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* Considerations when employing a market research online community

Issue
August 2010
Author
Julie Wittes Schlack
Abstract
The author outlines some of the specific trade-offs (big vs. small, general vs. specific, pure vs. passionate) that researchers make in choosing to use market research online communities.

* Data Use: Improve confidence in findings with strength-of-conviction metric

Issue
June 2010
Authors
Michael Feehan, Erik Coats and Cristina Ilangakoon
Abstract
When constructing an influential attribute assessment, adding a strength-of-conviction metric can help quantify the respondent’s degree of certainty so that it can be controlled for and used to clarify the picture of brand performance.

* The basics of successful rebranding research

Issue
March 2010
Author
Michaela Mora
Abstract
Thinking of a brand facelift? A winning approach to rebranding research should incorporate both qualitative and quantitative methodologies and ask tough questions, such as how much can your brand deviate without losing a loyal customer following?

* When using laddering in B2B research, target your probes effectively

Issue
March 2010
Author
Bernadette DeLamar
Abstract
Responding to an October Quirk’s article on using laddering in consumer research, the author adds her own insights on how to make laddering work in the B2B setting by adjusting the process to better meet a busy professional’s mind-set.

* Brazilian hair care firm Beleza Natural thrives by keeping close to its roots

Issue
February 2010
Authors
Hy Mariampolski, Leticia Moreira Casotti and Maribel Carvalho Suarez
Abstract
On-site visits help researchers understand the icons and ideals used by a Brazilian hair care firm to both inspire and form a bond with its working-class customers.

* In Case You Missed It... February 2010

Issue
February 2010
Author
Quirk's Staff
Abstract
News and notes on marketing research: Verizon launches loyalty program; companies misuse marketing research; the five-second brand to reach Gen Y

* Research shows the power of telling a good story when creating advertising aimed at kids

Issue
February 2010
Author
Charles Young
Abstract
Marketing to kids requires the ability to harness the power of pictures, the author argues. Teaching adult marketers how to look at a brand and view a commercial as a child does is the most valuable contribution researchers can make to the creative development process.

* Understanding kid and tween brand affinity

Issue
February 2010
Author
Wynne Tyree
Abstract
Rather than being me-focused and anxious to grow up, most kids and tweens are interested in brands meant for them that bring families together, according to research by the author’s firm. This article provides eight key drivers in creating a brand that will win with kids/tweens and their parents.

* Using creative packaging to encourage kid-brand engagement

Issue
February 2010
Author
Ted Mininni
Abstract
Creative packaging is the first step to fostering brand engagement among kids. Interactive packaging that gives kids a call to action can bring a positive brand experience to the highly-connected lives of today's youth. See what Neopets and Lego are doing right.

* Insights and implications for packaging research

Issue
January 2010
Author
Scott Young
Abstract
Drawing from real-world successes and failures, this article argues that on the shelf and in the home are two proving grounds for innovative packaging designs and explores how research can help enhance the odds of victory.

* How to evoke respondents’ brand-related stories

Issue
December 2009
Author
Tom Neveril
Abstract
The author explores the use of storytelling - including elements such as plot, conflict, surprise and lesson - to uncover and explore a consumer’s relationship to a brand.

* In Case You Missed It... December 2009

Issue
December 2009
Author
Quirk's Staff
Abstract
News and notes on marketing research: Vegemite's name flop; the click-through measurement; Asda's consumer panel

* You can learn some interesting things when you force consumers to stop using - or make them use too much of - a product

Issue
December 2009
Author
Bryan Urbick
Abstract
Deprivation research, in which a consumer’s favorite product is withheld from them, is a useful market research tool but is more powerful when inundation research is run in tandem. Forcing product usage on a group of consumers can uncover equally compelling findings, the author argues.

* Trade Talk: Eisenberg book looks at why we buy

Issue
November 2009
Author
Joseph Rydholm, Quirk's Editor

* Evolving customer satisfaction through brand authenticity

Issue
October 2009
Authors
Jeff Hall, David Robbins and Kerry Colligan
Abstract
If the goal is to deliver an authentic brand experience, rather than measuring the customer experience based solely on internal organizational metrics and procedures, firms must also understand how customers perceive it. The authors use case studies to examine what happens when brands do and do not align with customer perceptions and expectations.

* In Case You Missed It... October 2009

Issue
October 2009
Author
Quirk's Staff
Abstract
News and notes on marketing and research: Tide Basic; Buick revamps brand image; track-happy consumers

* Laddering showed Infiniti how drivers viewed its Around View Monitor technology

Issue
October 2009
Author
Matt Schroder
Abstract
Infiniti used laddering to better understand how a host of new technologies met, or didn’t meet, car buyers’ unstated psychological motivations and how the technologies supported the Infiniti brand.

* Researchers chart the road ahead for the auto industry

Issue
October 2009
Author
Emily Goon, Quirk's Content Editor
Abstract
Three auto industry research experts delve into the damage done to domestics, why some manufacturers were hit worse than others and what ‘value’ will look like on showroom floors in upcoming years.

* The ignored importance of brands in the American auto industry

Issue
October 2009
Author
Lorne McMillan
Abstract
With domestic automakers attempting to rise from the ashes, the author argues that a renewed focus on branding could play an important role in restoring a sense of vision and viability to the industry.

* Transform your tracking studies: Take them off autopilot to increase their impact and ROI

Issue
October 2009
Author
Brett Hagins
Abstract
Tracking studies are a staple in the marketing research arsenal. Drawing from a larger study of Quirk’s readers and in-depth interviews with client-side researchers, Brett Hagins offers tips on making them more effective.

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