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Total: 6577

  1. article

    Getting the most from African-American respondents

    Cultural differences require variance in marketing research. This article illustrates one firm’s research projects that required a different approach to designing and executing research among African-Americans.

  2. glossary

    Online One-on-One

    A qualitative research technique in which a professional moderator interviews one participant via the Internet in order to gain in-depth qualitative insight. Also called an in-depth interview (IDI) or diad. An online one-on-one is a qualitative research method where a researcher conducts an individual interview with a participant via an online platform, such as video conferencing tools or chat-based applications. It enables direct and personalized interactions to gather in-depth insights. Who relies on online one-on-ones in the marketing research and insights industry? Market researchers, UX designers, product developers, advertisers and brand managers rely on online one-on-ones to explore customer opinions, behaviors and feedback, especially when geographic constraints or scheduling conflicts make in-person interviews impractical. What are key aspects of online one-on-ones in market research? Key aspects include: Convenience: Allows participation from any location, reducing logistical barriers. Flexibility: Offers options for video, audio or text-based formats depending on the study needs. Personalization: Enables tailored questioning based on participant responses. Rich Data: Captures detailed, qualitative insights. Recordable Sessions: Facilitates post-session analysis and sharing among stakeholders. Why are online one-on-ones important in market research? Online one-on-ones are important because they provide a flexible and efficient way to gather in-depth feedback from participants, especially in diverse or hard-to-reach markets. They maintain the depth of face-to-face interviews while offering the convenience of remote interaction. How do market researchers use online one-on-ones? Market researchers use online one-on-ones to explore customer preferences, test product concepts and gather feedback on marketing materials. They analyze participant responses to identify trends, uncover motivations and refine strategies. This method is also useful for understanding diverse audiences and conducting research across different regions or demographics.

  3. glossary

    Bernoulli Response Variables

    Also known as dichotomous or binary variables. Each element is one of two possibilities such as yes/no or on/off. Bernoulli response variables are variables that have only two possible outcomes: success or failure. These outcomes are typically represented as 1 (success) and 0 (failure). This concept simplifies complex variables into a framework that is manageable to understand. It enables analysis and prognostication of binary (yes or no) events. Examples are flipping a coin or winning or losing a debate. Insights provided by Bernoulli include patterns, relationships and probably with binary outcomes. Who relies on Bernoulli response variables? Statistics, epidemiology, psychology, economics and marketing research are among the fields where Bernoulli variables are community used to model binary outcomes or events. Why should I care about Bernoulli response variables? Understanding Bernoulli response variables is key because they provide analysis and predictions of binary outcomes in real-world scenarios. They are the foundation for such statistical methods as logistic regression.

  4. article

    Artificial intelligence and machine learning in market research: Part 2: Decision tree analysis

    In Part 2 of a two-part article, David A. Bryant explores one of the most commonly used machine learning techniques: decision tree analysis.

  5. article

    Cracking the code of social media data analysis

    While analyzing data from social media is something new to researchers, one way of extracting meaning from the data isn’t. Old-fashioned coding - with an assist from technology, of course - is an approach that can generate useful insights and bring clarity to a seemingly murky process.

  6. article

    Burger, fries and a shame-spiral to-go, please

    Recent research findings from BIGinsight call to mind the words of one of Mike Myers’ most unforgettable Austin Powers characters (the bounds of good taste prevent us from mentioning his name but the uninitiated can learn more here): “I eat ...

  7. article

    House calls help Y&R understand consumers

    New York advertising agency Young and Rubicam believes on-site interviews are one of the best ways to understand the connection between consumer and product, by seeing consumers in their natural environments. While a lot of research is involved, the process gives companies an accurate view of how consumers actually think and feel in their natural environment.

  8. article

    Is love blind to Valentine’s Day premiums?

    It’s Valentine’s Day and love is in the air. And no one loves it more than florists, chocolatiers and white-tablecloth restaurants who charge – and earn – a pretty penny for their romance-laced offerings. Although spending during the 2010 holiday ... Continue reading →

  9. glossary

    Data Conversion

    Data conversion is the act of altering or changing data from one structure, file type or system into another. Data conversion is the act of altering or changing data from one structure, file type or system into another. The process ensures consistency and accuracy that could lead to meaningful insights and decision-making. The process could include translating data into a different format, eliminating extraneous information or restructuring data. Impactful conversion maintains data integrity and comparability. What’s more, it assures that data is integrated seamlessly and provides a holistic view of the market landscape. Properly converted data facilitates advanced analysis techniques like data mining and machine learning, which leads to more precise targeting and strategic marketing efforts. Who relies on data conversion? Marketing analysts and professionals, researchers and data scientists are among those professionals who hire data collection services to gather data from multiple sources, such as surveys, social media and sales records. Simply put, data conversion is necessary for any entity that needs to convert diverse data into a unified format for analysis. Why should I care about data conversion? Data conversion impacts the quality of insights drawn from marketing research because it assures that data from multiple sources can be combined in an accurate and standardized process. Without proper conversion, data inconsistencies and errors can lead to inaccurate conclusions.

  10. article

    Why customer satisfaction is hard to define

    The field of marketing does not have a uniformly agreed-upon definition of one of its most-measured concepts – customer satisfaction. Where does that leave marketing researchers?

  11. article

    The family dinner is dead; long live the family dinner!

    With the importance of the Thanksgiving meal in danger of shifting from one of time spent with family and friends to time spent carbo-loading for your marathon deal-hunting, what’s the status of the family dinner, that much sought-after but seemingly ...

  12. article

    8 tips to help you build successful customer surveys

    Creating customer surveys can be overwhelming, particularly if you have never developed one. This article details eight steps for creating successful surveys and becoming a survey expert.