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Perceptual maps are the only way to understand what your position is in the market and how the market views you vs. your competitors. In fact, if you don't have a perceptual map, you're flying blind. more
The mobile app market may seem like an unruly landscape at times. But as is the case with every market, tapping into it requires research and competitive analysis. more
It's impossible to connect with a crowd of faceless nobodies. You have to know whom you're marketing to if you want your marketing to be effective. Audience analysis can help. Here's how to get started. more
Customers love to give feedback, and companies should love it get it—especially because focused feedback can increase your lead conversion rate. Here's how. more
So much of marketing is data-driven. But what makes data high-quality, and what are the advantages of vetting the data you use? This article covers the basics. more
Assessing the positioning of your competitors in relation to your own is an important but often overlooked part of competitive intelligence. So how can you research other companies' positions and present the results? Read more to find out. more
Use of intent data is growing, and for good reason. But as with most new digital marketing tools, there is a lot of confusion about what intent data actually is and what it can do for your marketing. Here's a quick overview. more
The generic "customer" doesn't exist: To reach buyers, marketers must view their customers as real people with personalities, drives, and interests. Especially in a Covid-altered world, the best way to visualize those customers and their needs is to create buyer personas. more
Successful demand generation relies on effective content and reliable data—but marketing content can stagnate, and data can be intimidating. Here's how to use both to build a demand gen foundation that can withstand even the most tumultuous times. more
Market research is an essential first step for launching any product or feature, but too many of us want to jump in and use our instincts instead of collecting the data we need to ensure success. Here are 10 tools that will make your research easier. more
Platform fatigue. IP targeting's limitations. Challenges of evaluating campaign performance. The impact of economic uncertainty. The disappearance of in-person events... B2B marketers are facing a host of unresolved issues and questions. Here are some answers. more
Customers say they are most likely to be motivated to take brand surveys if they are going to be rewarded for their opinions, according to recent research from DISQO. more![How to Identify and Avoid Survey Response Bias [Infographic]](https://i.marketingprofs.com/assets/images/articles/lg/200528-infographic-lg.jpg)
We often use surveys to gain an understanding of how our customers think and feel about our product or services. But a poorly crafted survey is vulnerable to response bias, which causes participants to answer questions inaccurately. Here's how you can minimize response bias. more
Is your brand relevant to the various audiences—customers, influencers, the media—you want to reach? More specifically, how can you find the untapped opportunities for establishing relevance? How can you identify what they want so you can provide it? more
Companies invest billions in data, analytics, and technology to better target and predict customer behavior. We are collecting more data than we know what to do with, so we think we no longer need qualitative research. Big mistake: We need to go beyond data to truly understand the customer. more
Big Data is taking over. Most of its seemingly obvious payoffs are mirages at best, or quicksand at worst, whereas others hold the potential for high returns. So, what are the keys to Big Data success? more
Competitive intelligence (CI) generates actionable insights that are invaluable for determining marketing strategy, defining a product road map, and executing marketing campaigns that generate revenue, but CI initiatives often get deprioritized. Here's how to get the C-suite to make CI a priority. more
Learn why you should outline your competitive intelligence (CI) priorities and how you can quickly make an impact in your organization. If you're not defining your CI priorities, you're setting yourself up for failure. Avoid that costly mistake. more
Launching a new product can be a lot like throwing a dart at a map—while the map is in another room, the power is out, and you're fresh from the optometrist and your pupils are dilated... But you don't have to launch products—or even campaigns—with guesswork. Here's what to do ... more
The rise of artificial intelligence is dramatically changing the way businesses understand and communicate with their audiences. Nowhere is that truer than in the fields of experience management (XM) and marketing research. See five ways AI is the future of research. more![How Well Do You Know Marketing Trends? Test Your Knowledge. [Quiz]](https://i.marketingprofs.com/assets/images/articles/lg/190924-quiz-lg.jpg)
How well do you know marketing trends? How versed are you in media use, consumer preferences, Super Bowl spend? To test your knowledge, visual designer and self-described "data enthusiast" Olivier Ballou created this custom interactive quiz for MarketingProfs. more
With so many options for different types of tools that manage, cleanse, transform, combine, and help you act on data, how do you know which one is right for you? And what does each of those tools even do? more
"Intent data" is one of the buzziest buzzwords in B2B marketing today for good reason: It can fuel the entire B2B marketing ecosystem. Here are seven ways intent data can drive greater ROI for numerous marketing and sales efforts. more
These days, finding data about consumer behavior is so easy, our instinct is to pile up a mountain of it so we get a better view of customer preferences, behaviors, and experiences. That sky-high view empowers us to see a vast landscape, but it leaves us blind to what actually ... more![Customer Satisfaction Surveys: Questions You Can Ask [Infographic]](https://i.marketingprofs.com/assets/images/articles/lg/190508-infographic-lg.jpg)
Acquiring new customers is hard. Keeping those customers is less hard—if you listen to them about their needs and wants and preferences. Which is why customer satisfaction surveys are so important. What can you ask about in your customer satisfaction surveys? more
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