“New” is one of the most powerful words in the marketing vocabulary. It makes a promise of something better. It sells hope. Everyone wants something new so it follows that we market researchers are obsessed by innovation. It is a serious ...
Today we want to talk about the most important thing in a survey. Perhaps you are expecting us to discuss the design of questions. Sure, the questions we ask are important but they are not the most important thing. The most important thing is the str...
We business to business market researchers are sometimes a bit too serious. We can be snooty about scales that use frowning faces and smiley faces. Surely this sort of thing is best left to our consumer cousins. But, we may be wrong. Traditional scal...
What do Leonardo da Vinci, Aldous Huxley and Stephen Hawking have in common? They weren’t market researchers, that is for sure. However they were all futurologists of a kind. Leonardo da Vinci amongst his many inventive ideas predicted future f...
We are forever being asked the importance of social media in business to business marketing. And forever we get results which say it has no relevance at all. The chart below is fairly typical of answers to the question: Which of the following sources...
At the heart of market research studies is a questionnaire. People may think that questionnaire design is easy until they attempt to design one. Here are tips that should help. Consider how you will administer the questionnaire. The wording of questi...
Today we share with you a proprietary framework we have developed for ensuring you deliver a high ROI on your market research investment. We call our framework MOSAIC™. It is an acronym for six steps. M is for map. Market researchers are the ca...
All business-to-business companies segment their customers. In the main, b2b companies segment customers because it suits them. It makes their sales and marketing more efficient. All business-to-business companies have key accounts and large customer...
Three years ago, an interesting experiment was carried out by Guy Mayraz, an economist at the University of Melbourne. He divided students into two groups. He told one group to imagine they are bakers and the other group to imagine they are farmers. ...
Everybody’s at it aren’t they? Infographics that is. And quite rightly so. We market researchers need to synthesise data. Our clients constantly berate us for the 150 page deck of findings. They want simple, clear presentations in as shor...
