Insider Blog
Over thirty years ago, PNC began their whimsical holiday tradition of calculating the cost of Christmas, as defined by the twelve gifts in the Christmas Carol, “The Twelve Days of Christmas.” The total this year comes in at a whopping […]
Let’s face it. Surveys are getting a bad name. Despite having served marketers well for decades as a valuable tool, the quality of many survey research projects has decreased, and the entire field has come under attack by marketing scientists […]
One of the biggest challenges for new product marketing research has been how to effectively, and realistically describe or simulate the new product or service through text and image descriptions, or through expensive test markets and prototyping. Technology is revolutionizing […]
As purchasing power increasingly moves to Millennials, so they will become the primary subjects of most companies, and hence most marketing research. The differences between Millennials and earlier generations are widely documented: they are digital natives, social media is their […]
The respondent of the future will be a digital native. According to Felix Rios, of ESOMAR, “These shoppers of tomorrow arrive fully wired. They pinch to zoom instinctively. They learned to communicate their ideas in 140 characters and share their […]
To scroll or not to scroll? Is that the question? There is some debate in the user experience industry over scrolling vs. flipping pages. And that debate has spilled over to marketing research. Should we design our surveys with discrete […]
More than a decade ago, several bright minds in the marketing research world did some research-on-research and decided that 20 minutes was the right length for a survey. Balancing response rates, data quality, and respondent engagement, 20 minutes was the […]
Marketing Research industry expert and prognosticator Ray Poynter caused a stir in research years when he proclaimed that the future of marketing did not include surveys. Because surveys are the most prevalent data collection methodology in marketing research, this statement […]
It is no longer a question in marketing research design of whether you should use qualitative or quantitative methods. The answer is frequently, “Use both.” Combining the rich, free-form information that results from qualitative research with the quantification of survey […]