Research Junction The Intersection of Research, Branding, Marketing, Politics and Sociology 420 posts

How to Conduct Customer Loyalty Research: An Introduction

How to Conduct Customer Loyalty Research: An Introduction

Quality 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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Fishing for Data – A Case Study for Creating a Consumer Tracker

Fishing for Data – A Case Study for Creating a Consumer Tracker

AYTM 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.

Using Market Segmentation to Understand Your Customers

Using Market Segmentation to Understand Your Customers

The 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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Using Automation in Market Research

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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How to Estimate the Value of a Product’s Features: Conjoint Analysis vs. Discrete Choice Modeling

How to Estimate the Value of a Product’s Features: Conjoint Analysis vs. Discrete Choice Modeling

When 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 Strategy

Using Market Research For Brand Strategy

Market 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 Marketing

Quantitative Approaches to Shopper Marketing

You’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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What is Market Research?

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 Countries

How to Optimize and Adapt Your Survey to Field in Other Countries

As 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 Advertising

How to Use Market Research for Advertising

More 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 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.

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Psychographics in Market Research

Psychographics in Market Research

Demographic 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 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.

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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.

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Understanding the International Research Environment

Understanding the International Research Environment

As economic conditions continue to improve globally, combined with the lowering of trade barriers, many companies seek expansion overseas outside of the U.S. This naturally leads to increased opportunities for market research companies to contribute significantly to the development of the new international marketing strategies needed for said expansion.

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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.

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Market Research Success with Culture

Market Research Success with Culture

Today we are living in an experience economy. Meaning that, a broad scope view of the marketplace supports the reality that consumers are after experiences more than ever before.  This definition of experience stretches further, into things like experiencing cultural connection. People defining themselves less by things that they have and more by their thoughts, passions, causes they support, and communities they are a part of. As a result, many brands feel an unprecedented pressure to deliver on this shift in order to survive, but more importantly to grow. This new challenge is about creating cultural value, and it requires a combination of market research, cultural marketing, and embracing change. Let’s explore cultural marketing and why it is a critical component to a successful brand in today’s world.

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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”.

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How to Improve Your Data Quality

How to Improve Your Data Quality

More often than not, survey creators will focus on the quantity of responses rather than the quality of the response. The notion stems from the assumption that more responses result in more accurate conclusions. However, this concept is not necessarily true. Focusing on quality data should be the foundation for any market research project. Collecting bad data can lead to bad business decisions, so it is essential to understand a few best practices that will improve the quality of your research.

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How to Use AYTM Brand Templates – Part 2

How to Use AYTM Brand Templates – Part 2

When you sign up for any type of AYTM account (from ECO to PRIME) and open your Dashboard, at the top of the “Drafts” section you’ll see a collapsible purple-colored folder entitled “AYTM SURVEY TEMPLATES LIBRARY”. When you click on that folder, 10 survey templates will appear.

Our templates are your plug-and-play solution for testing logos, ads, product concepts, and more. No more guesswork or hunting down survey examples online – our team of researchers crafted these templates, and you can customize them for your needs. You don’t have to worry about accidentally deleting the folder or any of the templates within it because they’ll always be there for your use! To learn more about a template, click on the gear icon to the right of it. To start using a template, simply click on the clone/edit button  to clone the survey to your account and begin editing.

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Creative: Survey Visuals and How They Help Your Results

Creative: Survey Visuals and How They Help Your Results

For researchers and business owners alike, one of the most exciting parts of conducting a quantitative survey is reviewing the data once the study completes. Although, how does one successfully present their findings to an audience without boring everyone to sleep?

With the gathered respondent feedback, it is possible to make the data more engaging by including unique visuals in your final report. Survey data can be easily translated into graphs and charts that will paint a clear and insightful picture for how an organization should proceed.

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How to Use AYTM Brand Templates – Part 1

How to Use AYTM Brand Templates – Part 1

Brand and Competitor Assessment Template

When you sign up for any type of AYTM account (from ECO to PRIME) and open your Dashboard, at the top of the “Drafts” section you’ll see a collapsible purple-colored folder entitled “AYTM SURVEY TEMPLATES LIBRARY”. When you click on that folder, 10 survey templates will appear.

Our templates are your plug-and-play solution for testing logos, ads, product concepts, and more. No more guesswork or hunting down survey examples online – our team of researchers crafted these templates, and you can customize them for your needs. You don’t have to worry about accidentally deleting the folder or any of the templates within it because they’ll always be there for your use! To learn more about a template, click on the gear icon to the right of it. To start using a template, simply click on the clone/edit button  to clone the survey to your account and begin editing.

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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.

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The Evolution of Research: Embracing Automation

The Evolution of Research: Embracing Automation

Research has existed since the early 1900’s when Herman Hollerith revolutionized data collection for the US Census by introducing punch cards. Market Research as we know it today was pioneered by people like Daniel Starch or George Gallup, who developed the theory of aided recall that is still used in advertising research today.  While we are still using Gallup’s theories the evolution of the internet and technology has allowed us to gather data faster and cheaper without sacrificing quality and gaining even deeper insights about consumers.

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How Market Research Trends Can Help Save the Survey

How Market Research Trends Can Help Save the Survey

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.

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