I had the opportunity this week to review data from projects conducted over the past three years. The first thing that I noticed was how familiar it all was. Despite...
Tag: survey analysis
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Message to Market Match in Product Sampling
We presented the findings from a 17-week, 22-market sampling program today. The brand reached over 100,000 consumers over the course of 17 weeks with a message focused on new...
Measuring Program Success With Benchmarks
When I was recapping a short-term experiential marketing program, I decided to add more substance to the impact variables by comparing them across industries. It sounds like this would...
Field Data Helps Read Between the Lines of Survey Results
Traditional market research utilizes familiar methods like web surveys and focuses groups to obtain information, and these studies usually have a formal plan outlined in their original proposals. Experiential...
Consumers Sampled – Start Collecting It Now!
While reviewing a recap for a sampling program with a client in the food industry, a question arose concerning on-site sales conversion….”How many consumers are buying my products after...
The Importance of Hitting the Demographic Target
I just reviewed a mid-program recap report focused on a sampling campaign’s performance at the half-way point. The goal of the program is to expose consumers to the category...
Response Rate Benchmarks from Post-Event Surveys
Here is what I know… the longer you wait, the lower the response rate. At two to three months out I would expect a 4 to 6% response rate...
What is Actionable Event Data?
People often talk about making event data actionable. And so often they deliver data labeled as actionable that simply isn’t. So let’s take a second here to define what...
Seeing Through Consumer Bias
Summary: Consumer bias in experiential marketing surveys runs both ways. Circumstances create it (either by the interviewer or by the consumer). Gaining meaningful results is always dependent upon how...
Consumer Shifts
It’s all relative. This is particularly true of program data. It’s also one of the major reasons we encourage doing research with each program every year. It’s one thing...