collect data, how much is your company investing in what happens after the data results are in? Your analysis, internal data sharing policies and steps toward integrating the customer insights into your business are equally—or perhaps even more—important than any other step in determining how you’re going to reap the benefits of your market research.

I often tell my co-workers, staff and students that while data integrity and quality are critical, a pile of data, no matter how well acquired, is just that until you determine what the data can tell you.  Every data set has a story and being able to find and tell that story is one of the most hard-to-acquire skills in market research, in my opinion. However, that story is just what my clients want—a summarization and highlighting of the results in a way that’s at the same time educational, informative, insightful and easily understood. Here’s a closer look at several ideas  around storytelling techniques, and how these are helping innovative companies transform their understanding of survey results.

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January 15th, 2015

Posted in Survey Design

Market Research Predictions for 2015

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By The Editors

In a look back on market research during 2014, some industry thought leaders named mobile, agile market research and pre-packaged survey methodologies as what shaped the year. Now, the same thought leaders predict what’s to come in 2015.
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January 6th, 2015

Posted in Industry Trends

Year In Review: What Shaped
Market Research in 2014?

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By The Editors


As the year comes to a close, we want to know: What defined market research in 2014? We asked industry leaders within our company and outside for their take. See their answers below.

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December 31st, 2014

Posted in Industry Trends

Around the Web: Principles Mobile
Marketers Should Know

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By The Editors


Smartphone sales have surpassed computers and other digital device purchases in 2013, according to comScore, and there’s a driving need to address users in a way that is engaging and authentic. Two marketing pros, Davis Murphy and Doug Stovall, gave three major points that all mobile marketers should utilize. First, agility is key. Oftentimes, customers will start an interaction in one platform—their laptop—and finish the interaction on another device like their smartphone. While mobile is a huge point of contact, Murphy and Stovall caution mobile marketers to remember that there are other means of communicating with consumers.

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December 30th, 2014

Posted in Around the Web

Market Research: An Investment
in Innovation, Not a Cost Center

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By Scott Worthge, VP, Research Solutions

 

market research and innovation

Image source: Flickr user Boegh

As companies move toward the end of the year and think ahead to their 2015 strategies, a few key points of consideration are on the table. A big one is budget planning, of course. And part of budget planning will involve marketing, and within this area, market research. But that begs several questions:

  • Has your organization developed a clear plan for its market research initiatives in the year ahead?
  • How is your executive team thinking about the changing dynamics of how customers and companies interact in the marketplace?
  • How will your organization understand and act on that thinking?

Here’s a closer look at how to evaluate these questions to help persuade skeptics on the importance of market research as you plan your business objectives out for 2015.

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December 18th, 2014

Posted in Best Practices

What Criteria You Should Prioritize
When Thinking About Data Collection

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By Dean Burnett, Senior Director of Global Panel Operations

data collection

Image source: Flickr user r2hox


Earlier this year, market research organization Greenbook published its 2014 Industry Trends Report. One of the commentaries in the piece titled “Criteria Importance in Data Collection Methods” explored what criteria companies use when they select market research partners. The authors conducted a comparison: the research agency’s perceived list of important criteria and then the actual stated importance of those criteria from the perspective of the buyers.

The study specifically focused on the question of which techniques to use for data collection. The data from the study and the insights that it provides can provide useful context for researchers and companies wrestling with decisions about what market research formats to use. The questions around these priorities are also helpful when evaluating new methods and how best to integrate them into your company’s research agenda. Here’s a closer look at what you can learn from their work.

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December 16th, 2014

Posted in Data Quality

3 Areas of Your Business
That Micro-Surveys Can Improve

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By Scott Worthge, VP, Research Solutions


The effectiveness of your market research agenda is directly tied to how relevant the results are to your business objectives. Your business faces urgent problems every day, from how to develop new products that sell to how to improve your customer service experience. There is also a long list of important, but not urgent, issues that need attention and strategic direction. Direct input from the market is an essential tool to identifying issues and opportunities, formulating solutions and implementing those in a winning way. Yet conducting in-depth research may not be possible for each area you’d like customer feedback on. Micro-surveys can help you narrow your focus and get feedback on targeted, crucial areas of your business.

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December 10th, 2014

Posted in Survey Design

Designing a Learning Culture:
Demonstrating How All Areas of
Your Business Need Customer Insights

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By Andy Jolls, Chief Marketing Officer

In the start-up and entrepreneurial space, there’s significant focus on Eric Reis’ book The Lean Startup. The concept is simple: an agile or just-in-time marketing, research and product development approach keeps organizations always learning and iterating based on that knowledge. One of the core tenants of the philosophy is to be always testing and always innovating. Creating an organization that’s based on a culture of learning and sharing data is a challenging process. However, it’s ultimately worth it in terms of growth and the ability to offer world-class products and services to your market. How do companies create the kind of cultural infrastructure that supports ongoing dialogue with the market?

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December 9th, 2014

Posted in Mobile Research

7 Best Practices for Writing
Better Screeners

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By Jeffrey Henning


Panel companies do a great job of profiling their members for common attributes. Need to survey Hispanics under 30 years old? No problem. Need to survey divorced college graduates? No problem.  Need upper-income parents? Again, no problem!

But what if you need to survey moms who took their child to the museum in the past 6 months? Or, you need upper income households that listen to Sirius XM satellite radio? With target groups like these, things start to get a little more complicated.

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November 19th, 2014

Posted in Best Practices,Panel

Passive vs. Active: The Role of the Survey
in a Big Data World

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By Joe Jordan, Vice President of Panel Operations

big data

 

We live in a world of big data. Everything that consumers do is closely monitored and analyzed. The body of behavioral, demographic and purchasing data that exists and is available to marketers is staggering. In fact, the amount of data that companies collect on their own customers from the geolocation tracking of in-store behavior to the microanalysis of what visitors do on websites is massive. Consider that we generate 2.5 quintillion new bytes of data each day.

Increasingly, research professionals are discussing the role of passive and active data collection in the overall corporate research agenda. How do they differ and what are their individual strengths? What’s the role of surveys and concept testing against this big data backdrop? Most importantly, how can we make the most of these quickly evolving insights to improve how we do business?

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November 7th, 2014

Posted in Best Practices