Customer Insights Archive
I’ve been reading a lot of predictions for market research—the typical pontification we see at this time of the year. Some of it has been very inspiring, but too many just rehash the obvious. Personally, I think
[Article synopsis]...Another hot topic in customer research is NPS (Net Promoter Score), based on self-reported likelihood to recommend as a measure of loyalty. However, as the author points out, respondents may give high recommendation scores at the
The results from the authors’ modeling shows that the inferences marketing researchers obtain from monitoring social media are dependent on where they “listen.” For example, Facebook tends to be more positive, and Twitter more negative in the
Using a philosophy of test and learn, Heinz looks to multiple information sources for research, including electronic-point-of-sale, Nielsen data, panel data, and social media and brand monitoring. One such panel, Heinz 57, is an online community
Love him or hate him, Edward Snowden is a catalyst for change. How did he do it? And what can we market researchers learn from it?
The Big Reveal Gets Big Attention
Snowden didn’t suggest that there might be
What’s the most promising aspect of mobility in market research? Mobile ethnography—not pushing surveys to mobile devices.
Mobile Ethnography: Innovation in Progress
While there are only a few tools available so far, this area is developing quickly.
Have you ever bought something because all of your friends had it? While we may be loath to admit it, our actions are swayed by friends, groups, and the public. Perhaps even more so than what
On a survey, do you check “yes” the same amount as someone in India? Probably not! Cultural differences in multi-country surveys yield inaccurate results. Propensity to agree, untruthfulness, and survey “speeders” vary from country to country.
In the Sunday New York Times (January 20th, 2013 edition), Matthew E. May wrote about, “The Art of Adding Through Taking Away.” The article points to the strength of this wisdom through ancient proverb and more
In any market research survey, some participants will drop out, which is just the nature of the beast. The goal is to minimize this drop out rate so that we can meet our overall sample size goals,