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brand familiarity

 
Start with a good survey design, if you want good survey data. I recently took a brand awareness and positioning survey in the yogurt category that left me wondering how useful my answers were to the brands in questions.
 
FIRST MISTAKE
 
After some screening questions, I got one about familiarity with different brands of yogurt, point at which I started questioning the survey quality. This question used  the following 3-point scale:
 
1. Never heard of
2. Heard of, but never used
3. Familiar
 
Although this scale is not consistent in the terms it uses…

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Customer Acquisition & Retention

 
Any market research should contribute with insights that support decisions related to customer acquisition and retention goals. After all, businesses are either working to acquire or retain customers or both, for sustainability and profitability purposes.
 
For entrepreneurs who are considering investing part of their marketing budget in market research this year, I have a piece of advice: Think very carefully about how you plan to use the research results in your business decision making.
 
Although this should be obvious, I meet many business owners who are very…

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2016-us-elections

The accuracy of election polls is under fire. Results from election polls have been part of our daily news diet during the 2016 presidential election. There has been an explosion of institutions, from universities to media outlets, that jumped on the polling wagon in this election year and made it very difficult to decide in which one to believe.
 
Mentions of results from election polls usually had included sample size and margin of error, but that’s not enough to evaluate their quality. Comparing election polls is nearly impossible without knowing the methodology used in terms of…

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Business-to-Business Websites

 
Many B2B websites fail at their primary objective: To help B2B buyers do their job; buying, that is. They forget that B2B buyers are also consumers who are increasingly making purchases online. This affects their expectations of how any website, including B2B websites, is supposed to work.
 
Many B2B sites are purposely vague or use self-aggrandizing jargon to entice potential buyers to call. The problem is that B2B buyers are busy people. They don’t want to waste time hearing a sales pitch unless they think you have something they want.
 
B2B websites should b…

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Usability Testing

 
A recent study about online shopping from Big Commerce asked about what factors influence shoppers to buy online. Not surprisingly, the first one is price (87%). After price, the other 6 factors influencing purchase decisions are related to different aspects of the service or the product/brand: shipping cost (87%), product variety (71%), discount offers (71%), trustworthy reviews (68%), return policy (68%), and brand reputation (67%).
 
Once these key aspects of the service are considered, the user experience kicks in. Over 6 out of 10 (64%) shoppers mentioned “Simple sit…

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Rebranding Cartoon

This cartoon of Tom Fishburne about rebranding brought memories back of my time as Director of Research for Blockbuster Online, when we launched Blockbuster Total Access, the service with which you could rent movies online, exchange them for new movies at the store, and watch them while you waited for new movies to arrive by mail.
 
As part of the launch we decided to redesign the envelop in which movies were sent out by mail to differentiate it from the old online rental service and highlight the value added by the new service, so a rebranding exercise got started. We got more than…

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Qualitative research, done well, can provide deep insights into many issues, but those who resist doing it argue that it is slow, difficult, and subjective. At the recent MRA Insight & Strategy Conference, Jim Bryson, CEO at 20|20 Research discussed how to speed up qualitative research projects, make them easier, and mor…

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