Search Blog
Self-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.
Read MoreIt’s not “all about you”: A more customer centric approach to customer satisfaction research
The irony of most customer satisfaction research, including Net Promoter Score, is that it uses a vendor-centric lens to evaluate the health of the customer base. The most commonly-used metrics in customer satisfaction research are more about the vendor than about the customer (e.g., likelihood to recommend, satisfaction with vendor’s service, satisfaction with vendor’s product, etc.) The reason for the vendor-centric approach is a desire to focus on the levers that the vendor controls and can take action on using the data.
Read MoreEntering new B2B technology markets and the planning fallacy
When B2B technology vendors enter new markets they often find that their success falls short of their expectations. Some of this is due to their go-to-market strategy, competitor actions and unpredictable market changes. However, many technology vendors fall victim to the planning fallacy – the tendency for individuals and organizations to under estimate challenges and to over estimate their chances of success. A useful for tool for mitigating the planning fallacy is reference class comparison.
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