Articles & Videos

Segmentation vs. Personas – What’s The Difference?

November 29, 2021   |   Article: 9 minutes to read

Segmentation and Personas are part of the segmentation analysis process. Personas creation is an essential step in segmentation analysis, but it is not a technique to create the actual segments. Personas are simply segments' profiles.

Making The Case For MaxDiff

November 8, 2021   |   Article: 5 minutes to read

MaxDiff has emerged as a popular trade-off analytical technique to understand preferences and what is important to different target markets. MaxDiff has a higher discriminatory power compared to rating and ranking questions.

Why Do Concept Testing On Your Offers’ Fine Print

November 3, 2021   |   Article: 3 minutes to read

Companies should do concept testing of their offers' fine print to avoid bad customer experiences.

How Product Positioning Affects Product Evaluations

October 21, 2021   |   Article: 6 minutes to read

The way a product is positioned affects its evaluation. Functional and experiential product positioning will elicit different perceptions.

The Difference Between Product & Positioning Concept Testing

September 28, 2021   |   Article: 2 minutes to read

Knowing the difference between product and positioning concept testing is important to determine whether to test features or benefits. The insights resulting from each type of test are used to support different business decisions related to marketing and product development.

A Researcher’s Path – Data Stories Leaders At Work Podcast

September 21, 2021   |   37 minute video

Michaela Mora talks about her research career and issues in the market research industry on the Data Stories: Leaders at Work podcast.

6 Decisions To Make When Designing Product Concept Tests

September 14, 2021   |   Article: 4 minutes to read

Companies that establish research systems to support consistent product concept testing and choose to follow best practices discussed in this article are more likely to develop successful new products.

Write Winning Product Concepts To Get Accurate Results In Concept Tests

September 7, 2021   |   Article: 4 minutes to read

Concept testing is a very valid approach to measure the appeal of products and services, but when it is not well designed, this type of research tends to yield general information that is not strong and granular enough to support decision-making.

When Do You Need A Market Research Vendor?

August 31, 2021   |   Article: 7 minutes to read

Although in-house market research and UX research can lead to faster and sometimes cheaper research results, research vendors can support internal research teams by adding extra time, quality, innovation, validation, neutrality, and credibility to the research teams.

How to Leverage UX and Market Research To Understand Your Customers

July 19, 2021   |   45 minute video

In this webinar organized by the UX Research & Strategy Group, Michaela Mora, founder of Relevant Insights, discusses what market research is, the similarities and differences between market research and UX research, and how they could be integrated to gain deeper insights to deliver business impact.

What Is Market Research?

July 10, 2021   |   Article: 8 minutes to read

Market research is a structured process to identify, gather, and analyze information to support business decisions. Market research can provide insights into the customer journey and guide decisions related to product development, marketing strategy, pricing strategy, and points of sales (online and offline) to create a customer experience that supports customer acquisition and retention.

Step by Step Guide to the Market Research Process

June 27, 2021   |   Article: 11 minutes to read

The market research process requires decisions related to budget, target sample, development of data collection tools, fielding, analysis, and reporting. Here is a check list to make the process easier.

How to Use Qualitative and Quantitative Research in Product Development

May 24, 2021   |   Article: 5 minutes to read

The use of consumer research to impact product development can be traced back to the origins of marketing research in the CPG industry. Traditional consumer research often combined qualitative and quantitative research, which is still the best approach to support product development decisions.

How To Improve Racial and Gender Inclusion in Survey Design

May 10, 2021   |   13 minute video

As more companies are paying attention to diversity and inclusion not only internally but also in their marketing, one area of needed improvement is the way we ask questions about race and gender in many market research surveys. In this webinar, we review provide practical survey design recommendations to create surveys that represent racial and gender diversity in the U.S.

How Your Company Can Grow With the Right Words

April 19, 2021   |   Article: 6 minutes to read

Words Matter is a research initiative launched by the Multicultural Insights Collective to help companies talk about racial justice, diversity, equity, inclusion, and representation in their internal and external communications to support business growth and sustainability.

Why Your Business Needs Discovery Research

March 3, 2021   |   Article: 10 minutes to read

Businesses often develop solutions without checking first if there is a need for them, paving the path to failure. Discovery research can help various internal teams (product, marketing, HR, operations) understand underlying users' needs and problems and start the journey to create relevant solutions.

Why Validation of Qualitative Research Is Needed

February 22, 2021   |   Article: 4 minutes to read

Qualitative research insights are often doubted in the C-suite due to small samples and lack of validation based on quantitative research. To enhance its value, qualitative researchers should advocate for validation and make it part of the research design.

The Opportunity of UX Research Webinar

January 11, 2021   |   54 minute video

In this webinar organized by ESOMAR, MRII at The University of Georgia, and CRIC, Michaela Mora, president of Relevant Insights, discusses what is and what is not UX, how research can support UX and the areas of expertise needed to conduct UX research.

Myths & Misunderstandings About UX – MR Realities Podcast

July 20, 2020   |   34 minute video

Michaela Mora, founder, and president of Relevant Insights discusses UX topics, including, its meaning, history, and role in market research on the MR Realities podcast with Kevin Gray and David McCaughan, two veterans of the market research industry.

Your Market Research Plan to Succeed As a Startup

March 3, 2020   |   Article: 7 minutes to read

New startups are more likely to avoid failure by having a market research plan as outlined in this article. Otherwise, they risk not learning what's needed to move your business forward and marching directly to failure.

12 Research Techniques to Solve Choice Overload

February 26, 2020   |   Article: 6 minutes to read

Providing too many product features produces choice overload for customers. Check these 12 research techniques to avoid choice overload.

How to Use Digital Ethnography to Understand Real Product Use

February 19, 2020   |   Article: 5 minutes to read

Digital ethnography is observation research enabled by online tools rather than by in-person observation. It is a convenient way for participants to share how they interact with products and services in their natural environment.

What is Agile Product Development?

February 6, 2020   |   Article: 12 minutes to read

Agile product development is about putting users at the center of the product development process as the 12 principles of the Agile Manifesto suggest. Some companies are missing this point in an effort to lower cost and time-to-market.

9 Product Development Strategies to Consider

January 28, 2020   |   Article: 6 minutes to read

Companies should adopt different new product development strategies at different times depending on the circumstances they find themselves in. This article outlines nine new-product development strategies companies should consider, based on the book Design & Marketing of New Products by Urban & Hauser.

How To Get Better Customer Satisfaction Metrics

January 20, 2020   |   Article: 3 minutes to read

To get better customer satisfaction metrics, companies need to use the right type of qualitative and quantitative research.

10 Guidelines For Testing Website Navigation

November 13, 2019   |   Article: 5 minutes to read

Website navigation can impact a website's user experience. I can be improved with the help of information architecture and usability testing. The learnings and improvements you could make will pay many times over what you invest in testing.

Learning From Testing Website Design Ideas

November 5, 2019   |   Article: 2 minutes to read

Testing different website design ideas in the initial design stage can help you develop an effective website and save you time and money.

Market Research Vendors and Clients Should Be Partners

October 30, 2019   |   Article: 4 minutes to read

Market research vendors and clients should be partners in the effort to provide quality insights. Research vendors can provide specific expertise and an objective perspective. Research buyers bring knowledge about their business and content in which the insights are needed.

Don’t Just Trust Your Gut — Do Research

September 13, 2019   |   Article: 3 minutes to read

The practice of making business decisions based on "gut-feeling" is wide-spread. Unfortunately, businesses that use this approach are often unaware of their biases and of how market research and evidence-based insights can support better business decisions.

How Survey Tools May Improve User Experience

September 9, 2019   |   Article: 3 minutes to read

Developers of online survey tools are trying to improve the user experience of participants taking surveys by making them more interactive and intelligent. However, survey design is still more important than the technology used to implement surveys. Cool survey features will not save a badly designed survey.

Survey Gamification? It’s About Good Survey Design

September 5, 2019   |   Article: 2 minutes to read

Survey respondents go through different phases when answering questions: Comprehension, Retrieval, Judgement, and Response. Writing good survey questions, that consider these phases, is more important than fun and cool question formats.

Brand Tracking Studies – How To Design Them

September 1, 2019   |   Article: 5 minutes to read

The goal of brand tracking studies is to monitor brand health. Designing them requires making decisions related to what to track, when to do it, whom to include, and how to interpret the results.

How To Determine Sample Size for Segments?

August 27, 2019   |   Article: 3 minutes to read

To compare market segments you need enough sample size to find significant differences. To determine the sample size for segments we need to consider a series of factors.

What Is Statistical Significance?

August 21, 2019   |   Article: 4 minutes to read

Statistical significance is a term used when we are interested in detecting real differences, not due to chance between two or more groups (people, objects, ads, etc.).

Why Sample Size Matters

August 18, 2019   |   Article: 3 minutes to read

To determine sample size, we need to consider the levels of certainty, precision, tolerance for risk, and budget we can afford. There are always trade-offs we have to make.

Why a Large Sample Doesn’t Guarantee a Representative Sample

August 14, 2019   |   Article: 4 minutes to read

The size of a sample is not a guarantee of its ability to accurately represent a target population. Large unrepresentative samples can perform as badly as small unrepresentative samples.

What Is The Right Sample Size For A Survey?

August 12, 2019   |   Article: 5 minutes to read

To calculate the sample size for a survey you need to consider several factors including an analytical plan, confidence level, and budget.

10 Things to Consider in Survey Design

August 1, 2019   |   Article: 9 minutes to read

Consider these 10 important issues when writing surveys to ensure data quality.

How to Use Surveys in Cause-Effect Research

July 29, 2019   |   Article: 3 minutes to read

To understand cause and effect, we need to conduct experiments. Experiments may include surveys as a data collection method, but surveys in themselves can’t provide the answer.

When Using Focus Groups Makes Sense

July 8, 2019   |   Article: 2 minutes to read

Focus groups have their place in the research toolbox. Like any other research method, they have advantages and disadvantages. As a result., they are not a good fit for every research need.

How to Align Business Goals With Market Research

June 26, 2019   |   Article: 2 minutes to read

To align business goals with the right market research approach think of your customer acquisition and retention goals and target market.

5 Ways To Use Font Size And Type to Improve Website Usability

June 24, 2019   |   Article: 2 minutes to read

Choose your font size and type with care to improve not only usability but also to support and communicate your brand.

Moderated or Unmoderated Usability Tests?

June 3, 2019   |   Article: 3 minutes to read

Moderated and unmoderated usability testing approaches have different purposes and complement each other. If timing and budget permit, you should use both. If you can only afford one or the other, think hard about the objectives and the type of decision you will make.

Why Faster, Cheaper, and Better Market Research Is a Dangerous Illusion

May 23, 2019   |   Article: 5 minutes to read

Faster, cheaper, and better is the ultimate sales pitch by new technologies and tools entering the market research industry. Don't believe it. There are always trade-offs you will have to make between all three factors.

Is It Right to Include a Neutral Point in Rating Questions?

May 6, 2019   |   Article: 4 minutes to read

Some studies find support for excluding the neutral point while others for including it, depending on the subject, audience, and type of question.

Fighting In The CX Internal Culture Revolution

April 30, 2019   |   Article: 2 minutes to read

CX is becoming an important discussion topic in many organizations and some are even installing teams, who are finding themselves fighting in the CX culture revolution.

Why You Need Data Integration for Good Customer Experience

April 27, 2019   |   Article: 2 minutes to read

Data integration for a good customer experience is not just about integrating technologies. It is about connecting different groups in the organization that are in contact with customers at different points in their journey. 

How CX Research Can Help Product Managers

November 26, 2018   |   Article: 3 minutes to read

Customer Experience (CX) research can help product managers to understand how to sell the product to customers, but also how to get buy-in from management for this type of research.

How To Get An Organization To Invest in CX

November 14, 2018   |   Article: 3 minutes to read

This article describes how MoneyGram was able to raise awareness about the importance of investing in creating a customer experience and implement a CX internal practice

Top Reason Why Businesses Fail & What To Do About It

July 18, 2017   |   Article: 3 minutes to read

Many businesses fail because they launch without first understanding whether there is a need for their products and services.

Multi-Response or Dichotomous Grid Questions?

June 4, 2017   |   Article: 3 minutes to read

Dichotomous grids seem to be better to encourage more thoughtful answers about items that may be ignored in a long multi-response list. Nonetheless, we should use them with caution and add controls to validate their answers.

UX Research Methods For User-Centric Design

March 9, 2017   |   Article: 3 minutes to read

Designing a good user experience requires a user-centric iterative process that uses UX research methods to fail as soon as possible, learn from mistakes to provide a good user experience.

What is User Experience?

January 25, 2017   |   Article: 2 minutes to read

User experience is created across all the different touchpoints a company interacts with users and potential customers. It goes beyond usability, visual design, or product use.

Avoid These Survey Design Mistakes

December 1, 2016   |   Article: 3 minutes to read

The quality of survey data depends in great measure on the survey design. In the era of DIY research, survey mistakes are too common. This article describes the top two mistakes and how to remedy them.

How Customer Acquisition and Retention Goals Should Guide Your Market Research Efforts

November 14, 2016   |   Article: 2 minutes to read

The market research objectives and approach should be customized depending on whether customer acquisition or customer retention is the main business goal.

The Accuracy of Election Polls

November 9, 2016   |   Article: 2 minutes to read

Comparing election polls is nearly impossible without knowing the methodology used in terms of population universe selected, screening criteria, and question formulations.

Concept Testing Webinar

September 15, 2016   |   47 minute video

Michaela Mora, founder, and president of Relevant Insights discusses the topic of concept testings in this webinar, including when concept testing is needed, the main challenges we face during the development of the concept description, and different approaches to concept testing.

10 Ways To Improve B2B Websites

June 22, 2016   |   Article: 4 minutes to read

B2B websites should be designed with e-commerce guidelines in mind, even when they don’t sell products and services directly online.

How to Avoid Rebranding Mistakes

May 23, 2016   |   Article: 3 minutes to read

To avoid rebranding mistakes you need to test the new branding concepts with your target audience using both qualitative and quantitative research methods.

4 Ways to Make Qualitative Research Faster, Easier & More Objective

June 17, 2015   |   Article: 3 minutes to read

New technologies have made it possible to improve the speed, objectivity, and convenience of qualitative research.

Demographic Profile of Hispanics in the U.S. [Infographic]

May 27, 2015   |   Article: 1 minute to read

Hispanics are a very diverse group. Here is the 2015 demographic profile of Hispanics in the U.S. based on research the Pew Research Center.

The State of Sentiment Analysis

May 3, 2015   |   Article: 2 minutes to read

In 2015, the state of sentiment analysis is disappointing. Companies are looking for better metrics and tools to extract insights from unstructured data.

10 Key Pieces of Advice On How to Do And Use Market Research

April 26, 2015   |   Article: 6 minutes to read

10 pieces of advice on how to do and use market research.

Digital Impact on In-Store Shopping [Infographic]

February 24, 2015   |   Article: 3 minutes to read

This infographic data shows that retailers would gain from optimizing their online presence and customizing the shopping experience to bring customers to the stores. 

Product Bundling: To Do or Not To Do?

September 22, 2014   |   Article: 3 minutes to read

Usually, customers are not really against product bundling, they just want a bundle that is relevant to their needs. There are research methods that can be used to unravel the bundling conundrum.

Net Promoter Score Caveats

September 11, 2014   |   Article: 3 minutes to read

Too many companies rely on the Net Promoter Score (NPS) to guide business decisions without realizing the limitations of this metric discussed in this article.

How to Link Customer Loyalty To Profits

June 9, 2014   |   Article: 3 minutes to read

To identify loyal customers, companies need to triangulate the result from attitudinal metrics, its drivers, and their actual purchase behavior.

Customer Events Are Not Focus Groups

December 9, 2013   |   Article: 3 minutes to read

Running focus groups at a company’s headquarters is convenient and cheap for the client. However, this puts a lot of pressure on participants who are likely to give socially desirable answers.

Conjoint Analysis Myths

October 22, 2013   |   Article: 3 minutes to read

Conjoint analysis is a powerful technique to support new product development and pricing strategies, but it is important to understand its limitations.

What To Value In A Market Research Vendor

October 3, 2013   |   Article: 3 minutes to read

Experience, customer service, and empathy from the vendor are key attributes in a market research vendor that can benefit clients the most and help corporate insights groups to do a great job

Three Popular Online Survey Tools – What You Get For Your Money

September 23, 2013   |   Article: 10 minutes to read

Alchemer, formerly known as SurveyGizmo, SurveyMonkey, and Qualtrics are three popular online survey tools. This article compares features offered in their paid plans.

Three Popular Online Survey Tools – What They Give For Free

September 14, 2013   |   Article: 10 minutes to read

Many online survey tools offer free trials and even free versions of the tools with limited capabilities. Here is a comparison of the free versions offered by Alchemer (formerly SurveyGizmo), SurveyGizmo, and QuestionPro.

5 Things SurveyMonkey Can’t Do

September 9, 2013   |   Article: 3 minutes to read

SurveyMonkey is one of the most popular online survey tools. However, it has many limitations. This article discusses five of them.

Why Conjoint Analysis Results Don’t Always Match Reality

August 26, 2013   |   Article: 3 minutes to read

Conjoint analysis have many useful applications. Nonetheless, it should be used with caution and full knowledge of its limitations.

Insights From GameStop’s Growth Story

October 29, 2012   |   Article: 2 minutes to read

GameStop’s CMO discusses how GameStop has used consumer insights to drive growth.

How To Minimize Memory Errors in Surveys

October 9, 2012   |   Article: 4 minutes to read

Different types of memory are at work depending on how we ask questions in surveys, but there are ways to minimize memory errors in surveys.

How Bad Surveys Can Turn Respondents Off

August 21, 2012   |   Article: 5 minutes to read

Bad surveys are an epidemic. They can turn-respondents off leading to high abandonment rates and in the worse cases, they can yield bad quality data.

Social Media Research Bias May Come In This Way [Infographic]

August 13, 2012   |   Article: 2 minutes to read

We should try to avoid social media research bias that can lead to generalizations about consumers in a particular category.

Don’t Let The Budget Dictate Your Market Research Approach

August 7, 2012   |   Article: 2 minutes to read

The market research budget often dictates the approach. However, we need to first think of the business decisions we need to make to avoid wasting money.

Teens and Digital Media [Infographic]

July 30, 2012   |   Article: 2 minutes to read

Infographic about the digital lives of teenagers.

The Rise Of The Wireless-Only Households [Infographic]

July 9, 2012   |   Article: 3 minutes to read

Infographic with key demographics of households going wireless as of 2012.

Media Influence On Purchase Behavior [Infographic]

June 28, 2012   |   Article: 2 minutes to read

Infographic on the media's influence on purchase behavior.

How To Use Research To Find High-Order Brand Benefits

June 19, 2012   |   Article: 2 minutes to read

We should base the high-order benefits of a brand on the actual relationship (if any) consumers have with the brand based on iterative testing.

10 Cognitive Biases You Shouldn’t Ignore In Research

June 7, 2012   |   Article: 5 minutes to read

Cognitive biases show up everywhere, including our professional lives. These are 10 cognitive biases that are relevant to market research.

How To Prioritize What To Research

May 8, 2012   |   Article: 2 minutes to read

Ask first what critical information is needed to make decisions and how the insights will be implemented when you are trying to prioritiza what to research.

The Best Way To Find Profitable New Product Ideas

April 4, 2012   |   Article: 2 minutes to read

Profitable new product ideas should be tested with qualitative and quantitative research, particularly with techniques like conjoint analysis.

Review Of Three Powerful Online Survey Tools

March 19, 2012   |   Article: 10 minutes to read

Comparison of three online survey tools: Alchemer (formerly SurveyGizmo), Qualtrics and Decipher (formerly Beacon).

The Importance Of Visual Appeal To Website Usability

February 7, 2012   |   Article: 2 minutes to read

Visual appeal plays an important role in website usability. You only have milliseconds to grab the attention and create a first impression.

Use Menu-Based Conjoint Analysis To Optimize New Products

January 31, 2012   |   Article: 3 minutes to read

Menu-based conjoint analysis helps determine the right combination of features of products and services when a certain degree of customization is needed.

Why Measuring Customer Satisfaction Is Not Enough

January 30, 2012   |   Article: 2 minutes to read

Measuring customer satisfaction is not enough. When it comes to customer retention, use more than one metric, and focus on key drivers.

How To Use Social Media In Market Research

January 24, 2012   |   Article: 2 minutes to read

The use of social media in market research brings issues about data accuracy and representativeness of opinions and users, but it has its applications.

How To Build A Brand By Understanding Buying Decisions

January 3, 2012   |   Article: 2 minutes to read

Efficient and effective brand building requires market research to understand the buying decision process which often starts before brand awareness.

Awareness, Attitude & Usage Metrics That Will Guide Your Success

November 28, 2011   |   Article: 2 minutes to read

Awareness, attitude, and usage metrics should be tracked by any business from the beginning in addition to sales data to support business growth.

Do Price Research To Avoid a Netflix-Like Mess

September 22, 2011   |   Article: 3 minutes to read

Netflix implemented a price increase without doing proper price research and paid with customer protests and a lower stock price.

Design A Profitable Website Using Market Research

September 12, 2011   |   Article: 2 minutes to read

A profitable website needs to meet certain criteria in order to create a good user experience, represent your brand, and inspire trust.

Which Rating Scales Should I Use?

August 19, 2011   |   Article: 2 minutes to read

Different survey rating scales are bound to yield different results as we are mainly dealing with human perception. We need to be careful in how to use them.

Understanding the Pros and Cons of Mixed-Mode Research

July 6, 2011   |   Article: 11 minutes to read

Mixed-mode research is gaining steam in the research industry but researchers need to be aware of the limitations and potential measurement error involved. Questions must be presented so that the meaning conveyed is the same across multiple modes to yield comparable results

How Can Market Research Regain Its Mojo? Watch ESPN

June 21, 2011   |   Article: 3 minutes to read

This article discusses how ESPN implements and value market research by putting insights at the center, looking forward, and using hybrid approaches.

Has The Market Research Industry Missed The Train?

June 13, 2011   |   Article: 4 minutes to read

The market research industry is trying to find ways to use social media as a research venue. This article discusses the pros and cons of social media that are being considered.

Mixed Data Collection Modes – Round-Up

June 6, 2011   |   Article: 5 minutes to read

Mixed data collection modes are being used to reach low incidence consumer groups. However, combining data collection modes introduces measurement errors.

Why Customer Satisfaction Surveys and Text Analytics Belong Together

May 25, 2011   |   Article: 6 minutes to read

Text analytics, if improved, can help extra insights from open-ended questions from customer satisfaction surveys conducted with large samples.

Guidelines to Write Attitudinal Questions in Surveys

May 13, 2011   |   Article: 2 minutes to read

Attitudinal questions are often used to understand how customers perceive brands and products. Here are key guidelines about how to write them.

Why We Need to Avoid Long Surveys

May 6, 2011   |   Article: 3 minutes to read

Long surveys are pretty common but have a negative effect on response rate, abandonment rate, impacting sample representativeness, and data quality.

Common Focus Group Mistakes

April 29, 2011   |   Article: 5 minutes to read

Here are a few focus group mistakes you should avoid during the planning of focus groups and the analysis of its results.

Using Consumer Insights To Prepare An Advertising Agency Pitch

April 15, 2011   |   Article: 2 minutes to read

More clients are asking for the data behind recommended marketing strategies when it is time for the advertising agency pitch.

An Alternative To Multiple-Choice Questions

March 30, 2011   |   Article: 4 minutes to read

Multiple-choice questions are common in online surveys, but there might be a better way to ask the same questions. Learn what the research says.

How To Research The Irrational Consumer

March 15, 2011   |   Article: 5 minutes to read

The irrational consumer refers to situations in which consumers' actual behaviors don’t match the rational approach to decision making. We should consider various approaches to uncover the drivers of such behaviors.

Living and Dying Market Research Trends

March 8, 2011   |   Article: 4 minutes to read

2011 trends in the market research industry: Democratization, commoditization, segmentation, brand research, and online qualitative research.

Perceptual Maps in Brand Research

March 4, 2011   |   Article: 4 minutes to read

Perceptual maps are useful tools to infer underlying dimensions from perceived similarity or preference for brands.

Comparing Willingness To Pay Measurements To Real Purchase

February 24, 2011   |   Article: 4 minutes to read

Respondents are likely to over- or underestimate their willingness to pay for products and services so we need research designs that reflect their reality.

Validity and Reliability in Surveys

February 21, 2011   |   Article: 4 minutes to read

Validity is about measurement accuracy. Reliability is about the measurement of internal consistency. To achieve both, good survey design is a must.

Examining Research Client-Side Priorities

February 14, 2011   |   Article: 2 minutes to read

Research results showing the topics of interests and challenges buyers of market research faced in 2011.

Conjoint Analysis And Realism In Price Research

February 9, 2011   |   Article: 4 minutes to read

Conjoint analysis is the best research approach available to price research. There are different conjoint analysis approaches. Which method should we use? The one that better reflects how buyers make decisions in the marketplace.

Pros and Cons of Adding Cell Phones to Telephone Samples

February 3, 2011

The increase of cell phone-only households has been forcing research based on phone surveys need to include cell phone samples to be representative.

Making The Case Against The Van Westerndorp Price Sensitivity Meter

January 31, 2011   |   Article: 4 minutes to read

The Van Westerndorp Price Sensitivity Meter (PSM) is a popular method to research price due to its simple setup and intuitive appearance but there is no good theory to support it and misses the context in which buyers evaluate prices, providing vague guidance that is hard to validate.

How To Connect Market Research To Business Impact

January 26, 2011   |   Article: 3 minutes to read

Connecting marketing research to business results is not easy, but it is feasible with a systematic approach is adopted in order to get key stakeholders involved in the research process, share research insights and track their impact on the business.

Establish a Customer Satisfaction Program Anchored in Customer Insights

January 24, 2011   |   Article: 2 minutes to read

To establish a customer satisfaction program, companies need a measurement system that monitors key performance indicators (KPIs) that are relevant to the customer experience and the products and services offered by the company.

Useful Questions To Assess Branding Research Quality

January 21, 2011   |   Article: 2 minutes to read

Branding research quality can be gauged by asking a set of questions to determine what it reveals about the audience, its category drivers, and value.

Market Segmentation Is Key To Success

December 31, 2010   |   Article: 2 minutes to read

Market segmentation studies can be of great value as long as they reveal segments that are actionable, sizable, stable, and unique to allow businesses to be more effective and efficient in their marketing efforts.

Brand Tracking Webinar – How to Monitor Brand Health

November 16, 2010   |   28 minute video

Michaela Mora, Relevant Insights' founder, discusses how to design brand tracking studies and what to consider to make them effective in this webinar organized by Surveyanalytics.com.

Getting The Price Right Takes More Than Guesswork

October 29, 2010   |   Article: 2 minutes to read

Identifying optimal prices for products or services requires consideration of willingness to pay, costs, competitors' pricing, and market trends.

Price Research Methods

October 6, 2010   |   Article: 4 minutes to read

There are different methods to approach price research. To get unbiased results we need to design the right questions to reflect how people consider pricing in their buying decisions.

Measuring Brand Equity

October 1, 2010   |   Article: 3 minutes to read

Measuring brand equity sources requires that marketers have an in-depth understanding of how customers shop for and use the products, what they think about the brand and its competitors, and the aspects of awareness and brand image that have an impact on customer response.

Bad Research Advice: Don’t Ask Your Customers

September 17, 2010   |   Article: 4 minutes to read

Customers CAN tell you what they want; you just have to know how to ask and what to ask. Not asking them is simply bad research advice.

Market Researchers Benefit From Learning Marketing

August 13, 2010   |   Article: 3 minutes to read

Market research should not be used to harvest prospects lists or to sell directly to research participants. That's a job for telemarketers.

Online Qualitative Research Techniques Review

July 15, 2010   |   Article: 3 minutes to read

Technology has led to the development of new online qualitative research techniques, which can make qualitative research better, faster, and cheaper (not always).

How To Improve Online Survey Response Rates

June 9, 2010   |   Article: 4 minutes to read

Response rates are based on the number of respondents who attempt to participate in a survey, even if they are disqualified after screening questions.

Testing For Significant Differences In Convenience Samples – What Is The Point?

May 20, 2010   |   Article: 5 minutes to read

Convenience samples are a form of non-probability sampling in which the ease with which potential participants can be located or recruited is the primary consideration. This includes online panels, mall intercepts, river samples, snowballing samples, and observational studies.

Insightful Planning On A Tight Market Research Budget

April 30, 2010   |   Article: 4 minutes to read

Market research doesn’t have to be expensive to be well done. Consider these points and find a research partner that is willing to invest in your success. This will allow you to do market research on the smallest budgets.

When to Use Different Types of Market Research

March 12, 2010   |   Article: 2 minutes to read

The selection of the most appropriate type of market research should be based on the particular business issue that is being considered: awareness, targeting, acquisition, or retention.

Use Research Insights to Connect with Your Customers

March 10, 2010   |   Article: 2 minutes to read

To connect with their customers, businesses should use customer insights from market research to understand customers' behaviors, experiences, knowledge, and emotions and have a clear idea of how to position their products and services.

Packaging Research Needed to Drive Sales

March 2, 2010   |   Article: 4 minutes to read

Packaging research had shown that it is easier to damage a brand than grow it via packaging, so getting it right is not a trivial matter.

Why You Need Branding Research to Avoid Marketing Blunders

March 1, 2010   |   Article: 4 minutes to read

When it is time for a brand makeover or new packaging re-design, branding research is a must. It allows measuring the overall impact of the changes in brand recognition and sales. The best approach to branding research combines both qualitative and quantitative techniques.

Why New Packaging Fails to Drive Sales and How to Avoid it

February 26, 2010   |   Article: 3 minutes to read

New packaging often fails to motivate buyers. Packaging research can help design new packaging that is anchored in brand identity, attracts buyers' attention, and motivates them to buy.

Savvy Businesses Realize the Value of Market Research

January 8, 2010   |   Article: 2 minutes to read

Not all new product ideas are good business ideas. Before deciding whether to launch a new enterprise, business owners need to find out whether there is a market for their product or service.

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6 Decisions To Make When Designing Product Concept Tests

September 14, 2021   |   Article: 4 minutes to read

Companies that establish research systems to support consistent product concept testing and choose to follow best practices discussed in this article are more likely to develop successful new products.

Write Winning Product Concepts To Get Accurate Results In Concept Tests

September 7, 2021   |   Article: 4 minutes to read

Concept testing is a very valid approach to measure the appeal of products and services, but when it is not well designed, this type of research tends to yield general information that is not strong and granular enough to support decision-making.

Step by Step Guide to the Market Research Process

June 27, 2021   |   Article: 11 minutes to read

The market research process requires decisions related to budget, target sample, development of data collection tools, fielding, analysis, and reporting. Here is a check list to make the process easier.

How to Use Qualitative and Quantitative Research in Product Development

May 24, 2021   |   Article: 5 minutes to read

The use of consumer research to impact product development can be traced back to the origins of marketing research in the CPG industry. Traditional consumer research often combined qualitative and quantitative research, which is still the best approach to support product development decisions.

The Opportunity of UX Research Webinar

January 11, 2021   |   54 minute video

In this webinar organized by ESOMAR, MRII at The University of Georgia, and CRIC, Michaela Mora, president of Relevant Insights, discusses what is and what is not UX, how research can support UX and the areas of expertise needed to conduct UX research.

Myths & Misunderstandings About UX – MR Realities Podcast

July 20, 2020   |   34 minute video

Michaela Mora, founder, and president of Relevant Insights discusses UX topics, including, its meaning, history, and role in market research on the MR Realities podcast with Kevin Gray and David McCaughan, two veterans of the market research industry.

12 Research Techniques to Solve Choice Overload

February 26, 2020   |   Article: 6 minutes to read

Providing too many product features produces choice overload for customers. Check these 12 research techniques to avoid choice overload.

How to Use Digital Ethnography to Understand Real Product Use

February 19, 2020   |   Article: 5 minutes to read

Digital ethnography is observation research enabled by online tools rather than by in-person observation. It is a convenient way for participants to share how they interact with products and services in their natural environment.

What is Agile Product Development?

February 6, 2020   |   Article: 12 minutes to read

Agile product development is about putting users at the center of the product development process as the 12 principles of the Agile Manifesto suggest. Some companies are missing this point in an effort to lower cost and time-to-market.

9 Product Development Strategies to Consider

January 28, 2020   |   Article: 6 minutes to read

Companies should adopt different new product development strategies at different times depending on the circumstances they find themselves in. This article outlines nine new-product development strategies companies should consider, based on the book Design & Marketing of New Products by Urban & Hauser.

10 Guidelines For Testing Website Navigation

November 13, 2019   |   Article: 5 minutes to read

Website navigation can impact a website's user experience. I can be improved with the help of information architecture and usability testing. The learnings and improvements you could make will pay many times over what you invest in testing.

Learning From Testing Website Design Ideas

November 5, 2019   |   Article: 2 minutes to read

Testing different website design ideas in the initial design stage can help you develop an effective website and save you time and money.

Brand Tracking Studies – How To Design Them

September 1, 2019   |   Article: 5 minutes to read

The goal of brand tracking studies is to monitor brand health. Designing them requires making decisions related to what to track, when to do it, whom to include, and how to interpret the results.

How To Determine Sample Size for Segments?

August 27, 2019   |   Article: 3 minutes to read

To compare market segments you need enough sample size to find significant differences. To determine the sample size for segments we need to consider a series of factors.

What Is Statistical Significance?

August 21, 2019   |   Article: 4 minutes to read

Statistical significance is a term used when we are interested in detecting real differences, not due to chance between two or more groups (people, objects, ads, etc.).

Why Sample Size Matters

August 18, 2019   |   Article: 3 minutes to read

To determine sample size, we need to consider the levels of certainty, precision, tolerance for risk, and budget we can afford. There are always trade-offs we have to make.

Why a Large Sample Doesn’t Guarantee a Representative Sample

August 14, 2019   |   Article: 4 minutes to read

The size of a sample is not a guarantee of its ability to accurately represent a target population. Large unrepresentative samples can perform as badly as small unrepresentative samples.

What Is The Right Sample Size For A Survey?

August 12, 2019   |   Article: 5 minutes to read

To calculate the sample size for a survey you need to consider several factors including an analytical plan, confidence level, and budget.

10 Things to Consider in Survey Design

August 1, 2019   |   Article: 9 minutes to read

Consider these 10 important issues when writing surveys to ensure data quality.

Why Faster, Cheaper, and Better Market Research Is a Dangerous Illusion

May 23, 2019   |   Article: 5 minutes to read

Faster, cheaper, and better is the ultimate sales pitch by new technologies and tools entering the market research industry. Don't believe it. There are always trade-offs you will have to make between all three factors.

Is It Right to Include a Neutral Point in Rating Questions?

May 6, 2019   |   Article: 4 minutes to read

Some studies find support for excluding the neutral point while others for including it, depending on the subject, audience, and type of question.

UX Research Methods For User-Centric Design

March 9, 2017   |   Article: 3 minutes to read

Designing a good user experience requires a user-centric iterative process that uses UX research methods to fail as soon as possible, learn from mistakes to provide a good user experience.

Concept Testing Webinar

September 15, 2016   |   47 minute video

Michaela Mora, founder, and president of Relevant Insights discusses the topic of concept testings in this webinar, including when concept testing is needed, the main challenges we face during the development of the concept description, and different approaches to concept testing.

10 Key Pieces of Advice On How to Do And Use Market Research

April 26, 2015   |   Article: 6 minutes to read

10 pieces of advice on how to do and use market research.

Three Popular Online Survey Tools – What You Get For Your Money

September 23, 2013   |   Article: 10 minutes to read

Alchemer, formerly known as SurveyGizmo, SurveyMonkey, and Qualtrics are three popular online survey tools. This article compares features offered in their paid plans.

Three Popular Online Survey Tools – What They Give For Free

September 14, 2013   |   Article: 10 minutes to read

Many online survey tools offer free trials and even free versions of the tools with limited capabilities. Here is a comparison of the free versions offered by Alchemer (formerly SurveyGizmo), SurveyGizmo, and QuestionPro.

Which Rating Scales Should I Use?

August 19, 2011   |   Article: 2 minutes to read

Different survey rating scales are bound to yield different results as we are mainly dealing with human perception. We need to be careful in how to use them.

Validity and Reliability in Surveys

February 21, 2011   |   Article: 4 minutes to read

Validity is about measurement accuracy. Reliability is about the measurement of internal consistency. To achieve both, good survey design is a must.

Brand Tracking Webinar – How to Monitor Brand Health

November 16, 2010   |   28 minute video

Michaela Mora, Relevant Insights' founder, discusses how to design brand tracking studies and what to consider to make them effective in this webinar organized by Surveyanalytics.com.

Testing For Significant Differences In Convenience Samples – What Is The Point?

May 20, 2010   |   Article: 5 minutes to read

Convenience samples are a form of non-probability sampling in which the ease with which potential participants can be located or recruited is the primary consideration. This includes online panels, mall intercepts, river samples, snowballing samples, and observational studies.

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A Researcher’s Path – Data Stories Leaders At Work Podcast

September 21, 2021   |   37 minute video

Michaela Mora talks about her research career and issues in the market research industry on the Data Stories: Leaders at Work podcast.

How to Leverage UX and Market Research To Understand Your Customers

July 19, 2021   |   45 minute video

In this webinar organized by the UX Research & Strategy Group, Michaela Mora, founder of Relevant Insights, discusses what market research is, the similarities and differences between market research and UX research, and how they could be integrated to gain deeper insights to deliver business impact.

How To Improve Racial and Gender Inclusion in Survey Design

May 10, 2021   |   13 minute video

As more companies are paying attention to diversity and inclusion not only internally but also in their marketing, one area of needed improvement is the way we ask questions about race and gender in many market research surveys. In this webinar, we review provide practical survey design recommendations to create surveys that represent racial and gender diversity in the U.S.

The Opportunity of UX Research Webinar

January 11, 2021   |   54 minute video

In this webinar organized by ESOMAR, MRII at The University of Georgia, and CRIC, Michaela Mora, president of Relevant Insights, discusses what is and what is not UX, how research can support UX and the areas of expertise needed to conduct UX research.

Myths & Misunderstandings About UX – MR Realities Podcast

July 20, 2020   |   34 minute video

Michaela Mora, founder, and president of Relevant Insights discusses UX topics, including, its meaning, history, and role in market research on the MR Realities podcast with Kevin Gray and David McCaughan, two veterans of the market research industry.

Concept Testing Webinar

September 15, 2016   |   47 minute video

Michaela Mora, founder, and president of Relevant Insights discusses the topic of concept testings in this webinar, including when concept testing is needed, the main challenges we face during the development of the concept description, and different approaches to concept testing.

Brand Tracking Webinar – How to Monitor Brand Health

November 16, 2010   |   28 minute video

Michaela Mora, Relevant Insights' founder, discusses how to design brand tracking studies and what to consider to make them effective in this webinar organized by Surveyanalytics.com.

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