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  1. article

    How research vendors should use social media to market their businesses

    Many research vendors are unsure of how to get their piece of the social media pie, but these guidelines of how one can successfully make the transition into using sites like LinkedIn, Twitter, Facebook and Foursquare.

  2. article

    Eight ways to elevate your e-mail marketing

    This article outlines eight steps marketers can take to improve e-mail communications with their customers and clients and recommends testing elements one at a time to find what works best.

  3. article

    International focus groups: Embrace the unpredictable

    Focus groups are a proven methodology for collecting qualitative information. This article discusses international focus groups, noting cultural differences and how one should expect the unexpected.

  4. article

    This idea could never have come from Dunder Mifflin's research department

    I’m sure many of you have read about Quill’s new Dunder Mifflin copy paper. Beyond being a really great idea, and one of those “why didn’t someone do this years ago?” kinds of things, and changing my perception of Quill ...

  5. article

    The surveys that drove me crazy

    So, this past summer I was at a local music festival and a well-known CPG company was handing out samples of one of its dinnertime products, along with an invitation to complete a series of online surveys in exchange for ...

  6. glossary

    Research Communities

    A group of consumers that that can be accessed for feedback (similar to a panel) but that also can talk with one another, exchange ideas and discuss issues. Also known as online communities. Research communities are groups of pre-recruited participants who engage in ongoing or iterative research activities over time, often through digital platforms. These communities provide continuous feedback, co-creation and insights into customer attitudes, behaviors and needs. Who relies on research communities in market research? Brand managers, innovation teams, UX researchers, insights departments and product developers rely on research communities to maintain a consistent dialogue with target audiences and gather real-time input. What are the key aspects of research communities in market research? Longitudinal participation from selected members. Typically online and platform-based. Supports both qualitative and quantitative activities. Enables fast-turn feedback and deep engagement. Includes moderation and community management. Why are research communities important in market research? They offer a cost-effective, flexible and efficient way to gain ongoing insights from a core group of customers. This helps brands stay attuned to evolving needs, test ideas quickly and build consumer-centric strategies. How do market researchers use research communities? Researchers use them to test concepts, explore unmet needs, evaluate communications, monitor trends and co-create new offerings. Insights gathered are used to guide product development, marketing, customer experience and brand positioning.

  7. glossary

    Online Communities

    A group of consumers that that can be accessed for feedback (similar to a panel) but that also can talk with one another, exchange ideas and discuss issues. Also known as research communities. An online community in market research is a digital platform where a group of participants engage in discussions, share opinions and complete tasks or activities related to a specific research objective. These communities are often moderated by researchers and provide qualitative and quantitative insights. Who relies on online communities in the marketing research and insights industry? Market researchers, brand managers, product developers, UX designers and marketing professionals rely on online communities to gather insights on consumer preferences, behaviors and attitudes. Businesses seeking ongoing customer feedback or insights into niche audiences also use them. What are the key aspects of online communities in market research? Key aspects include: Interactive engagement: Participants interact with each other and researchers, fostering rich discussions. Real-time feedback: Enables immediate responses and insights. Longitudinal insights: Can be maintained over time for ongoing research. Customizable activities: Includes surveys, polls, discussions and multimedia tasks. Diverse participation: Reaches geographically dispersed or niche audiences. Why are online communities important in market research? Online communities are important because they provide a dynamic, flexible and cost-effective way to engage with participants, collect in-depth insights and test ideas in real time. They enable businesses to stay connected to their target audiences and uncover valuable feedback to guide decision-making. How do market researchers use online communities? Market researchers use online communities to explore customer needs, test product concepts, evaluate marketing campaigns and gather feedback on brand strategies. By monitoring discussions and analyzing responses, researchers identify trends, uncover motivations and develop actionable insights to inform product development and marketing strategies.

  8. glossary

    Regression Analysis

    A multivariate statistical technique applied to data to determine, for predictive purposes, the degree of correlation of a dependent variable with one or more independent variables. In other words, a technique to see if there is a strong or weak cause and effect relationship between two or more things. Regression analysis is a statistical method used to examine the relationship between one dependent variable and one or more independent variables. It helps determine how changes in predictor variables impact outcomes such as sales, satisfaction or brand preference. Who relies on regression analysis in market research? Data analysts, marketing strategists, product managers, pricing teams and consumer insights professionals rely on regression analysis to inform decision-making and identify key drivers of behavior. What are the key aspects of regression analysis in market research? Measures strength and direction of variable relationships. Includes linear and multiple regression models. Can identify causation or correlation. Often visualized through scatter plots or regression lines. Requires clean, quantitative data for accuracy. Why is regression analysis important in market research? It allows researchers to isolate the impact of individual variables, make predictions and uncover actionable insights. This supports evidence-based strategy and resource allocation. How do market researchers use regression analysis? Researchers use regression to determine which factors most influence customer satisfaction, forecast demand, analyze price sensitivity, model brand equity and test campaign effectiveness. It's also used in segmentation and targeting strategies.

  9. glossary

    Baseline

    A control source against which you compare the area you're studying. For example, you may compare the results of a study in one state to the results of the nation as a whole. Commonly called a benchmark. A baseline is the initial measurement or reference point against which future changes or results are compared. In marketing research, the baseline is the starting point for determining change. It is valuable in assessing progress and establishing goals. In many cases, the findings that start from the baseline are a catalyst in change for marketing strategies, goal-settling and desired outcomes. Who relies on a baseline? Business professionals like marketing professionals, analysts and decision makers use baselines to measure the starting point of the impact of strategies, campaigns and overall market performance. Why should I care about a baseline? Baselines are the starting point for analyzing market, product and service performance. Baseline data is used to measure success, determine trends, set goals and provide evidence for changes in strategies and goals.

  10. glossary

    Benchmark

    A control source against which you compare the area you're studying. For example, you may compare the results of a study in one state to the results of the nation as a whole. Sometimes called a baseline. A benchmark is the standard or reference point against which performance or metrics are measured. It provides a basis for comparison and helps assess the effectiveness, efficiency and success of strategies, campaigns or initiatives. That is true for a single business or within an entire industry. Benchmarks can include performance indicators, market trends and industry standards. Simply put, a benchmark is the yardstick for measuring success and program. It indicates whether a company is measuring up to expectations and competition or is falling behind in one or more categories. For instance, benchmarks provide context for results, show whether businesses are allocating their resources properly and provide evidence for decision-making. Who relies on a benchmark? Companies, entrepreneurs, marketers, analysts and decision-makers in marketing research use benchmarks to gain insights into organization performance. That can be accomplished by comparing competitors, industry norms and best practices to its own. Information can help determine strategic decisions, areas for improvement and realistic goals. Why should I care about a benchmark? Data from benchmarks offers a clear understanding of where a business stands in its industry, as well as illustrating opportunities to grow and improve. Strengths and weaknesses can be identified by comparing performance to established benchmarks, provide a valuable perspective on progress and adapt strategies to align with industry standards and customer expectations.

  11. article

    Understanding the role of social influence in consumer behavior

    In today’s highly social world, it’s harder than ever for researchers to separate and measure the many factors that influence our product choices. One way is to look at the connections that bind us, the author says.

  12. article

    A better customer satisfaction scale

    Traditional rating scales used for customer satisfaction measurement have significant weaknesses when used in practical situations. This article discusses customer satisfaction scales, including one that is more straightforward than traditional scales.