Market Research
3/2/09
Fostering customer loyalty in grocery stores
Those of you who know me, know I have strong interests in retail, customer service, and loyalty. This probably stems from my years of retail experience before my shift into research. As such, every time I shop (online or at a brick and mortar store) I have ideas that I think could increase satisfaction, improve […]
By David KennedyRead More
2/26/09
A great graph or a horrible graph?
We love our graphs here at Corona. Analysts have gotten into brawls over them (ok, not really). The other day, someone showed me this graph out of an advertisement for, what else, but using a specific direct mail service for advertising. At first, we made fun of the graph. It looked utterly useless, had no […]
By David KennedyRead More
2/20/09
An interview with a professional respondent
Has she been in one of your focus groups? This video reminds me of why we only custom recruit for our focus groups. We use no panel and do not accept opt-in participants. Instead, we custom-recruit for each project ensuring few if any “regular” focus group participants are in the group and that the group […]
By David KennedyRead More
2/18/09
Seth’s five tips for better online surveys
How to improve online surveys? Ask anyone that creates or takes surveys and you’ll probably get an opinion. We’ve even chimed in on the topic in the past. (And on another Seth post.) Seth Godin recently posted Five tips for better online surveys, and, as usual, we have our own two cents to contribute. 1. Every […]
By David KennedyRead More
2/10/09
Ski surveys
We’ve talked plenty about good survey methodology, sampling, and making sure you’re getting the right information, and here is another excellent example: I was up in the mountains this past week skiing and decided to demo (i.e. try out) some new skis. So, I went to the shop at the resort and tried several different […]
By David KennedyRead More
1/29/09
Observation rooms … they’re not just for focus groups
My wife is a fourth year veterinary student at Colorado State University, and on a recent visit to the veterinary teaching hospital I noticed they had several focus group rooms – sort of. I recognized the rooms immediately – two-way glass, audio and video recording, etc. Instead of group discussions though, they use the rooms […]
By David KennedyRead More
1/27/09
What are we weighting for?
Let’s say that you just conducted a public survey of your community for a community needs assessment. In your community, 29% of residents are between age 18 and 34, and 29% are age 55 or older. Yet among your survey respondents, 8% are aged 18-34, while 52% are aged 55 or older (this is a […]
By Beth MulliganRead More
1/19/09
Tradeoffs between survey length and cooperation
In a previous post we discussed how survey length can indirectly drive up participation recruitment costs. Another often-ignored consequence of long surveys is poor quality data that may or may not be easy to identify. Even conscientious participants lose the desire to be cooperative as a survey drags on. By the sixth page, or the […]
By Beth MulliganRead More
1/12/09
The not so ultimate question?
In a recent edition of Quirk’s Marketing Research Review, there was an article (Article ID: 20081004….requires registration, but it is free) on the Net Promoter Score (NPS). The NPS has long been touted by many as the best way to measure customer satisfaction, and a key characteristic of the system is its simplicity. In case you […]
By David KennedyRead More
1/8/09
Knowing your audience
One of the basic tenets of effective marketing is knowing your target market. That principle is no less important, and may be even more so, when designing effective market research. Whether your goal is to encourage people to use your product or service or to encourage them to participate in your study, knowing what motivates […]
By Matt HerndonRead More