Insight Landscape

The leading edge of insight creation.

Market Reseach Archive

Friday

25

July 2014

0

COMMENTS

Creating An Innovation Engine For Market Research

Written by , Posted in Conferences and Publications, Industry Reflections, Market Reseach

Innovation may be the hottest topic in market research these days.  Conference agendas promise the latest and greatest, and clients continually ask their agency partners to show them “what’s new.”  Almost all of the conversation is around “content”—what the innovation is. For the most part this was true at the Insight Innovation Exchange (IIeX) held in Atlanta in June, which I wrote about in my last Insight Landscape post .  Amidst the buzz about new methods it can be difficult to separate fad from true innovation and true innovation from technology substitution (e.g., replacing a manual process with an automated one).  And despite the creativity of some of the new solutions we heard about at IIeX, the market research industry lacks a true innovation engine like those found in many of our client industries (of which the Lowe’s Innovation Lab described by Kyle Nel at IIeX is a great example).  I was invited to share some thoughts at IIeX about how we might drive more innovation in market research.  What follows is a brief recap of my presentation. (more…)

Monday

30

June 2014

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COMMENTS

Report from the MR Innovation Frontlines: IIeX North America

Written by , Posted in Conferences and Publications, Market Reseach, Research Methods

Insight Innovation Exchange North America 2014 took place in Atlanta June 16 through June 18.  This was one in a series of iiex events that are being presented around the world by Greenbook and Gen2 Advisors.  So far this year there have been events in Amsterdam and Santiago and one is scheduled for Sydney in December.

As market research conferences go, iiex-na was impressive.  There were about 650 attendees and a packed three-day schedule with well over 100 different individual speakers and panelists. Most presentations were limited to 20-minute time slots, encouraging a TED-like exchange of ideas (of course, market researchers being market researchers, not all presenters have mastered that format). (more…)

Friday

14

February 2014

0

COMMENTS

Think like a Respondent to Improve Survey Data Quality

Written by , Posted in Market Reseach, Optimizing Insight, Research Methods

Most likely you rely at least to some extent on survey data to divine the insights that lead to better business decisions.  How confident are you that your survey data are both reliable and valid?

We’ve come a long way in the practice of survey research in terms of understanding and managing sources of error such as scale usage bias and order effects, but an accumulation of research into the unobservable cognitive processes that come into play when respondents answer survey questions shows that crafting survey questions that reliably elicit the information we think we are asking for is no easy matter.  In fact, the survey question may be the weakest link in the chain of components that comprise the typical quantitative market research study. (more…)

Thursday

6

February 2014

0

COMMENTS

Does “traditional” market research have a role in the future of insight creation?

Written by , Posted in Business Insights, Industry Reflections, Market Reseach

Greenbook has just released the latest version of its Research Industry Trends (GRIT 14) survey of market research buyers and sellers.  Among other findings, the report reveals trends in client organizations’ use of “new” research technologies such as online communities (down), mobile surveys (down), social media analytics (up), text analytics (flat), and big data analytics (up). The technologies that are trending up have one thing in common:  they do not require direct active interrogation of consumers.  Almost all of our “traditional” market research techniques, on the other hand, require some kind of dialogue with the consumer, whether or not it takes place in real time. (more…)

Friday

3

January 2014

0

COMMENTS

From Market Researcher to “Insight Scientist”

Written by , Posted in Business Insights, Insight Infrastructure, Market Reseach

In an article in the October, 2012 issue of Harvard Business Review, Thomas H. Davenport and D.J. Patil proclaim that “data scientist” is “the sexiest job of the 21st century.”  There’s no doubt that data scientists are in demand as the digital trails we generate grow exponentially (in just the last few months I’ve added Instagram, Snapchat and a second Twitter account).   “Big data” places a high premium on the ability to write code for algorithms that will clean, transform, and beat these new (and often unstructured) data streams into submission and they yield up their secrets. (more…)

Tuesday

17

December 2013

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COMMENTS

What’s Your Value Prop? Using customer insight to guide product and service development.

Written by , Posted in Business Insights, Market Reseach

If you’ve seen “This is Spinal Tap,” you no doubt remember the scene where Nigel Tufnel (Christopher Guest) points out that the volume controls on his guitar amplifier “go up to 11” while all other bands’ amps go just to ten.  When Marty diBergi (Rob Reiner), the director of the movie within the movie, asks why they don’t just make the “10” louder, Nigel, somewhat confused, replies “These go to eleven.”  (more…)

Tuesday

3

December 2013

0

COMMENTS

Looking for Love in All the Wrong Places: How to Uncover Unmet Customer Needs

Written by , Posted in Business Insights, Market Reseach, Optimizing Insight

Most research briefs that come our way these days have somewhere in the stated objectives, “uncover unmet needs,” either as the focal point of the research or an add-on to other central objectives.  For decades, entrepreneurs, marketers, and philanthropists have followed this one piece of advice for achieving success:  find a need and fill it.  Startup companies often emerge from an entrepreneur’s struggle to solve a specific problem.  When the solution is found, a company is born to bring that solution to others with the same problem. (more…)

Monday

18

November 2013

0

COMMENTS

Big Data—the Insight Engine of the Future?

Written by , Posted in Business Insights, Market Reseach

It seems that you cannot open a business-focused magazine these days without bumping into the claim that big data will forever change the way we do business, including the way we understand customers.  But like many of the things we have heard over the last couple of decades about the impact of digitizing everything under the sun, there is both more and less to the claims being made for big data.

(more…)