A product survey can test the elements of the Product Strategy, both in the lab and on the field. Do you remember those “Before and After” ads for laundry detergents, or the absorbance test for paper towels? In order to show those lab results on TV they had to demonstrate to local authorities that the …
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What market research do I need?
What market research do I need? This is a question frequently asked by modern decision-makers, especially less-expert marketing research users. A useful way to find an answer is to begin with the stage of the lifecycle your product or idea is in. Each stage of the lifecycle points to certain information needs which require appropriate …
Causal marketing research studies
Causal marketing research studies apply to the experimental phase. They help to identify the cause of what we are predicting and the effect it exerts. For instance, a question that can be addressed by means of a causal study reads: Did the price cut cause the increase in sales? Experimentation and measurement provide the only …
Three types of surveys
Pragmatically speaking, marketing research follows a three-phase looping cycle: Discovery of the problem Measurement of the intensity of the problem Experimentation to change the effect relatable to the problem Following on the scientific method, each phase of the marketing research cycle relies on a peculiar research approach. It must be said, however, that marketing research, …
Descriptive surveys
Descriptive surveys are traditionally used to measure the intensity of the problem object of the study. This is by far the most common kind of marketing research study. Typically of a quantitative nature, descriptive research can help in making predictions and estimates. However, only when we know exactly what we want to measure can we …
Exploratory surveys
Exploratory surveys are often conducted in the discovery phase. They aim to: Identify unsolved problems Formulate the problem in accurate and detailed terms Identify alternative, viable solutions to the problem Usually of a qualitative nature, these kinds of studies interview (or/and observe) small groups of experts (persons knowledgeable about the context we are interested in) …