Most companies test new product or service ideas with concept tests to evaluate market interest and to refine their ideas. Most of these (like most surveys, nowadays) are conducted online, which offers speed and cost efficiency. But there is a downside. While people are quite adept at reviewing ideas and answering questions in online formats,…
This week we built a chart that dazzled the research and design team we are working for. It’s called a Sankey chart. In the context of market research, it is used to show the “flow” of respondents from one cut of data into another. For example, suppose you have data on how respondents started shopping…
One thing that impressed me about my recent trip to Disney World (for Versta Research’s presentation on infographics at LIMRA’s annual market research conference) was this: It felt nice not to be badgered at every “touch point” for survey feedback about how they were doing. Indeed, Disney World is known for taking customer experience to…
The hottest new job title invading the world of market research is “data scientist.” It has many of us starting to wonder, aren’t we all data scientists? Whether quantitative or qualitative, we spend most of our time collecting, manipulating, interpreting, and presenting data. Our methods are grounded in social science. Put the two together and…
Tip #3 of our presentation tomorrow at the LIMRA marketing research conference is this: Make your infographic something to explore. It stands in stark contrast to our advice for research reports, which is to make everything utterly transparent. Here I explain the reasoning behind this advice, what it means to “explore,” and most importantly, how…