Insight Landscape

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Optimizing Insight Archive

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

23

January 2014

0

COMMENTS

Design thinking leads to smarter market insights

Written by , Posted in Business Insights, Industry Reflections, Optimizing Insight

In case you haven’t noticed, there’s an emerging—and growing—interest among leading management gurus in something called “design thinking.”  The origins of design thinking can be found in the industrial design world.  DT’s roots go back to the 1970’s and something called “participatory design” that brought actual users into the design process, asking them to test prototypes and provide feedback.  A decade later “participatory” had evolved into “user-centered” and user (or customer) “needs” became the focal point of the design process.  (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

28

October 2013

0

COMMENTS

Monday

28

October 2013

0

COMMENTS

Which variety of conjoint should I use?

Written by , Posted in Optimizing Insight, Research Methods

Conjoint analysis, one of the most effective tools for understanding buyer decision making, was first introduced in the early 1980’s in the form of a card sorting task. The typical task consisted of 18 or more physical cards, each bearing a product description that was constructed by combining features according to experimental design principles, and respondents sorted the cards in rank order from most preferred to least preferred. Monotonic analysis of variance (“MONANOVA”) was used to estimate “part-worths” for each of the features that made up the product concepts. Once the researcher had these part-worths in hand it was possible to simulate the choices consumers would make under different competitive market scenarios. (more…)