03 Dec 2015

GRIT Commentary: Killing the Error of Omission

We are wrong and we know it.  Marketing research has always been plagued by error and assumptions; random sampling almost never is, all kinds of bias – observer, response, fatigue, scale.  The list of issues goes on and on.  Just as importantly, marketing research has been wrong by omission; that is to say that we could only ask questions – and evaluate the answers. At the end of the day, it is a calculated and reasonable “wrong”. 

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Tagged: Marketing Research, Qualitative Research

24 Oct 2015

L&E Workshop Video | Serve Your Customers Better with User Experience Research

With the explosion of user experience (or UX) in the business world, more companies are trying to incorporate UX research methods to better serve their customers. However, one test size does not fit all. Without employing the right series of research methods, companies can end up with an incomplete or misleading picture of their users. On October 23, 2015, L&E hosted a workshop with Amanda Stockwell, VP of User Experience for 352 inc. at our Columbus (Ohio) facility. Amanda discussed how to ensure your team is asking the right questions to better understand your users and their needs and to uncover white space opportunities.

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Tagged: Workshops, Quantitative Research, Marketing Research, Qualitative Research, Usability

01 Oct 2015

Webinar | Doing it Right: Tips & Tricks for the Top Marketing Tactics

All market researchers are doing some level of marketing in an effort to grow their firms. It’s imperative. But are you doing it right? Are you maximizing the impact of what you’re doing? How do you go from ‘OK’ results to ‘awesome’?

On September 30, 2015 L&E hosted a webinar, Doing it Right: Tips & Tricks for the Top Marketing Tactics, with guest speaker Steve Henke, Founder of Harpeth Marketing.

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Tagged: Marketing Research

22 Jul 2015

Workshop Video | Writing Shorter Questionnaires: Save Money AND Get Better Data

Everyone knows how important it is to keep questionnaires short, especially with so many respondents now taking surveys on mobile devices. If the questionnaire is too long, respondents drop out or start making up answers to get to the end. Well-written, shorter questionnaires mean better data at a lesser cost.

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Tagged: Questionnaires, Quantitative Research, Marketing Research, Qualitative Research

22 Jun 2015

L&E Workshop - Observing Consumer Behavior: Past, Present, and Future

The study of consumer behavior has existed for more than 50 years. How consumers think, what drives them to purchase one product over another, which consumers are the target demographic – these (and more) are topics you need to consider when creating and marketing products. Consumer researchers have long used principles of psychology to study consumer behavior, but understanding the psychology of the consumer mind is not enough.

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Tagged: Marketing Research

04 Jun 2015

Play with All of Research's New Toys, But Don't Dismiss Qualitative Research

“If you could do only one type of research, would it be qualitative or quantitative?”

I was once asked this question in an interview for a corporate job. I paused at this question for two reasons. First, because it was a bit ludicrous.  Second, it made me think about the role of each of these and how they’re applied.

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Tagged: Marketing Research, Qualitative Research

21 May 2015

Workshop Video: Marketing to Kids in a Tech-Forward World

Getting and keeping traction with kids requires an understanding of how they think and act, and what they respond to in product development, marketing, and communications. Kids are not just small adults; they are fundamentally different in the way they process information, in their social needs, and in the way they evaluate products.

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Tagged: Marketing Research

13 May 2015

Insights from Qual 360

By guest writer: Jen Ignacz
(This post originally appeared on the Topp blog)

As a UX researcher, I have found out over the years that there are far fewer qualitative researchers than quantitative researchers in the business world. This makes sense based on the ratio of qualitative and quantitative research conducted in businesses; according to ESOMAR Global Market Research Annual Reports the last several years, between 75% and 85% of global research has been quantitative year after year – but the truth isn’t always in numbers.

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Tagged: Focus Groups, Marketing Research, Recruiting, Moderators, Qualitative Research

28 Apr 2015

Moderator, Teacher, Traffic Cop, Idea Protector, Listener: Conducting Qualitative Research with Kids

Everyone knows kids are different from adults. But have you ever thought about how those differences translate to marketing research? In the early days of marketing research (let’s say the “Mad Men” era), marketers assumed that you couldn’t do research with kids because they were too unpredictable and unreliable. So marketing research – and hence, marketing – focused mostly on parent’s opinions and perceptions.

Today, with kids having (1) a huge influence on family purchases, and (2) their own purchasing power, understanding kids is critical for effective marketing.

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Tagged: Focus Groups, Workshops, Marketing Research, Moderators, Qualitative Research

22 Apr 2015

Understanding Consumer Psychology for Better Insights: Workshop Video

L&E recently hosted the workshop "Seeing the Forest for the Trees: Understanding Consumer Psychology for Better Insights" led by Jason Rogers. Jason is Product Expert and Lead Trainer for Noldus, the leading expert in observational behavior in both laboratory and natural settings.

Consumer Psychology – or understanding how and why consumers behave the way they do – is the foundation of Marketing Research. In the workshop, Jason discussed the evolution of Consumer Psychology and how an integrated understanding of consumer thinking, feeling, and behaving can improve the insights you get from Marketing Research.

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Tagged: Consumer Psychology, Workshops, Marketing Research, Qualitative Research

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