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Category Archives: Market Research Best Practices
How to use marketing research to defend your brand
Editor’s note: Dana Sloane is marketing director at Insights in Marketing, a Wilmette, Ill., research firm. This is an edited version of a post that originally appeared here under the title “How to defend your brand with market research.” With … Continue reading
5 questions you should ask before launching your next mobile survey
Editor’s note: Jeff Harrelson is chief product officer at M4 Research, Costa Mesa, Calif. This is an edited version of an article that originally appeared in the firm’s e-newsletter. As a researcher you’re likely following the shift from computers to … Continue reading
Substantiate multiple claims at your own peril
Norm Leferman is president of Leferman Associates, a Southborough, Mass., research firm. Bruce Isaacson’s article on claim substantiation studies (“Playing nice with legal”) in the January 2013 issue of Quirk’s provides several very good recommendations for how to best substantiate … Continue reading
If we are to become data scientists, how do we define “scientist”?
Terry Grapentine is a marketing research consultant in Ankeny, Iowa, and author of Applying Scientific Reasoning to the Field of Marketing: Make Better Decisions. I agree with many points that Joseph Rydholm made in his February 2013 Trade Talk column, … Continue reading
Are methodologists becoming irrelevant?
Editor’s note: Paul Richard “Dick” McCullough is president of Macro Consulting, a Scotts Valley, Calif., research firm. I imagine that, as dinosaurs slowly slipped into extinction, they were the last ones to notice. It might be the same with marketing … Continue reading
Five ways to fix focus groups
Editor’s note: Tim Coffey is president of VictusVeritas Insights, a Cincinnati research firm. This is an edited version of an article that originally appeared in the firm’s e-newsletter under the same title. Nobody seems to like focus groups. And yet, … Continue reading
Tipping the (survey) scales: How to set the multicultural record straight
Editor’s note: Carlos E. Garcia is senior vice president, multicultural research, in the Burbank, Calif., office of research firm GfK. Marketers want to be able to see into the future. That is, they want to make informed decisions today that … Continue reading
How to craft surveys that maximize data integrity
Editor’s note: Roxanne Salen is an account executive at Denver research firm The Praxi Group. When it comes to quantitative data integrity, much of the quality is derived from designing a survey that is engaging and simple for respondents to … Continue reading
Do we need to rethink market research debriefs?
Editor’s note: Edward Appleton is a client-side senior consumer insights manager based in Europe. Are debriefs actually detrimental to insights? This is a question grounded in experience, not one designed simply to provoke debate. A few months ago, I debriefed … Continue reading
Five practices for a more responsive and representative Hispanic panel
Editor’s note: Nelson Merchan is president of CLICROI, a Danbury, Conn., online advertising firm. Given the importance of the Hispanic consumer in the United States, more and more market research and consumer goods companies have built Hispanic consumer panels and/or … Continue reading