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Total: 6577

  1. article

    Transparency and collaboration: Making a long-lasting client/supplier partnership

    Talk Shoppe and Pinterest are finalists for the 2023 Client/Supplier Collaboration Award. This award was created to recognize a team of end-clients and suppliers that worked together on at least one project and have an ongoing relationship centered around research used to solve strategic problems.

  2. article

    Who is Gen Z? Transforming insights into actionable strategies

    Tinder and Current Forward are finalists for the 2023 Client/Supplier Collaboration Award. This award was created to recognize a team of end-clients and suppliers that worked together on at least one project and have an ongoing relationship centered around research used to solve strategic problems.

  3. article

    Trust and speaking up: The attributes behind Microsoft and Vital Findings collaboration

    Microsoft and Vital Findings are the winners of the 2023 Client/Supplier Collaboration Award. This award was created to recognize a team of end-clients and suppliers that worked together on at least one project and have an ongoing relationship centered around research used to solve strategic problems.

  4. article

    Breaking barriers and boosting sales: Mars and eye square's e-commerce insight partnership

    Mars Wrigley and eye square are finalists for the 2023 Client/Supplier Collaboration Award. This award was created to recognize a team of end-clients and suppliers that worked together on at least one project and have an ongoing relationship centered around research used to solve strategic problems.

  5. article

    Q&A with Nick Bonney, Deep Blue Thinking

    Deep Blue Thinking and Checktrade are finalists for the 2022 Client/Supplier Collaboration Award. This award is to recognize a team of end-clients and vendors that have worked together on at least one project and have an ongoing relationship centered around research use to solve strategic problems.

  6. article

    Q&A with Microsoft and NewtonX

    Microsoft and Newton X are finalists for the 2022 Client/Supplier Collaboration Award. This award was created to recognize a team of end-clients and suppliers that have worked together on at least one project and have an ongoing relationship centered around research use to solve strategic problems.

  7. article

    Researching coily and curly hair care: Insights help Delta Faucet Company tap new market

    Catapult Insights collaboration with Delta Faucet Company is the winner of the 2024 Client/Supplier Collaboration Award, a category in the Marketing Research and Insight Excellence Awards. This award recognizes a team of clients and vendors that worked together on at least one project and maintain an ongoing relationship centered around using research to solve strategic problems.

  8. glossary

    Independent Variable

    A variable that is controlled or manipulated by the researcher or one that exerts influence on another variable. See also predictor variables, or factor. An independent variable is the factor that researchers manipulate or categorize to observe its effect on a dependent variable. It is considered the cause or input in an experimental or analytical study. What are the key aspects of independent variables in marketing research? Represents the presumed cause in a cause-and-effect relationship. Can be manipulated (e.g., ad type) or observed (e.g., age group). Selected based on research objectives. Used in experimental designs and statistical modeling. Must be clearly defined and measurable. Why are independent variables important in market research? Independent variables are critical for identifying what factors influence consumer behavior, attitudes or purchasing decisions. They help researchers isolate effects and draw valid conclusions about causality or correlation. Who relies on independent variables in marketing research? Data analysts and statisticians. Experimental and behavioral researchers. Advertising and product testing teams. Academics and econometricians. Insights teams measuring marketing effectiveness. How do market researchers use independent variables? Market researchers use independent variables to design tests (e.g., comparing two ad formats), run regression models, segment customers by characteristics and evaluate the impact of marketing strategies on outcomes like brand awareness, preference or purchase intent.

  9. glossary

    Causal Variable

    A variable that is controlled or manipulated by the researcher or one that exerts influence on another variable. A causal variable is a factor or element that can potentially influence or cause changes on another variable. It is controlled or manipulated by a researcher or another facture that exerts influence. It is used to determine whether changes in the causal variable lead to similar changes in the outcome variable. Causal variables bring a scientific and analytical approach to marketing research. Use of the variable can help establish cause-and-effect relationships, which can provide businesses with insights to optimize their marketing strategies, allocate budgets wisely and design campaigns that resonate with target audiences. Who relies on causal variables? Market professionals, researchers and analysts use causal variables to uncover the underlying factors that drive consumer behavior, preferences and purchasing decisions. What’s more, businesses, market researchers and advertisers use causal variables to make informed decisions and develop strategies. Why should I care about causal variables? Understanding causal variables can lead to making more accurate predictions and informed decisions in marketing research. By identifying the factors that directly impact consumer behavior, marketing strategies can better target those variables.

  10. article

    Research as an art and a science

    Hello, readers! Today I’m coming to you live from the 53rd-annual Marketing Research Association conference in Washington, D.C. This morning I sat in on a three-hour workshop focused on mobile mixed-mode research. One of the presenters, Steve Murrill of Meta ...

  11. article

    What do manufacturers expect from 2014?

    Editor’s note: Joe Langner is executive vice president of mid-market solutions for Sage North America, a business management software firm. The economic uncertainty of the past few years has clearly had a stifling affect on some businesses but one of ...

  12. article

    How consumers will celebrate Thanksgiving, Black Friday and Cyber Monday

    With Thanksgiving, Black Friday, Small Business Saturday and Cyber Monday right around the corner, shoppers are voicing how they plan to spend their time and money. While many American consumers will start off celebrating Thanksgiving with family and loved ones, others focus more on what they will purchase and where they will shop.