155 Posts Found

There’s another thing that organizations often miss: They assume that the things you go out and study should be the things that are right in the middle of the market, so they talk to customers who are in the middle of the bell curve about the products that the company already makes. That’s usually the least useful form of observation. The most useful is to … [ Read more ]

Content: Quotation | Author: Tim Brown | Source: The Conference Board Review | Subjects: Innovation, Market Research

Understanding customer behavior is key to creating marketing campaigns that generate high response and revenue.

One of the best ways to understand customer behavior is to study customer migration patterns—to learn when and why a customer ends up in a segment different from the one he or she had been in.

The starting point for those studies is your customer-segmentation model. After you decide which approach to … [ Read more ]

Content: Article | Author: Mark Klein | Source: MarketingProfs | Subjects: Market Research, Marketing / Sales

It can be a powerful weapon in any company’s strategic planning arsenal. But it can also backfire. Steve McKee offers five essentials to consider.

Content: Article | Author: Steve McKee | Source: BusinessWeek | Subject: Market Research

What happens immediately after a customer uses your product? Knowing the before and after around how your products are used will help you sell more — and build better future products.

Content: Article | Author: Sean Silverthorne | Source: BNET | Subject: Market Research

Five practical approaches to get closer to your buyers.

Content: Article | Author: Stuart Cross | Source: BNET | Subjects: Customer Related, Market Research

Ask any statistician and they’ll reel off a list of reasons why two surveys can give completely opposite results.

But whether it’s differences in the sample, the questionnaire or the interpretation, the fact is that many businesses, especially large ones, put significant store by their customer measures.

But are we just kidding ourselves? Can we really measure customer experience objectively? In short, that depends on the questions … [ Read more ]

Content: Article | Author: Martyn Drake | Source: BNET | Subject: Market Research

Most companies use a crude approach to gathering vital customer data. Does this describe you?

Content: Article | Author: David Jackson | Source: MarketingProfs | Subjects: Market Research, Marketing / Sales

Many new products fail – far too many. Failures occur regularly in both the manufacturing and service sectors. By failure we mean that these new products both fail to excite customers and fail to reach the sales and market-share goals set by the companies that develop them.

In the 1980s and 1990s, major advances in new product development (NPD) were achieved through the use of StageGate … [ Read more ]

Content: Article | Authors: Keith Goffin, Rick Mitchell | Source: think Cranfield | Subjects: Market Research, Marketing / Sales

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Talk may be cheap, but listening to what people are saying about your product can be a valuable method of improving corporate performance. According to recent research, there is a measurable connection between what is being said about a product in online posts and real-time customer behavior. Becoming aware of online comments and learning how to use the information can avert potential downturns in sales … [ Read more ]

Content: Article | Authors: Jacquelyn Thomas, Lakshman Krishnamurthi, Shyam Gopinath | Source: Kellogg Insight | Subjects: Market Research, Marketing / Sales

Whenever I can, I include telemarketing as part of a comprehensive lead-generation program. When it comes to setting sales appointments, populating a database with decision-maker names, or filling seats at an event, there’s no contact method that’s more direct or more effective. The results of telemarketing are usually measurable, too, which is also a rare benefit for any campaign tactic.

But, actually, you can expect more … [ Read more ]

Content: Article | Author: Michelle Palmer | Source: MarketingProfs | Subjects: Market Research, Marketing / Sales

ASSESS is an interactive computer program for assessing utility functions. A utility function is a quantitative scale of how an individual values different levels of a payoff, for example, the personal value that you attach to various monetary outcomes. The utility function of an individual may be used to help him/her make decisions among complex alternatives involving risk and multiple objectives. ASSESS can elicit a … [ Read more ]

Content: Online Resource | Author: Philippe Delquié | Subjects: Market Research, Productivity / Work Tips

Much quantitative data—what we now think of as hard, concrete facts—are really quite soft and abstract.

Think about it. We come up with a question—say, how’s morale? We create abstract categories related to that question, categories like trust, confidence, or autonomy; we use these categories to formulate statements in some kind of survey; we give the survey to lots of people; we ask them to … [ Read more ]

Content: Quotation | Author: Diana McLain Smith | Source: ChangeThis | Subjects: Market Research, Miscellaneous, Organizational Behavior

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Tipping Point author Malcolm Gladwell gets inside the food industry’s pursuit of the perfect spaghetti sauce — and makes a larger argument about the nature of choice and happiness.

Content: Multimedia Content | Author: Malcolm Gladwell | Source: TED Conferences LLC | Subjects: Market Research, Marketing / Sales, People

By now, your marketing goals are clearly defined and you’re ready to run a multivariate test. Which elements, or factors, should you test?

Content: Article | Author: Eric J. Hansen | Source: MarketingProfs | Subjects: Market Research, Marketing / Sales

Bringing a new product to market is one of the most costly and risky activities that any GM faces.

Voice-of-the-customer research and stage gate reviews have improved the odds of achieving success. But do they go far enough?

Three important tasks are frequently overlooked even though they offer the ability to identify weak links early on.

So, how can you overcome the odds? Arm your team with a … [ Read more ]

Content: Article | Author: Michael Barr | Source: MarketingProfs | Subjects: Market Research, Market/Investment

Account planning exists for the sole purpose of creating advertising that truly connects with consumers. While many in the industry are still dissecting consumer behavior, extrapolating demographic trends, developing complex behavioral models, and measuring Pavlovian salivary responses, Steel advocates an approach to consumer research that is based on simplicity, common sense, and creativity–an approach that gains access to consumers’ hearts and minds, develops ongoing relationships … [ Read more ]

Content: Book | Author: Jon Steel | Subjects: Advertising, Market Research, Marketing / Sales

The folks at Future Now are skeptical of surveys. They can annoy customers. The questions themselves tend to reflect the bias of the person or company asking them. At best, they offer directionally-correct information, which is often taken out of context and used to replace an old assumption with some shiny new (and equally dangerous) one.

The great thing about Web Analytics is that it allows … [ Read more ]

Content: Article | Author: Robert Gorell | Source: GrokDotCom | Subjects: IT / Technology / E-Business, Market Research, Marketing / Sales