Small market research projects have less risk. They get done quickly. Results get shared while they are still fresh. And conclusions can be communicated within the attention span of a busy recipient, so they actually get used.
Small market research projects have less risk. They get done quickly. Results get shared while they are still fresh. And conclusions can be communicated within the attention span of a busy recipient, so they actually get used.
A decentralization approach has the potential to boost research credibility AND also address the issue of rogue, unsanctioned, DIY research. We all know there are plenty of bad questionnaires going out these days (though many come from “professionals,” too). Clearly, more non-researchers WANT to do research. They want fresh insights. They want involvement in the process. So let them! With some intelligent policies, access to resources, and training, we can have the best of both worlds: quality research and greater research ROI.
If your company invests in market research that generates fresh customer insights, should you hold it tightly, or should you share it?
There are some obvious cases where you hold it tightly. Data that is specific to proprietary product ideas is a good example. But other cases aren’t so clear-cut.
When conducting survey projects, should you survey your own customer base (people who actually by from your company), or non-customers? Or both?
After all, you may very well have a list of customers that would be convenient for you to use for your survey project. But is that a wise choice? Maybe, maybe not.
Online surveys and research panels go together like…well, milk and cookies. If they are both high-quality, yummy snack. If either is poor quality, the experience is ruined.
These days, there is a lot of awareness of online panel quality issues. So what does a market research buyer need to know?
Here are 5 things you need to be aware of to find the best panel sources for your needs, and mitigate potential risks. Why is this so important? Because panel quality varies. A lot. You can’t assume all research panels are the same.
Some of our online market research classes have been updated, and we need feedback! We’ll be testing the content by offering in-person seminars in Massachusetts. So here’s the deal: attend a free market research seminar, and all we ask in return is that you provide feedback.
The following topics are being scheduled:
Never skimp on budget for:
* Quality sample. Having quality sample is critical. Avoid sources that can’t talk credibly about their recruitment tactics or list sources. You don’t want to bake a cake with spoiled eggs.
* Sufficient sample quantity. If you…
Well, “abuse” may be a little strong…but market research results certainly do get misused. Sometime intentionally; twisting results to confirm existing opinions, or ignoring results perceived to be inconvenient. In other cases, the misuse is accidental—issues such as poorly labeled charts or unclear methodology documentation can easily lead to erroneous conclusions.
Clients seeking to conduct a market research project typically choose one of two paths: do it in-house or outsource to a full-service market research agency. Pretty simple.
But now, a third option exists: out-tasking.
Even if we put aside self-serving forecasts that are patently optimistic, many market forecasts are based on a rather murky mix of supply-side assumptions, total available market estimates, and compound annual growth rate hunches. In some markets, the forecasts rely heavily on input from suppliers to the market (for example, analyst firms ask PC manufacturers how many units they expect to ship).
