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Marketing Articles: Market Research

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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 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
  • Bada-Bing! Microsoft Scores Search Share
    Google accounted for 74.04% of all US searches conducted in the four weeks ended June 27, followed by Yahoo Search at 16.19%, the recently launched Bing at 5.25%, and Ask.com at 3.15%, Hitwise reports. more
  • I Predict a Sunny Day
    "Predictive analysis has a long and profitable history with direct mail," says Arthur Middleton Hughes in a Pro article at MarketingProfs. "Millions of dollars have been saved by focusing on those customers most likely to buy—and not mailing to those who are unlikely to be interested." Only recently, though, have ... more
  • Americans Getting Entertainment News Online
    Nearly 55 million Americans (some 28% of US Internet users) visited an entertainment news site in May 2009—a 7% increase from a year earlier—with omg! and TMZ the leading sites in terms of unique visitors and video views. more
  • Execs: Need to Overhaul Risk Management
    The vast majority (85%) of surveyed corporate executives agree that they need to overhaul their approach to risk-management if the lessons of the economic crisis are to be used to improve business results, according to results of an Accenture study released today. more
  • 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 know those things. But relying solely on such information to ... more
  • iPhone Tops Blackberry in Smartphone Loyalty
    Nearly 4 in 10 Blackberry and other smartphone users (38%) would switch to Apple's iPhone as their next smartphone purchase, but only 14% of non-Blackberry smartphone users would switch to a Blackberry. more
  • 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 on the market research that would help manage that uncertainty." He reports that spending has dropped for four straight quarters, ... more
  • 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 the thing: What research, exactly? more
  • Have We Got the Answer for You!
    If you've never visited the MarketingProfs Know-How Exchange—or if it's been a while—why not stop in to see how the community responds to a host of topics, both in real time and in the vast archive of past conversations? Take the case of one MarketingProfs member, Kayle, who recently requested ... more
  • Keep in Touch This Summer, OK?
    As summer approaches, and your subscribers begin to go on holidays, you might wonder whether you should scale back your email campaigns. But in a post at the Email Experience Council blog, Ryan Allis says, "Not only should you feel comfortable sending out your messages over the summer, it's also ... more
  • Eyes Glued Open: Video on the Internet
    Media—from television to Internet video sites like YouTube and Hulu—consume more and more of our time nowadays. A Nielsen quarterly report gauges the influence of these media in our every daily lives. The findings are eye-opening. more
  • Let the Sun Shine In
    When hunkering down to face a challenging economic climate, you might become so focused on survival that you don't notice when the storm begins to weaken. In an article at BusinessWeek, Gene Marks explains how to spot true signs of a recovery: Pay attention to the Consumer Confidence Measure, released by ... more
  • 'Mainstream' Is Not a Target Market
    Mainstream is not a target market. In fact, by trying to blandly appeal to everyone, you wind up not really appealing to anyone in particular. Yet, in many companies, "niche" is a dirty word, right up there with "polarizing." more
  • Just Ask the Man Who Owns One
    You've probably made a practice of asking customers to review your products, but are you using their praise to its full advantage? "Recently," says Kelly Lorenz at the Bronto blog, "I have seen an uptick in retailers utilizing customer reviews to sell products in their emails." Why? Because user-generated reviews ... more
  • Survey Says ...
    When you receive an invitation to take a survey, are you more likely to click on a link labeled Take a brief survey, or one that says Take a 5-minute survey? Suzanne Norman suspected it was the latter, and decided the hypothesis called for a test. "[A]fter all," she says ... more
  • Conversionary Tactics
    While most retailers have experienced various degrees of tumult during this recession, the picture isn't entirely gloomy. A recent survey by Internet Retailer, for instance, shows many online-only businesses have maintained—or are improving—their email marketing conversion rates. Of the 275 retailers surveyed: 56.4 percent report their ... more
  • by Len Kendall
    The concept of outsourcing is not a new one. While it may have existed under different names, for as long as industry and services have been around, decision makers have relied on those outside of their realm to contribute to the ecosystem of bringing products to Historically we haven't paid ... more
  • 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 that consumers have too many choices—multiple brands, brand extensions, and ... more

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