The Myth of Margin of Error

Margin of error as popularly understood overstates the reliability of research results in at least three key ways. First, those interpreting margin of error forget an important caveat. The results are estimates and typically vary within a narrow range around the actual value that would be calculated by completing a census of everyone in a […]

Moments that Matter: Digital Twists to Classic Rituals as People Go Mobile

At IIEX NA today, Greta Baisch and Yini Guo, consumer insights researchers with Facebook, discussed how a million people record a mobile moment on Facebook and Instagram “every breath” (3-5 seconds). Differentiating between everyday moments, once-a-year moments, major moments, and once-in-a-lifetime moments. The team leveraged Facebook posts for life event updates in the UK, FR, […]

IIEX Insight Innovation Competition – NA 2017

The following companies presented at IIEX NA today as they compete for the 2017 Insight Innovation award: Feedtrail – Provides real-time service recovery to measure and act on customer satisfaction. The opportunity to offer feedback is promoted through in-location brochures and reminders from staff, as well as text messages (using phone numbers available from Salesforce). […]

Global Call to Action on Mobile Experience

At IIEX NA, Leonard Murphy moderated a discussion with Melanie Courtright of Research Now and Frank Kelly of Lightspeed on improving the mobile experience for research participants. “Ten years in, mobile experience is still an issue,” Lenny said. I’ve paraphrased the commentary below. Melanie: Mary Meeker’s Internet Trends Report showed that smartphones are leveling off, […]

Corporate Researchers Reflect on Insights Trends

At IIEX NA 2016, Ryan Barry of ZappiStore moderated a panel with Michelle Gansle, Wrigley; Thomas Grayman, Viacom; Kristen Griffith, Clorox; and June WestHolland, Verizon. The following is my paraphrase of their comments. Ryan: How are you selling insights to the leadership team of your organization? Thomas: It’s a deep part of our heritage, with […]

DIY survey research

I’m old enough to remember typing pools – though not old enough to remember when the secretaries in them were using typewriters. They were using word processors – not software like Microsoft Word but hardware like the Wang OIS, a dedicated system for timeshared word processing. Researchers would handwrite their reports and give them to […]

3 Golden Questions to Determine “Fit for Purpose”: Choosing the Right Data Collection Method for the Problem

Last week, UGA/MRII updated its Principles of Market Research (PoMR) online course with a revised module on data-collection methods, authored by Pete Cape, the global knowledge director of SSI. In support of the course, yesterday ESOMAR sponsored a 1-hour webinar presented by Pete. Pete began by revisiting the origin of an old quote, from Abraham […]