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…)
‘Market Research Consultants’
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How To Predict The Success Of A New Product Launch
Thursday, February 3rd, 2011The IPTV Decision
Sunday, May 9th, 2010
This short video provides an overview of a research methodology one can use to measure the possible annual revenue a telecommunications company might expect from an IPTV solution within a given market.
The video provides some background, two sample analyses that demonstrate actionable information, and an overview of the research methodology along with schedule and base costs.
If you are your team are trying to decide if now is the time for an IPTV solution, this might be the most important 5 minute video you can watch.
How To Measure Marketing (Article 3 of 3) – Case Studies
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 (2 of 3) – Analyzing Data
Friday, January 8th, 2010
Last week I wrote about how to organize your data to allow actionable insights to emerge. This article will discuss some ways of organizing that data once it is collected. The goal is to demonstrate how to measure effectivness of marketing. Next week we’ll close out this mini-series with set of case studies on how this approach has been applied by other brands and marketing agencies.
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.
