Blog Archives

Tools to track the customer journey

The customer journey is seldom a linear process. How marketers, and the organizations they work for, decipher the roadmap the customer is using on his or her journey requires tools, time and commitment. This was brought to light in the August 2015 edition of the CMO Survey. This semi-annual survey is conducted in February and August and is co-sponsored by McKinsey and Company, the American Marketing Association and Duke University’s Fuqua School of Business. The survey covers several aspects of relevance to marketing leadership including: market dynamics; growth strategies; marketing budgets and head count; social media; and the use of

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Posted in Best Practice, Customer Engagement, Customer Satisfaction, marketing strategy

The art, and science, of measuring agreement


Even those new to survey research have been exposed to the ubiquitous Likert scale. This question format and the strongly agree to strongly disagree framework is a staple in the pantry of questions we regularly use on surveys. In the years I have been involved in constructing surveys and teaching market research I have seen many techniques and question types rise and fall in favor, yet the Likert scale holds its own. Organizational psychologist Rensis Likert developed the measure in order to assess the level of agreement or disagreement of a symmetric agree-disagree scale. In general, a series of statements

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Posted in Customer Satisfaction, Market Research, Measurement, Survey, Survey Design, SurveyAnalytics

What’s the Best Way to Spend $150?

So you’ve decided to use QuestionPro’s new Rewards feature in an effort to encourage responses for your survey. There’s just one problem standing in your way – with so many options available to reward your survey respondents,    

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Posted in marketing strategy, QuestionPro, Uncategorized

26 Practical Marketing Ideas That Require Research

It’s not always the economy, and you’re not stupid.  The marketing process is a lot like the laws of physics, for every action, there’s an equal and opposite reaction.  The trouble with sales is that there are so many variables, that it’s hard to pinpoint where the problem is so that you can fix it. The following is a list of 25 DIY Marketing strategies that you can try to build your sales back up to where they need to be.  I originally published this article on AMEX Open Forum.  But when I looked at it again, I realized that

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Posted in customer research, Essay

5 Steps to Making Market Research Part of Your Product Offering

I recently ran into a terrific article by Christine Brown from Branding Marketing about Marketing your Market Research.  Her main observation is that companies cut market research budgets because they see it as a luxury.  But if they were able to use that research in a variety of ways —  call it recycling or re-purposing — they might be able to justify those projects. She goes on to give several examples that inlcude: YouTube Video of the BART seat lab surveys Blog post about survey results from Word of Mouth Association WOMMA  Other Ways to Use Market Research as Part of Your

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Posted in customer research, Uncategorized

Market Research Around the Web

There have been a number of exciting developments around the web that I thought I’d share with you this week: Market Research University Recordings are Available Over at Research Access, they held an all day program called  Market Research University – an all-day, online market research training session run by Kathryn Korostoff of Research Rockstar. The event took place entirely on Twitter; you may have followed along with the hashtag #MRXU. In case you weren’t able to attend, though, Kathryn and the participating “professors” were gracious enough to have posted some additional resources from the training session: Diane Hagglund, of Dimensional Research, has shared fantastic B2B project

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Posted in Uncategorized

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