Summary: How might one prevent interviewer bias? Regardless of the type of interview, the interviewer can create a situation where the respondent replies in a manner that reflects what...
Tag: survey analysis
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Data Cleaning in Event Marketing
Data cleaning is probably the most important part of my job. Clean data ensures the validity of our analysis. Defining what data is considered clean, and what is not,...
Collecting Consumer Insights with Experiential
March and April are busy month at PortMA. While many experiential programs don’t hit the road until the weather gets better in May, account managers all over the world are...
How to Deal With Limited Demographics in Your Sample
Dealing with a limited demographic focus is to be expected when you conduct research. After all, no one is interested in everyone’s opinion on a product. Generally, you have...
Surveying the Target Consumer: How Many is Enough?
The PortMA team recently presented a comprehensive experiential marketing program recap to a spirits industry client. The objective that caught the most attention was surveying the right targeting consumer....
Judging the Relevance of Survey Results
A slightly less-thought-about topic when it comes to survey data is “Whose opinion matters?” Not that it isn’t a focus during analysis, but target consumers are a part of...
Monitoring Data Collection for Accuracy
Arguably, the most important aspect of my job is monitoring data collection. How much data you finally collect can make or break a project. Early on, I made a...
A New Look at Customer Retention
Consumer packaged goods are interesting, specifically because they have such low customer retention rates. With virtually no cost or other apparent downside to changing brands, people have little reluctance...
Hitting the Marque With Spirits Sampling
We just delivered a third quarter recap report on a sampling campaign at special events in the spirits industry. Before the second phase of the program began in the...
Year-To-Year Impact Paints a Bigger Picture
This week we presented a recap report to our client measuring the impact of a mobile tour for an organization. The research strategy was modeled after the previous year...