Archive for the ‘market research’ tag
By Dean Burnett, Senior Director of Global Panel Operations
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.
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.
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?
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.
By Joe Jordan, Vice President of Panel Operations
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?
By Jacob Tucker, Senior Analyst, Insights & Strategy
You’ve probably seen it before: guess the number of jelly beans in the glass jar and win a prize. Your individual guess may be wildly off the mark, but if you were to average the guesses of a group of people, the result might be surprisingly accurate. This is the wisdom of the crowd.
By The Editors
Once emerging trends such as mobile surveys and market research online communities are now becoming mainstream. Jeffrey Henning, PRC, president of Researchscape International, discussed the findings from the GreenBook Research Industry Trends Report 2014 (GRIT), comparing results from last year’s survey to this year’s data. The biggest result—a vast majority of market researchers are using mobile more than ever with 64 percent versus 41 percent just one year ago.
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By Edan Portaro, EVP Global Business Development and Mobile Innovation
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.
By The Editors
Trying to target market research through traditional focus groups or online surveys is showing less impact than real in-the-moment mobile research. At the Marketing Research Association’s Corporate Researchers Conference, Ryan Backer, who oversees Global Insights for Emerging Tech at General Mills, shared some mobile market research insights gained from General Mills researchers.
By Alan Gould, CEO
Over the last six months in particular, our uSamp and Instant.ly teams have built and launched exciting new products, improved existing products, hired top talent and opened new markets. We are moving faster than ever, working harder and leaving our competitors breathless. What we are attempting to do—provide great, advanced market research products for an industry that historically has been slow to change—is not easy. I want to share some of my thoughts about what success for us will look like and how we are going to get there. So, let’s start with the business of selling online sample, our core business. We are justifiably proud of how fast we have become a major player in the space but there are trends that we need to get out in front of if we want to continue to prosper.