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 do we teach AI systems to make the right, bias-free decisions? Learn what Reg Baker, North American ESOMAR Ambassador has to say about sampling in market research as it relates to artificial intelligence.
With missing data responses in market research analyses, learning what to do with that information can be crucial in the final results.
We’ve likely all been there. Whether it’s after a customer service phone call, a visit to an automotive dealership or even a resort, a sales person or customer facing agent has subtly or directly encouraged you to respond to a pending customer satisfaction survey with the highest rating possible. And chances are, if we are kind […]
Most research begins by asking a fairly simple question: Who do we want to reach? Whether these people are consumers of energy drinks, owners of a hybrid vehicle, or those who binge watched Stranger Things (I qualify), they need to be accurately profiled and qualified for a study. What I’m talking about here is a […]
This is the ninth in a series of articles on the topic of Participant Engagement and Survey Experience Satisfaction. As we have discussed in previous posts, shorter, more entertaining surveys tend to be associated with greater participant satisfaction and willingness to respond to future survey invitations. A common barrier to the goal of shorter surveys […]
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 […]
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 […]
I have been spending time this week wrapping up my presentation for tomorrow’s AMSRS webinar on The Future of Surveys. It’s caused me to step back and take a broad look at what has happened with surveys over the last 75 years or so, and I am once again impressed by what a great source […]
This is the seventh in a series of articles on the topic of Respondent Engagement and Respondent Survey Satisfaction. When searching for new types of gamified survey tasks that create a heightened sense of focus and engagement, the inspiration for interactive methodologies can sometimes be found in other, non-research online systems. In the 1990s, Dell […]