When it comes to market research projects, how big is too big?
When it comes to market research projects, how big is too big?
Article Synopsis: Think about eBay, Amazon, and Angie’s List—all public, continuous sources of ratings. Moran cites a survey conducted by FTI Consulting which found that over 50% of respondents give a “great deal of consideration to online reviews from other consumers on sites…”
On a survey, do you check “yes” the same amount as someone in India? Probably not! Cultural differences in multi-country surveys yield inaccurate results. Propensity to agree, untruthfulness, and survey “speeders” vary from country to country.
Consider these two questions: Can market research departments be profit centers (either by “selling” internally or externally)? Should market research departments be profit centers? I first wrote about this controversial… Continue reading Market Research as a Profit Center? It May be Closer than You Think
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.
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.
Why is it so popular? Primarily because it does pass the gut test: market research projects that are fast and good are unlikely to be cheap. Ones that are cheap and fast are unlikely to be good, and so on…