Research Junction The Intersection of Research, Branding, Marketing, Politics and Sociology 494 posts

Brand Equity Success Leads to a Logo with No Name

Brand Equity Success Leads to a Logo with No Name

You know you’ve reached the pinnacle of brand equity success when consumers recognize your logo without seeing your brand name. However, that type of recognition and brand equity doesn’t happen overnight. It takes time, and Australian telecommunications provider Telstra thinks it has reached that level of success based on its new logo which omits its name entirely. Read more

Data Analysis Tip for Online Survey Results: Using Crosstabs to Gain Insights

Data Analysis Tip for Online Survey Results: Using Crosstabs to Gain Insights

As you look at the results to an online survey, it’s easy to get excited. Your data is in, and it is starting to tell you a story.  But before you jump to conclusions, it is often a good idea to be thorough and look at your data two ways: Read more

How Brand and Product Research Can Help the Naming Process

How Brand and Product Research Can Help the Naming Process

When you think about how brand and product research can help your business through the naming process, take off the blinders and realize that there is a lot more to be gained from research then identifying a creative name. In fact, it can help your business in far more ways than the obvious. Read more

How to Name a Brand or Product: Essential Market Research Steps

How to Name a Brand or Product: Essential Market Research Steps

When businesses think about how to name a brand or product, they often don’t consider the essential market research steps that should be done before, during, and after the naming process. Of course, it’s possible to successfully choose a name without conducting any market research, but if you want to save time and money and ensure that the name you choose has a chance for success, then you really should conduct some research. Read more

Planning for Retention: The Highway to Online Survey Success

Planning for Retention: The Highway to Online Survey Success

One thing drives out another. That’s just as true in the business world and market research as anywhere else, and if you’ve ever missed an exit on the highway because your favorite song came on the radio or the cell phone rang, you know what I mean. Distractions, deadlines, changes in priority and all, there’s an awful lot going on in a day that competes with the information (your survey results) you’d like your managers and colleagues to retain and — most importantly — use. Read more

Open-Ended Questions: Best Practices for Getting Valuable Insights Without Torturing Respondents

Open-Ended Questions: Best Practices for Getting Valuable Insights Without Torturing Respondents

Many surveys are made up entirely of closed-ended questions. You give them a list of possible responses, and that’s all they have to choose from. These types of questions are great for gathering quantifiable data, and in some cases are all that you need in your survey. But sometimes it can be extremely beneficial for you to include some open-ended questions where your respondents can describe their opinions or experiences with your company in their own words. By giving them this opportunity, you can gain valuable information that you might not even have thought to include in your answer list.

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Taking Your Online Survey Results to the Podium: 4 Creative Presentation Tactics

Taking Your Online Survey Results to the Podium: 4 Creative Presentation Tactics

Have you watched the news lately? It’s no longer a “talking head” reading current events out loud for 30 minutes. It’s a multimedia event that changes components every three minutes. An anchor introduces a topic and then cuts to a colleague or a video or brings in a guest. There are visual displays—maps, charts, and photos—with music and sound effects. While some people may decry the loss of “real news,” multimedia helps keep the audience engaged. Read more

How to Name a Brand in 10 Steps

How to Name a Brand in 10 Steps

When the time comes in your business life cycle to name a brand, it’s not a task to take lightly. A brand name represents a promise to consumers and differentiates the value your brand offers from competitors’ brands. More importantly, you need to take yourself out of the brand naming equation entirely because it doesn’t matter if your brand name makes sense to you. It really only matters if your brand name is meaningful to consumers. Read more

Brand or Product – What Is the Difference?

Brand or Product – What Is the Difference?

How do you name a brand or product? How do you market a brand or product? You can’t answer those questions until you understand the difference between a brand and product. In upcoming posts here on the AYTM blog, I’ll teach you how to name a brand or product, but first, let’s analyze the differences between them. Read more

Brand Research Fundamentals: Part 6 – Brand Analysis

Brand Research Fundamentals: Part 6 – Brand Analysis

Companies invest money in creating logos, ads, marketing materials, packaging, and so on and then wonder why they’re not getting the results they expected — or they might assume that they can’t get better results. However, had they invested in brand research along the way, their stories could have been quite different. Read more

Survey Engagement: Basic Manners Lead to Better Data

Survey Engagement: Basic Manners Lead to Better Data

As with most things in life, manners matter in surveys. A simple “please” and “thank you” can help improve the survey taking experience for your respondents. AYTM gives you the option to add opening and closing text so that you can add a kind message to your respondents. There are a few different ways to show your respondents that you appreciate their time and effort, and you can customize your text based on what type of survey you’re creating. No matter the survey type, it’s important to always remember that survey engagement means more than just writing interesting questions.

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Brand Research Fundamentals: Part 5 – Brand Growth and Change

Brand Research Fundamentals: Part 5 – Brand Growth and Change

As you learned in Part 1, Part 2, Part 3, and Part 4 of the Brand Research Fundamentals series, brands, consumers, and markets are continually evolving. What works for your brand today, might not work tomorrow. Therefore, it’s essential that you monitor those changes (as well as new opportunities that develop as a result of those changes) through brand research so you can adapt accordingly and stay successful over the long-term. Read more

Repetition Isn’t Just For Schoolchildren: Creative Reporting Strategies for Promoting Survey Results

Repetition Isn’t Just For Schoolchildren: Creative Reporting Strategies for Promoting Survey Results

When you’ve completed an online survey project using Ask Your Target Market, you automatically get a report which includes all your basic data and a set of crisp charts and graphs. In many cases, though, you’ll need to create additional reporting to meet the needs of different audiences. These might be company executives who like a PowerPoint version, or perhaps a particular department that prefers more written analysis. While the AYTM report alone may be adequate for some projects, in many cases you’ll likely need to create additional deliverables. Read more

Netflix Price Increase Is Top Reason Customers Are Fleeing

Netflix Price Increase Is Top Reason Customers Are Fleeing

Netflix is in trouble, and a recent price hike is not helping. This is a company that built a business model which nearly destroyed competitors like Blockbuster. However, turnabout is fair play, and new competition is now putting the heat on Netflix. On top of that, Netflix is also a victim of its own success. AYTM surveyed Netflix customers to learn what they think about the 60% Netflix price increase that caused 1 million subscribers to cancel their accounts over the past few months. The results make the answer quite clear. Read more

Brand Research Fundamentals: Part 4 – Brand Perception and Equity

Brand Research Fundamentals: Part 4 – Brand Perception and Equity

What do people think of your brand? Is your brand equity growing? These are just two of the questions that you need to be able to answer about your brand and to get those answers, you need to conduct brand research. You can’t measure your brand’s performance without understanding what people think about it. Researching brand perception and equity are the focus of Part 4 of the Brand Research Fundamentals series. Be sure to read Part 1, Part 2, and Part 3, so everything included in Part 4 makes sense and is instantly actionable for you. Read more

Brand Research Fundamentals: Part 3 – Brand Promotion

Brand Research Fundamentals: Part 3 – Brand Promotion

So far in the Brand Research Fundamentals series, you’ve learned how to use research for brand development and brand creation. Now, it’s time to learn how to conduct research that will help you develop effective promotions. You can create the most amazing marketing promotions in the world but if those promotions aren’t right for your brand and audience, they won’t drive results. That’s why brand research is so important for brand promotion success. Read more

Extreme Makeover… for Survey Questions!

Extreme Makeover… for Survey Questions!

Avocado colored appliances and wood-grain paneling from the ‘80’s. Bold plaids and shag carpet from the ‘70’s. Worn linoleum and tarnished chrome from the ’60’s… What this house needs is a makeover! And while we’re at it, let’s take a look at your survey questions. Far too often they’re in the same dire need of an update; following are two areas that frequently need attention. Read more

Survey Bias Can Destroy the Value of Your Data

Survey Bias Can Destroy the Value of Your Data

When you go to a dinner party, you don’t complain about the décor, the food and the other guests. You sit and enjoy the food, compliment the home, and enjoy the pleasant dinner conversation. Well, pleasant conversation is fine for dinner parties, but doesn’t make for very helpful survey results. Politeness is just one of the factors that can create survey bias.

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Brand Research Fundamentals: Part 2 – Brand Creation

Brand Research Fundamentals: Part 2 – Brand Creation

In Part 1 of the Brand Research Fundamentals series, you learned about brand development and strategic planning research. Now, it’s time to learn about the brand research you should be doing during the brand creation process when you define your brand’s position and develop tangible brand identity elements to represent your brand. Read more

Yahoo CEO Ousted – Can a Leadership Change Rebuild the Yahoo Brand?

Yahoo CEO Ousted – Can a Leadership Change Rebuild the Yahoo Brand?

This month, Yahoo! followed through on a leadership shift that has been expected for months. Yahoo CEO Carol Bartz was ousted through what Bartz described in an email to Yahoo! employees as a phone call with no notice and no successor in place. The Yahoo! brand has been struggling for years and the business world, stockholders, and consumers have been wondering for a long time what exactly Yahoo! is — a search site, a display advertising company, a media company, or something else? With the news of Bartz’s firing, AYTM asked our national consumer opinion panel to share their thoughts about Yahoo! The enlightening results follow. Read more

Are You Addicted to Angry Birds? [INFOGRAPHIC]

Are You Addicted to Angry Birds? [INFOGRAPHIC]

The Widespread Popularity of Angry Birds

Angry Birds debuted in 2009 and has been downloaded over 300 million times. It’s on track to reach 1 billion downloads in the not too distant future. And here’s where it gets shocking ̶̶ people play Angry Birds 200 million minutes per day! That’s equal to 16 years of game play every hour of every day! Take a closer look at the Angry Birds infographic we put together for the whole story! Read more

Brand Research Fundamentals: Part 1 – Brand Development and Strategic Planning

Brand Research Fundamentals: Part 1 – Brand Development and Strategic Planning

Brand research is a critical component of business success for two reasons. First, it provides a business with hard data to make effective decisions. Second, it gives a business deep insight into consumers’ minds, because let’s face it, consumers don’t always act the way they say they will. In fact, when it comes to consumer behavior and buying decisions, consumers rarely act the way they say the will. Read more

Market Research Analysis: The Fundamentals of Understanding Your Data

Market Research Analysis: The Fundamentals of Understanding Your Data

Reading the results of your survey seems like a simple task, but there’s a lot more to it than you might realize. Not only do you have to see what your respondents said, but you also have to identify the most important results and interpret what they mean for your company. Market research analysis is a very important part of your company’s whole marketing process, and should be done carefully and concisely.

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Identifying Leading Edge Users: Researching Early Adopters for New Product Marketing Success

Identifying Leading Edge Users: Researching Early Adopters for New Product Marketing Success

In any field of endeavor, there are innovators—those who ride the leading edge—and consumerism is no exception. Whether the first to buy a 3D TV or the first to have that killer app, in every target market there is a small subset of people who just must have what is new and edgy. These people have “leading edgeness.” When designing an online survey, you may want to profile this part of your target market. Read more

Brand Promise – Validation Through Market Research

Brand Promise – Validation Through Market Research

In my recent post titled Brand Promise – How to Make It and Keep It, I discussed what a brand promise is and why it’s so important to your business. One of the final points I made was that you need to listen to consumers, research the marketplace, and make sure your brand promise is always on target. Market research can help you determine if your brand promise is the right one to ensure you reach your business goals. Read more