Five Simple Techniques for Getting Better Results From Qualitative ResearchMichael Antman
The most effective research isn't necessarily the most rigidly designed. In fact, a loosely designed program—whether qualitative or quantitative—may not appear as "scientific" at first glance, yet sometimes can do ...
Give Away Your Research—Win Valuable PR and Marketing PrizesJonathan Kranz
Marketing research isn't just a way to collect opinions, measure awareness, or test positioning statements any more. Packaged correctly, your research itself can be your message.
You can turn your ...
Five Lessons From the Netflix Startup StoryJim Cook
When Netflix launched in the late '90s, most people thought its developers were nuts. Even with the dot-com era in full bloom, the idea of renting movies via mail struck ...
Special Report from MarketingProfs: Marketing to Hispanics (Part 1 of 2)Ignacio Hernandez Jr.
The US Hispanic population, with its growing purchasing power and impressive growth in media usage, has companies scrambling for ideas and ways to effectively target this barely tapped market.
The Four Colors of Market PlanningMichael Fischler
To create a complete marketing plan, one that drives near- and longer-term marketing action, I need only four "colors."
Here's how structuring the "color set" will help you focus your ...
How to Test Your Competitive Market StrategyMichael Perla
The corporate graveyard is full of onetime leading businesses that lost their competitive edge by failing to keep current on their competitors. Think of the classic story of Digital Equipment ...
The Rules of "Green" MarketingJacquelyn A. Ottman
If you think your customer isn't concerned about environmental issues, or won't pay a premium for products that are more eco-responsible, think again.
You may just find an opportunity to enhance ...
Extremely Frustrating and Completely Unimportant: The Arcane Art of NamingMichael Antman
Here's a pop quiz: Name a form of marketing communications that can take as little as five seconds to complete, can be accomplished by a nine-year-old child or an adult, ...
Discovering Needs, Wishes, Wants, Desires: The Marketing Research ChallengeRobert Kaden
The way research is practiced today taps into the consumer spontaneous attitudes. While this may be all that is needed for many of our studies, it's rare that tapping into ...
The Breakaway Brand Process: How Great Brands Are Built to WinBarry Silverstein
A breakaway brand is a great brand that is built to be a winner over the long term. Time after time, a breakaway brand leads its category, generates high awareness ...
The Case for Marketing ResearchRobert Kaden
Why are companies constantly changing their advertising message? Why do 95% of all new product introductions fail? Why is so much money wasted on poorly conceived marketing programs when research ...
What You Should Know Before Calling a ResearcherGarry Upton
Although companies have for years relied on marketing research to better serve customers and identify new markets, the way they are seeking research today has changed.
For those of you who ...
How to Get the Most Out of ResearchRobert Kaden
So many companies spend $25,000, $50,000 or $100,000-plus on a research study, only to give the results a cursory glance before relegating it to the "I'll get to that later" ...
How to Create Stronger Value PropositionsJill Konrath
To get customers to consider a change to the status quo, you have to give them a good reason. A really good reason. They need to know about the tangible business ...
The Secret to Great Marketing Research: Ask the Right QuestionsRobert Kaden
After conducting thousands of marketing research studies and asking hundreds of thousands of questions, the author has come to understand one thing: There are no bad questions, only irrelevant ones. ...
Running Big Business Marketing With Small Business ThinkingAnthony Cirillo
Entrepreneurs see the world in a different way. Different perspectives foster innovation.
All around a given community, there are hundreds of success stories of mom-and-pop operations that have grown successful ...
How Best Practices Can Get You a Better MealEvan Berglund
Few people would argue that a pilot should give up his preflight procedure in favor of a creative session. But there are those who argue that marketing professionals should always ...
Neuromarketing: Peeking Inside the Black BoxKarl Moore
The human mind has long been considered as a kind of "black box," something which was rather mysterious.
We can measure the results of our marketing efforts, in terms ...
Women's Focus Groups: Eight Traps to AvoidJen Drechsler
When you are drowning in numbers from your quantitative efforts, talk to women to gain clarity.
Remember: women make or influence over 80% of all consumer purchases. So, they are ...
SWOT Team: When Marketing Campaigns FlopHank Stroll
This week: Past success don't guarantee future success for products. So what do you do when a marketing effort flops? Join the conversation!
Also this week, read your advice on: What ...