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....
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Open-Ended Responses: Tell Me What You Think
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...
Making the Stretch With Survey Data Collection
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...
Defining Language to Find Actionable Insights
Defining language can be surprisingly difficult. We all have our own vocabulary and can clearly communicate with one another, but if you look deeper, you might realize that sometimes...
How Post-Event Surveys Inform Marketing Strategy
Recently, we recapped survey results for a mobile tour we measured last summer into the fall. The measurement strategy utilized independent ethnographers surveying event attendees who visited the organization’s...
At the Intersection of Qualitative and Quantitative Research
In recent years, I’ve noticed considerably more blended approaches to research than when I first started in this industry. Back then, it was very clear which clients preferred qualitative...
Methodology Brief Development
Developing a Methodology Brief: You never know who’s going to read a market research report. Perhaps it’s your client’s insights team, or it may be folks who work in...
Perceptual Mapping Pitfalls
I always enjoy studying perceptual maps. At the same time, I am sometimes bothered by some of the data. There always seems to be one or two variables in the...