Market Research
7/18/13
Part 3: Actual behavior – What we do
Did sales increase after the campaign? Who donated the most money? When did website traffic peak? We can answer these questions by measuring actual behavior, a practice that is not as common in market research as one might think. This may be due to age-old industry norms that insist measuring actual behavior is too difficult […]
By Matt BruceRead More
7/17/13
Part 2: Behavioral intention—What we plan to do
Social psychologists suggest that before people engage in an action, they cognitively create behavioral plans (i.e., intentions). You probably intend to drive to work before you get in the car, and you plan to bake cookies before warming up the oven. Hundreds of studies have examined behavioral intentions, and these studies have found that behavioral […]
By Matt BruceRead More
7/16/13
Part 1: Previous Behavior – What we did
Sometimes we need to know about shopping behavior or drinking behavior or seatbelt use, and because of time or cost, we are unable to conduct a diary study or observational research, so instead we ask about previous behavior. This is a reasonable substitute for many types of behaviors because previous behavior is typically a strong […]
By Matt BruceRead More
7/15/13
Measuring human behavior: Opportunities and Challenges
Tracking, predicting, or measuring change in human behavior is often the goal of market research. We frequently want to know what people do, how they spend their money, or who they vote for. While understanding attitudes, perceptions, and other precursors to behavior is important because they are the avenues to persuasion, sometimes our focus on […]
By Matt BruceRead More
7/10/13
Proxies for culture
We often rely on formal market research to measure attitudes, values, lifestyles, and other measures of culture, yet given that culture touches everything around us we often don’t need to look far for other signs of a shifting culture. Trends in one area can easily show insight into another. For example, the increasing sales of […]
By David KennedyRead More
6/13/13
How to tell real market research from … other stuff
A few years back, a coworker and I wrote a couple of entries for the Encyclopedia of Survey Research on the topics of “sugging” and “frugging”. These are highly unethical practices where an organization attempts to sell a product or fundraise in a manner that uses market research as a cover. I got something in […]
By Kevin RainesRead More
6/7/13
Corona Insights takes home another Gold Peak award
Last night Corona Insights was honored to have received a Gold Peak Award for our market research work to inform the Donor Alliance’s marketing strategy. This is the third Peak Award that Corona Insights has taken home from the CO+AMA. In 2010 Corona took home the Silver Peak award for our rebranding and in 2011 […]
By Kassidy BensonRead More
5/23/13
Sometimes beautiful data is only skin deep
We’ve been talking a lot about the importance of conveying data visually lately (ok, and not-so-lately…here are posts from 2008 and 2011), and you have no doubt recently heard a thing or two about big data. And while we love beautiful infographics, and the power of big data (and medium data), we must be careful not […]
By David KennedyRead More
5/14/13
The New Frontier of Qualitative Research Tools
In recent years, the qualitative research field has seen an explosion of new online or mobile tools that allow researchers to capture data in ways we couldn’t 5 to 10 years ago. Although we’ve previously reported on the rise qualitative analysis software and what it means for Corona and its customers, we’ve decided to launch […]
By Sarah WilliamsRead More
5/9/13
Meet Glenn, a testament to Bill Daniels’ legacy
Bill Daniels had an insatiable hunger for knowledge. Although he only received a 2 year degree at a junior college, his hunger for knowledge and strong work ethic paved the way to an extremely successful business career as a pioneer in the cable television industry. In 2012, Corona Insights had the pleasure of conducting stakeholder […]
By Kassidy BensonRead More