What should we keep in mind while conducting research during a pandemic? Good researchers, qual and quant, are empathetic. They empathize with research participants, they empathize with businesses trying to solve specific problems. Now, more than ever, that empathy must be nurtured. Some potential participants are moving kids home from college on no notice, some […]
At Quirks Brooklyn, Tim Hoskins of Quester shared a Kellogg’s case study. “Kellogg’s was stuck in a rut trying to identify a new and compelling way to talk about ‘100% real cheese.’ While the existing campaign had been running successfully for an impressive 11 years, nearly all their competitors had followed suit with the same […]
At Quirks Brooklyn today, Rick Stringer, Crayola’s vice president of customer solutions, recounted “how Crayola tied consumers’ mindsets, perspectives and psychographics of 120,000 households to actual purchase behavior – gaining visibility into the multifaceted aspects that drive shopper decisions and loyalty and how Crayola has leveraged the resulting insights to help retailers close sales with […]
While Choice-Based Conjoint (CBC) works great for many research problems, its models are limited to making an independent choice: one phone compared to other phones, for example. If you want to model dependent choices, such as a phone and then a cellular plan, or a meal (appetizer, entrée, dessert), you’ll need Menu-Based Conjoint (MBC). At […]
At the Quirks Event in London today, Jon Puleston of Kantar discussed the challenges with using traditional personality tests in commercial market research. Ogilvy now emphasizes cognitive segmentation rather than demographic segmentation, as advertising has shifted from demographic targeting to microtargeting. At the behest of Ogilvy, Kantar profiled 30,000 panelists around the world using the […]
How to determine the specific considerations in global market research studies for conducting quantitative research
With missing data responses in market research analyses, learning what to do with that information can be crucial in the final results.
At IIeX North America in Austin last week, Holly Carter of Confirmit shared her tips for adapting surveys to the needs of Generation Z [which Pew Research defines as those born 1997 and later]. Some of Holly’s observations about Gen Z: “They’re all about their mobile phones… They’re on their phones constantly.” Over 95% of […]