Marketing in Real Life

I am privileged to be one of 5 bloggers who, each 15th of the month – will produce a POV on an issue facing the Marketing Research industry. You’ll also be hearing from Annie Pettit (organizer), Bernie Malinoff, Joel Rubinson and Brandon Bertelsen. Links to their posts will follow. I am also particularly excited about this first topic: interactive questioning and its impact on the research industry. A little background… I work at Chadwick Martin Bailey , a high end, mostly quantitative research firm with a focus on segmentation, brand, product development, and customer loyalty work. I have been here for most of the last decade, with a two year stint at Invoke Solutions in the middle. So I see the traditional angle and the non-traditional angle from an inside perspective. Question: Is technology helping or hurting the research industry? Answer: Yes. That is to say that it is not a matter of helping or hurting, it’s about accepting and embracing the reality of technological advances a...

My friend Jon Godin, CMB's Director of Analytic Services, is a brilliant guy but clearly never feels quite smart enough. So he recently attended the Sawtooth Software Conference to lean more about the latest and greatest trade off tools and techniques. We'll be posting some of what he learned over the coming weeks. First up is a presentation from our friend Chris Goglia at Critical Mix .... Here is the abstract from his presentation. “To Drag-n-Drop or Not? Do Interactive Survey Elements Improve the Respondent Experience and Data Quality?” by Chris Goglia and Alison Strandberg Turner: Abstract: Chris Goglia presented a paper on the increasing demand for interactive survey elements in questionnaires (like sliders instead of rating scales and drag-and-drop functionality instead of numeric rankings). What they found is that these interactive elements increase time-to-complete but there were not significant differences in the resulting data. Furthermore, other studies on slide...