BLOG ARCHIVE: ALL POSTS FOR February 2018

The Heroes of the Programmatic Takeover: Market Researchers

Posted by Caroline Brown

When you go to sleep at night, how far away is your phone? Under your pillow? A foot away? Maybe across the room? The honest answer for most, is that it’s within arm’s reach.

People now carry their phones constantly, and while their bodies recharge overnight, so do their phones, nearby at all times. Mobile phones are estimated to create a massive opportunity for programmatic advertising spending in the coming years. And this is a big deal for marketers, and market researchers. By using programmatic advertising, the use of software to purchase digital advertising has reduced or even eliminated the need for many traditional processes, reinforcing the idea now more than ever that digital advertising is crucial.

Do’s and Don’ts of Question Wording

Posted by Stacey Penczak, Sr. Project Manager

Deciding how to word your survey questions may seem like one of the easier tasks of survey writing, but it is actually one of the most difficult and critical tasks. Poorly worded questions can result in bad data: respondents may refuse to answer the question entirely or misinterpret what the question is asking, and as a result, answer incorrectly. These lead to response errors and can make data analysis more challenging. It is key that both the researcher and respondent interpret the questions identically, otherwise you wind up with biased data. Consider the following six tips when writing your survey questions to help optimize wording and, ultimately, obtain more accurate data.

Three Ways to Show Your Respondents That You Appreciate Them

Posted by Janel Hagaman, Sr. Product Engagement Manager

Online panels are composed of highly opinionated people, and they have some opinions on their survey experience! Let’s take a look at three things that keep respondents happy and how to implement them in your next survey.

How to Use Cross-Sectional Studies for Market Research

Posted by Ariel Hagaman, VP of Operations

Numerous types of survey methods exist to help market researchers obtain correct answers by asking the right questions. One of the most common survey methods that will aid in achieving such a task is known as, cross-sectional market research. Cross- sectional studies make comparisons between respondents in a solitary moment; think of it as a capturing a snapshot through a single survey or observation. Outside of being swift and simple, using this surveying technique can help researchers or clients better profile their target market based on respondents likes and dislikes toward a product, and help narrow down a business’s niche demographic.

Meet the Who’s Who in Market Research

Posted by Cori Sheperis

Many terms in the world of Market Research stem from their namesakes. From testing methodologies, question types and analytical approaches, many contributions are known by their monikers. Let’s take a closer look at Rensis Likert, Jan Stapel, Thomas Bayes, Peter Van Westendorp and Ivan Konanykhin (Have you heard of him yet? He’s famous within AYTM!).

Super Bowl LII Proves that Celebrities Rule, Cable is Still King and Netflix Failed

Posted on February 12 2018 by Tiffany Mullin, VP of Marketing

With 103.4 million viewers tuning in to watch Super Bowl LII, so it’s no surprise that it reigns as the most watched program in TV history. But where were people watching the game and what really caught their attention? Market research platform AYTM surveyed 1,000 respondents about these questions and more.

Overcoming Respondent Inability and Unwillingness to Answer

Posted by Stacey Penczak, Sr. Project Manager

A structured survey is the most common quantitative method for collecting primary data from a sample of a population. The sample of respondents is asked a variety of questions regarding past or future behavior, attitudes, motivations, lifestyle, and demographic traits. There are several advantages to using a survey methodology: the questionnaire is easy to administer, the data are reliable, and using fixed answer choices reduces any interviewer bias or variability that may have resulted in a phone or in-person interview, for example. A disadvantage; however, is that respondents may be unable or unwilling to provide the information you’re looking for. When writing your survey, consider the following information and techniques to help encourage more informed and accurate answers from respondents.

Semantic Differential Scale: Measuring Perceptions and Attitudes of your Brand

Posted by Janel Hagaman, Sr. Product Engagement Manager

Developing relationships with customers and cultivating a brand image are important steps in a company’s growth. While customers own the brand perception of a business it’s important to make yourself aware of the attitudes and feelings a customer has for your brand. The first step, market research!

Market Research and Data Science: Friends or Foes

Posted by Caroline Brown

If you Google market research and data science, you’ll get a broad range of conflicting results. Market researchers and data scientists would confirm these definitional differences, saying that the work they do is worlds away from the other. Many major companies build entirely separate teams of market researchers and data scientists that work with completely different clients and vendors and have different daily tasks and even overall research goals. However, there is a common thread that makes these two disciplines a compatible pair: they are both driven to help their organizations achieve success by making sense of data. So, while they lack the clear appearance of a harmonious pair at first glance, the intersection between market research and data science can make for the ultimate dream team, and a super solid foundation for deeper and richer insights.