For all the change we talk about happening in the market research industry, a lot of what we do really hasn’t changed much. Qualitative techniques are tried and true, and still have a prominent role in providing insights in both consumer and B2B settings. And while there seems to be a lot of momentum around big data and social listening, the survey is still king.
Search Results for: market research
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The Role of Experimentation in Market ResearchImagine you’re the product manager for a line of athleisure wear. You’re hoping to launch your newest product line at a major department store to round out the brand’s total offering, increase sales, and grow your brand’s floor and shelf presence. Unfortunately, the sportswear department’s buyer isn’t convinced this new line is needed, fearing it will cannibalize sales from your brand’s current assortment. To support your theory that the new line will yield incremental sales, you suggest conducting an in-store test by launching the new product line at a handful of stores representative of the total market and comparing sales and basket data pre- and post- launch. The sportswear buyer agrees to a 5 week in-store test, and you’re eager for the opportunity to win the additional business. Now, it’s time to start carefully planning for this in-field experimental research and learn if your hypothesis (the new line will create incremental sales) can be inferred based on the test market findings. |
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Where to Start: A Practical Guide to Market ResearchCompanies of all sizes will likely have a need to introduce new services or products to their consumer base. Though, prior to pushing sales, it is essential for business owners to understand who their potential customers are and gain their feedback. Conducting market research is a, practical, initial approach toward obtaining data about consumer preferences on a product or service. |
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How to: Using Advanced MaxDiff in Your Market Research SurveyMaxDiff is an approach for obtaining preference/importance for multiple attributes (brand preferences, brand images, product features, advertising claims, etc.). Relative to a standard ranking question, MaxDiff allows for a better understanding of the overall preference order of a set of items as well as the distance between them. |
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How To: Using Social Media for Market ResearchDigital marketing has transformed over the past decade, delivering powerful tools that offer an alternative approach to traditional market research. Customary research methods such as surveys and focus groups can be costly and time-intensive, but fortunately a new era of research has become available to businesses. |
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The Heroes of the Programmatic Takeover: Market ResearchersWhen 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. |
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How to Use Cross-Sectional Studies for Market ResearchNumerous 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. |
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Meet the Who’s Who in Market ResearchMany 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!). |
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Market Research and Data Science: Friends or FoesIf 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. |
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Fundamentals of Market Research Scaling TechniquesYou’ve planned your research design and identified the type(s) of information you want to gather. Now you’re ready for the next step in developing your research survey: deciding which measurement and scaling techniques you want to use to collect your data. |
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Market Research Planning: Plan your work, then work your planSteve Jobs was famous for insisting that Apple relied on instinct and intuition when it brought products to market. But for most of us, relying solely on intuition to make strategic decisions is a dangerous path to go down. Whether we’re bringing new products to market or in charge of shaping the equity of our brands, we have too much skin in the game to simply trust our intuition. We are either overly optimistic (everyone loves our brand!) or overly pessimistic (we need to kill this idea, no one will like it). Market research gives us perspective that is not tainted by our own biases. |
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5 Questions You Should Ask Your Market Research Provider TodayThe market research industry is continually evolving, but research fundamentals are the foundation of everything we do in search of deeper, more meaningful, and more actionable insights. Always remember that at the heart of everything we do in market research are two things: people and opinions. Market research provides a way for us to analyze those two things using data. However, gathering that data is a tricky thing. |
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10 Survey Question Mistakes that Can Ruin Your Market Research ResultsQuantitative market research data is only useful when it accurately reflects an audience’s opinions. Your ability to collect accurate data requires that you survey the right audience but also that you ask the right questions. |
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10 Critical Factors that Drastically Affect Your Market Research SuccessAccording to a study conducted by Gartner’s CEB and shared by Harvard Business Review, marketers rely on data to make just 11% of their customer-related decisions. Considering “data” is very much the go-to term that businesses are told to prioritize and invest in these days, it’s clear there is still quite a large opportunity for businesses to collect and use data for decision-making. |
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Market Research Platform AYTM Receives ISO 27001 Certification
Market research platform AYTM (Ask Your Target Market) announced today ist has earned ISO 27001 certification, making it one of the first market research platforms to do so. The certification is for the information security management system (ISMS) supporting AYTM’s survey platform, as well as for their proprietary panel PaidViewpoint, in order to ensure the utmost quality of data security for market researchers and survey respondents. ISO 27001 is one of the most widely recognized, internationally accepted independent security standards. All customer-facing business processes and services are included within the scope of the ISMS. This includes all critical and sensitive AYTM customer information, as well as the personal information and responses of PaidViewpoint survey respondents and respondents coming from third-party panel partners. These processes include:
Lev Mazin, AYTM’s CEO and co-founder says “As the keepers of important market research data for many Fortune 500 clients with access to over 25 million respondents, we must have best-in-class security. In achieving our ISO 27001 certification we have taken our program to the next level. By showing we are able to adhere to the very strict standards set by ISO, we are able to offer our clients guaranteed unprecedented protection.” For customers’ peace of mind, AYTM and PaidViewpoint have established a formal program to continue being audited and certified to this ISO standard going forward, and this will consistently be performed by an independent, third-party auditor. AYTM’s compliance with the ISO standard was certified by A-LIGN, an ISO certification body accredited by the ANSI-ASQ National Accreditation Board (ANAB). About AYTMAYTM is a market intelligence solution offering a full range of quantitative and qualitative services, providing as much or as little assistance as users need. AYTM’s CASRO-approved proprietary panels provide best-in-class levels of trust, quality, speed, and feasibility, with access to over 25 million consumers in 26 countries, along with real-time pricing, guaranteed delivery time, and blazingly fast turnaround. AYTM was voted by the market research industry as one of the top 50 most innovative market research companies in the world in the 2017 GreenBook Research Industry Trends (GRIT) Report, and is certified to ISO 27001 to provide top-tier data security, privacy, and quality compliance. About A-LIGNA-LIGN—a nationwide security and compliance solutions provider—specializes in helping businesses across a variety of industries navigate the complexities of their specific audit and security assessment needs. As an ANSI-ASQ National Accreditation Board (ANAB) accredited certification body, A-LIGN is one of a limited number of companies that can issue an accredited ISO 27001 certification in the U.S. A-LIGN is also one of the only companies in the world that is a licensed CPA firm, Qualified Security Assessor Company (QSAC), accredited ISO 27001 certification body, and accredited FedRAMP 3PAO. |
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New Market Research Memberships from AYTMAYTM (Ask Your Target Market)—a trusted market research solution for online survey creation, hosting, data analysis, and visualization—presents a new flexible membership program aimed to make team research collaboration more efficient, and provide every client from startups to enterprises with an advanced yet easy and affordable market research experience. |
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Download AYTM market research in SPSS formatAttention, fans of SPSS: did you know you can download your AYTM data directly in SPSS format, without needing to import an Excel sheet first? |
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Tipping the balance: the danger of mixing scales in market researchScale-based questions are a hallmark of quantitative market research, from Net Promoter scoring (to determine willingness to recommend) to Purchase Likelihood to Customer Satisfaction. Indeed, scales are a preferred format when we ask consumers to predict future behavior as they allow respondents to assign a likelihood to said behavior, rather than indicate that they are “all in” (yes) or “all out” (no). |
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Market Research Associations for Career Planning: Sometimes it’s who you knowAre you interested in a market research career, or perhaps looking to further your current one? Then it may be time to join a professional association. Just as travel agents can tell you all the best places (and the places to avoid) in an unfamiliar city, there are times when it’s extremely helpful to have the guidance of someone who’s already been where you’re going. That’s where associations enter the picture, and they offer some truly key benefits: Read more |
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The Marriage of Market Research and Social DataMarket research and social data must come together to offer the most comprehensive analysis of customers, competitors, markets, and brands. Marketers have access to so much data today that it’s easy to fall into a silo marketing approach where the focus is either on market research data or social data but not the two together. However, neither type of data paints a clear picture. The trick is marrying the two in order to find the necessary clarity to make the right strategic business decisions. However, this is a relationship that needs to be nurtured if it’s going to survive the long-haul. Read more |
![DIY Research Secures Its Place in the Market Research Industry [Editorial]](https://aytm.com/blog/wp-content/uploads/2012/01/diy-market-research.jpg "Permalink to DIY Research Secures Its Place in the Market Research Industry [Editorial]")
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DIY Research Secures Its Place in the Market Research Industry [Editorial]It looks like the debate between DIY research and assisted research is coming to an end in the market research industry. For years, professionals in the market research industry have chosen sides in this debate. Some support DIY research as a sign of natural progress and client empowerment. On the other side of the debate, DIY research detractors hang onto the term as a way to distinguish the services offered by assisted research companies from the lower quality services offered by DIY research providers. However, as Dana Stanley, Editor-in-Chief of Research Access, says, “The distinction between DIY research and assisted research is no longer relevant.” Read more |
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So You Want to Work in Market Research?Let’s say you’re thinking about a career change. Further, let’s suppose you just can’t get enough of asking questions, you love taking surveys, and the idea of playing Sherlock Holmes with all that consumer data absolutely makes your pulse race. If that’s the case, market research could be the place for you! Before you quit your day job and launch this new chapter in your life, though, there are a few things you might want to keep in mind. Read more |
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Brand Building Step-by-Step – Part 4: Market Research for Brand BuildingIn the final part of the Brand Building Step-by-Step series, you learn about how market research can help you build a brand successfully. If you missed the previous parts of the series that discussed the three fundamental steps of brand building — consistency, persistence, and restraint — follow the preceding links to read them now and catch up. You’ll need to understand the information in those articles before you can develop and launch effective market research programs. Read more |
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Market Research Ethics: Consideration in Online SurveysWhen doing online surveys, we always want to treat our survey participants with respect. We are inviting them to take our surveys, and we want them to feel comfortable giving candid feedback. We want them to know we value their opinions. We also want them to have a pleasant experience so that they will comply with future research invitations. So that’s why it’s important to practice proper market research ethics throughout the survey creation process. Read more |
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Happy Holidays! AYTM Market Research Holiday Discount‘Tis the season to celebrate and with the holiday spirit abounding all around us, we are offering a special holiday gift on your next AYTM Market Research panel survey. Just use promo code CheersAYTM25 before January 31, 2012 and receive an instant $25 discount when getting insights from AYTM’s built-in panel of respondents. Read more |