The Social Side of Research

Ideas and insights on MR from around the Web

Comments have been edited for clarity and brevity.

Questions used in screeners to ensure respondents are creative
Posted by Maria-Gracia Inglessis in QRCA Qualitative Research Discussion

One qualitative researcher asks her peers to share what kinds of screener questions can help ensure respondents are creative, beyond an open-ended question asking respondents to imagine a scenario, etc.

"Ask them to describe something that they designed, completed, wrote, etc., that they thought was creative and why. This also gives you insight into what they think is creative." - Teresa Schnabel

"1. If you could have dinner with anyone (living now or in the past), who would it be and why?
2. If you could live in the distant future or past, what year would you want to live in and why?
3. If you were at a celebrity party full of famous people, who would you go up to, what would be the first question you'd ask them and how do you think they'd respond?" - Steve Kalter

Can a change of logo help in brand promotion?
Posted by Thomas D'Well in The Marketing Research & Insights Group

This simple question garnered 15 responses, discussing when and why changing a logo and rebranding simultaneously may or may not work.

"I'm not sold on the inability to essentially rebrand and change logos while promoting simultaneously. I think you can! Pespi, Starbucks and others have done so successfully. Not saying it's not risky but one thing is for sure: It's not cheap." - Carla Napper

"An 'evolutionary' change in the logo, should not impact the brand - a 'revolutionary' change, on the other hand, could have an adverse effect if not managed with extreme caution." - Sandeep Prabhu

Breaking into the marketing research field
Posted by Bazi Ahmed in Marketing Research Association

An aspiring market analyst asks: What is the best way to break into the field as an entry-level candidate? What do marketing research employers look for in entry-level candidates? Is a master's degree necessary?

"Curiosity, attention to detail and a breadth of knowledge/experience." - Cheryl Powers

"You have to be curious about why human beings do what they do." - Freddy Cohen

Modeling the drivers of Net Promoter Score
Posted by Emily Goon in Market Research Professionals

Providing a link to an article in the October Quirk's, researchers get into the nitty gritty of NPS.

"Ideally, the model would work best if the drivers are something the company can actually do something about." - Rodrigo Guerrero

"What would be interesting is to differentiate between the three groups of potential customers (promoters, neutrals, detractors)." - Gene Lieb