The question everyone asks is, “how do I design a good survey?”, the answer to that question has filled numerous books and articles. An often overlooked factor in good survey design is how a respondent will feel about your survey. While the data is comprised of how a respondent answers your survey, crafting a great survey includes considering the respondents during the design.
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Survey Reveals How Books Have Influenced UsThinking back to when you were young — was there a book that touched you, that you feel influenced your life choices as you grew up? Maybe a book that became a favorite and is still on your bookshelf today (for more information on hard copy books on bookshelves see Our Relationship with Books — It’s Complicated) Or what about those books that made their mark because they were a struggle to get through in school – for me it was The Turn of the Screw by Henry James. I still have no idea what that book was about, but I digress. We were curious to find out which books consumers felt were influential in their lives, so we surveyed 1,000 respondents to find out. There was no shortage of strong opinions about books, read on to find out what our respondents had to say. |
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AYTM Webinars are Here!Join AYTM this September as we launch our first, in many, monthly webinar series. We are excited to announce that beginning September 6th, AYTM will be hosting two monthly webinars – one to overview platform features and another focused on specific features like using AYTM logic. |
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Market Research: How to Get StartedFor a business to truly prosper there must be an extensive knowledge of both customers and competitors. Market research is the method in which information is gathered to help companies become more aware of their customers perceptions regarding current or potential products and services. |
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Our Relationship with Books — It’s Complicated! Survey SaysBooks — they are ubiquitous in our lives from childhood favorites to college textbooks to your Mom’s well-worn cookbook that sits on the counter in your kitchen to the newest thriller you just can’t put down. Chances are that somewhere in your home there are bookshelves with actual paper books on them. You may also have a Kindle or listen to books on your phone. And you probably have a library card. We surveyed 1,000 consumers about their reading preferences — what are they currently reading, where are they reading it, and what format do they prefer? So get comfortable in your favorite chair, you know, the one you sit in to read a good book, and settle in for a good read about reading. |
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Driving Competitive Advantage Through Packaging Innovation: Part 2Part 2: Making the Case for Packaging InnovationFunctional innovations can add value and help differentiate a product, while branding elements can help a product break through on the shelf and communicate the brand’s equity. Packaging is, after all, an important mode of advertising at the point of purchase. In this post, we’ll dive in a little deeper on the innovation process and how to identify packaging innovation opportunities. Read more |
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Branding: How to Get Started with Your BrandGreat branding is the essence of any respectable company, but most of the available resources about branding typically involves advice on how to ensure your brand remains consistent throughout your marketing efforts or improving upon an already established brand. All valuable advice, but where should businesses starting from scratch begin when building a brand? In most instances, it is advisable to enlist the help of a creative director or market agency, but the immediate first steps can certainly be achieved in-house. When it comes to instituting the primary features and qualities of your brand, all you need to do is conduct a bit of research and gain a comprehensive understanding of your business operations. Read more |
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Driving Competitive Advantage Through Packaging InnovationPart 1: Nice package! Why getting packaging right is so important. |
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How to Conduct Customer Loyalty Research: An IntroductionQuality control and management was once limited to conforming to internal company standards and specifications. If the product was built according to plan and worked as intended, it was ready to be shipped to the customer. Today, organizations recognize that the customer, not the manufacturer, has the final say on whether or not a product’s quality satisfies expectations. Modern quality management efforts must be directed by the “voice of the consumer”, meaning organizations must understand their target customers’ needs and expectations, undergo continuous quality planning and improvement efforts, and keep the lines of company-consumer communication open at all times. |
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Back to School Shopping is a Must – Survey RevealsSchool is back in session – and with August being the go to month for back to school shopping many are out and about buying what they need for the upcoming school year. Whether you’re a parent of a child going to kindergarten or one going into college or just a college student, shopping for back to school is a trend that can’t be ignored. AYTM surveyed 1000 respondents who identify as back to school shoppers to get to the bottom of what school shopping is all about. |
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Fishing for Data – A Case Study for Creating a Consumer TrackerAYTM is proud to release “Fishing for Data: The Road to Creating a Consumer Tracker” case study. The study was recently completed with the help of Fishin Co Category Analyst, Kristina Arge. The Fishin Company is the largest importer of tilapia in the world, as well as one of the largest importers of frozen fish. Fishin’ Co has been a client of AYTM’s since 2017. As one of their many reasons to conduct market research on a DIY platform, including saving money and time, Fishin’ Co was looking for a way to find data that had not yet existed to their market. Although it was easy for them to find data on pounds of seafood farmed, caught and consumed on a yearly basis; it was difficult to find data in regards to consumer buying habits. AYTM worked with Fishin’ Co to train the team on our platform and set up a monthly tracker, that they could manage themselves, in order to help them build an ongoing consumer insight portfolio. To read the full case study, click here. |
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Using Market Segmentation to Understand Your CustomersThe goal of any market research is to provide actionable information concerning your/your client’s organization’s customers, operating environment, and marketing mix to help make better decisions. Market research spending can therefore be considered a risk-reduction investment, and each project should be clearly defined by decision making criteria. Segmentation research can be used to support decisions around identifying and selecting target customers of opportunity. |
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Amazon Prime Day 2018: What’s the deal with a 36 hour sale?Amazon Prime Day, forever known as the Black Friday of internet sales, kicked off It’s sale on July 16th for a total of 36 hours. This was Amazon’s 3rd year conducting it’s yearly sale to only it’s Prime members. We surveyed 1,000 respondents to analyze how consumers shopped on Prime Day. |
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Using Automation in Market Research“Better, faster, cheaper” It’s an expression that has made its way through the market research industry and often a standard for end users. Much like the rest of the global economy, market research is evolving and reinventing itself to cater to the demands of clients that need strategic insights fast. While folks in the market research industry have focused on meeting ever-growing client demands, new technologies have emerged to automate research activities and revolutionize the approach to market research entirely. |
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Survey Editor 3.0: Collaboration Made Easy with Real Time EditingWith the launch of Survey Editor 3.0 last month, we were able to make new and improved features with additional functionality for market researchers of all backgrounds. With that in mind, we continue to develop and implement more updates to our platform in order make creating surveys more streamlined and collaborative. Read more |
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How to Estimate the Value of a Product’s Features: Conjoint Analysis vs. Discrete Choice ModelingWhen developing a new product, you will complete several rounds of research to generate new ideas, optimize concepts, and position the final product in the marketplace. During the product development process, you’ll need to understand what features are most valuable or motivating to consumers. Two commonly used methods to quantitatively estimate the value of a product’s features include Conjoint Analysis and Discrete Choice Modeling. |
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Using Market Research For Brand StrategyMarket research is an essential step when attempting to determine how your brand performs among your consumer base. In addition to market research, ensuring that your product or service will meet the demands of your target market, can extend past the general façade of marketing and affect your brand position entirely. The key to having a prosperous brand is using market research to help define a brand strategy through the insights that research data provides. |
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Quantitative Approaches to Shopper MarketingYou’re likely familiar with marketing research that focuses on consumer behavior, but shopper marketing requires a different approach, and it’s important to understand the differences between them. Consumer behavior research addresses what products people want or need and how to use marketing to stimulate the purchasing of said products. |
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Summertime and the Weddings Are PlentySummer is here and with it comes wedding season. Summertime is the hottest (in all senses of the word) time to get married. AYTM surveyed over 600 consumers who recently got married or who are planning their upcoming wedding to find out the latest wedding trends. We asked about wedding themes, locations and venues, who gets invited, best sites for wedding inspiration, and how much the whole extravaganza is going to cost.. The results were as follows – |
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What is Market Research?Market research is a systematic practice of assembling, examining, and interpreting data collected about a target market to better understand the needs of such people or companies. The groundwork of any prosperous company starts with market research as it can be used for various purposes such as, identifying a new market or launching a new business. The data output of market research can help business owners make educated decisions about business tactics, operations, and a potential consumer base. Overall, market research can help ensure that a business functions more efficiently and markets the company more effectively. |
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How to Optimize and Adapt Your Survey to Field in Other CountriesAs a market researcher, you may find that your company or agency has a need to conduct research in countries outside of your home country. This may take the form of foreign research, multinational research, or cross-cultural research – but all are considered international research. To complete a successful international research project, it is helpful for you to first familiarize yourself with the environment of the country(s) where you plan to field your survey. |
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How to Use Market Research for AdvertisingMore frequently than not, companies will launch advertising campaigns before testing their marketing content. On the surface, forgoing market research to preserve budget may make sense, but only if the advertisement campaign proves to be effective. It is rare for a product to sell itself without any advertising involved. |
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4 Hazards to Avoid in Question WordingQuestion 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. |
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Psychographics in Market ResearchDemographic data is an important aspect of targeting criteria, but they won’t always provide a complete understanding of your target audience. Typically, it is of interest for researchers to better understand the values, opinions, and beliefs that act as explanations of consumer behavior. Luckily, the collection of psychographics can help market researchers achieve such understandings. Where demographic data will explain who the buyer is, while psychographic data will explain why they buy. |
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Product Testing Methods in Market ResearchWhether 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. |
