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Brand Awareness

Article Synopsis: Listening In on Social Media: A Joint Model of Sentiment and Venue Format Choice

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 opinions expressed, based on the dynamics stated in the above paragraph. Common approaches that either focus on a single social media venue or ignore differences across venues…

August 8, 2014 No Comments
Brand Awareness

Article Synopsis: The High Price of Customer Satisfaction

Highly satisfied customers = revenue dollars. Or do they? Some data has shown that the relationship between customer satisfaction and customer spending behavior is surprisingly weak. In this article, the authors share their analysis of the relationship between satisfaction and business outcomes, gathering data from more than 100,000 consumers covering more than 300 brands. This data came from two sources, the American Satisfaction…

July 24, 2014 No Comments
Best Practices

Article Synopsis: Still Full of Beanz (Effective Data Management)

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 of 300 consumers that the company uses as a source of customer feedback.

July 18, 2014 No Comments
Market Trends

Article Synopsis: Seasonal marketing in a social age.

Analysis of actual shopping behavior conducted from mobile devices suggests that conventional definitions of seasonal shopping behaviors are being disrupted by mobile shopping. Beyond the powerful implications for marketers in general, this also has implications for market researchers who may be timing research on purchase plans and branding around seasonal shopping assumptions.

July 17, 2014 1 Comment
Market Research Training

7 Strong: Meet Our Amazing Market Research Instructors

Research Rockstar’s instructor roster is now 7 strong. Well, 8 if you count our founder, Kathryn Korostoff who also teaches. Check out the Research Rockstars who teach our market research classes:….

July 16, 2014 No Comments
Market Research

Kathryn’s rant on too many market research conferences

Ever feel overwhelmed by how many solicitations you get to attend market research conferences? You are not alone!

Kathryn recorded a video rant on this topic while driving to work. It includes her decision on how she is going to handle the inundation of conference advertising.

July 3, 2014 No Comments
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