Latest Rockin’ Article

Nov
0

Article Synopsis: “Tips on Measuring Crucial Social Factors in New Product Research”

Quirk's CoverQuirk’s August 2014

By Briana Brownell

Let’s compare plastic and reusable grocery bags. There are several differences, but one is this: your choice of bag says something about you. Although you might prefer getting them at the store over carrying your own, reusable bags communicate, “I’m eco-friendly! I care about the earth! I recycle!” In other words, when it comes to determining which type of bag people will carry—and really, most consumer behavior in general—social factors are important to consider. For example, some would even argue that we cannot completely trust survey results reflecting self-reported socially desirable behaviors.

Consumer behavior about new products or product categories are often hard to anticipate for many reasons, but one that is often overlooked is social factors. According to author Briana Brownell, the success of some new products heavily depends on social factors which are often undetectable during concept-testing. Failure to recognize these factors may blindside companies, causing unnecessary overspending on advertising or inventory.

However, not all products are equally influenced by social effects. So, as market researchers, how do we know when these factors do play an important role? Brownell says that, “the qualities of the product being launched determine which social elements may be relevant to integrate into a research program.” Here are four important guidelines:

  • Is seeing someone else use or recommend the product the key to adoption? Awareness and word of mouth are most important for certain kinds of products. In her article, Brownell explains which types are most likely to fall under this category.
  • Does adoption depend on the number of users? For example, social networks will only catch on if people sense that there will be widespread adoption. If no one is using Facebook, what is the point of joining?
  • Is adoption socially acceptable? If not, perceptions must be changed before the product is adopted. Often, adoption by change agents and opinion leaders gives the right signal to the masses.
  • Do product reviews aid adoption decisions? People often use others as shortcuts in their purchase decisions. Brownell discusses when peer or expert opinions are sought.

Social factors are always important to consider, yet when it comes to new product research, the stakes of ignoring them are even higher. To minimize the risk of overly-rosy market research, researchers should work to uncover which specific social factors play into the situation at hand and address them during the research process—or at least consider them when interpreting and reporting key findings. For more of Brownell’s tips, read her article here: http://bit.ly/1v0V6me.

This article was written by Research Rockstar intern Sarah Stites. Sarah is a student at Grove City College, and is a member of the Research Rockstar Scholarship program for college students.

 

0 Comments
Nov

Recipe for eLearning: A Letter from Research Rockstar’s Director of eLearning Curriculum

…the President, Kathryn Korostoff, was clear: it was time to raise the bar on self-paced learning for the market research industry. She gave me a mission: continue delivering the same high-quality content while improving student comprehension and retention. Oh, and keep it fun.

1 Comment READ MORE
Nov

110 Ways to Handle Project Overload

End of year can be a surprisingly busy time for market researchers. Some clients have “left over” budget they need to spend. Others are trying to get a head start on 2015. And then you get a few of those “rush” projects that seem to pop up at the worst possible times. What if you could temporarily expand your research team with the precise skills you need to cover these temporary spikes? You can.

0 Comments READ MORE
Oct

Is Your Market Research the Functional Equivalent of an iToaster?

Is it the functional equivalent of an iToaster? Sure Apple has a loyal fan base that would get excited if it launched an iToaster. But the company enjoys a broader base because it consistently raises the bar on ease of use and innovation. If Apple started launching new products with dramatically less intuitive user interfaces and featuring stale technology, its new launch momentum would be lost. And quickly.

0 Comments READ MORE
Oct

Article Synopsis: How to Link Customer Loyalty to Profits

[Article synopsis]…Another hot topic in customer research is NPS (Net Promoter Score), based on self-reported likelihood to recommend as a measure of loyalty. However, as the author points out, respondents may give high recommendation scores at the same time they give low satisfaction scores

2 Comments READ MORE
Oct

Article Synopsis: Quantitative or Qualitative Research Methods, Let’s Go Back to the Basics

data, different statistical methods and models can give different readings. Gray states, “Causation requires correlation of some kind but correlation and causation are not the same.”

When looking at probabilities and categories, Gray cautions the researcher to, “Avoid confusing the possible with the plausible and the plausible with fact. It’s also not difficult, though, to miss something of genuine practical significance that lies hidden beneath the surface of our data.”

2 Comments READ MORE
Sep

12 Actionable Tips from the 2014 MRA Corporate Researcher’s Conference

The MRA’s Corporate Researcher’s Conference (CRC) was full of great sessions and first-class attendees. And I came home with a pile of business cards that are covered with scribbled down notes for follow-up. If you didn’t make it to CRC this year, here is a sampling of my notes from this 2.5 day event.

3 Comments READ MORE
Sep

Your Chance to Win a Year of Free Market Research Training: Deadline for Entry 9/26/14

Ever wish you had a bigger market research training budget? Then enter our sweepstakes for a chance to win a year of free training….

0 Comments READ MORE
Sep

Getting Your Training Requests Approved: All in the Timing

Here are three tips to keep in mind when submitting your training budget request:
1.Add context. When submitting your training request, put it in context. Rather than simply say, “I want to take a class on writing qualitative research reports,” show why. For example, “I want to learn new

0 Comments READ MORE
Aug

5 Ways You Know You Are an Awesome Market Researcher

Are there other attributes of an awesome researcher? Of course. But these five are the core. Make sure you have these nailed, and your clients will quickly begin to appreciate your awesomeness. …

7 Comments READ MORE