7 times when market researchers need to stop. Knowing when to stop is a discipline. But after 25 years in the market research business, I know that some of my best work has been when I stopped doing something—even if just temporarily.
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?
For me, as a market researcher, I found the book both inspirational and practical. Its many examples lend credibility to its conclusions, and I have found myself referring to the cited experiments on many occasions. My copy’s pages are dog-eared and covered in notes. If you haven’t had a chance to read it yet, here are some reviews, as summarized by Research Rockstar intern Audra Kohler.
B2B Market Segmentation is hard. It is very different than segmenting consumer markets. Free video explains why.
Research Rockstar is thrilled to announce that Jeffrey Henning, president of Researchscape, will be a “camp counselor” at this summer’s Camp Rockstar for market researchers. He joins Kathryn Korostoff…
Numerous articles have been written, and debates engaged, about the question, “Are market researchers bad marketers?” It does strike one as odd—that a profession so driven to understand customer attitudes and behaviors, can’t seem to apply the discipline for its own marketing—and ultimately revenue-generating—benefit.
