The results of b2b market research are grounded in an understanding of customers’ valid opinions on many aspects of business. In general, humans are very emotionally-leaky beings, so our actions don’t always reflect our emotions. The inconsistenc ...
This whitepaper introduces the subject of ethnography, an increasingly popular means of getting closer to the lives and behaviours of customers by observation. Put simply, it is living a day in the life of customers by wearing their shoes. ...
Market research, and asking questions in general, has the power to drive customer behaviour. This is known as the question-behaviour effect. The purpose of this white paper is to explore how it works and the advantages that can be gained from this. ...
The data collection methods used by market researchers have changed dramatically over the last two decades. For b2b market researchers, online surveys and telephone interviews are the main data collection methods. This paper examines the use of these ...
Focus groups have always been a popular research method in communication studies or ad testing. However, in b2b research, they are more niche and their use has declined in recent years. Is this because focus groups are not appropriate for today’s b ...
This paper will examine two statistical research techniques designed to help organisations to go beyond the basic and gain a much deeper understanding of customer needs and loyalty – MaxDiff analysis and derived importance. ...
Smartphones have already entered the lives of most internet users, and more will follow. This whitepaper explores how the rise of smartphones is disrupting market research agencies and market research buyers. ...
Online communities are virtual communities that interact with each other over the internet. How valuable is this technique in professional and industrial research? What does the future hold for this technique? We take a look in this white paper. ...
Traditional economics views humans as robotic machines who make calculated decisions based on logic. In contrast, behavioural economics views humans as irrational and emotional beings who are influenced by biases and experience when making decisions. ...
A ladder is a tool designed to allow you to reach something otherwise unreachable. In the same way, “laddering” as applied to market research is a technique designed to acquire nuggets of information which are otherwise very difficult to get at. ...
