ABOUT THE AUTHOR: Cori Sheperis
With a persistent appetite for learning and curious nature, Cori finds herself at home in the world of market research. She holds an MBA and has enjoyed over 15 years in various marketing, product development and consumer research roles. Her inquisitive nature flows into her personal life where she can be found venturing into as many new countries and cultures as possible.
4 Hazards to Avoid in Question Wording

4 Hazards to Avoid in Question Wording

Question wording is the translation of the desired question content and structure into words that respondents can clearly and easily understand.  Deciding on question wording is perhaps the most critical and difficult task in developing a questionnaire.  If a question is worded poorly, respondents may refuse to answer it (item nonresponse) or may answer it incorrectly (response error).  Unless the respondents and the researcher assign the exact same meaning to the question, the results will be seriously biased or inaccurate.  By avoiding these 4 hazards in question wording, you can minimize these risks.

Read more

Product Testing Methods in Market Research

Product Testing Methods in Market Research

Whether you are testing a new product, packaging idea, creative design, or any other type of stimulus, you have probably been conflicted with which testing method is best. As in most research ventures, the optimal solution will vary based on the number of concepts you are testing, your budget, and your research objectives. There are many product testing design variations to address your unique situation.

Read more

What’s in a Name: How to Name a New Product

What’s in a Name: How to Name a New Product

When it comes to determining what you should name a new product, service, brand, etc., there are many things to contemplate. Does the name sound similar to any existing products?  Is there a negative connotation people associate with the name?  If you plan to take the name global, will it translate into other languages?  How well does it roll off the tongue when used in audio soundbites for commercials and radio? Do you want it to evoke a certain emotion among consumers?

There is so much to consider when choosing a name and it shouldn’t be a decision that is made in a vacuum.  It is always a good idea to conduct a survey among your target market to get unbiased feedback before you invest in trademark fees, creative assets, packaging and everything else that goes into establishing a moniker.

Read more

Using Cluster Analysis for Market Research

Using Cluster Analysis for Market Research

In its most general definition, a cluster is a group of similar things or people positioned or occurring closely together.  In market research, a cluster is a collection of data objects that are similar and dissimilar to each other. The primary objective of cluster analysis is to classify objects into relatively homogeneous groups based on a set of variables considered.  These variables (demographics, psychographics, buying behaviors, attitudes, preferences, etc.) can be chosen according to the market research objectives; which problems are needing to be solved and which hypotheses need to be proven or debunked.

Read more

How to Combat Social Desirability Bias

How to Combat Social Desirability Bias

Social desirability bias is a type of response bias in which people tend to answer questions according to how their answers will be viewed by others instead of answering truthfully. Respondents may give you answers that are more favorably acceptable or more in line with the popular opinion or politically correct response.  The answers they give may be inflated to reflect “good behavior” or under-inflated to hide “bad behavior”.

Read more

Gain Better Insights With Open-ended Questions

Gain Better Insights With Open-ended Questions

When conducting online quantitative surveys, it is typical to use closed-ended questions more so than open-ended questions.  This is because, closed-ended questions provide answer categories and result in quantitative data that is easy to analyze.  It is also easier and faster for respondents to answer closed-ended questions.  While open-ended questions do not provide answer categories, they do allow the respondent to answer the question in his or her own words.  It takes more thought and effort from the respondent, but this results in qualitative data which is valuable in its raw form, and can also be coded and quantified.

Read more

Pre-flight Checklist

Pre-flight Checklist

You’ve written your survey, gotten internal and external alignment on the content and just finished programming, all you need to do is click that launch button, right?  Not so fast – you’ll want to review your survey before it goes live. It is easy to make mistakes when programming so it is important to take the time and proofread and preview your survey before letting it take flight.  Below are just a few recommendations and tips to help you catch and correct errors.

Read more

The Power of NPS

The Power of NPS

NPS (Net Promoter Score) is used by companies and organizations to measure customer experience. Designing, programing and implanting your own NPS is easy- if you have a customer list or database, you can program a few questions and be on your way to tracking your NPS in no time.

Read more

Generations “Defined” – What’s Your Generation?

Generations “Defined” – What’s Your Generation?

Different generations tend to have a set of similar characteristics, preferences, and values over their lifetimes that also is distinct from other generations.  These are important to keep in mind for researchers and/or companies when they are designing or testing products and services, particularly when they identify a specific generation as their target market.  At a high level, generations display similar methods of communication, shopping, and motivation preferences because they experienced similar trends at approximately the same life stage and through similar channels. While there are always unique individual differences, categorizing consumers by generations is a way to identify general tendencies and ensure you are implementing marketing strategies that will resonate with most of your consumer base.

Read more

Meet the Who’s Who in Market Research

Meet the Who’s Who in Market Research

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!).

Read more

Writing Survey Questions with Common Sense

Writing Survey Questions with Common Sense

A little common sense goes a long way in market research, especially when designing survey questions.  Here are some simple tips that every researcher, from novice to expert, should follow when writing questions and corresponding answers for a survey.

Read more