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Total: 6577

  1. article

    Following vs. bucking the trends: What a simple car repair taught me about me

    Here at Quirk’s, part of my job is being the aggregator of the Survey Monitor department in our monthly magazine. Aside from blogging, of course, it’s one of my favorite tasks! I like following the current trends and seeing how ...

  2. article

    Is there a Greek yogurt in your brand's future?

    Reading a recent article about how yogurt titans General Mills (Yoplait) and Group Danone (Dannon) were caught spoonless by the Greek yogurt craze, I was floored by one analyst’s take that the firms were surprised by Greek yogurt’s rapid rise. ...

  3. article

    Measuring satisfaction isn't enough - use research to improave the customer experience

    Customer satisfaction measurement (CSM) has cost companies millions of dollars and months of manpower. In many companies, the CSM system is an observational tool, but not a remedial one. This article outlines a method firms can use to determine which activities will lead to results desired by customers, thus uncovering the true drivers of customer satisfaction.

  4. article

    Do we need to rethink market research debriefs?

    Editor’s note: Edward Appleton is a client-side senior consumer insights manager based in Europe. Are debriefs actually detrimental to insights? This is a question grounded in experience, not one designed simply to provoke debate. A few months ago, I debriefed ...

  5. article

    What’s in your big data? Part 1: A path to accurate plans

    Market research organizations must react to slower growth and lower margins brought by commoditization, clients’ reduced budgets and the proliferation of self-service research tools. Delivering exceptional research is one way to stand apart. But to survive and still profit, research ...

  6. article

    Ignore mom when doing children research

    When conducting interviews with children, Karen Forcade, president of the Youth Research division at Consumer Sciences Inc., (CSI) Brookfield Center, Conn. insists that the best interviews are the ones without parents. Inviting parents into interviews will influence the children, making the interview less effective.

  7. glossary

    Ordinal Variable

    A variable which can be ordered from lowest to highest but the distance between the different order is not known. Letter grades given in school (A-F) would be one example. An ordinal variable is a type of variable used in market research to represent data that can be ranked or ordered, but the intervals between ranks are not equal or known. For example, customer satisfaction levels (e.g., "very satisfied," "satisfied," "neutral") are ordinal variables. Who relies on ordinal variables in the marketing research industry? Market researchers, data analysts, survey designers and business strategists rely on ordinal variables to evaluate consumer preferences, satisfaction or attitudes in scenarios where order matters but precise differences between ranks are not required. What are key aspects of ordinal variables in market research? Key aspects include: Ranked data: Values indicate an order or hierarchy (e.g., first to last, best to worst). Unequal intervals: The distance between ranks is not consistent or meaningful. Descriptive nature: Provides insights into relative positions rather than exact measurements. Common usage: Frequently used in Likert scales, rankings and survey questions. Limited statistical operations: Allows for calculations like mode and median but not mean. Why are ordinal variables important in market research? Ordinal variables are important because they enable researchers to capture and analyze ordered preferences or attitudes without requiring precise numerical values. This makes them useful for understanding relative opinions and trends in consumer behavior. How do market researchers use ordinal variables? Market researchers use ordinal variables to assess customer satisfaction, rank product preferences or gauge levels of agreement or importance. For example, they might use a scale ranging from "strongly agree" to "strongly disagree" to measure consumer attitudes. These variables help researchers identify patterns and inform decisions about product development, marketing strategies and customer experience improvements.

  8. glossary

    Qualitative Research

    Research data not subject to quantification or quantitative analysis; characterized by the absence of empirical measurements and an interest in subjective evaluation. Qualitative methodologies include focus groups, mini-groups, one on-ones and open ended-questions. Qualitative research in marketing research is an exploratory approach used to understand consumer attitudes, motivations, emotions and behaviors. It focuses on open-ended, non-numerical data gathered through methods like interviews, focus groups, ethnography and observation. What are key aspects of qualitative research? Exploratory and open-ended in nature. Emphasizes depth over breadth. Uses methods like focus groups, IDIs and ethnographic studies. Involves small, non-random samples. Focuses on interpretation and themes, not statistics. Why is qualitative research important in market research? Qualitative research is important because it reveals the “why” behind consumer behavior, uncovering emotional drivers, unmet needs and decision-making processes. It is essential for concept testing, brand positioning, messaging strategy and innovation – areas where surface-level data isn’t enough. Who relies on qualitative research in the insights industry? Brand managers and strategists. Product development teams. Advertising and creative professionals. UX and CX researchers. Market research agencies and consultants. How do market researchers use qualitative research? Market researchers use qualitative research to explore new ideas, test early-stage concepts, refine messaging and better understand target audiences. The insights gained are often used to guide quantitative research design or to provide context and meaning to survey findings.

  9. article

    QRCA speakers: big data = big opportunity for marketing research

    It’s been an interesting day-and-a-half here in sunny San Diego (is San Diego ever not sunny?) at the annual QRCA conference. The hunt for themes has been an easy one: The three sessions I’ve attended so far have all touched ...

  10. article

    Survey finds the world is ready for wearable tech

    A recent survey by Shelton, Conn., research firm SSI found that wearable technology will become popular in mainstream markets within the next two to three years. The study showed one out of three people were “very” or “somewhat likely” to ...

  11. article

    Are methodologists becoming irrelevant?

    Editor’s note: Paul Richard “Dick” McCullough is president of Macro Consulting, a Scotts Valley, Calif., research firm. I imagine that, as dinosaurs slowly slipped into extinction, they were the last ones to notice. It might be the same with marketing ...

  12. article

    Data Use: Using conjoint analysis for price optimization

    To the manufacturer with multiple products in a complex market, setting the prices of all the products in the portfolio can be an imposing task, particularly if the products compete with one another. This article demonstrates how conjoint analysis can help specify multi-product demand function. This leads to techniques for deriving the optimal pricing policy for a portfolio of products within a competitive environment.