Have you ever intended to look up something in particular, only to end up discovering something else? To draw a parallel to marketing research, this would be similar to initiating a study with a set of objectives only to find an unexpected outcome. In research, we refer to the discovery of unexpected outcomes as incidental findings. In spite of incidental findings being unintentional, they often lead to rich insight.
Recently, I began drilling down on mountains of interesting data regarding our Faces of Consumption initiative when I stumbled upon incidental findings that were intriguing. READ MORE→
As users of marketing research intelligence, we recognize the merits of custom marketing research clearly outweigh a one-size-fits-all approach. Studies designed around precise objectives yield outcomes specifically addressable to those objectives. With all that said, a recent experience as a survey participant prompted me to think of opportunities to take our customization even further. This began thanks to a restaurant that I visit frequently sending me a questionnaire where I became a highly involved participant. Little did I know that the information I was about to provide would be leveraged into action for my INDIVIDUAL benefit. Following is how the process played out as well as ideas going forward on how you can personalize marketing research to your customers’ benefit. READ MORE→
As I had expressed in a previous post, given Webster Dictionary definitions of evolution and revolution, we are in a state of social media evolution. The continuous change we have been experiencing is not limited solely to the social sphere; we are experiencing a similar pace of change in everything from listening to the music to shopping. READ MORE→
In marketing research, we are frequently faced with getting answers faster and for less investment. In the current business climate, we have become all too familiar with the term “Doing more with less.” Along those lines, buyers of marketing research frequently face situations where there are fewer human resources available or less budget, yet the demands of stakeholders remain unchanged. When confronting such resource-restricted situations, one becomes tempted to rely on silver-bullet solutions in order to meet objectives. However, in life, there are rarely quick fixes or magic bullets that adequately serve our needs completely. So what does one do to ensure that we are delivering on objectives in spite of a limited pool of resources? READ MORE→
As defined by Webster’s Dictionary, evolution is a process of continuous change. Webster’s Dictionary defines revolution as sudden, radical or complete change. In other words, evolution occurs gradually over a period of time, while revolution is immediate. Within the scope of modern-day marketing research, we often read that given today’s digital age, we are experiencing a revolution. Considering the current technological times, which would apply more accurately – evolution or revolution?
The question of evolution versus revolution applies not only to marketing research, but also to everyday behavior. In order to stay concise, let’s take three examples: READ MORE→