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Nebu’s Market Research Magazine

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Nebu's Market Research Solutions and Services Blog

Posted on 4 August 2015 in Customer Feedback
by Ian Roberts
5 min

Improve Satisfaction by Closing the Feedback Loop

Most businesses understand that customer satisfaction is a key metric of organizational success. But many businesses also struggle with making those customer satisfaction metrics actionable and meaningful - internally and externally. Actionability has been a challenge that businesses have struggled with for years, and it is only becoming more challenging as the digital environment facilitates - and also confuses - the consumer's path to purchase.

In the early days of marketing and marketing research, we described the path to purchase as AIDA (awareness, interest, decision, and action). And that worked fairly well for marketers who controlled the information and distribution channels to the consumer. However, in our more complex digital world, consumers can take many paths to purchase, some of which we control and some we don't, and businesses need to understand and monitor all of those paths.

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Posted on 10 June 2015 in CATI
by Ian Roberts
5 min

Not Your usual CATI - CATI/Online Hybrid

In our previous blog post - Why is CATI making a Comeback – we reviewed telephone research and discussed how and why it is making a comeback in market research after being displaced for a time by online approaches. As we discussed in that post, Computer Assisted Telephone Interviewing represents one of the first attempts to merge technology with the market research interview process.

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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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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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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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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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