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Best Practices

Sugging or Mugging: Neither Are Good

While at the Marketing Research Association’s First Outlook conference this past week, I listened to some interesting stories from people using their online communities as both research and marketing vehicles. This dual-purpose approach leaves me feeling, quite frankly, conflicted. And a little ignorant; apparently this is a widespread practice. Until now, I had thought most communities were primarily focused on listening to customers to uncover…

November 7, 2009 7 Comments

The MRA’s First Outlook Conference: Highlights for Market Researchers

I’ve been attending the MRA’s First Outlook conference in San Diego this week. From conversations with other folks here and some of the sessions I have attended, I’ve learned some interesting things. Here are just a few highlights before I hop on the plane home.

November 6, 2009 1 Comment

In Search of Useful Market Research Displays: Don’t Forget Venn Diagrams

In Search of Useful Market Research Displays: Don’t Forget Venn Diagrams. Bored with bar and pie charts? Maybe it’s time to rethink the types of graphics you are using to display key research findings.

One graphic display that makes rare appearances in market research reports is the classic Venn diagram. It’s a wonderfully intuitive way to show overlapping groups. Attributed to John Venn, the Venn diagram was first introduced in 1880.

November 3, 2009 No Comments

It’s not a Survey, It’s a Contest!

People like contests. I don’t know why. Must have something to do with why so many people like gambling.

People generally don’t like surveys. And it’s getting worse. How I long for the days when 20% response rates were considered “low.”

October 26, 2009 1 Comment
Customer Insights

Letting Clients Be More Than Research Participants

Calling on customers as consultants also has a hidden benefit: if your topic of interest is something that people may find too personal, too hard to be honest about—asking them indirectly can be most revealing. Jack may not be willing to tell you bluntly that he thinks your product is hard to use—that might make him feel stupid. But if you ask him how your product could be improved, he will be more comfortable suggesting that “some people” will find the product easier to use if the dials were just a little larger. It’s a twist on the old ploy, “It’s not for me, but…

October 22, 2009 5 Comments