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Marketing Articles: Market Research

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  • Do Your Customer Surveys Measure Up?
    by David Jackson
    Most companies use a crude approach to gathering vital customer data: Periodic, often annual, surveys that are disconnected in time from the events they are purporting to measure are the norm. We call them the Annual ''Do You Love Us?'' Survey, and it has many pitfalls. One of the biggest mistakes is ... more
  • Low Prices Will Rule 2009 Holiday Season
    US consumers plan to spend an average of $682.74 during the upcoming holiday season, a 3.2% drop from last year. More than half say sales and low prices will determine where they shop, although convenience will draw many of them online. more
  • Gays Prefer Working in States with Marriage Equality
    Other factors being equal, 71% of lesbian, gay, bisexual, and transgender (LGBT) adults would prefer a job with an employer based in a state that recognizes marriage equality over an employer based in a state that doesn't. more
  • They Like Us! They Really Like Us!
    Research coming out of Penn State reports that 20% of tweets—those wee messages published on Twitter—are brand-oriented. And not the way you'd naturally expect. While researchers originally thought they'd find lots of brand engagement in the form of product reviews or referrals, what they discovered was this (hold on to ... more
  • Consumers 18-34 in US vs. Canada
    Young adults 18-34 in Canada and the US agree that healthcare, education, and employment are the three most important issues facing their respective countries. But striking differences exist between these consumer groups. more
  • Use the Right Tools
    In a post at Harvard Business Online, Scott Anthony recalls a client who read a magazine article suggesting a focus on quantitative research for businesses with limited resources. He wanted to know if this would, indeed, produce the best data. Anthony's response: "While of course quantitative surveys can generate important ... more
  • Marketing to Youth: No Longer a Dark Art
    by Paul Metz
    It takes a lot more than Harry Potter's brand of wizardry for marketers to understand the spending habits of what is commonly referred to as the youth market—those between age 6 to 18. In fact, it requires a flexible understanding of the subcategories within this vast network of youth. And success ... more
  • Upscale Consumers More Budget Conscious
    US consumers with a household income of $100K+ are feeling the recession's pinch, and it's changing what and how they spend. more
  • For Seniors: A Kindler, Gentler Recession
    Americans 65+ have suffered less in this recession than other age groups, because most have already retired and downsized their lifestyle. Hardest hit have been those on the verge of retirement. more
  • Gays, Lesbians Like Blogs, Social Networking
    More than half (55%) of gay and lesbian Americans read blogs, compared with only 38% of heterosexuals. They also use social networking sites more than their heterosexual peers. more
  • Industry Reputations Take a Beating
    The reputations of several industries—car manufacturers and banks prominent among them—plummeted in the last year. more
  • Kids Influence Back-to-School Buys
    A recent study identifies the back-to-school items parents are most likely to buy and the best channels to use to reach kids. more
  • Refocus That Focus
    Sad but true: The use of focus groups to determine consumer preferences has lost favor in recent years. Why? Because "consumers have clear cognitive models of what to do when they're part of focus groups, which makes their answers sound canned and sterile," says Gavin Johnston in an article at ... more
  • Use Surveys to Get Close to Your Customers
    by John Wechsler
    We all know that it costs less to keep a current customer than it does to acquire a new one. As budgets continue to be pinched and resources diminish, businesses would do well to stop looking at past and future customers, and focus some love and attention on the customers ... more
  • 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 or so, LinkedIn has significantly increased its functionality," she reports, "making the business networking site a great way to gather ... more
  • When Silence Speaks Volumes
    Finding the right people for your marketing team can be a challenge, especially when you check references and find that former employers are guarded in their comments. "[I]f a candidate is less than outstanding," says Douglas Hanna in a post at the Service Untitled blog, "a lot people are hesitant ... more
  • Lessons From a Cardboard Box
    Mark Brownlow of Email Marketing Reports says he learned a thing or two while working in a cardboard-box factory as a teenager. "The first was the importance of proofreading," he says. "There are not a lot of alternative uses for 200,000 boxes advertising ‘Premium banannas.’ " Another lesson was the ... more
  • Win, Lose or Draw
    In a Pro article at MarketingProfs, Laura Patterson says you shouldn't think of win/loss analysis as a customer-satisfaction survey. Rather, she explains, it's "a process for differentiating why one sales effort wins and others fall short of the mark, and the intent of the analysis is to adjust go-to-market strategies ... more
  • 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 moving it from something parodied on sitcoms to a credible ... more
  • Brand-Switching: Less Risk = More Switch
    Frugal American consumers have forsaken their favorite national brands in the case of many food and household, health, and personal-care products, but they are reluctant to switch to store brands on purchases for children and pets. more
  • B2B Marketers Latching Onto Social Media
    Most B2B marketers have begun using social media and more of them are planning to use "newer media" than ever before, according a new study by BtoB magazine and the Association of National Advertisers. more
  • Pew Report: Internet Use in the Recession
    Nearly 7 in 10 Americans (69%), or 88% of US Internet users, have used the Internet to cope with the recession, according to a new report from the Pew Internet & American Life Project. more
  • Four in Ten Email Marketers Don't Test
    Despite the importance of testing in making decisions and proving campaign ROI, more than one-third of email marketers (37%) aren't testing at all, according to an eROI study. more
  • I'm Not Afraid When I Hold You
    Countless reports have connected brand loyalty with status-seeking (think luxury cars), but a new study says some consumers' connections to brands stem from a far deeper source: their own insecurities. In the study, researchers asked a group of MP3 owners a few very serious questions and requests, such as: Please ... more
  • Ads Interesting, Not Influential; TV Ads Most Helpful
    Despite being daily exposed to dozens of ads—including on television, in print, and on the Web—most Americans (55%) say they find advertising to be interesting ("very" or "somewhat"), though fully 41% say it is not interesting, a recent poll found. more

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