…given a choice between having a disciplined approach to discovering and measuring customer attitudes and behaviors versus taking wild-ass guesses? I’ll take a market research approach 95% of the time.
…given a choice between having a disciplined approach to discovering and measuring customer attitudes and behaviors versus taking wild-ass guesses? I’ll take a market research approach 95% of the time.
I recently had the opportunity to serve as a guest speaker for a Vovici webinar titled, “It’s Greek to Me: Multilingual Surveys.” It’s a great topic, and one that researchers… Continue reading Essential Tips for Market Research in Multiple Languages
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.
You’ve just spent weeks, maybe months, conducting some primary market research for your internal colleagues. Your happily deliver the end results. And instead of accolades and applause you get…deafening silence.… Continue reading Why Internal Clients Ignore Market Research Results
Using Customer Feedback to Inform Product Design Decisions: Some friendly info on MaxDiff analysis.
If you’re thinking about having non-researchers help out with customer interviews, it is certainly viable. And has some real benefits. But watch out for these common roadblocks.
For example, a customer satisfaction research design meant to provide inputs to executive bonus calculations will be different than one designed primarily to inform organizational performance goals. In fact, any consultant or sales person who tells you their approach is the only legitimate one is only interested in sales—not insights.
In my experience, most market research cynics are simply people who have been burned in the past by bad research. It happens. So they need to be shown ample evidence that this research was done thoughtfully, with the best possible choice of sample source, methodology, and analysis techniques.
You’ve just spent weeks, maybe months, executing a great primary market research project. You created a final report that just sings (insert angel chorus sounds here). It’s full of insights… Continue reading Why Won’t They Read the @#%! Research Report?!
I feel for Market Research Managers in charge of Brand Awareness trackers. It’s not as easy as it used to be. As the number of means by which brand awareness and familiarity are influenced increases, our ability to measure their impact becomes more difficult. Sure, you can still efficiently measure absolute awareness levels, but how useful is that if you don’t know what is driving them?
