Counterintuitive Marketing*
01 Jun 2016
Michael Lieberman, President of Multivariate Solutions, a market research and political consulting firm in the USA, explains what counterintuitive marketing is and provides several examples.
The value of Mystery Shopping in the Big Data era*
08 Dec 2015
As technology continues to develop at a rapid pace, an ever-growing number of customer feedback opportunities are within reach of the majority of businesses. In the age of Big Data, it’s become commonplace for businesses to glean real-time information about the experience of their customers electronically.
However, while Big Data may have earned recognition for helping operators gauge overall brand health, the critical micro-data feed is increasingly in danger of being overlooked.
The Price of Convenience: The sense and nonsense of listening to consumers*
06 Nov 2015
Questioning ordinary people’s contribution to marketing is akin to Pussy Riot challenging Putin’s rule in a church – it’s heresy. Yet neuropsychology, behavioural economics and more recently Byron Sharp suggest that our notion of consumer-centricity and what it means to ‘listen’ to people are based on a naïve concept of human beings and the world we live in.
Think like a Respondent to Improve Survey Data Quality*
01 Oct 2015
We’ve come a long way in the practice of survey research in terms of understanding and managing sources of error such as scale usage bias, but an accumulation of research into the unobservable cognitive processes that come into play when respondents answer survey questions shows that crafting survey questions that reliably elicit the information we think we are asking for is no easy matter. In fact, the survey question may be the weakest link in the chain of components that comprise the typical quantitative market research study.
Who Said Research is Boring? *
09 Sep 2015
Every contact point a researcher gets with a consumer represents a huge opportunity to explore and discover new consumer truths. Yet at the same time it is getting increasingly difficult to maximise the moments of engagement with the growing breed of disengaged consumers. Living in an age of instant gratification and unbridled hedonism conventional market research is seen by the man on the street as excruciatingly boring.
Is the interest rate more important than having trust in your bank?
29 Mar 2015
After the Corporate Commercial Bank crisis and the instability in the banking sector which followed, customer service and trust in banks have overtaken the importance of the interest rate amongst Bulgarians.
The mystery shoppers in Sofia rated high the Uber, Taxistars and TaxiMe services
13 Mar 2015
In February 2015, Client X, specialized in marketing research, conducted an independent survey of the three mobile apps for ordering taxies: Taxistars, TaxiMe and Uber. The goal was to assess the user interface of the applications and the quality of the taxi service itself.