We closed the data collection phase of a project today. Most of the work we do here is focused on measuring and reporting on the reach, impact, and value of experiential marketing. Occasionally we have the opportunity to go back to our roots and design a traditional market research study. I thought I’d tell you about this one in particular. (more…)
‘How To Measure Strategy’
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Wednesday, January 20th, 2010
I once worked with a team of economists tasked with identifying and monitoring the economic impact of tourism for a state legislature.
Their goal was to identify spending patterns among residents versus tourists and segment this into categories that defined the key drivers of tax revenue from non-residents. The public officials needed to accurately attribute tax revenue to different spending pools to evaluate budgeting guidelines for state-sponsored programs.
The challenge was how to measure when so many variables were in play.
How Do Market Research Consultants Make Insights Actionable (1 of 3) – Organizing Data
Monday, December 28th, 2009
I was speaking with a business associate last week who was recounting what she heard at a recent marketing conference. She mentioned that a lot of questions for the speakers had to do with the challenge of how to make “insights actionable”.
The last couple of years, the field of business analytics has been ultra-focused on “consumer insights”; the art of understanding consumers at a level which reveals the underlying motivations behind purchasing decisions.
