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Kristen Miles
Director of Insights, Branded Research Inc.
888-848-2525
How can researchers increase engagement on open-ended questions when conducting online quantitative surveys?
Researchers have an opportunity to use visual communication to deepen the insights gathered through open-ended questions. Make open-ended questions less cumbersome and increase response rates by allowing respondents to use visuals like emojis to respond. About seven in 10 Branded community members use emojis or GIFs regularly when communicating via text message. Additionally, the vast majority indicate that using emojis helps them better express their thoughts and emotions than using words alone.
Jennifer Larsen
Master Moderator and Founder,
Maybe... Market Research & Strategy
516-459-3659
How is speaking with physicians different from speaking with consumers?
Generally speaking, it’s not. Both physicians and consumers want to be engaged and interested. However, when speaking with physicians, you have to do more homework so you can understand their shorthand and accurately assess their treatments and unmet needs. But in the end, it’s still a conversation and the more you can help physicians escape from their clinical mind-set, the better the learning.
Andrew Willard
Partner, W5
awillard@W5insight.com
How can I make my brand tracker strategic and more insightful wave-over-wave?
Brand tracking is strategic when it charts a clear direction for the future of your brand. Brand health tracking that simply monitors consumer awareness, usage and advocacy produces interesting data but may offer limited insight as to next steps. There is great value in also tracking brand perceptions and engagement. Together, these elements portray the dynamic nature of call-to-action marketing. Tracking changes in these interrelated facets of consumers’ brand relationships over time provides meaningful insight to a strategic path forward.