We have reached the end of another great year in MR! Looking to read some of the best Quirk's e-newsletter articles of 2014? We went back to our archive and compiled a few of the most-viewed e-newsletter articles of 2014 as well as some of our favorites.
Most-viewed e-newsletter articles of 2014
(listed in no particular order)
Forget gamification; try writing a humanized survey
Despite the plethora of qualitative and quantitative methodologies, surveys remain the No. 1 source of data for marketing researchers. They offer us the opportunity to collect opinions about predetermined topics using standardized questions and answers, thereby avoiding creating biases that impede the generalization of research results. Read more.
Best practices for key driver analysis
Key driver analysis has many applications and comes in a variety of shapes and sizes. It is a component of several proprietary methodologies developed by marketing research agencies but, more typically, the term refers to a customized solution tailored to a specific set of client needs. Broadly speaking, we use key driver analysis to uncover what is most important to consumers in a product or service category and it is a vital part of new product development, customer satisfaction, loyalty and retention and new customer acquisition strategies. Read more.
Bite-sized information: how to make great infographics
At our firm, we are big fans of data visualization and narrative techniques that turn data into stories. But for many years we resisted the trend toward infographics. Too many of them are terrible – the worst examples of what Edward Tufte calls “chart junk.” Too many designers and data visualization devotees believe that putting ridiculous cartoons around exaggerated PowerPoint charts somehow makes research more fun, interesting and easy to understand. Read more.
From sex to shopping, study indicates a shift in today’s man
Turn on a television anywhere in the world and it is clear: the men portrayed in shows and targeted by ads are different from a generation ago. But we wondered, how different are men really? Are the changes we see in media and advertising geared toward men fully reflective of this evolution? Do they go too far? Not far enough? Read more.
Comparing eye-tracking to 2 cheaper challengers
In today's high-tech world, where consumers think nothing of engaging in discussions with their computer via Siri or accessing apps while walking the streets via Google Glass, it's hard to imagine the level of resistance and skepticism that researchers faced when introducing eye-tracking technology for MR back in the early 1970s. At that time, eye-tracking, which uses corneal reflections to record where consumers are looking, was used primarily for military, medical and scientific applications. Read more.
The 4 new qualitative evolutions you need to know about
You can get sized for clothing (including a bra) using just your smartphone. It’s true, but there’s also a bigger picture here. It shouldn’t come as news that consumers are spending more time engaged with digital and mobile content in every aspect of their lives. Shopping, banking, socializing, ordering meals, finding news, booking trips, streaming media, “hailing” taxis – but the point is, if consumers are moving their spending to a digital and mobile world, then qualitative researchers need a way to observe, ask the “why” questions and achieve deep insights. Read more.
Mobile sample size: How much is enough?
Insights professionals have long followed the consumer research guideline that recommends a sample size ranging from 300 to 400 to help ensure a representative and statistically reliable sampling. In many instances, that’s a large number of participants to identify, screen and qualify. It's an especially large number when you're on a tight deadline or trying to target a hard-to-reach audience. Not to mention that larger study groups translate into higher costs. Suppose, however, that you could involve fewer participants in your mobile consumer research project and still achieve the same results. At uSamp we recently considered this question by reviewing data from previous studies. Read more.
Editors’ picks
(listed in no particular order)
When and how to conduct car clinics
What is a car clinic? You might think of it as a beauty contest among cars, with target-market consumers serving as the judges. It is a head-to-head comparison of competing brands and/or models. These competitive vehicles (usually ranging from four to eight cars) are assembled in a showroom of some type, typically a facility with one-way viewing rooms, good security and A/V recording equipment. Target-market consumers (i.e., potential buyers) are recruited to view the cars or trucks, indicate preferences and provide ratings and opinions. Read more.
When involving B2B end-users for new product development research, the quality of the participant far outweighs the quantity. In our mind, there are two dimensions to quality: 1) Does the participant have the right skill set for the assignment? 2) Are we using the participant at the right step in the concept development process? Read more.
A positive take on negative advertising
Let’s face it. We all have an acquaintance, co-worker or friend who is negative about everything. I was recently invited to a housewarming party and I knew that a mutual acquaintance, who we shall name Negative Nellie, was going to attend. Negative Nellie always seemed to find me at events – probably because I’m one of the few who willingly engage in conversation with her. Read more.
How to conduct international research: 6 steps to success
Recently, a client asked for a proposal for international qualitative research. We were discussing her needs and I mentioned that I always solicit input from the local researcher in each country regarding the field dates and respondent recruiting, as well as the methodology and the discussion guide. My client hadn’t thought of doing that, and it increased her comfort level with the prospect of conducting research overseas. Clients are frequently concerned before embarking on international research. I recommend following the six steps below when conducting international research, to ensure a successful outcome. Read more.
10 tips on fostering consumer loyalty and driving satisfaction
Loyalty is a hot topic today for brands that are looking to differentiate themselves from the competition.mo But many brands are unsure how to approach loyalty beyond a rewards card or timely discount. Our Loyalty Report, which surveyed over 6,000 consumers on over 160 loyalty programs, captured key insights about consumer attitudes, behaviors and interactions with brands. Read more.
5 trends shaping customer insights
The market research industry is experiencing a period of tumultuous evolution thanks to innovations in technology and consumer lifestyle. This presents a number of opportunities and challenges for insight professionals. Our ability to rise to these new challenges and take advantage of the opportunities before us will largely determine who is left to define marketing research. Read more.