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Statistical significance – It’s the tool that identifies which differences between consumer segments are meaningful to the research, and which differences are due to random variation. One issue I’ve...

Most of the measurement discussions on this website and in the event marketing industry are about measuring mobile tours, sampling programs, and larger experiential footprints. But what about all...

Survey design can be a challenge, whether your survey has four questions or 40. Here are some tips to guide you through the survey construction process.     1....

Open-ended responses have a lot of inherent utility in a survey. To start, they can be used when you don’t know enough about consumer tendencies to prepopulate a response...

Now that we have discovered what worked last year, it’s time to research the second key question: What can we do to improve upon last year? There were some...

Receiving information from multiple sources can be both a blessing and curse. Multiple sources lets you get data faster, and be more confident you will hit your desired sample...

We’re gearing up to launch an experiential research project on a spirits brand for which we’ve researched for the past couple of years. One of the areas we emphasize...

We just finished reviewing a recap report internally that will go to our agency client, and then the brand team, in the next couple of days. We really dug...

You can only find out so much about a consumer within a single survey. It is simply a matter of time available. If you are asking someone a 25...

When we’re not conducting research on experiential marketing programs, we’re directing our resources toward traditional market research. I periodically write research reports for different professional organizations. The most recent...