Articles & Videos

Myths & Misunderstandings About UX – MR Realities Podcast

July 20, 2020   |   34 minute video

Michaela Mora, founder, and president of Relevant Insights discusses the topic of UX, its meaning, history, its role in market research on the MR Realities podcast with Kevin Gray and David McCaughan, two veterans of the market research industry.

How to Use Qualitative and Quantitative Research in Product Development

May 29, 2020   |   Article: 5 minutes to read

Consumer research to impact product development can be traced back to the origins of marketing research in the CPG industry. Traditional consumer research often combined qualitative and quantitative research, which is still the best approach to support product development decisions.

The Difference Between Product & Positioning Concept Testing

March 10, 2020   |   Article: 2 minutes to read

Knowing the difference between product and positioning concept testing is important to determine whether to test features or benefits. The insights resulting from each type of test are used to support different business decisions related to marketing and product development.

Your Market Research Plan to Succeed As a Startup

March 3, 2020   |   Article: 7 minutes to read

New startups are more likely to avoid failure by having a market research plan as outlined in this article. Otherwise, they risk not learning what's needed to move your business forward and marching directly to failure.

12 Research Techniques to Solve Choice Overload

February 26, 2020   |   Article: 6 minutes to read

When customers and prospects are faced with too many choices, a.k.a choice overload, they either get analysis paralysis or focus on a couple of criteria to make their decisions, ignoring the rest. There are research approaches that can help minimize choice overload and focus product development on relevant options.

How to Use Digital Ethnography to Understand Real Product Use

February 19, 2020   |   Article: 5 minutes to read

Digital ethnography is observation research enabled by online tools rather than by in-person observation. It is a convenient way for participants to share how they interact with products and services in their natural environment.

What is Agile Product Development?

February 6, 2020   |   Article: 12 minutes to read

Agile product development is about putting users at the center of the product development process as the 12 principles of the Agile Manifesto suggest. Some companies are missing this point in an effort to lower cost and time-to-market.

9 Product Development Strategies to Consider

January 28, 2020   |   Article: 6 minutes to read

Companies should adopt different new product development strategies at different times depending on the circumstances they find themselves in. This article outlines nine new-product development strategies companies should consider, based on the book Design & Marketing of New Products by Urban & Hauser.

How To Get Better Customer Satisfaction Metrics

January 20, 2020   |   Article: 3 minutes to read

To get better customer satisfaction metrics, companies need to use the right type of qualitative and quantitative research.

10 Guidelines For Testing Website Navigation

November 13, 2019   |   Article: 5 minutes to read

Website navigation can impact a website's user experience. I can be improved with the help of information architecture and usability testing. The learnings and improvements you could make will pay many times over what you invest in testing.

Learning From Testing Website Design Ideas

November 5, 2019   |   Article: 2 minutes to read

Testing different website design ideas in the initial design stage can help you develop an effective website and save you time and money.

Market Research Vendors and Clients Should Be Partners

October 30, 2019   |   Article: 4 minutes to read

Market research vendors and clients should be partners in the effort to provide quality insights. Research vendors can provide specific expertise and an objective perspective. Research buyers bring knowledge about their business and content in which the insights are needed.

Making The Case For MaxDiff

October 7, 2019   |   Article: 5 minutes to read

MaxDiff has emerged as a popular trade-off analytical technique to understand preferences and what is important to different target markets. MaxDiff has a higher discriminatory power compared to rating and ranking questions.

Don’t Just Trust Your Gut — Do Research

September 13, 2019   |   Article: 3 minutes to read

The practice of making business decisions based on "gut-feeling" is wide-spread. Unfortunately, businesses that use this approach are often unaware of their biases and of how market research and evidence-based insights can support better business decisions.

How Survey Tools May Improve User Experience

September 9, 2019   |   Article: 3 minutes to read

Developers of online survey tools are trying to improve the user experience of participants taking surveys by making them more interactive and intelligent. However, survey design is still more important than the technology used to implement surveys. Cool survey features will not save a badly designed survey.

Survey Gamification? It’s About Good Survey Design

September 5, 2019   |   Article: 2 minutes to read

Survey respondents go through different phases when answering questions: Comprehension, Retrieval, Judgement, and Response. Writing good survey questions, that consider these phases, is more important than fun and cool question formats.

Brand Tracking Studies – How To Design Them

September 1, 2019   |   Article: 5 minutes to read

The goal of brand tracking studies is to monitor brand health. Designing them requires making decisions related to what to track, when to do it, whom to include, and how to interpret the results.

How To Determine Sample Size for Segments?

August 27, 2019   |   Article: 3 minutes to read

To compare market segments you need enough sample size to find significant differences. To determine the sample size for segments we need to consider a series of factors.

What Is Statistical Significance?

August 21, 2019   |   Article: 4 minutes to read

Statistical significance is a term used when we are interested in detecting real differences, not due to chance between two or more groups (people, objects, ads, etc.).

Why Sample Size Matters

August 18, 2019   |   Article: 3 minutes to read

To determine sample size, we need to consider the levels of certainty, precision, tolerance for risk, and budget we can afford. There are always trade-offs we have to make.

Why a Large Sample Doesn’t Guarantee a Representative Sample

August 14, 2019   |   Article: 4 minutes to read

The size of a sample is not a guarantee of its ability to accurately represent a target population. Large unrepresentative samples can perform as badly as small unrepresentative samples.

What Is The Right Sample Size For A Survey?

August 12, 2019   |   Article: 5 minutes to read

To determine the sample size needed in a survey, we need to answer the following questions related to the type of analysis we plan to conduct, the probability of measured events occurring, our tolerance for risk, the level of desired precision, and the budget available.

10 Things to Consider in Survey Design

August 1, 2019

The advent of user-friendly online survey tools in recent years has created the illusion that anybody can write a survey. After all, how hard can it be? It’s like asking questions in a conversation, many think.

How to Use Surveys in Cause-Effect Research

July 29, 2019

Cause-effect research requires special research designs. However, many assume that surveys can uncover cause and effect links without much consideration.

When Using Focus Groups Makes Sense

July 8, 2019

When clients request focus groups, I first ask about the research objectives and how the information is going to be used. In most cases, this is the wrong methodology for what the client wants to accomplish.

How To Align Business Goals With Market Research

June 26, 2019

The alignment between business goals and the market research approach is critical for actionable market research.

5 Ways To Use Font Size And Type to Improve Website Usability

June 24, 2019

Font size and type can easily improve website usability. They are key elements in a website that not only have an impact on its readability but also on the brand it represents.

Moderated or Unmoderated Usability Tests?

June 3, 2019

Moderated or Unmoderated Usability Tests? That's the question.

6 Decisions To Make When Designing Product Concept Tests

May 26, 2019

Designing good product concept tests requires a lot of forethought. I often meet clients wanting to test product concepts, who are surprised when we discuss all the issues we need to consider in product concept testing.

Why Faster, Cheaper, and Better Market Research Is A Dangerous Illusion

May 23, 2019

There is no such thing as faster, cheaper, and better market research. It is an illusion, and it is dangerous.

Is It Right to Include a Neutral Point in Rating Questions?

May 6, 2019

Should we include a neutral point in rating questions? Clients often ask this question when we design surveys that include rating questions (e.g. Very satisfied, Satisfied, Neither Satisfied or Dissatisfied, Very Dissatisfied).

Fighting In The CX Internal Culture Revolution

April 30, 2019

Without good customer experience or CX, companies are likely to fail the race for differentiation. As a result, CX is becoming an important discussion topic in many organizations and some are even installing teams, who are finding themselves fighting in the CX culture revolution.

Why You Need Data Integration For Good Customer Experience

April 27, 2019

Data integration is a must for delivering a good customer experience (CX). Why? Many companies are trying to improve the customer experience using personalization, using countless data sources.

How CX Research Can Help Product Managers

November 26, 2018

New product development benefits enormously from customer experience (CX) research if done right. Sometimes, CX research is reduced to gathering product attribute lists outside the context of the actual experience. Moreover, companies often do CX research on an ad-hoc basis, not as part of a process. This leads to missed opportunities to save time and money in the process.

How To Get An Organization To Invest in CX

November 14, 2018

To invest in CX might seem the obvious thing to do given the fierce competition many companies face. However, at this point, many executives are still trying to grasp what that means. Kari Mickelson from MoneyGram International Partners discussed how her team got MoneyGram on the CX wagon in her presentation Building Buy-in to Invest in Customer Experience (CX) as a Practice at the 2018 Dallas CX Talks.

Top Reason Why Businesses Fail & What To Do About It

July 18, 2017

The top reason why businesses fail is the lack of market need. Four in ten businesses (42%) fail because there is no need for their products, according to a 2014 study by CBInsights. Things have gotten worse as the fail-fast mantra is spreading rapidly with “agile everything."

Multi-Response or Dichotomous Grid Questions?

June 4, 2017

Survey researchers have been debating and researching whether to use dichotomous grid questions (dual-column grid format) or multi-response questions for a while. Both are common survey question types together with rating scales.

UX Research Methods For User-Centric Design

March 9, 2017

UX research methods are becoming popular as more companies try to provide a good user experience to their customers. Many are realizing this is not limited to improving a website or app usability.

What is User Experience?

January 25, 2017   |   Article: 2 minutes to read

User experience is created across all the different touchpoints a company interacts with users and potential customers. It goes beyond usability, visual design, or product use.

Avoid These Survey Design Mistakes

December 1, 2016

Start with good survey design, if you want good survey data. I recently took a brand awareness and positioning survey in the yogurt category that left me wondering how useful my answers were to the brands in question.

How Customer Acquisition and Retention Goals Should Guide Your Market Research Efforts

November 14, 2016

Market research should support decisions related to customer acquisition and retention goals. After all, businesses are either working to acquire or retain customers, or both.

The Accuracy of Election Polls

November 9, 2016

The accuracy of election polls has been under fire for quite some time, but more so during the 2016 presidential election. Results from election polls were part of our daily news diet during this period.

Concept Testing Webinar

September 15, 2016   |   55 minute video

Welcome to our Concept Testing Webinar!

10 Ways To Improve B2B Websites

June 22, 2016

Many B2B websites fail at their primary objective: To help B2B buyers do their job; buying, that is. They forget that B2B buyers are also consumers who are increasingly making purchases online. This affects their expectations of how any website, including B2B websites, is supposed to work.

How to Avoid Rebranding Mistakes

May 23, 2016

Rebranding mistakes are easy to make. This cartoon of Tom Fishburne about rebranding brought me memories of my time as Director of Research for Blockbuster Online when we launched a service called Blockbuster Total Access.

4 Ways to Make Qualitative Research Faster, Easier & More Objective

June 17, 2015

Online qualitative research has proved to be a powerful approach to collect good qualitative data. Overall, qualitative research, done well, can provide deep insights into many issues. In contrast, those who resist it argue that it is slow, difficult, and subjective.

10 Key Pieces of Advice On How to Do And Use Market Research

April 26, 2015

Opening with 10 pieces of advice on how to do and use market research got the 2015 MSMR Alumni Research Conference, at the University of Texas in Arlington (UTA) off to a great start. 

Digital Impact on In-Store Shopping [Infographic]

February 24, 2015

Smartphones are behind the digital impact on in-store shopping. They are changing how consumers shop in stores. The data below shows that retailers would gain from optimizing their online presence and customizing the shopping experience to bring customer to the stores.

Product Bundling: To Do or Not To Do?

September 22, 2014

Tim Fishburne brings attention, in this cartoon, to the issue of product bundling that many product categories face: To bundle or not to bundle?

Net Promoter Score Caveats

September 11, 2014

Talking about Net Promoter Score caveats with clients can be difficult. Using the NPS as the tell-all sign of how a business is doing leads to tunnel vision and missed opportunities. When a company gets on the NPS wagon, it is hard to get it off it.

How to Link Customer Loyalty To Profits

June 9, 2014

It is often difficult to link customer loyalty to profits. Companies often use attitudinal metrics such as overall satisfaction, likelihood to recommend and to use or buy their products again to measure satisfaction. Therefore, they interpret the high scores in these metrics as indicators of loyalty.  Following the same train of thought, loyalty is used as on their profit indicator.

Why Do Concept Testing On Your Offers’ Fine Print

February 10, 2014

Doing concept testing of the offers' fine print is rarely done. A bad experience becoming a new DirecTV customer led me to think of how they could have spared me the whole ordeal with the help of concept testing.

Customer Events Are Not Focus Groups

December 9, 2013

Using customer events to conduct focus groups is fraught with problems. Marketers faced with budget constraints come up with very "creative" solutions." However, behind these solutions, there is often a lack of understanding of how departing from certain methodological rules can bias the results and render the research useless.

Conjoint Analysis Myths

October 22, 2013

Conjoint Analysis myths are spreading fast as the use of conjoint analysis methods has increased over the years in different industries.

What To Value In A Market Research Vendor

October 3, 2013

The RFP process to buy market research services sometimes gives us a glimpse of what different clients value in a market research vendor.

Three Popular Online Survey Tools – What They Give For Free

September 14, 2013

Customers are still looking for free online survey tools. Since I published this post in March 2010, a lot have changed in the world of online survey tools, so it is time to do a comprehensive update. The main change making the prior post obsolete is that Zoomerang, one of the tools in the initial comparison, ceased to exist after being purchased by SurveyMonkey last year.

5 Things SurveyMonkey Can’t Do

September 9, 2013

SurveyMonkey's limitations have prevented me from using it for a long time until recently when a client asked me to use the tool to fix some issues with a recurrent survey for which they use this tool.  As in the past, it was painful to work with the tool due to its limitations in basic functions.

Why Conjoint Analysis Results Don’t Always Match Reality

August 26, 2013

Conjoint analysis results don't always match the reality as experienced by clients.

Insights From GameStop’s Growth Story

October 29, 2012

When you stop seeing transactions and start seeing customers, organizational transformation that leads to business growth happens.

How To Minimize Memory Errors in Surveys

October 9, 2012

I work hard to minimize memory errors in surveys to gather quality data. Surveys often ask questions about past behaviors, but it is a challenge to do it right.

How Bad Surveys Can Turn Respondents Off

August 21, 2012

Bad surveys are everywhere. I recently received a survey from a magazine I subscribe to. I read it every month cover to cover. I’m familiar with the style, the sections, and I always get some nuggets of wisdom about life and people. In more than 10 years of being a subscriber, this is the first survey I have ever received, so I thought it must be something important about the magazine. I was ready to contribute.

Don’t Let The Budget Dictate Your Market Research Approach

August 7, 2012

More often than we want to admit, the budget dictates the market research approach taken in projects. Although the combination of both qualitative and quantitative research is ideal, there is not always a budget for both.

Teens and Digital Media [Infographic]

July 30, 2012

Teens have very active digital lives. That’s what a recent study by Common Sense shows. Not surprisingly, teens do a fair amount of texting, but for all the talk about technology dominance in this group’s communication with others, meeting in person is still the most preferred way to communicate with friends. More good news is that their involvement with digital y social media seems to have a positive impact on their emotional well-being.

The Rise Of The Wireless-Only Households [Infographic]

July 9, 2012

Wireless-only households are spreading. In the most recent National Health Interview Survey (July - December 2011) from the CDC, the data confirms an ever-increasing trend in the US of households that only have wireless phones. In the second half of 2011, a third of households were wireless-only, a 7.5% increase over the first part of the year.

How To Use Research To Find High-Order Brand Benefits

June 19, 2012

Clients looking to offer high-order brand benefits came to mind when I saw this cartoon by Tom Fishburne.

10 Cognitive Biases You Shouldn’t Ignore In Research

June 7, 2012

The human brain is a marvel, but it is not perfect. Its imperfections riddle our perception with what is called cognitive biases.

How To Prioritize What To Research

May 8, 2012

To prioritize what to research is often difficult. If you have never done formal market research, it is hard to resist the desire to get all your questions answered the first time you decide to do it.

The Best Way To Find Profitable New Product Ideas

April 4, 2012

The best way to find profitable product ideas involves a combination of qualitative and quantitative research.

The Importance Of Visual Appeal To Website Usability

February 7, 2012

Visual appeal plays an important role in website usability. You only have milliseconds to grab a visitor’s attention and only one chance to create a first impression. In turn, this will affect subsequent visits by creating a positive or negative “halo effect.

Why Measuring Customer Satisfaction Is Not Enough

January 30, 2012

Measuring customer satisfaction with your product and services is a good start, but not enough to develop a sustainable customer retention strategy. The correlation between customer satisfaction and retention is not always a strong one.

How Product Positioning Affects Product Evaluations

January 10, 2012

Once you get over the AHA moment of the new idea for a product you just got, the next question is about product positioning in the mind of your target audience. This is also valid for old products that need a makeover or a boost in sales.

How To Build A Brand By Understanding Buying Decisions

January 3, 2012

Although brand awareness can boost purchase consideration, we are likely to make buying decisions well before we are aware of a brand, research indicates.

Awareness, Attitude & Usage Metrics That Will Guide Your Success

November 28, 2011

For entrepreneurs, it is never too early to start thinking about which marketing metrics to track when running a business. Some of the most basic but important marketing metrics can be gathered through survey-based Awareness, Attitude, and Usage research.

How to Avoid a Netflix-Like Mess. Research Anyone?

September 22, 2011

You have probably heard about customer discontent with Netflix’s latest price increase and separation of services. The company expects to lose about 1 million subscribers by the end of Q3 2011 due to the prices changes. On 9/16, the WSJ reported that the stock was down 44% ($169.25) from an all-time high in July ($304.79). I still remember 4 years ago when the stock was $18. It is still high, but the decline is significant.

Design A Profitable Website Using Market Research

September 12, 2011

Having a website for your business is a must these days. There are many options to create one. You can do it yourself or hire someone who can do it for you. Whoever does it, a profitable website needs to:

Which Rating Scales Should I Use?

August 19, 2011

Clients often ask me to review surveys or analyze data collected via surveys they developed themselves. More often than not I find rating scales, (aka Likert scales) of different sizes and directions within the same survey. When I ask why I get answers such as “This is the one we have always used.”

Step by Step Guide to the Market Research Process

July 28, 2011

The market research process requires making decisions at many steps that can be overwhelming for non-researchers put in charge of research projects. I found the chance to help and share my experience when I got invited to teach a Twitterversity class under the topic "Principles of Market Research Project Management”, a Twitter-only event organized by Research Rockstar. For those who missed it and for those who attended and want to see all the tweets I sent under the hastag #MRXU on 7/28, in one place, here they are.

Understanding the Pros and Cons of Mixed-Mode Research

July 6, 2011

The concept of mixed-mode surveys is nothing new, but it seems to be gaining traction in the research community. Among the issues pressing the use of mixed-mode survey designs are the need to reduce coverage bias, increase response rates and lower costs.

What Do You Use Your Tablet For?

June 23, 2011

Do you have a tablet? What do you use your tablet for? If you go by the media buzz, it seems that everybody has a tablet these days. A recent Forrester survey shows that in Q1 2011, about 5% of US online consumers have a tablet, although other surveys cite higher numbers, and shipments are expected to be even higher in the near future.

How Can Market Research Regain Its Mojo? Watch ESPN

June 21, 2011

One of the presentations I enjoyed the most at the recent 2011 Market Research Annual Conference in Washington DC was the one by Barry Blyn from ESPN. He provided superb examples of how market research should be implemented and add value to an organization.

Mixed Data Collection Modes – Round-Up

June 6, 2011

One of the workshop sessions I attended on the first day of the 2011 Marketing Research Association (MRA) Annual Conference, in Washington DC., was about mixed data collection modes. One of the hottest topic in our industry today.

Why Customer Satisfaction Surveys and Text Analytics Belong Together

May 25, 2011

Customer satisfaction surveys are pretty common these days. Every time I make a purchase on Amazon.com or Bestbuy.com I get a customer satisfaction survey. Every time I buy at Kohl's or Walmart they hand me a survey invitation printed on the receipt promising a chance to win something if I fill the survey. Nowadays many retailers have some form of enterprise feedback system aimed at assessing customer experience during specific transactions. That's terrific.

Guidelines to Write Attitudinal Questions in Surveys

May 13, 2011

Attitudinal questions are common in surveys. They are often asked using rating scales.

Why We Need to Avoid Long Surveys

May 6, 2011

Long surveys are a plague. Writing short surveys is an uphill battle with many clients. Whenever there is a chance to do a survey, everybody close to the subject wants to add questions. The thought is, “since we are doing a survey, let’s get as much as possible out of it.”

Common Mistakes When Doing Focus Groups

April 29, 2011

Mistakes when doing focus groups are common, starting with their use for inappropriate research goals.

Using Consumer Insights To Prepare An Advertising Agency Pitch

April 15, 2011

I was recently invited to present at the 2011 Mirren New Business Conference, which is a forum for exchange of ideas and training that can help advertising agencies to win new business.

An Alternative To Multiple-Choice Questions

March 30, 2011

Multiple-choice questions (check all that apply) are very common in surveys. However, there are a couple of problems with this type of question.

How To Research The Irrational Consumer

March 15, 2011

Who is the irrational consumer? We all are! As consumers, don’t always do what we say. We sometimes don't make purchase decisions that seem very logical. This is a fact that market researchers have to wrestle with during the design phase of any research project.

Perceptual Maps in Brand Research

March 4, 2011

Perceptual maps are often used in brand research to represent consumers' perceptions of brands or products on two or more dimensions represented by X- and Y-axes, each with ends that have opposite meaning (e.g. bitter vs. sweet, cheap vs. expensive).  Each brand has a position in the perceptual map space that reflects their relative similarity or preference to other brands with regards to the dimensions of the perceptual map.  With the help of perceptual maps we can transform consumer judgments of similarity or preference into distances represented in a multidimensional space.

Comparing Willingness To Pay Measurements To Real Purchase

February 24, 2011

I can’t emphasize enough the need for realism in price research in order to get valid results. We are well aware that in the context of a survey, respondents are likely to over- or underestimate their willingness to pay for products and services (more pronounced in certain categories than in others), so we need to strive for research designs that minimize the gap between the survey context and actual purchase behavior.

Validity and Reliability in Surveys

February 21, 2011

We expect validity and reliability in surveys, but a lot of work is required to achieve both.

Examining Research Client-Side Priorities

February 14, 2011

Written in collaboration with Kathryn Korostoft.


Published in the American Marketing Association Newsletter, 2/3/2011


In a fall 2010 study conducted by the authors on behalf of the American Marketing Association, in preparation for the 2010 Market Research Conference (AMA MRC), we surveyed 882 AMA members, about market research topics they were interested in and challenges they are facing in their market research roles.

Conjoint Analysis And Realism In Price Research

February 9, 2011

Not long ago I received a survey from a trade association testing the appeal of market research online training courses using concept testing . They also wanted to know, how much I would pay for these courses using the Van Westendorp Price Sensitivity Meter (PSM ).

When Do You Need A Market Research Vendor?

February 7, 2011   |   Article: 7 minutes to read

Market research vendors feel threaten by DIY market research, but they are still needed to provide quality, neutrality, and credibility among other things.

Pros and Cons of Adding Cell Phones to Telephone Samples

February 3, 2011

The increase of cell phone-only households and use of cell phones most of the time, even by those who still have landlines, is becoming a serious issue market researchers involved in survey research can’t overlook. Cell phone samples need to be included in the sampling plan.

Making The Case Against The Van Westerndorp Price Sensitivity Meter

January 31, 2011

In a previous article about how to write product concepts for testing, I mentioned receiving a survey from a trade association which was trying to gauge my interest in online market research course using a concept description to which I couldn’t relate.

How To Connect Market Research To Business Impact

January 26, 2011

It is often difficult to establish a clear link between marketing research results and business outcomes, which frequently leads organizations to allocate smaller budget and staff to the market research function (if any) or just get rid of it.

Establish a Customer Satisfaction Program Anchored in Customer Insights

January 24, 2011   |   Article: 2 minutes to read

To establish a customer satisfaction program, companies need a measurement system that monitors key performance indicators (KPIs) that are relevant to the customer experience and the products and services offered by the company.

Useful Questions To Assess Branding Research Quality

January 21, 2011

It is not uncommon to see marketers questioning branding research quality and feeling disappointed when insights from the data seem obvious.

Write Winning Product Concepts To Get Accurate Results In Concept Tests

January 20, 2011

I recently received a survey from a trade association exploring my interest in online marketing research courses, which I assume they are planning to offer. I was a little surprised to see the simplistic concept test approach they used to explore not only my interest, but also the price points at which I may be willing to buy one of their courses.

Market Segmentation Is Key To Success

December 31, 2010

With new competing products coming to the market daily in many product categories, the key to business success often boils down to effective market segmentation. Since business and consumers have multiple choices to meet very specific needs, starting entrepreneurs and established businesses would benefit enormously from investing in market segmentation research.

Are All Hispanics Catholics?

December 3, 2010

CONSUMER FACTS Most people think all Hispanics in the US are Catholics. Broad generalizations are usually wrong. According to the most recent Simmons Experian 2010 data, only 62% of Hispanics prefer Catholicism…

Hispanics Celebrate US Holidays

November 24, 2010

CONSUMER FACTS Nearly 80% of Hispanics celebrate US national holidays, with Cubans and Puerto Ricans topping the list. These two groups represent a small percentage of the population, but even those of Mexica…

Brand Tracking Webinar – How to Monitor Brand Health

November 16, 2010   |   28 minute video

Michaela Mora, Relevant Insights' founder, discusses how to design brand tracking studies and what to consider to make them effective in this webinar organized by Surveyanalytics.com.

Getting The Price Right Takes More Than Guesswork

October 29, 2010

as published on October 29, 2010 by the Dallas Business Journal Setting the optimal price for a product or service is one of the most challenging decisions a business makes. You must consider: Customers’ willingness…

100-Calories Packs – Symbols Of A Social Trend?

October 14, 2010

CONSUMER FACTS One out of four consumers is buying 100-calorie snack packs. The Boston Globe ran an article recently concluding that “the 100-calorie packs are a symptom of a broader social trend: Call it bite-sizing.” I’…

Pricing Research Review

October 6, 2010

Pricing research can be tricky. David Lyon, principal at Aurora Market Modeling did a great review of past and current price research methods in his tutorial “Research for Solid Price Decisions” at the 2010 Sawtooth Software Conference in Newport Beach, CA.

Measuring Brand Equity

October 1, 2010

Branding adds a dimension that differentiates a product from others that meet the same need. Regardless, whether the product is a physical product, a service, a retail store, an organization, a person, a place, or an idea, they are all subject to a "branding" process in customers' mind. In the brand realm, reality is always perception.

Bad Research Advice: Don’t Ask Your Customers

September 17, 2010

Someone recently sent me a post from Joshua Black where he categorically advises not to ask your customers directly what they want or what the problem is, because they don’t know. Among the things he recommends for listening to customers are going to Walmart for eavesdropping customers around and walking your dog to let your subconscious mind gives you the answers.

MaxDiff Presentation at The 2010 AMA Market Research Conference

September 13, 2010

This month I will be presenting at the 2010 AMA Market Research Conference in Atlanta, Sept 26 -29, with my colleague Kathryn Korostoff from Research Rockstar. Our session is about Maximum Difference Scaling (MaxDiff) and its use in market segmentation.

High Chocolate Consumption, But Many Are Missing On Authentic American Artisan Chocolate

August 16, 2010

CONSUMER FACTS A recent visit to the Chocolate Conference 2010 in Addison, TX organized by DallasChocolate.org, I had the pleasure to taste Amano chocolates, and listen to a presentation about chocolate makin…

Market Researchers Benefit From Learning Marketing

August 13, 2010

A few months ago, I got a call on a Friday at 5:45pm CST from a new client who was referred to me by a colleague. He was trying to help his own client to determine which media buying strategy they should follow. They had tested several positioning approaches and now needed to know who they should target and with which media. They asked me if we could analyze the data and develop a targeting model that could guide their decisions. Of course, we did.

Online Qualitative Research Techniques Review

July 15, 2010

Qualitative research is going beyond in-person focus groups and experiencing a revolution for the better. Jim Bryson, president of 20/20 Research recently did a great presentation at the Fort Worth monthly luncheon organized by the DFW AMA about the latest online qualitative research techniques.

T-Mobile Is Popular Among Hispanics

July 1, 2010

CONSUMER FACTS T-Mobile's efforts to reach the Hispanic market seems to be paying off. One out of four T-Mobile subscribers is of Hispanic origin, according to the latest data from Experian Simmons. By contrast…

Winning Award For Volunteer Work At The DFW AMA

June 25, 2010

We're glad to announce that the team of volunteers in the Market Research Committee of the American Marketing Association Chapter for the DFW (DFW AMA) won the Volunteer of the Month Award in June, 2010. Michaela Mora, the founder and president of Relevant Insights, is the Director of the Market Research committee.

Hispanics Show Higher Participation Than Non-Hispanics In Popular Sports

June 13, 2010

CONSUMER FACTS The World Cup in South Africa is getting American soccer fans excited. There are already about 19 million people who have played soccer in the last 12 months. The latest data from Experian Simmmon…

Nearly 2 Out Of 10 Households In the US Recycle Used Batteries

June 13, 2010

CONSUMER FACTS According to the latest data from Experian Simmmons, only nearly 20% reclyce used batteries. This may be indicatitce of either lower awareness of how harmful batteries can be to the environment o…

How To Improve Online Survey Response Rates

June 9, 2010

I recently got an inquiry from a SurveyGizmo user asking about what response rate he could expect from using this online survey tool. Fortunately for any online survey tool, including SurveyGizmo, response rates to online surveys don't depend on the survey tool you use.

Testing For Significant Differences In Convenience Samples – What Is The Point?

May 20, 2010

Most commercial survey research done these days uses convenience samples due to cost and feasibility issues.

Insightful Planning On A Tight Market Research Budget

April 30, 2010

by Michaela Mora as published on April 30, 2010 by the Dallas Business Journal Bad economic news has been a daily event for the last 24 months. We have heard about thousands of companies filing for bankruptcy an…

Hispanics’ Candy Consumption – Heritage & Taste Buds

March 31, 2010

According to Simmons National Consumer Survey, in 2009 Hispanics' candy consumption of brands made by some of the large confection makers was about 15%, which can be considered small compared to the candy consumption in the non-Hispanic population (85%). Since 2004, the big confection manufacturers have been trying to increase Hispanics' candy consumption by buying local brands south of the border or developing new flavors that would attract Hispanics. They have even tried to reach this segment through partnerships with Latino artists (e.g. in 2004, Hershey's signed a multi-year contract with Latina singer Thalia). However, based on these numbers, it seem that confection makers still have a lot to do to penetrate this market segment.

When to Use Different Types of Market Research

March 12, 2010

In my previous article about how to connect to your customers with the help of research insights, I listed some of the key research questions that any business wanting to grow and succeed should ask. But, how do you do it?

Use Research Insights to Connect with Your Customers

March 10, 2010

I often meet entrepreneurs who have started, or are starting, a new business and who ask me what type of market research they should conduct. Some are inventors who have come up with a gadget they love, but don’t know if there is market for it. Others have launched products and services and soon realize they need to re-think product features, benefits, advertising and the customer experience.

Packaging Research Needed to Drive Sales

March 2, 2010

In my previews article about why new packaging fails to drive sales I discussed how brain plasticity may explain the failure to drive sales in 9 out of 10 new packaging designs.

Never Underestimate the Need of Branding Research to Avoid Marketing Blunders

March 1, 2010

Last year PepsiCo received a lot of “buzz” thanks to a couple of marketing stumbles for two of its big brands, Tropicana and Gatorade. In both cases, the brands got makeovers that stripped their brand identity, for the sake of simplicity, and gave them a quite generic look. This resulted in confused consumers, which, in turn, hurt sales. In the case of Tropicana, after consumers' protest, PepsiCo reinstated the old packaging with the familiar orange with the straw. But for Gatorade, now called "G," PepsiCo continued ahead with the new packaging and label.

Why New Packaging Fails to Drive Sales and How to Avoid it

February 26, 2010

Packaging research shows that  only 90% of new packaging re-designs fail to drive sales. Why? Brain plasticity may be one of the culprits.

Coupon Usage – Are All Hispanics Alike?

January 27, 2010

Response Magazine reported recently that free-standing insert (FSI) coupons emerged as a key component in promotional programs of many manufacturers and retailers during 2009 with more than 272 million pieces dropped. But what was the coupon redemption rate in 2009?

Savvy Businesses Realize the Value of Market Research

January 8, 2010   |   Article: 2 minutes to read

Not all new product ideas are good business ideas. Before deciding whether to launch a new enterprise, business owners need to find out whether there is a market for their product or service.

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Myths & Misunderstandings About UX – MR Realities Podcast

July 20, 2020   |   34 minute video

Michaela Mora, founder, and president of Relevant Insights discusses the topic of UX, its meaning, history, its role in market research on the MR Realities podcast with Kevin Gray and David McCaughan, two veterans of the market research industry.

How to Use Qualitative and Quantitative Research in Product Development

May 29, 2020   |   Article: 5 minutes to read

Consumer research to impact product development can be traced back to the origins of marketing research in the CPG industry. Traditional consumer research often combined qualitative and quantitative research, which is still the best approach to support product development decisions.

12 Research Techniques to Solve Choice Overload

February 26, 2020   |   Article: 6 minutes to read

When customers and prospects are faced with too many choices, a.k.a choice overload, they either get analysis paralysis or focus on a couple of criteria to make their decisions, ignoring the rest. There are research approaches that can help minimize choice overload and focus product development on relevant options.

How to Use Digital Ethnography to Understand Real Product Use

February 19, 2020   |   Article: 5 minutes to read

Digital ethnography is observation research enabled by online tools rather than by in-person observation. It is a convenient way for participants to share how they interact with products and services in their natural environment.

What is Agile Product Development?

February 6, 2020   |   Article: 12 minutes to read

Agile product development is about putting users at the center of the product development process as the 12 principles of the Agile Manifesto suggest. Some companies are missing this point in an effort to lower cost and time-to-market.

9 Product Development Strategies to Consider

January 28, 2020   |   Article: 6 minutes to read

Companies should adopt different new product development strategies at different times depending on the circumstances they find themselves in. This article outlines nine new-product development strategies companies should consider, based on the book Design & Marketing of New Products by Urban & Hauser.

10 Guidelines For Testing Website Navigation

November 13, 2019   |   Article: 5 minutes to read

Website navigation can impact a website's user experience. I can be improved with the help of information architecture and usability testing. The learnings and improvements you could make will pay many times over what you invest in testing.

Learning From Testing Website Design Ideas

November 5, 2019   |   Article: 2 minutes to read

Testing different website design ideas in the initial design stage can help you develop an effective website and save you time and money.

Brand Tracking Studies – How To Design Them

September 1, 2019   |   Article: 5 minutes to read

The goal of brand tracking studies is to monitor brand health. Designing them requires making decisions related to what to track, when to do it, whom to include, and how to interpret the results.

What Is Statistical Significance?

August 21, 2019   |   Article: 4 minutes to read

Statistical significance is a term used when we are interested in detecting real differences, not due to chance between two or more groups (people, objects, ads, etc.).

What Is The Right Sample Size For A Survey?

August 12, 2019   |   Article: 5 minutes to read

To determine the sample size needed in a survey, we need to answer the following questions related to the type of analysis we plan to conduct, the probability of measured events occurring, our tolerance for risk, the level of desired precision, and the budget available.

Brand Tracking Webinar – How to Monitor Brand Health

November 16, 2010   |   28 minute video

Michaela Mora, Relevant Insights' founder, discusses how to design brand tracking studies and what to consider to make them effective in this webinar organized by Surveyanalytics.com.

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Myths & Misunderstandings About UX – MR Realities Podcast

July 20, 2020   |   34 minute video

Michaela Mora, founder, and president of Relevant Insights discusses the topic of UX, its meaning, history, its role in market research on the MR Realities podcast with Kevin Gray and David McCaughan, two veterans of the market research industry.

Concept Testing Webinar

September 15, 2016   |   55 minute video

Welcome to our Concept Testing Webinar!

Brand Tracking Webinar – How to Monitor Brand Health

November 16, 2010   |   28 minute video

Michaela Mora, Relevant Insights' founder, discusses how to design brand tracking studies and what to consider to make them effective in this webinar organized by Surveyanalytics.com.

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