Perspectives on The Market Research Event, 2017

Jeffrey Henning at the MRII booth at TMRE

The Market Research Event (TMRE) may be the ultimate choice-based exercise for researchers. Choosing which session to attend means that there are six other sessions going on simultaneously that you are not attending. Since – as a result – no single attendee has a full picture of the event, our own Pamela Bracken, shown above, […]

Putting Emotion into the Equation

At The Market Research Event in Orlando, Aaron Reid and Stephen Springfield of Sentient Decision Science discussed the need for integrating affective measurement into market research to complement and strengthen calculative measurement. “We all know that reason alone can neither sufficiently explain nor predict behavior,” Stephen said. “We used to be told to ‘give a […]

The Myth of Margin of Error

Margin of error as popularly understood overstates the validity 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, […]