Market Research

• Online Customer Communities Power Routine Innovationby John KembelPreview
  As a result of its online customer community, a company can get much more than basic product feedback. It gains deep insight into the needs of customers, and creates ever-greater customer loyalty by embracing customers as co-designers. Most importantly, the company goes directly to the source for product enhancements, pulling new innovations and ideas directly from the minds of the customers who use, buy, and recommend its products. This is the holy grail of customer-centered product design. Online customer communities can enable the connections, host the conversations, and facilitate the processes that make routine innovation possible. [Read the full story] Marketing Articles: Market Research
• How to Hear the Voice of Your Customers: Hone First-Person Intelligence From All Forms of Feedbackby David Bean, Ph.D.Preview
  Today's technology offers ample opportunities to start conversations with and among customers, fans, foes, competitors, and the press—any person or group who cares to listen and, perhaps, act on the messages received. By some estimates, 85% of the information companies collect is not in a form that they can access or analyze—it is unstructured. The Gartner Group reports unstructured data doubles every three months while seven million web pages are published every day. This cacophony presents the one of the biggest challenges companies face today. [Read the full story] Marketing Articles: Market Research
• In Search, Bigger Is Not Betterby Jason PrescottPreview
  General search engines like Google and Yahoo aren't designed for B2B companies, which is why so many experience disappointing results. Recent developments with smaller Vertical Search Engines (or VSEs) are providing a strong alternative. But, as with any growing industry, it's important to research and understand these alternatives before making the plunge. The advantages of vertical search will go a long way toward providing professionals with relevant business results while also helping advertisers and marketers target a very specific and relevant audience. Following these guidelines can help navigate this important industry trend. [Read the full story] Marketing Articles: Market Research
• Three Reasons to Be Wary of Customer Satisfaction Surveysby Bill CusickPreview
  There is an entire industry devoted to helping companies determine customer satisfaction levels through surveys and analysis. But how much real value does knowledge of "satisfaction" contribute to helping you keep profitable customers? The answer, unfortunately, is "not much." Though surveys do serve a purpose (primarily showing trending: "Are we doing better or worse than last year?"), they don't tell the whole story. The following are three fundamental reasons why it's dangerous to rely on customer satisfaction surveys to help improve your customer experience. [Read the full story] Marketing Articles: Market Research
• Seven Rules for Achieving Higher Online Survey Response Ratesby Dean WiltsePreview
  Online surveys are an increasingly common way to solicit feedback, but response rates are often quite low due to poor survey design, lengthy surveys, requests for personal information, or a lack of incentives for survey completion. So how do you ensure that people respond to your survey? Follow these seven simple rules of engagement. [Read the full story] Marketing Articles: Market Research
• How Marketing Can Lead the Charge for Business Innovationby Laura PattersonPreview
  Long-term corporate success is linked to the ability to innovate, and Marketing should play a more central role. Who is better positioned to give insight into who will buy, how many they will buy, why they buy, and when specific markets will buy? It is time for marketing executives and professionals to step into a leadership role and lead the innovation charge! [Read the full story] Marketing Articles: Market Research
• Business Aikido: Gaining Strategic Advantage Through Leverageby Nilofer MerchantPreview
  In Aikido, martial arts students study and practice katas—pre-arranged movements that enable them to deal with an opponent successfully. The centuries-old art teaches practitioners to use the force of an opponent against the opponent. This strategy gives the student a definite advantage if they are attacked. In a similar way, what were considered strengths in Web 1.0 have become weaknesses in Web 2.0. Now, agility and intellect are critical. There are several things businesses need to pay attention to if they're going to thrive in this environment. [Read the full story] Marketing Articles: Market Research
• How to Use Effective Keyword Choices as the Foundation for a Powerhouse Web Siteby David SalinasPreview
  For any online business, the goal of search engine marketing is to achieve high rankings in the major search engines for keyword phrases specific to the products or services offered. What's more, it's just as crucial to ensure that the keywords chosen are the ones most likely to convert to sale or action. Traffic is great - sales are even better! Here's where to start. [Read the full story] Marketing Articles: Market Research
• Marketing to Small Businesses: What You Need to Knowby Niti AgrawalPreview
  You might be an expert when it comes to marketing to large businesses. But selling your products and services to smaller companies requires an entirely different strategy. [Read the full story] Marketing Articles: Market Research
• New Interest in, and New Tools for Measuring, Customer Satisfactionby Tony LoprestiPreview
  There's new interest in solving an age-old corporate problem of how to measure customer satisfaction. Lukcily, there are new tools for doing so, too. [Read the full story] Marketing Articles: Market Research
• Repackage, Rebrand & Relaunch? Or Do We Need to Dig Deeper?by Ted MininniPreview
  Leading consumer-products companies are looking to rebrand, repackage and relaunch... often too frequently. Sometimes, the effort is merely putting a bandage on a deeper sore. It's far less painful to assess lagging sales in a superficial manner than it is to dig deeper into company practices, customer-service issues, and the actual product mix being offered—not to mention how customers are experiencing the brand and whether that brand is delivering on its promises. In fact, companies that really want to dig for the truth ought to seek answers to these questions... . [Read the full story] Marketing Articles: Market Research
• Five More Keys to Engaging the Customer to Produce Real Innovation: Lessons From LEGO (Part 2 of 3)by Leland D. ShaefferPreview
  Part one of this three-part series examined the overall role the customer can (and should!) play in innovation. Here is a deeper look at five specific ways that Marketing can engage the customer in the innovation process, using examples from LEGO, a company that has used these techniques with clear and brilliant success. [Read the full story] Marketing Articles: Market Research
• Five Steps: How to Mine for Net Promoter Gold by Listening Hard to Detractorsby Jeanne BlissPreview
  If you are adopting Net Promoter as part of your survey/metrics approach, there's a rich part of the findings that many who are implementing this approach don't consider: learning from your "Detractors." Here, Jeanne Bliss focuses on Detractors, and how to mine the gold by listening hard to their feedback to improve your organization and relationship with your customers. [Read the full story] Marketing Articles: Market Research
• Making Market Research Useful... Not Just Interestingby Reg Price, Neil Stewart and Katie ShawPreview
  A wise but anonymous marketer once said that a market research report that gets described as "interesting" has failed. It's only when it's "useful" that it gets the pass mark. After all, what's the point of interesting research if it can't be put to use? The sad truth is that most market research is not very useful and more often than not ends up as a door stop for the marketing manager's office. Here's how to avoid that result. [Read the full story] Marketing Articles: Market Research
• How (and Why) to Get the Word Out about Your Brand and the Environmentby Steve UtleyPreview
  Consumers are beginning to take environmental impact into consideration in purchase decisions. Businesses that demonstrate environmental responsibility have the opportunity to contribute favorably to their images while aligning themselves with the preferences of their customers. To get the full value out of green practices over time, companies need to let the public know what they are doing and why it matters. [Read the full story] Marketing Articles: Market Research
• A Second Look at Second Lifeby Joel CerePreview
  How long will the Second Life media frenzy last? And if not for PR, what is the value of investing time and money with avatars when marketing budgets are under renewed pressure to deliver real returns from real consumers? Joel argues that there is more than meets the eye in Second Life. Indeed, there is genuine value to be extracted for brands that are willing to learn the dynamics of the "metaverse" and play by its rules. Get the full story. [Read the full story] Marketing Articles: Market Research
• Lies, Damn Lies, and Dashboards, Part 4: Avoiding Lead Myopiaby Su DoylePreview
  Here's to you! You just got deputized to handle demand generation. You're not sure if you should reach for the champagne, or the antacid... From this point on, you're a metric-driven marketer; your success is measured by the number of leads you generate. Just don't take your eyes off the end game: revenue. How can you avoid lead myopia? [Read the full story] Marketing Articles: Market Research
• Bridging Real and Virtual Worlds Through Marketingby David Schendowich, Sr.Preview
  Marketing within social networks and Virtual Worlds is becoming a viable means for reaching and influencing the attitudes and behavior of consumers in ways that was never before believed possible. In fact, marketers who have dabbled in Virtual Worlds recognize the enormous potential of the medium... but have ventured only far enough to reveal the tip of the iceberg. [Read the full story] Marketing Articles: Market Research
• Top 10 Ways to Torpedo Your Marketing Effortsby Jonathan KranzPreview
  Sometimes the best laid plans go wrong because, in fact, they weren't the best laid plans. In this season of spring, when new life and fresh hope comes a-budding, author Jon Kranz offers a little... fertilizer. Herewith, a grumpy, glass-half-empty, downright surly look at all the ways marketers shoot themselves in the foot. [Read the full story] Marketing Articles: Market Research
• Virtual World Transition: What Second Life Business Model Works Best?by Bill NissimPreview
  Some very successful companies have made the transition from the Real World (RL) to a three-dimensional realm called Second Life (SL)—a virtual world where millions of dollars are spent. The rationale behind these transitions ranges from attracting press coverage to brand engagement with potential clients. Whatever the desired outcome, SL is truly a unique and cutting-edge business platform that facilitates virtual conferences, training, sales meetings, consumer research—and much more. So, what business model works best when transitioning to a virtual world? The short answer is—it's situational and depends on the desired outcome. [Read the full story] Marketing Articles: Market Research
• Divide and Conquer: A Case Study of Profitable Market Segmentationby Brian Smith and Paul SchwarzPreview
  Well-executed market segmentation quickly identify customer profiles that have a higher likelihood to buy. And once a company has identified that customer profile, it can use that information to target new customers with similar profiles. By targeting these prospects directly, marketers gain higher and quicker return on their marketing investments. The following real-life case study provides a good example how segmentation can improve your marketing and customer interaction as well as increase sales. [Read the full story] Marketing Articles: Market Research
• New Survey Results: Challenges Remain for ROI Measurements, but Discipline Pays offby Jim LenskoldPreview
  This week, the Lenskold Group and MarketingProfs released results of our new survey on marketing accountability, measurements, and ROI. The 2007 Marketing ROI and Measurements Study focuses on the difference between companies using profitability metrics and those using traditional marketing metrics with no financial metrics. Among other findings, the research clearly shows that companies using profitability metrics for at least some of their marketing campaigns have an advantage in outgrowing competitors and earning the confidence of their CEOs and CFOs. [Read the full story] Marketing Articles: Market Research
• How to Make a Client-Satisfaction Survey Pay offby Doug SternPreview
  These smartest and bravest professional service firms have discovered the risks and rewards of the client satisfaction survey done right. Here's how you can do the same. [Read the full story] Marketing Articles: Market Research
• Twelve Tips for Conducting Effective Surveysby Brian HendersonPreview
  We've all been on the receiving end of far too many poorly constructed surveys that required too much time and energy simply to share our thoughts. Here's a top 12 list of how to conduct surveys without losing contact with your customer. [Read the full story] Marketing Articles: Market Research
• Keeping the Brand Healthy: The Annual Brand Checkupby Mark ShipleyPreview
  An annual review of your brand can take several forms. The full-blown brand audit, in many cases, is complete overkill. Unless there are obvious signs that your brand is under performing, a quick checkup will likely suffice. [Read the full story] Marketing Articles: Market Research
• 'Text Mining': Shortening the Distance Between You and Your Customersby Sid BanerjeePreview
  "Text mining" enables a company to harvest and analyze the array of unstructured textual information available to it. Early-adopter organizations in industries such as consumer goods, healthcare/pharmaceutical, retail, hospitality, and government are already successfully leveraging the practice to get closer to their customers—and add distance between themselves and their competition. [Read the full story] Marketing Articles: Market Research
• Four Questions for Choosing the Right Research Firmby Ed EricksonPreview
  There are many market research firms out there, from tiny consulting firms to huge multinational corporations. With all those choices, how do you find one that will best fit your company's needs? Don't be intimidated. Be inquisitive. Ask these four questions of your next research supplier. [Read the full story] Marketing Articles: Market Research
• Business Intelligence Is Not an Algorithmby Ron HalversonPreview
  Marketers can no longer rely on only quantitative data to address an issue. Qualitative tools, such as advanced video analytics and "day-in-the-life" sketches, are needed to unearth the deeper insights—the where, when, and how much—to make decisions that stick. [Read the full story] Marketing Articles: Market Research
• Six Classic Mistakes Email Newsletters Makeby Mark BrownlowPreview
  

  A lot has changed in marketing since 2002, but some principles still hold true. This MarketingProfs Classic, originally published January 22, 2002, is a timeless look at the mistakes email marketers make—mistakes that prevent an email newsletter from reaching its full potential. [Read the full story] Marketing Articles: Market Research

• Be All That You Can Be: The Company Persona and the Magic of 'Language Alignment'by Frank LuntzPreview
  Walk through any bookstore and you'll find dozens of books about the marketing and branding efforts of corporate America. The process of corporate communication has been thinly sliced and diced over and over, but what you won't find is a book about the one truly essential characteristic in our 21st century world: the company persona -- and how words that work are used to create and sustain it. [Read the full story] Marketing Articles: Market Research

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