Is it “Hair on Fire” Time for Market Research?

Embarrassing polling misses. New tech (and other) products that totally fail to gain traction with their targets. A drive to speed and low cost from market research providers from clients who assume projectability is a given. Declining response rates for traditional market research modes. Unknown skews of all sorts in online panels. A growing focus on gaining insights from social media, and treating it as projectable findings to all consumers.

How worried should we be about market research as a dependable driver of decision making?

Brad Bortner, Executive Director of Market and Customer Insights, will lead a panel discussion on this topic at NEXT, May 8-9, in New York.

To learn more about the panel discussion visit Is It “Hair On Fire Time” For Market Research?

 

Recorded Webinar: Going Rogue To Optimize Insights From Super-Respondents

Occasionally we encounter qualitative super-respondents: they are extremely intelligent and articulate, they enjoy talking, and they provide elaborate responses. Most importantly, they are remarkably observant and analytical. To a great extent they already possess the picture of the market that we are trying to develop through our research. By thinking outside the box we can find ways to leverage these super-respondents beyond their conventional participant role – often at little or no additional cost.

This webinar, which was conducted for the Insights Association’s membership, will explain how to do this. To hear the recording click on the link below.

Going Rogue to Optimize Insights from Super-respondents

Webinar: Going Rogue To Optimize Insights From Super-respondents

Occasionally we encounter qualitative super-respondents: they are extremely intelligent and articulate, they enjoy talking, and they provide elaborate responses. Most importantly, they are remarkably observant and analytical. To a great extent they already possess the picture of the market that we are trying to develop through our research.

If we restrict ourselves to our interview protocol when we encounter super-respondents we end up leaving valuable insights on the table — thereby doing ourselves, our clients, and our stakeholders a disservice.

However, if we liberate our thinking and allow ourselves to go beyond our established interview protocol, we can extract the full value that these super-respondents offer — often at little or no additional cost.

Insightful Alliance’s Michael Mercier will explain how you can do this in an Insights Association webinar titled “Going Rogue to Optimize Insights from Super-respondents” on Wednesday, March 29, from 2:00-2:45 PM EDT. Register here: Going Rogue to Optimize Insights from Super-respondents

How To Conduct Extended Intercept Surveys: A Reebok Case Study

Insightful Alliance was hired by Reebok to conduct intercept surveys at the 2 day expo that takes place prior to the Peachtree Road Race in Atlanta.

We decided to execute the intercept surveys using iPads loaded with Survey Analytics’ SurveyPocket. As we planned the project we exploited some of Survey Analytics’ other features to develop what we call the Extended Intercept Survey. This method allowed us to extend our reach with the survey, and thereby increase our survey completion rate by 67% with only a small incremental investment.

Survey Analytics asked us to explain our Extended Intercept Survey method to its customer base via webinar. In the webinar we address the following:

  • how Insightful Alliance and Reebok transformed the traditional intercept method into what we call the Extended Intercept Survey method;
  • how combining tablet, smart phone, and online access facilitated the completion of surveys by people who initially had declined to participate;
  • examples of the collateral materials we used to execute the Extended Intercept Survey;
  • tips on the psychology of applying the Extended Intercept Survey in various contexts;
  • a checklist of the “tasks” to remember when planning an Extended Intercept Survey.

A recording of the webinar is available at the following link:

How To Conduct Extended Intercept Surveys: A Reebok Case Study

Managing Your Emotional Reactions While Interviewing VIP’s

Successful VIP’s tend to have extreme characteristics that are part and parcel to their success. When researchers interview VIP’s they come face-to-face with those characteristics.

Some researchers may find themselves having emotional reactions to those extreme characteristics.  If they can’t manage them, these emotional reactions can morph into behavioral reactions that threaten to derail the interview.

In this webinar, which we conducted for the Insights Association, we explain how to manage emotional reactions in order to stay on-task and deliver optimal insights.

The link to the webinar appears below. The presentation begins at 1:45, and is followed by questions.

Managing Your Emotional Reactions While Interviewing VIP’s

Insightful Alliance’s Running Shoe Terminology Study

Insightful Alliance is in the final stages of completing its running shoe industry study.  In this study we are examining the terminology that running shoe retailers use in attempting to explain how to choose an appropriate running shoe.  The study examines the terminology used at specialty running shops, sporting goods stores, and athletic footwear stores.

Any running shoe manufacturer or retailer that is interested in learning more about this study should contact Michael Mercier at Michael. Mercier@InsightfulAlliance.com.