Consumer 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.
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.
The road ahead for marketing and advertising research: A survey of ARF members sought to identify some of the necessary traits the industry needs to develop and maintain in order to thrive and also looked at the topics and trends coming down the pike.
When your consumers are talking online, here are some tips on how to listen: User-generated content is everywhere these days. But how do you make sense of the chatter? One successful approach outlined by the author is to analyze what’s being said and use the findings as a springboard for more rigorous research.
Despite lack of necessity, iPad still seen as fun and cool: Nearly four months after its April 2010 launch, analysts are able to see the impact the iPad has made on the electronic portable device market - and from what other devices its drawing its buyers.

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There are 141 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

Data Use: Multidimensional scaling for market research: Multidimensional scaling is a powerful tool that helps market researchers determine brand or product position, or find market segments. This article discusses MDS, providing multiple examples, including metric and nonmetric.
Getting a clearer picture: While the gay market has long been seen as one with massive buying power, this article argues that gauging the market’s size is difficult and that buying power is sometimes difficult to quantify.
Can we do better screeners? Of course!: Based on findings from internal surveys, a research company executive discusses how to write better screeners for qualitative research, covering aspects such as screener length, question order, homework assignments and articulation questions.
Focus groups shape successful ad campaign for Oasis Laundries: After using customer feedback to better its product, Oasis Laundries used focus groups with multiple target customer types to develop its ad campaign. Customer surveys are used on an ongoing basis to determine location-specific preferences.
Perceptions and realities: While video cannot and should not eliminate the written report, it should have a greater role in the tool kit of the corporate researcher. A case history example involving cell phones in Japan is included.

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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.
CUSTOMER EXPERIENCE MANAGEMENT AND RETENTION CONFERENCE: September 15-17, 2010; Marcus Evans will host its annual customer experience management and retention conference on September 15-17 in San Francisco.

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