Great Keynote Speakers

Take a look at these speakers—what an amazing list!

• Stan Sthanunathan, VP Strategy and Global Insights, Coca Cola
• Daniel Marcu, VP Research, IFC/Sundance
• Lane Cardwell, CEO, Boston Market
• Joe Batista, Chief Creatologist, HP
• Julie Propper, Director of Advertising Analytics, ESPN
• Dave Norton, CMO, Harrahs
• Clare Hart, Former Executive Vice President, Dow Jones & Company

My Top Pick

There will be many great speakers, but I always particularly enjoy practical market research applications. That is why I am especially  eager for this session: Isabelle Helms and Morgan Richards from AutoTrader.com will be presenting, “Building a Cost-Effective, In-House Normative Concept Test Program.”

Interested in seeking user feedback before you launch a new idea on your site? Limited concept testing research budget?  Then join us for this innovative session as we share how AutoTrader.com developed the “Concept Lab”, an in-house research solution enabling researchers to test new and revised online concepts with site users in a cost-effective manner.

My Session

I am pleased to announce that I will be presenting with Michaela Mora, at one of the Advanced Learning Sessions: Market Segmentation & MaxDiff: A Practical Application.

“Have you ever used MaxDiff in a market segmentation project? If you are looking to add an option for designing segmentation studies, join us for an interactive session on MaxDiff for Market Segmentation.

This session will start with a brief introduction to MaxDiff, for those audience members who may not have used it before. We will then proceed to scenarios of using MaxDiff to support a market segmentation analysis, including an actual case study. This session includes an interactive exercise for audience participation. The session will also include practical success tips.”

Conference Details

Place: Atlanta , GA
Date: 9/26/2010 12:00 PM  – 9/29/2010 12:00 PM

Sign up: Register by 8/26/2010 11:00 PM  for early registration fee (Registration Info)

I hope to see you there!

Segmentation models vary from basic to complex, and the approaches to developing and applying them is a topic for an entire book itself. But here are three examples of the very real benefits a segmentation model delivers:

1. Plan product roadmaps. It’s a lot easier to craft a roadmap when you have internal agreement about the profiles—including needs and behaviors—of the most attractive customer segments. If decision makers share a common view of what the most attractive segments are, and their emerging needs, planning new products and product improvements becomes a far more time and resource efficient  process. Not to overlook the obvious benefit that customer-inspired product ideas are more likely to succeed.
2. Embrace niche marketing. Few companies can afford to compete with the big fish in the big pond. Instead, a segmentation model shows you how to be a big fish in a little pond—or several little ponds.  A segmentation project can be designed to identify, profile and select profitable niches.
3. Setting your budget. Why let a marketing budget be set by something arbitrary, such as percent of sales? A segmentation model can provide a more meaningful, analytical approach. Given the size of attractive segments, and objectives for each segment (awareness/preference/market share, etc.), a strategic budget aligned with actual goals can be built. When you take this approach for the first time, you will likely find yourself investing less in some marketing programs, and more in others.

These are just 3 examples—there are many more. Indeed, there are many ways that a segmentation model can help your organization make money and save money. That said, actually creating a segmentation model is fairly complex, and success requires a very thoughtful planning process. Before you start, I strongly urge you to get assistance from someone who has experience with these types of studies—either a  consultant or a market research agency.

For those interested in learning more about market segmentation, I have three offers for  you:

First, please check out my new white paper, “9 Ways Market Segmentation Improves Business Success.” GET WHITE PAPER

Second, check out the preview of the new, 53-minute online introduction to market segmentation, “Divide & Conquer: Practical Steps to Market Segmentation Success.” CLASS PREVIEW [Research Rockstar VIP members: please note that this class is currently available in the members’ area—just log-in, click, and view!]

Third, for those interested in on-site training, I now have a more in-depth, 2-hour version of the online class, which includes interactive exercises for teams planning to create a market segmentation model. For a class outline, email me at KKorostoff@ResearchRockstar.com. Thanks!

Maybe it would help if you could see what an online class looks like. So here’s a video:

Click here to view the embedded video.

A few more things to know about our online market research classes:

• All classes are fully narrated, so you may want headphones if you are in a public area.
• Members can watch classes as often as they want.
• All classes are hosted—there is nothing to download!
• Most classes are just 30 to 60 minutes.
• All classes are designed for people who are actual buyers and users of market research; the content is extremely practical.

And remember, you can always start with a FREE membership.

Online Panels: 7 Threats to Market Research Success

This 5-page white paper elaborates on what can go wrong when using an online panel, and how to mitigate these risks.

Truly,  panels are a great resource for anyone conducting surveys these days. And with a little practical advice, you will be able to use online panels successfully.

Yes, I want the Free White Paper about Online Panels! CLICK HERE

The following topics are being scheduled:

• Introduction to Market Research Project Types & Methods (2 hours)
• Introduction to Market Research Project Management (2 hours)
• Product Concept Testing (1.5 hours)
• Designing Online Questionnaires (2 hours)
• Divide & Conquer: Introduction to Market Segmentation (1.5 hours)
• Creating Your Market Research Strategic Plan (1.5 hours)

Interested? Fill out this short form and you’ll get date and location information:  Seminars.  As soon as details are confirmed, you’ll get an invitation.

Thanks!

The article is reprinted in the MRA blog, here: Link1

I’ve received some amazingly positive response to the article. Most notably, from one of my favorite market research bloggers, Jeffrey Henning of Vovici, who declared it, “The best thing @ResearchRocks has ever written!” (@ResearchRocks being my twitter name).  It got circulated widely around the Twitterverse, and was even cited as inspiration for a wonderful blog entry by Canek Riestra (@criestra) here: Link2,  or in English here (using Google translate—so an ok version, but not perfect): Link3

Winning the contest also means I will have the opportunity to write 4 more columns in 2010 for Alert! My next article will be in the June issue.

So in case you missed it, here it is: Link4.  I welcome any feedback! And I always enjoy a good debate

MR Heretic’s “Market Research Death Watch blog.” First, I just love the word “heretic.” Consistent with the name, the blog posts fresh, unforgiving looks at market research. Always worth a read. My only complaint: wish he posted more often! From a recent post, “The experimenters are labeled heretics by those with a vested interest in the status quo. The MR dinosaurs can see the comet hurtling toward them, but they refuse to evolve while the money is still flowing into their pockets.”

From Vovici (Vovici blog),  honest observations of market research trends, obviously based in lots of experience. This blog also shares useful data. Check this article out—you ‘ll see what I mean: LINK.

“Bad Research; No Biscuit” (blog link) posts wonderful critiques of online questionnaires and related topics. I don’t know who this person is, but I think the blog is great. Love the screen shots from actual surveys so that we can all ridicule the bad research together. Hope I never see one of my clients’ surveys here!

Zebra Bites by Katie Harrris (who also is on Twitter) covers qual research topics, with a good dash of sharp thinking about research communities as a recent focus. I also like her format: she tends to post short pieces that make a strong observation and then asks the important questions. She makes me think.

Compete’s blog. OK, this is more tidbits of actual research data than a blog about research…but I like it. The folks from Compete post frequently about current topics. What’s the buzz on Droid? They blog it here: LINK.  Pretty generous data sharing.

MRB, the Market Research Bulletin. Calls itself, “a member driven online bulletin board.” But to me, it often reads a lot like a blog; timely articles, current topics, with a focus on news from the market research industry…but some commentary as well.

Others have been excellent, but not updated in months You know who you are….

So what research-related blogs do you read?

[Hey, are you located in Massachusetts? I am hosting a seminar in Burlington on 12/8 for people interested in learning about online questionnaire design: http://researchrockstarclass.eventbrite.com/]

BTW, this is a free poll from Vorbeo. Cool site, amazingly simple tool.

[I welcome any and all comments! Every 2 weeks I randomly select a commenter to win a Rockstar Mug: PIC. Next drawing is 10/23.]

Well, maybe “hate” is kinda strong. But you know what I mean.

A market research report that consists of 100 bar charts and pie charts is boring. And while I’d love to think market research has some socially beneficial aspects, curing insomnia is not what I have in mind.

Often, people get stuck in a rut. You get used to asking questions a certain way, you get comfortable with particular scales, and you develop styles—even templates—for reporting research results.

If your audience is falling asleep, or you are just looking for a more compelling way to convey a study’s “so what” results—consider shaking up your visual displays.

Michael Lieberman (@StatMaven for you Twitter folks) and I were talking about the issue of compelling visual displays a few months ago. He and I decided that between the two of us, we could put together some practical, real-world visual displays for market research reporting. Displays that intuitively convey complex ideas. Displays that showcase research actionability. Displays that simply make looking at data a little more interesting.

Thus we created the free eBook, “Marketing Research Insights: 22 Visual Displays.” Available on Scribd (LINK), the book is divided into sections such as Research process, Customer satisfaction, Competitive analysis, Win/Loss research, Brand awareness and more. Each display is accompanied by a very brief description of how it can be used.

Now for all of you Tufte fans: Tufte is great. Gorgeous books. Inspiring concepts. But not all that relevant to most market research projects (oh, the hate mail I will get!). Sorry, but it’s true.

If you have any questions or comments about the eBook, please leave them here, or email us: KKorostoff@ResearchRockstar.com or Michael@MVSolution.com.

Tip: if you have not read an eBook on Scribd before, I recommend you use the “book” view option. Once in Scribd, in the lower left corner of your window, you will see the words “view mode.”  I suggest you select “book” from the dropdown list. For me, it makes for easier online reading.

As you can see, the web-site updates are complete! What do you think of the new look and new features? Please give me your feedback here, by phone or by email.

For those of you who buy Research Rockstar classes, the biggest news is that I have simplified the process of buying and watching them. Now, access to classes is based on memberships. Four membership levels are offered, starting with Free. Yes, Free. The higher the membership level, the more stuff you get.

As a Rockstar member, you get access to a members-only page where you will see various courses, eBooks, and templates listed. Just click to view a class (no more downloading huge files!). Or, click to download a PDF (for eBooks and templates). And view classes as many times as you wish.  New classes are added monthly, sometimes even weekly, so check your membership page periodically.

I want to thank the team at Men with Pens for making the updated site look so great.  You guys rock!