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Category: 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…

CloudMaker from Tribe Research: Word Clouds For Real Research

CloudMaker is a word cloud tool that can draw input from web pages, Twitter feeds (though, alas, restricted to Twitter’s self-imposed 20 tweet limit), and CSV files. The CSV files part is the important one—since this is what allows you to import any text you want…like open-ended responses from a survey you were loathe to tally the hard way.

Market Research Training Options

Online Training for market research? Yes! But for some learners, in-person training is also a good option. Resources listed here.

Customer Interview Projects with In-House Staff: Rewards & Risks

If you’re thinking about having non-researchers help out with customer interviews, it is certainly viable. And has some real benefits. But watch out for these common roadblocks.

Planning Your First Customer Satisfaction Research Project?

For example, a customer satisfaction research design meant to provide inputs to executive bonus calculations will be different than one designed primarily to inform organizational performance goals. In fact, any consultant or sales person who tells you their approach is the only legitimate one is only interested in sales—not insights.

Responsible for Brand Awareness Research? I Feel Your Pain

I feel for Market Research Managers in charge of Brand Awareness trackers. It’s not as easy as it used to be. As the number of means by which brand awareness and familiarity are influenced increases, our ability to measure their impact becomes more difficult. Sure, you can still efficiently measure absolute awareness levels, but how useful is that if you don’t know what is driving them?

Snake Oil and Popcorn: Market Research Meets Social Media

The market researcher who clings to conventional surveys and focus groups like a life raft on a turbulent sea is going to drown. Those who judiciously add various social media and ethnographic-based methods along with some of the other fabulous new qualitative research tools out there will be able to navigate through the storm—and best help clients choose the methods (or mix) for their unique needs.

Wanted: A Fresh, Competitive Edge

Talking to competitors’ customers is a great form of market research and it is surprisingly feasible in many markets.

In Uncertain Times, Embrace Scenario Planning

Have you found yourself needing to forecast a new product’s adoption potential? Sales volume by region for the next 3 years? How about the potential upside of a new distribution… Continue reading In Uncertain Times, Embrace Scenario Planning

8 Questions For Optimizing Your Market Research Budget

Do you need a little help identifying places where potential savings may exist in your market research budget? If so, here are some great questions to ask.