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Total: 6577

  1. article

    Quirk’s volunteers to pack backpacks for children in need

    Quirk’s staff spent a Thursday morning at the Kids in Need Foundation headquarters packing backpacks to send to children who are in need of school supplies for the upcoming school year. In support of the Marketing Research Education Foundation’s Backpack Challenge, Quirk’s employees wanted to not only join the readathon, but get hands on by volunteering with one of the organizations.

  2. article

    Brand positioning to multiple markets - change the message, not the mission

    One brand consultant weighs in on why companies should avoid creating different product positions for each target consumer group.

  3. article

    Why top-box is the top mistake marketers and researchers make

    Part one of a two-part article on the conceptual and statistical reasons that the use of top-box scoring isn’t effective.

  4. article

    The rise of cultural empathy and its implications for marketing research and marketing

    The authors follow up on their July/August 2020 article (“One size fits all”) to further chart the impact of the pandemic on Black, Asian and Hispanic consumers.

  5. glossary

    Independent Samples

    Samples in which measurement of a variable in one population has no effect on the measurement of the variable in the other. Independent samples refer to two or more groups of respondents in a study who are selected separately and do not influence each other. Each participant is only in one group, and there is no overlap or pairing between groups. What are the key aspects of independent samples in marketing research? Each sample group is mutually exclusive. Participants are randomly assigned or naturally distinct. Used to compare differences between groups (e.g., males vs. females, users vs. non-users). Statistical analysis assumes no relationship between groups. Helps isolate variables in testing. Why are independent samples important in market research? Independent samples are essential for producing unbiased comparisons between distinct segments. They allow researchers to assess group-level differences in attitudes, behaviors or preferences with greater statistical validity. Who relies on independent samples in marketing research? Quantitative researchers. Survey methodologists. Academic and experimental researchers. Brand teams testing product variants. Agencies conducting segmentation analysis. How do market researchers use independent samples? Market researchers use independent samples to run A/B tests, compare customer segments, evaluate campaign effectiveness across groups or assess geographic and demographic differences. These samples help support conclusions about how different groups respond to variables in the research.

  6. article

    Propel’s rebrand through foundational insights

    The 2023 Quirk’s Event - New York is set to have great sessions on various topics. Including this one from Gatorade/PepsiCo. In which the speakers will discuss the revamp to the Propel brand over a multi-year period using breakthrough marketing.

  7. article

    Portrait of the Russian consumer

    Findings from a new consumer survey fielded in Russia paint the picture of a very complex, highly nuanced consumer marketplace — one where consumers spend more on food than they do on rent or utilities and where more than half ...

  8. article

    Surveying collegiate Net surfers -- Web methodology or mythology

    Though data collection via the Internet has been growing in popularity, no one seems completely sure what to make of data gathered using this medium. The most heated debate regards validity. Brigham Young University used a split-method survey of on-campus residents to test the impacts of two different methods of data collection on self-selection and sampling bias: one electronic, one paper.

  9. article

    quantilope Virtual Session: Elevated Ad Tracking with Mental Availability and Mental Advantage Analysis

    On March 12, 2025, quantilope was one of the companies that presented during the Quirk’s Virtual Sessions – Consumer Reset series. The session quantilope sponsored focused on ad tracking with mental availability and mental advantage analysis.

  10. glossary

    Univariate Data Set

    A data set in which one measurement (variable) has been made on each respondent. Univariate data sets in market research consist of a single variable's values collected from a group of respondents or subjects. This type of data focuses on one characteristic or attribute, such as age, income or purchase frequency, without considering relationships with other variables. Who relies on univariate data sets in market research? Market researchers, analysts and data scientists rely on univariate data sets to perform initial analyses and gain insights into individual variables. These datasets help in understanding the distribution, trends and basic statistics related to specific attributes of interest in the market, aiding in decision-making and strategy development. Why should I care about univariate data sets in market research? Univariate data sets provide foundational insights into the behavior and characteristics of a single variable within a market. Understanding these basics is essential for identifying patterns, outliers and potential areas for further investigation. This knowledge forms the basis for more complex analyses that can uncover deeper insights and drive effective business actions. Why are univariate data sets important in market research? Univariate data sets offer a starting point for market research analysis. They help in assessing the distribution of a specific variable, which is crucial for accurate decision-making. By analyzing univariate data sets, researchers can make informed choices about targeting, segmentation and marketing strategies, ultimately leading to more successful and data-driven outcomes.

  11. article

    Just a reminder: (PowerPoint) size doesn’t matter

    The author shares why putting a limit on the number of slides is one of the worst things you can do when designing a presentation.

  12. article

    3 Common Research Management Challenges

    Effective research management isn’t easy; mapping out the associated challenges and identifying the ones that have the biggest impact on your organization are the first steps to solving them.