Brand and Image Market Research

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Recent Articles

Below are the 5 most recent articles on this topic. These articles were published within the last three years and are only available to registered subscribers.

Sponsored White Paper: Capitalizing on Customer Feedback - Creating Measurable Value from Voice-of-the-Customer (VOC) Programs: It seems like everyone is now collecting customer feedback. However, if you have already launched your customer feedback program, you have likely discovered that turning customer feedback initiatives into a highly effective, thriving VOC program is not a simple task. Creating and implementing a thriving and highly effective VOC program requires the right vision, awareness, and accountability that link the investments to the observed returns. “Capitalizing on Customer Feedback” addresses these three themes and provides the reader with examples of the principles in practice. The reader will be introduced to: new ways to think about customer feedback; top nine most popular customer feedback strategies; five steps of VOC evolution; four principles to realizing a strong return on your VOC program; two real-life case studies demonstrating the concepts in action.
Considerations when employing a market research online community: 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.
Cracking the code of social media data analysis: While analyzing data from social media is something new to researchers, one way of extracting meaning from the data isn’t. Old-fashioned coding - with an assist from technology, of course - is an approach that can generate useful insights and bring clarity to a seemingly murky process.
In Case You Missed It... August 2010: News and notes on marketing and research: teen driving trends; Boomer online profile; Americans' tastes changing
Software Review: Q data analysis software: Pros: Easy graphical way to recode variables, merge categories and create filters; makes applying sig tests and statistical models to research data very easy; excellent range of use guides, help and online tutorials. Cons: output styling a little lackluster; limited support for tracking studies; U.S. support currently comes from Australia. Cost: Single-user annual license of Q Professional is $1,499. Q Basic with a reduced feature set is $849 annually. Multi-user and volume discounts available.

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There are 107 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

Getting emotional: A product can be a functional performance “superstar” but still lack the right emotional messaging, as the project profiled in this article found. Emotional mapping of individual brands helped the client understand how customers perceived the product’s marketplace.
Radio station tuned to research: Emmis Broadcasting used phone surveys and auditorium music listening tests to determine how it should change its music mix for its listeners. After launching its new format, the station conducted a perception study of its listeners.
Research aids in growth, success of church: Wooddale Church in Eden Prairie, Minn., is proof that market research and a desire to be consumer-driven have a place in religion.
Using virtual reality-based conjoint to capture the voice of the customer: When demand for a new product is highly uncertain and prototypes are expensive to develop, a research approach where potential customers evaluate hypothetical products can be extremely useful. This article describes use of TradeOff VRTM, which combines conjoint analysis and virtual reality to obtain customer feedback regarding the product design and planning process for a new Volvo truck.
Discrete choice experiments and traditional conjoint analysis: This article is based on a presentation by the author to the Sixth Annual International Air Transport Association Market Research Conference in Geneva, Switzerland, on December 8, 1998. This article discusses discrete choice experiments and traditional conjoint analysis, including a review of the history of choice experiments and comparison of choice models with traditional conjoint analysis.

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Related Events

RIVA COURSE 204: ALL ABOUT ETHNOGRAPHY: September 13-15, 2010; RIVA Training Institute will hold a course, themed 'All About Ethnography,' on September 13-15 in Rockville, Md.
WEBINAR: MROC PARTIES: MARRYING ONLINE AND OFFLINE ACTIVITIES TO BUILD BRAND, CAPTURE INSIGHT: September 22 at 11 a.m. EDT, 2010; Globalpark will host a Webinar, themed MROC Parties: Marrying Online and Offline Activities to Build Brand, Capture Insight,' on September 22 at 11 a.m. EDT.

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