Search Blog
What’s really in the glass?
When making any business decision–from rebranding to evaluating a new market opportunity–it is easy to view the glass as half full. The challenge is to understand what is really in the glass. Even with the best intentions it can be difficult to step back and evaluate the situation with an objective eye.
Read MoreSocial media monitoring in B2B markets
Social media monitoring and engagement tracking has joined surveys, focus groups, ethnography and eye tracking as a standard tool in the market researcher’s tool box. As with other tools and approaches there are literally dozens of firms and services to pick from. A simple Google search of “social media moderating” brings back pages vendors, comparison sites, and reviews. In general the social monitoring vendors compete with each other on three broad dimensions.
Read MoreSelf-service survey guidance
As a research firm we believe the best research is designed and executed by research professionals; the same way the best marketing communications are created by marketing professionals. Still, there are times when a DIY approach makes sense and SurveyMonkey and its kin have a place in your tool box. With that in mind here are some guidelines to follow when creating and executing an online survey for your company.
Read MoreMarketing to the evolving IT organization
Two recent articles in CIO Magazine feature companies (Yum Restaurants, Quintiles Transnational) in which IT departments are taking on new roles in order to more effectively serve their organizations. With a focus on what’s new and noteworthy, these articles profile departments that are leading their peers in reorganizing and redefining how they provide value. Such a shift has important implications for the value propositions, messages, and creative aimed at this audience.
Read MoreUnderstanding irrationality in B2B decision making
B2B technology vendors often overestimate the degree to which their markets make rational decisions. They forget the human element in business decisions to their detriment.
Read MoreFinding the right message for B2B decision makers
New research from McKinsey & Company reveals a gap between the messaging themes that B2B companies communicate and the attributes most valued by B2B buyers. While most B2B companies emphasis themes like corporate social responsibility, sustainability, and global reach their target audience is most influenced by messages about honest and open dialogue, responsible supply chain management, and specialist expertise. In addition to this gap, the research also shows a lack of differentiation among B2B brand messages: Most B2B companies are communicating the same themes.
Read MoreThe value of NPS in B2B enterprise markets
A client recently asked our opinion of the value of the Net Promoter Score. As with all flavor-of-the-month management technique we followed the pattern of curiosity, skepticism, and finally came to a set of beliefs regarding where NPS provides the most value – and where it does not. Our beliefs are based on our experience helping B2B enterprise clients implement and interpret NPS results.
Read MoreWhat do mayors and market research have in common?
Political theorist Benjamin Barber’s talk at TEDGlobal 2013,“Why Mayors Should Rule the World” holds a lesson about our political institutions but is also surprisingly relevant for the effective use of market research. Barber contends that mayors have an extremely influential role in shaping the world because they are much more effective at actually getting things done than other parts of government (e.g., Congress, Executive Office, etc.). Mayors can’t stay mired in ideological debate; if potholes don’t get filled the mayor loses her job.
Read MoreCloud adoption follows old patterns
The hype and backlash surrounding cloud applications shares many similarities with the market dynamics that occurred when organizations shifted from homegrown solutions to third-party commercial applications. As Mark Twain said, “History does not repeat itself, but it does rhyme.” Cloud applications are an evolution, not a revolution. They continue ongoing trends and are an inevitable part of the future IT infrastructure for most organizations. This post outlines the parallels in the adoption of these two technologies and identifies some implications for software firms, whether they offer cloud-based solutions today or not.
Read MoreEvaluating data sources
As part of their informational literacy education, high school and college students are provided with an evaluation tool called the C.R.A.A.P test. The tool’s intention is to help students evaluate the validity and usefulness of the information sources they use in their research papers.
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