Recent evidence from over 100,000 interviews in a tightly controlled experiment proves online research, using best practices, can produce results that equally or more accurate vs. RDD phone interviewing on a series of benchmarking questions and demographics.
Aug
21
When are brand extensions a good idea?
In: advertising, brand extensions, branding, innovation, research, retail, shopper marketing
1 Comment
Marketers want to use brand extension strategies as much as possible today because it is a more affordable way to introduce products but the key is having enough rocket fuel, i.e. brand equity, to get the rocket (i.e. brand extension) off the ground.
Aug
4
As the ORQC continues its journey towards a version 1.0 solution by September, I must reiterate that the number one issue we face in marketing research projects is data consistency.
Jul
30
Seven ways marketing research can become strong
In: branding, Research is Cool, research transformation
6 Comments
Marketing research’s impact is blunted because it often gets brought into the process too late. Research must become viewed as “strong”; as embracing action and feeling accountable for business results, being future focused, a thought leader while staying true to the rigor of proven research processes.
Jul
6
On June 9th , the ARF Online Research Quality Council (ORQC) presented detailed findings from an unprecedented US R&D project regarding online data quality, called “Foundations of Quality” (FoQ). Now that we’re into the 90 day action plan stage, I wanted to provide an update.