by Bob Walker | Oct 3, 2018 | Marketing and strategy, Marketing research
There is an old joke about sharing research results: management’s response is either “I could have told you that”, or “I don’t believe it”. Humorous, but too often true. Yet if a company has spent serious money on research, perhaps management should listen more...
by Bob Walker | Sep 17, 2018 | Marketing and strategy, Marketing research, Survey research
On August 29, 2018 SurveyMonkey filed an initial registration statement with the SEC (symbol “SVMK”) to float an IPO; the offering is now expected in late September. A recent update to its IPO filing includes a first pass at pricing; it has printed a price range of...
by Bob Walker | Aug 22, 2018 | Marketing research, Research design, Survey research
f you’re a researcher, you’ve no doubt heard about “concepts”. Concepts are ideas that can come from many places, such as R&D, in reaction to competitive activity, or as “blue sky” what-if explorations. Management consultant Peter Drucker...
by Bob Walker | Jun 7, 2018 | Marketing research, Research design, Survey research
Product tests are designed to evaluate and diagnose product performance. When Used Product testing is typically performed (1) after concept screening or testing has identified a winning idea; (2) after a product development phase, in which R&D, sensory tests, or...
by Bob Walker | May 17, 2018 | Marketing research, Qualitative research
Concept/idea screening tests are research designs that reduce (i.e., screen) a large number of conceptual ideas (e.g., 15, 20, or more) into the group worth pursuing vs. those that should be rejected. When Used Concept screening is typically undertaken after (1) a...
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...
