marketing research

16 Questions to Ask Yourself When Listening to Customers

by: George Silverman

Marketers listen to lots of focus groups. But they don't always know what to listen for. In the past, I have provided long checklists, but to experienced people, the lists probably come across as either a little condescending (that means talking down to people — just kidding!),  unnecessary or — on the other side of it — a little bit overwhelming.

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Using Online Networks for Market Research Can Be Dangerous

by: George Silverman

In an article last Monday in the Wall Street Journal, reporter Emily Steel described the growing trend of using online social networks -- both existing and company-encouraged -- for marketing research. It's a very dangerous trend, as I point out in my letter to her. Many companies are headed for disaster if they give undue weight to the opinions expressed on their online networks.

Emily,

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Things Are Not Always as Simple as They Seem

by: George Silverman

The New Hampshire Primary is a cautionary marketing tale.

The polls missed the Clinton victory by a mile yesterday, yet they were right on target with the McCain victory. Why?

No one knows exactly what happened for sure yet, but several possibilities illustrate some of the pitfalls in marketing research.

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A Word on WoM Metrics

 by: Stefan Kolle

        As I pointed out in my previous post, in my opinion we are measuring the wrong things in marketing, and many of us are still living in a delusional world of measurability. Let me take this discussion into the realm of Word of Mouth (WoM).

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Metrics vs Attention, Relevance and Reputation

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Since When Has Everyone Become an Ethnographic Expert!

by: Idris Mootee 

There is so much hype around innovation, (including customer inspired innovation) and ethnography these days almost every research firm is telling you that they do ethnography and every design firm is an innovation firm.

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