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  1. article

    More insights, less data - Why your research should tell a story

    Researchers can become so invested in the data that reports - even great ones - can be overwhelming for the client. Researchers must be their own editors and keep the end goal in mind when deciding how to make a compelling story that management will easily understand and act on.

  2. glossary

    Lelly Triads

    Also known as repertory grids and Kelly triads, used especially by advertising agencies to elicit consumer language for the products in question. Products (or other items) are written or pictured on cards which are dealt three at a time. The respondent is invited to pick the odd one out and explain why it is odd. The language and key discriminators are noted. "Lelly" triads is actually a quirky, industry-specific misspelling of Kelly triads that has taken on a life of its own within the market research and advertising communities. The confusion over the name generally stems from a few factors: Oral tradition: In qualitative research agencies, techniques are often passed down verbally from senior moderators to juniors. Somewhere along the line, "Kelly" was misheard or slurred into "Lelly," and it stuck. The "L" sound slide: Because the word triad doesn't have an "L," but the core task involves looking at a list of options, labeling them and using a laddering technique to drill down into the data, the accidental alliteration to "Lelly" happens naturally in conversation. Industry solidification: It has been written as "Lelly" in enough research briefs, industry glossaries and agency training manuals over the decades that it became accepted industry slang. The term Kelly triads is much more commonly used, especially outside the marketing research industry. How do market researchers use Lelly triads? In qualitative marketing research, Lelly triads (more commonly known as K elly triads ) are a projective technique where participants are presented with three items – such as products, brands or concepts – and asked to identify which two are most similar and explain how they differ from the third. Used during focus groups and in-depth interviews, this method prompts respondents to articulate subtle distinctions and reveal their underlying attitudes and decision-making criteria. Researchers then analyze these insights to identify positioning opportunities, refine brand identity and guide product enhancements based on consumer perceptions. What are key characteristics of Lelly triads in marketing research? Uses sets of three items (products, brands, or concepts). Participants identify similarities and differences. Explores perceptions beyond surface-level responses. Often used in exploratory, qualitative research. Encourages deeper reflection and explanation. Helps uncover subconscious associations. Why are Lelly triads important in market research? Lelly triads are important because they reveal nuanced consumer perceptions, help identify key differentiators and uncover attributes that drive brand preference. This insight supports positioning, messaging and product development strategies. Who relies on Lelly triads in marketing research? Qualitative researchers, brand managers, product developers, advertising agencies, consumer psychologists and innovation teams rely on Lelly triads to gain a deeper understanding of consumer thought processes.

  3. article

    A comparison of missing value options in regression analysis

    Regression analysis is one tool for evaluating customer satisfaction measurement. Non-response is problematic for multiple regression analysis because most software discards all of a respondent’s data when it encounters a missing value. This article discusses options for coping with item non-response in regression runs, comparing run results based on a real data set.

  4. article

    The 10 commandments of advertising tracking studies

    This article looks at 10 tried-and-true ways of measuring advertising effectiveness. Included are: sticking to one subject when tracking advertising; remembering to measure advertising quantitatively, not qualitatively; conducting tracking before an ad campaign begins, not after its been out there a while; tracking by phone interviews, not by mail; asking the right questions for phantom awareness, prompted awareness, and proven awareness; checking on competitors’ ads; including attitudinal statements and behavioral questions; and performing ad tracking regularly.

  5. article

    The Market Research Job is Getting Bigger. Here’s How to Make it Count

    Demand for market research is growing, but resources can’t keep pace. At the same time, researchers reported taking on an average of 4.5 new responsibilities over the past two years. Maze’s State of Market Research Report explores why an expanded scope doesn’t automatically create more influence – and how researchers can use their broader purview to improve the decision at hand and strengthen the ones that follow.

  6. article

    Marketing Research Industry News August 2023

    A compilation of recent news about marketing, marketing research companies and organizations. The Advertising Research Foundation and NYU have passed the 100-student milestone with 111 students who have completed or are enrolled in the NYU/ARF Certificate in Marketing Optimization & Insights. Nielsen has renewed its multi-year data license deal with Comcast to expand the use of its return path data in its Nielsen One audience measurement solution. Market researcher Wolvereye has launched Psyclone, a rebranded identity focusing on its corporate clients. It will continue to use its Wolvereye name for its academic research clients. And more...

  7. glossary

    Randomized Block Design

    In this design subjects are assigned to blocks on the basis of their characteristics and then randomly allocated to a treatment group within their block. In this way like is matched with like, and not only will the mean value of each confounding factor be similar in each group but the distribution will be identical in each treatment group. This means that the situation cannot arise in which two groups have the same average age, for example, but one comprises middle aged people and the other comprises half younger people and half older people. Randomized block design is an experimental design method where participants are grouped into blocks based on shared characteristics (e.g., age, gender, income) and then randomly assigned to different treatment groups within each block. This approach controls for variability among blocks and improves the accuracy of comparisons between treatments. Who relies on randomized block design in market research? Experimental researchers, product testers, sensory analysts, academic researchers and firms conducting concept or ad testing rely on this design to account for known sources of variation in their target populations. What are key aspects of randomized block design in market research? Groups (blocks) are created based on a key variable. Random assignment occurs within each block. Reduces within-group variability. Enhances statistical power. Helps isolate the effect of the treatment or condition. Why is randomized block design important in market research? It increases the precision of comparisons by accounting for known differences among participants. This leads to more reliable conclusions about the effects of marketing strategies, products or messages. How do market researchers use randomized block design? Researchers may block participants by demographic traits and then randomly assign different stimuli (e.g., product packaging, pricing scenarios or ad creatives) within those blocks. This helps ensure that any observed effects are due to the tested variable, not to differences between participant groups.

  8. article

    Cambri Virtual Session: Predicting new product success with AI-powered concept testing

    One of co-founders of Cambri shared how they use AI to predict a new product’s success in market during this Quirk’s Virtual – AI and Innovation session. The speaker shared how the organization measures success of a product and explained how this process differs from traditional concept testing.

  9. article

    Quick Take: Innovation through academic partnership: How a research firm transformed with zero budget

    One company's successful collaboration with business school students offers a blueprint for how small businesses can tap into academic expertise to drive innovation without breaking the bank.

  10. article

    Tips for leveraging social psychology and CX data

    One interaction can make or break a brand’s relationship with a customer. Graham Tutton shares how companies can leverage the entire experience ecosystem to name goals and create an action plan to achieve them.

  11. article

    Food trends we’re craving in 2016

    One of my good friends is currently spending a year working in Hawaii. Since I began living vicariously through her adventures last November, I have learned that – aside from being the U.S. state synonymous with paradise – Hawaii is ...

  12. article

    Data Use: Do your 'BESD' when explaining correlational results

    One of the most difficult challenges facing market researchers is to explain the practical importance of statistical results. This article discusses how using a technique called the binomial effect size display can aid in communicating the importance of correlational results.