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Nebu's Market Research Solutions and Services Blog

Ian Roberts
Posted on 18 May 2015 in CATI
by Ian Roberts
3 min

Remembering the Early Days of CATI

Not so very long ago, most quantitative research was administered via paper-and-pencil, via telephone or in-person, by interviewing staff. For those too new to our industry to recall that era, it’s somewhat difficult to convey the enthusiasm with which technology facilitating data collection was welcomed into the market research industry.

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Ian Roberts
Posted on 26 February 2015 in Online Survey
by Ian Roberts
7 min

Mobile Market Research

Name something that virtually everyone you know has with them just about all the time, just about every day.

If your first instinct was to mention “mobile phone”, the numbers definitely back up your observations: Of the approximately 7 billion people currently living here on Earth, there are currently between 4 and 4.5 BILLION unique mobile users globally; that translates to about three in four adults on the planet who own a mobile phone. The number of global mobile phone users is forecast to exceed a staggering 5 billion by 2017.

mobile_surveys

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Ian Roberts
Posted on 4 February 2015 in Online Survey
by Ian Roberts
7 min

The "Play's" the thing: Gamification of surveys

It’s humbling for us market researchers to realize that our “modern, cutting-edge” art and science of market research actually dates back thousands of years – with ample evidence of detailed census data collected within the Roman Empire. However, data collection for the earliest public surveys looked very different than it does today. In addition to the obvious differences in communications technology, the common citizen of that era was not considered to be smart enough or trustworthy enough to respond on his own behalf. Instead, information was collected as rulers polled clergy and nobles about various aspects of their parishioners’ or serfs’ lives.

gamification

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Ian Roberts
Posted on 16 January 2015 in Data Collection
by Ian Roberts
6 min

The Evolution of Market Research Data Collection

In the halcyon days of the market research industry – not quite when dinosaurs roamed the earth, but close – paper-and-pencil interviewing (PAPI) was virtually the sole mode of quantitative data collection: Referring to a hard copy questionnaire, the interviewer would ask questions verbatim (i.e., exactly as they were printed on the page, following the prescribed skip patterns), and write the respondent’s replies directly onto the page.

evolution

PAPI is a time-consuming and error-prone method of research data collection, relying heavily on the diligence with which the interviewer follows skip pattern directions and legibly records the respondent’s answers. With PAPI, data integrity can also be compromised if different regional accents mitigated how well the interviewer and interviewee understand one another.

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Ian Roberts
Posted on 19 December 2014 in Email Management
by Ian Roberts
5 min

Optimizing Your Client’s Messaging Strategy (pt 2)

In our last blog post, we discussed two of the four components that comprise promotional messaging:  the medium through which the messages are conveyed, and the overarching message theme.  In this post, we’ll focus on the remaining two components of messaging:  message content and target audience.  

Message Content:  Should positively affect behavior

Message_in_a_bottle

Using market research to help build message content is, at once, a simple and a complex process. The task itself is, typically, a simple one: Respondents are asked to react to various statements that, together, comprise the total marketing message that will be disseminated. However, a degree of complexity is introduced when we try to determine not only the individual statements that are most effective, but to determine the specific combination of those statements – and, frequently, also the exact order in which those statements should be placed – that will yield what those within the target audience consider to be the most effective message.

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Ian Roberts
Posted on 26 November 2014 in Email Management
by Ian Roberts
4 min

Optimizing Your Client’s Messaging Strategy (pt 1)

Promotional messaging is a complex science that, ideally, synthesizes elements from divergent disciplines, including sociology, psychology, and complex statistical analysis. Essentially, however, “messaging” may be considered to have four basic components:
  • The medium (or multiple media) through which the promotional message is conveyed;
  • The theme of the message, or its main idea;
  • The content of the message, or how the content is expressed; and
  • The behavior and demographics of the target audience receiving the message.
  • All four of these components should be considered when conducting “messaging research” for your clients; the omission of any of the four from your research can result in misleading or erroneous research findings that needlessly deplete your client’s marketing ROI and negatively impact bottom-line revenue.

Medium: “The Medium is the Message”

Message_in_a_bottle

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