What Market Researchers Need to Know About Irrational Consumers

Consumers may be irrational in their decision making, but according to behavioral economist Dan Ariely, they’re predictably so. For marketers, the implications are fairly straightforward. Consider the advice from Oliver… Continue reading What Market Researchers Need to Know About Irrational Consumers

Article Synopsis: “Tips on Measuring Crucial Social Factors in New Product Research”

Consumer behavior about new products or product categories are often hard to anticipate for many reasons, but one that is often overlooked is social factors. According to author Briana Brownell, the success of some new products heavily depends on social factors which are often undetectable during concept-testing. Failure to recognize these factors may blindside companies, causing unnecessary overspending on advertising or inventory.

However, not all products are equally influenced by social effects. So, as market researchers, how do we know when these factors do play an important role? Brownell says…

Are Market Researchers Creating the Functional Equivalent of genetically modified food?

Market research studies often capture and measure attitudes and behaviors, as if they could all be sorted into neat packages. We carefully structure our questions, and in the case of survey research, even our answers. We use quotas, we use weighting. But are we creating the functional equivalent of genetically modified food?

SANTA DOESN’T LIVE HERE: Don’t Oversell Market Research

Be careful not to oversell market research. Those of us who do market research professionally tend to get enthusiastic. We are typically people who enjoy designing and implementing research methodologies, who like to dive into mounds of data and extract meaningful results. In our enthusiasm for research, we have to be careful not to over-promise. Realistic expectations are the key to satisfied clients, especially for riskier types of projects.

Computer-Based Training for Market Research Excellence

Computer-based training (CBT), also known as eLearning, is a time-efficient, cost-effective training option for busy professionals.

When Good Enough is Good Enough: Seeking Balance in Product & Pricing Research

The difference between good market research and great market research can be significant.

But sometimes the incremental time, cost and sweat of that extra effort simply doesn’t make sense. Sometimes, “good” is just perfect.

I was reminded of this last week at the Launch Camp conference in Cambridge. The event, for entrepreneurs seeking social media wisdom, had some interesting speakers, though the one from whom I learned the most was Dharmesh Shah, Chief Technology Officer and Founder of HubSpot (on Twitter as @Darmesh).

Using Customer Feedback to Inform Product Design Decisions

Using Customer Feedback to Inform Product Design Decisions: Some friendly info on MaxDiff analysis.