Our market research company keeps the pulse on the latest and greatest in the industry so you don't have to. We don't just talk market research, we live it, we write about it, and we share it. Our fingers hurt because of it. Often. Learn more about market research basics, tricks, trends, and ideas. Grab a fresh coffee, there is so much here, you'll need it.
Market Research Company Blog
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Using Sentiment Analysis in Online Surveys
Posted at: 1/29/2019 4:13 PM
You might be able to get more out of your open-ended questions in an online survey than you might think. With the power of text analytics and automation, many survey tools now have the ability to calculate the sentiment of a respondent’s answer. A sentiment analysis takes a look at the text of an open-ended response and interprets whether it is positive, neutral, or negative in nature. Another popular application of this technique is the analysis of social media content. In the context of an on
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Increase Visits to Your Winery Through Market Research | 3 Options
Posted at: 1/25/2019 4:03 PM
Wineries love market research! Common market research goals for wineries include better understanding target consumers and customers. This helps wineries create data-driven strategies to increase sales and winery visits. There are several objectives winery market research can address. Some typical market research objectives for wineries include gathering feedback from winery visitors, better understanding perception and satisfaction among target consumers, and gathering feedback from customers.
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101 Guide to Mall Intercept Surveys in Market Research
Posted at: 1/24/2019 3:46 PM
A mall intercept interview is just as the term implies. Participants are intercepted in a mall setting for the purpose of conducting an interview. Much of the time, participants are given a free sample of a product or a small reward in exchange for their participation. Almost everyone who has ever visited a mall has likely been approached to take part in a mall intercept interview, also commonly referred to as mall intercept survey. The data collected from the interview is crucial to marketing r
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How Market Research Can Help Your Digital Marketing Strategy
Posted at: 1/23/2019 3:39 PM
Market research goes hand-in-hand with digital marketing. Some of the best digital marketing and marketing strategy is based on sound market research. Conducting market research as a first step prior to a new campaign or prior to a new year of marketing strategies, pays huge dividends. There are reasons why many organizations plan and budget for market research prior to launching a new digital marketing strategy. Refining a campaign after it has started means you are already willing to accept w
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Case Study: How To Conduct A Net Promoter Score (NPS) Study
Posted at: 1/22/2019 3:29 PM
Recently, Drive Research completed a Net Promoter Score (NPS) study. Similar to a Voice of Customer (VoC) research study, the objective of an NPS study is to gather data for your key performance indicators (KPIs). The ultimate goal of these NPS surveys is to gather the information needed to make data-driven decisions to guide future marketing and business strategies. NPS is a popular benchmarking statistic in market research. How is it calculated? Using a scale of 0 to 10 where "10" indicates
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Stop Being So Nice in Market Research. Sincerely, the Friendliness Effect
Posted at: 1/21/2019 3:22 PM
Consumer suggestions and feedback are essential to brand success. In many cases, it is through customer feedback that significant issues with products and services are effectively resolved. For many brands, though, they fail to take into account the Friendliness Effect when performing market research to obtain feedback. It all boils down to bias. Unfortunately, market researchers and marketing professionals acting as market researchers are often bias without intentionally meaning to be. For bra
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Examples of Research-Driven Content Marketing and Strategy
Posted at: 1/18/2019 3:15 PM
Last week, I presented "Using Market Research to Drive Content Marketing" at a lunch and learn for a local advertising agency here in Syracuse. The topic of the presentation was to help the staff understand creative ways and new strategic ways to think about how market research can be used to fuel content marketing and content strategies for clients. Traditional market research is often viewed as stodgy, internal, and confidential. The results are often used to drive internal decisions, measur
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Case Study: User Experience (UX) Interviews for a Leading Media Agency
Posted at: 1/18/2019 1:48 PM
Nothing today stands as more important than providing a quality user experience (UX). When it comes to the success of a digital platform, a website must be easy to navigate, interactive, unique, and ultimately meets a visitor’s expectations for coming to the site. User experience (UX) research is essential for any organization directing traffic to a website, platform, e-commerce site, or app. For this reason, our full-service market research company recommended this methodology to one of the co
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Understanding Accompanied Shopping Trips | Market Research Benefits
Posted at: 1/17/2019 3:07 PM
Sometimes in market research, reliance on a respondent’s memory just won’t do the trick to get the true answers. This is usually most true for research that requires many fine details or focuses on interactions with surroundings, like shopping research. Simulations do a better job of evoking the mindset of a real-world experience for participants but can still suffer from feeling too artificial. In cases like these, the best methodology is often an Accompanied Shopping Trip (AST). Also known a
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At-Home Product Testing Market Research
Posted at: 1/16/2019 3:03 PM
If your brand is on the brink of entering a full-fledged product launch, you may want to consider at-home product testing market research. As part of the testing, your product is shipped to a variety of participants where they can use it in their home as they normally would in its natural environment. Also crucial to the testing is customer feedback, which is usually garnered over the phone, via an online feedback survey, or in person. The length of time that passes from the point in which the
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The What, How, and Why of Research-Based Content?
Posted at: 1/11/2019 9:58 PM
When one thinks of market research, they most likely think about more traditional market research projects. This might involve studies to: Examine customer satisfaction (CSAT) Explore KPIs such as awareness, image, and perception Discover the "why" behind specific customer behavior Understand new product development Market research was always thought of as anonymous, confidential, and proprietary. "Don't share the results." "Make sure the data says in-house." In the past, these were comm
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Case Study: At-Home Product Testing Market Research Study
Posted at: 1/10/2019 9:51 PM
Drive Research recently completed a national at-home product testing project with an international brand looking to launch in the U.S. At-home usage tests or in-home usage tests (IHUTs) is a process in which participants are recruited for a study and shipped a product free of charge. The participant uses the product and typically reports feedback on their usage through a follow-up survey, phone call, or at-home interview. Learn more about a recent study completed by our team for a leak detectio