Customer Insights Archive
Observational methods have always been alluring because they side-step some of these issues. Rather than rely on people to self-report how they shop, problems encountered in the kitchen or steps taken when doing an activity, why
Journal of Marketing Research By Young Eun Huh, Joachim Vosgerau and Carey Morewedge Written by Research Rockstar intern Sarah Stites Have you ever baked a batch of cookies, only to realize that you were out of milk?
PBS Newshour, February 2015 By Jenny Marder Synopsis by Research Rockstar intern Sarah Sites Many researchers struggle to find willing survey takers. What if there were a website to which they could post their surveys, exchanging a
What are BE’s implications for questionnaire structure and wording? How about for focus groups and IDIs? What are the implications for pricing research? Branding research?...
I’ve been reading a lot of predictions for market research—the typical pontification we see at this time of the year. Some of it has been very inspiring, but too many just rehash the obvious.
Personally, I think there
[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
The results from the authors’ modeling shows that the inferences marketing researchers obtain from monitoring social media are dependent on where they “listen.” For example, Facebook tends to be more positive, and Twitter more negative in the
Using a philosophy of test and learn, Heinz looks to multiple information sources for research, including electronic-point-of-sale, Nielsen data, panel data, and social media and brand monitoring. One such panel, Heinz 57, is an online community
Love him or hate him, Edward Snowden is a catalyst for change. How did he do it? And what can we market researchers learn from it?
The Big Reveal Gets Big Attention
Snowden didn’t suggest that there might be
What’s the most promising aspect of mobility in market research? Mobile ethnography—not pushing surveys to mobile devices.Mobile Ethnography: Innovation in ProgressWhile there are only a few tools available so far, this area is developing quickly.