• Defining Market Opportunity—You Be the Judge by Kevin Horne
  At its core, market opportunity is your sizing forecast for a specific product or service, now and over the next several years. At a minimum, you should know that information in terms of sales dollars. A solid understanding of opportunity ...
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• Recruiting Executives and Industry Experts for Qualitative Research by Scott Swigart, Sean Campbell
  Your studies are not appropriate for participants found on purchased lists, and the participants will take part in a series of in-depth interviews. So how do you find your interviewees?
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• Start Smart: A 10-Step Social Media Guide for B2B Marketers by Christina "CK" Kerley
  There's no escaping it, marketers: Amid a flurry of headlines, bestsellers, and reports documenting social media's meteoric rise... the future has arrived. But for a B2B executive tasked with making sense of it all, wouldn't it be nice if the ...
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• Top 5 Elements of an Annual Business Plan by Donna Bletzinger
  It's that time again: the end of another fiscal year. Time to assess this year's successes and start planning for next year. What does that mean? It means it's time to write your business plan. A business plan can be hundreds ...
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• Live Together, Suffer Alone: Understanding the Cross-Channel Mix (and Why Yours May Not Be Working) by Keith Kochberg
  Today's marketers are challenged to implement multiple techniques—from search to affiliate to media advertising and more—to achieve different results. Each channel has its own set of rules, its own potential results, even its own manager (whether outsourced or in-house) to ...
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• Rethinking the Focus Group by Gavin Johnston
  The focus group has lost favor in recent years as marketers seek a more experiential process for gathering customer insights. Although it has lost some luster, the focus group still holds the potential for providing powerful, usable insights. The trick to ...
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• Talk to Me: 10 Tips for Translating PR Results Into the Language of Business by Diane Thieke
  As communications experts, we should find it easy to convey the value of our services to the business managers in our organizations. Yet many public relations professionals struggle with expressing results in a way that allows senior executives to easily ...
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• Three Essential Market-Research Methods in an Online Community by John Kembel
  How much do you know about your customers right now, at this moment? A lot of companies can show you composite profiles that describe their target customers, including job titles, needs, obligations, and goals. No doubt about it: It's important to ...
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• Marketing in a Recession: What Do the Studies Really Tell Us? by Christian Shea
  Have you heard this one? "All the research shows that companies that spend on marketing during a recession come out ahead of the competition as the economy rebounds." It's a catchy buzz phrase—and if people believe it, even better. But here's ...
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• Boost Your Business With Seven Easy Digital Marketing Techniques for Lead Generation by Yael K. Penn
  Growing your in-house database should be at the top of every marketers list. Why? When done correctly, it will house your most-qualified and responsive prospects. Though organic list growth may take time and effort, you will love the rewards. Consider ...
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• How to Become 'Their Brand': Engaging Today's Fickle Customers by Manila Austin
  Marketers today understand that consumers think, feel, and react in ways different from June Cleaver some 50 years ago. We use descriptors like fickle, indecisive, and disloyal to describe the modern consumer. Just what do these terms mean? Mainly, they mean ...
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• Whether and How to Build a Branded Customer Community by Kimberly Smith
  First, there were blogs. Next came mass-market social-networking sites. Now some companies are bringing it all under one roof and hosting their own interactive online customer communities. Should yours be doing the same? Well, to quote an oft-quoted answer, "it depends."
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• Four Parts to Valuable Personas by Angela Quail
  Recent buzz about personas has created some confusion. If you've tried to develop and deploy personas, you may have experienced resistance from other departments because they don't grasp the value that personas purportedly provide. The reason may be that personas ...
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• Podcast: Keynote Dan Ariely Reveals the Hidden Forces That Shape Irrational Behavior by Paul Dunay
  We design our marketing campaigns for "rational" buyers. But do buyers ever act rationally? In a preview of his keynote at the MarketingProfs event next month, NY Times bestselling author and MIT Prof Dan Ariely talks about the irrational factors ...
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• MarketingProfs 'Classic Truths': Top Five Do's and Don'ts of Opt-In Email List Building by Teri Dahlbeck
  We all know some tried-and-true tips and tricks for building an email list. But there are five key points to consider and five glaring points to avoid when creating opt-in lists from the very start.
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• Making Market Research Useful... Not Just Interesting by Reg Price, Neil Stewart, Katie Shaw
  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 ...
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• Four Questions for Choosing the Right Research Firm by Ed Erickson
  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 ...
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• Business Intelligence Is Not an Algorithm by Ron Halverson
  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.
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• The 10 Biggest Mistakes Marketers Make—No. 9: Failing to Market Marketing Inside Your Organization by Roy Young
  As a marketer, you regularly cultivate your company's brand so customers know what the firm and its products stand for. As the following story reveals, you must draw on these same skills to let others within your organization know that ...
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• Ten Steps to Starting a Company Blog by Mack Collier
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• Let's Go Steady
  "The problem with market research is that, while it can generate some pretty actionable insights, it's expensive," says Josh Bernoff at the Groundswell blog. "If you do surveys, it's always ...
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• Window-shopping, Parisian-style
  Get this: 8 in 10 smartphone users say they have trouble accessing content from their handhelds. What's more, they swear they'd spend at least $9 more per month on purchases if ...
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• Marketers to Invest in Email, Social Media in 2010
  Businesses are gearing up to increase their marketing spend on email marketing and social media in 2010, making those the top two areas of marketing investment in 2010, according to ...
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• Free Shipping!
  Free shipping offers can cost your company a bundle, but they may produce ROI that makes them worth the expenditure. As you explore your options, you will probably be interested ...
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• Shake It Up, Baby
  Based on the premise that data's no fun (and no use!) without insight, BrandZ has launched BrandZ 100, an iPhone app that takes its annual Top 100 Brands Report and ...
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• Glamp It Up
  Warren Katz uses a post at the Elephant Bites blog to discuss the recession-driven microtrend of "glamping"—a freshly coined portmanteau for glamorous camping. In essence, its proponents want the low-budget ...
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• Getting Hot, Hot, Hotter
  Does the URL to your Web page sizzle? In a recent Bloggapedia post, online marketer Bill Hartzer reports on the Alexa Toolbar's popular Alexa Hot URLs list. According to Hartzer, ...
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• Halloween Spending Down 15% This Year
  US consumers are cutting back on their Halloween plans this year in response to the state of the economy. Still, plenty of people will be buying costumes for themselves and ...
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• Just Show Me What You Want
  When you have products or services that customers don't buy on a regular basis—for instance, big-screen televisions or luxury excursions on the Orient Express—targeted email offers based on previous purchases ...
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• Make This List, and Check It Twice
  If you sell products to consumers, the year-end holidays are a make-or-break big deal. So, making sure online buyers find you easily and happily by planning your search strategy ahead ...
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• Wow, They Go on Forever!
  Last week, we explored how merchants offering fewer product selections this holiday season may want to stress the quality of their selections to keep customers interested. Now comes interesting ...
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• Small Quantity? Then I Expect Quality.
  As we approach the holiday season, wary merchants may be limiting their inventories so as not to be left with huge amounts of unsold product in the new year. The ...
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• Top 10 Online-Trading Sites, July 2009
  Fidelity.com was by far the leading online-trading website in July, followed by those of Scottrade and ING's ShareBuilder, virtually tied for second place, according to Nielsen NetView data.
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• RU Linked in or Left out?
  Heads-up: It's time to take a fresh look at LinkedIn. That's what Diana Huff says in a recent guest post at the Savvy B2B Marketing blog. "In the last year ...
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• Revelations in Marketing Automation
  IDC's CMO Advisory Practice is in the midst of its 2009 Tech Marketing Benchmark study, gathering marketing research data from hardware, software and services vendors. The study conclusions will inform ...
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• The Budget-Cutting Blues
  "[T]he degree of uncertainty in business and consumer markets has soared," says John Quelch in a post at Harvard Business Online. "Yet, to conserve cash, most firms are reducing spending ...
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• Get Choosy Moms to Choose You
  Merchants are hard at work these days trying to influence customer choice. Here's some new research that might help. Specifically, these researchers looked at how assortment size influences whether shoppers ...
  More articles on Customer Behavior, Customer Experience, Market Research
• Monkey See, Monkey Choose
  Social scientists have long been intrigued by the human tendency to mimic the behavior of others. Research has shown that people automatically mimic other people's posture, mannerisms and facial expressions ...
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• I Just Came to Hang Out
  "Social media, like any new marketing channel, is a sticky slope for B2B marketers," says Justin Hitt in a recent blog. "I personally prefer keeping social media 'business social' rather ...
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• Make Extensions Work for You
  Brand extensions are a popular promotional tactic with marketers. It just feels safe to promote a new product by piggy-backing it with a proven winner. But what type of extension ...
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Market Research case studies, deconstructing real life examples and illustrating lessons learned

• How a Consumer Electronics Company Leveraged the Power of Community to Uncover Market Preferences and Build Excitement for a New Product Lineby Eastman Kodak Company
  When it chose to enter the saturated inkjet market 20 years late, Eastman Kodak had a few surprises up its sleeve. Still, the company found it also needed a little marketing ingenuity if it was to gain market share.
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• How a Patient-Support Program Increased Therapy Participation 20%, Upped Salesby Actelion Pharmaceuticals US, Inc.
  Tracleer won approval in 2001 as the first oral treatment for pulmonary arterial hypertension, an illness difficult for patients to grasp. Tracleer helps patients control the symptoms, but it has drawbacks. Faced with high patient-dropout rates early on in treatment, the drug's maker needed to change patient perceptions.
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• How a Software Company Became a Marketing Partner By Adding Mobile Databy SalesTrac, Inc.
  When the clients of SalesTrac, Inc., were looking for more in-depth consumer insight to determine the effectiveness of their promotional events, SalesTrac seized the opportunity to provide increased value through an all-in-one system that added survey management and real-time reporting of consumer feedback to its services. Check out the results.
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Market Research online seminar broadcasts from the best minds in marketing

• Demolish the Roadblocks on Your Website: Clearing a Path for Customer Action, Sales and LoyaltyAttendee rating:  - 1/21/2010
   
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• The Naked Truth: Insights from Our Social Media Marketing ResearchAttendee rating:  - 1/14/2010
   
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• Monetizing the Long Tail of Search: Rethink Your Keyword StrategyAttendee rating:  - 11/12/2009
   
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• Marketing in an Economic MeltdownAttendee rating:  - 10/10/2008
   
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• Small Business Series: Do-It-Yourself Market ResearchAttendee rating:  - 6/22/2007
   
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• Demystifying Website Usability: Rapid Research for MarketersAttendee rating:  - 7/25/2006
   
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• Conducting Online Research the Right WayAttendee rating:  - 6/1/2006
   
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• Marketing Research the Guerrilla WayAttendee rating:  - 5/11/2006
   
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• Hispanic Marketing: Effective Strategic Planning ProcessesAttendee rating:  - 3/30/2006
   
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• Writing a Marketing Plan for Entrepreneurs and Small Business: From Blank Page to PresentationAttendee rating:  - 6/9/2005
   
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• Make GOOGLE Your Most Powerful Market Research ToolAttendee rating:  - 9/15/2004
   
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Market Research marketing downloads for the busy professional

• A Step-by-Step Guide to a Social Media Program: Everything you need to know about establishing your strategy, policy and team
  The adage “think before you speak” has now become “think before you write.” In this age of instant messaging, businesses need to wield their online words thoughtfully. Check out MarketingProfs “A Step-by-Step Guide to a Successful Social Media Program” to learn how to create your social media strategy, policy and team.
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• Customer-Centric Innovation: How Companies Engage Customers in Product Development and Radical Innovation
  Engaging your customers can help increase satisfaction, loyalty, and brand awareness. This research report will help you understand the role of customers in product development.
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• B-to-B Marketing in 2008: Trends in Strategies and Spending
  MarketingProfs research provides B2B marketers guidance for making budget and media mix allocations by exploring the issues and emerging trends in 2008.
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• Small Biz How-To Guide: Market Research
  Need to learn about your customers without the big price tag of market research firms? This guide on do-it-yourself market research will help you get the information you need to position your business without emptying the corporate coffers.
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• Online Research How-To Guide
  Set clear objectives and a realistic scope to online research projects. These are just two of the steps that this comprehensive, step-by-step planning guide will help you to accomplish to insure your online research results in the most relevant and useful information possible.
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• Market Forecasting Template
  This guide will give you a mini-seminar on the art and the science of forecasting. Learn the four different ways to create forecasting models and choose the ones that best suit your needs. Then follow these easy-to-follow steps to creating a model where you too can predict the future.
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• Benchmark Report : Marketing ROI (Year 2)
  This 2006 survey, the second annual ROI study, demonstrates that companies are definitely getting the ROI message. This study shows a significant increase in the number of companies that have implemented some form of Marketing ROI measurements. And let's face it, Marketing ROI is here to stay. Jim Lenskold says, "Marketing ROI will continue to be a priority as long as maximizing profits is a priority for corporations." Well said, Jim.
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• Competitive Analysis Template
  A thorough competitive analysis is a critical component of a solid marketing plan. It is an exercise that will provide you with valuable insights to guide the development of your business strategy. This 20-page template will make the project quick and easy, and you can end up with a leg up on your compeition.
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• Using Google as a Research Tool
  This in-depth handbook will walk you through the ins and outs of using Google as a powerful resource for market research. In 27 easy-to-follow pages with a dozen screen shots, this PDF is a handy tool you will want to print and keep nearby as you learn to incorporate the new techniques into your search routines.
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• Benchmark Report: Marketing ROI (Year 1)
  In a 2005 survey, the first in an annual series, Jim Lenskold found that only 1 in 5 respondents was actually using ROI measures for marketing efforts -- 99% of those respondents indicate increased profitability due to the use of ROI. See this and subsequent reports for a full picture of the evolution of marketing ROI.
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• Sales & Marketing Alignment - Apr. 2005
  Need a little help getting your marketing efforts in sync with your sales efforts? Look no further. A 2005 study of MarketingProfs members worldwide found that companies that successfully aligned sales with marketing perform better in many sales measures than their “unaligned” competition. Aligned companies enjoyed 5.4% faster growth, 38% more proposals closed, 36% fewer customers lost, and 40% more new business coming from marketing leads than unaligned firms. Read the complete analysis and take advantage of the recommendations from this exhaustive report.
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