by Bob Walker | Apr 26, 2018 | Marketing research, Qualitative research
Focus groups are perhaps the best-known marketing research technique. Focus groups leverage the dynamics of group interaction to generate qualitative (i.e., non-projectable) feedback on marketing-related issues, and to develop hypotheses for future testing. They are...
by Bob Walker | Apr 17, 2018 | Marketing research, Qualitative research
As the name implies, in-depth interviews (“in-depths”, or “one-on-ones”) use a single moderator-single respondent format, and are designed to generate highly detailed feedback at the individual respondent level. In-depth interview techniques vary, but they are...
by Bob Walker | Feb 14, 2018 | Marketing research, Research design, Survey research
Since 1936, the Advertising Research Foundation has been the standard-bearer for unbiased quality in research on advertising, media, and marketing. Over the past 10 years, the ARF’s Foundations of Quality (FOQ) initiative has published 10 peer-reviewed papers...
by Bob Walker | Jan 30, 2018 | Marketing and strategy
Last year I attended a conference held by a research software company. It was quite an event, featuring celebrities, writers, and well-known thought leaders. The massive conference hotel was somehow able to pack 3,000 attendees into a single room for the general...
by Bob Walker | Jan 18, 2018 | Marketing and strategy, Marketing research, Quantitative research
NEW YORK, Jan. 17, 2018 /PRNewswire/ — 1stdibs, the leading global marketplace for collectors and dealers of beautiful things, today revealed the findings of its first Interior Designer Trends Survey, which focused on interior trends that will dominate in 2018,...
by Bob Walker | Dec 22, 2017 | Marketing and strategy
Have you seen the movie “The Fifth Element”? This now 20-year old epic still intrigues me: a futuristic, campy, sci-fi story about an unwitting cabdriver Korben Dallas (Bruce Willis) and the carrot top heroine Leeloo (Milla Jovovich). Leeloo and Korbin...
by Bob Walker | Dec 7, 2017 | Analytics, Marketing research, Survey research
If you work in marketing management or marketing research you are no doubt familiar with customer satisfaction (CS) programs. Some CS programs, created in the hope of helping businesses become more customer-centric, fail to deliver against this noble objective. As a...
by Bob Walker | Oct 30, 2017 | Uncategorized
Data that’s really, really big No one goes around saying, “Gee, look at how big that data is!” Well, maybe some people, but they’re weird. At present, there is no unified definition of ‘big data’. Various stakeholders have diverse or self-serving definitions. A...
by Bob Walker | Sep 24, 2017 | Uncategorized
Let’s review some standard sales forecast inputs… When conducting a sales forecasting exercise, there are a number of fairly standard inputs that we have to feed into a forecasting model. In addition to the identification of a target population, and...
by Bob Walker | Aug 30, 2017 | Uncategorized
Yes, Virginia, “marketing research” is different With school back in session, my thoughts naturally turn to… etymology! No, not the study of bugs, the study of words and their meaning. Every so often, I find myself revisiting a question that seems to...
