Author Archives: Zontziry (Z) Johnson

About Zontziry (Z) Johnson

Z's passion is learning about and sharing best practices and new trends in market research (MR), from writing the best questionnaire possible to crafting a story that will resonate with stakeholders. Follow her musings on the MR industry on Twitter (@zontziry).

The blog goes pod (and digital nomad thoughts)

I published my first podcast a few weeks ago! It’s short, hopefully both entertaining and thought-provoking. You can find the episode titled Digital nomadery and market research on Anchor, and eventually on all podcast services. In fact, I think it’s hit all of the services by now (iTunes, PocketCast, etc.). However, completely unscientific Twitter survey says most would rather read… Read more »

Z’s IIeX NA 2018 Memory Book

A few years ago, I started this blog and started becoming active on Twitter (@zontziry), where I quickly found the hashtags #mrx and #newmr, and I connected with and was continually inspired by market research influencers like Annie Pettit, Jeffrey Henning, Ray Poynter, JD Deitch, Kristin Luck, Lenny Murphy, and many more. I was new on the Twitter scene, new… Read more »

What ONE skill do you need to succeed in market research?

If you had to cite ONE skill that market researchers need to be successful long-term, what would it be? Knowing how to discover someone’s actual business question? Consulting? Analytics? Big data? Here’s my answer: learning. I recently listened to someone talk about shifting their organization from IQ to EQ to LQ: intelligence to emotion to learning. He described the way… Read more »

AI: the dream vs the reality

Artificial intelligence has received a ton of attention lately, along with other forward-looking technologies like blockchain, microtech, etc. I recently had the pleasure of listening to a talk about AI that felt far more realistic than most talks, and I found my dreamer self battling it out with my practical self. Suddenly, I thought, “Oh, that would be a great… Read more »

Mobile and Market Research

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I’m going to eventually write a post about my 18-month journey to taking a tracker from mobile unfriendly to device consistent. That’s not this post. This post is about the terminology being used when discussing surveys that are being adapted for mobile and a lesson I’ve recently learned about how we use these terms thinking we all understand each other,… Read more »

Why do YOU love market research?

Did you know not all market research is created equal? Of course you did. But did you know that not all market research ROLES are created equal? I’ve been considering this lately as I’ve been evaluating my career, what I’ve done, what I want to do, what drives my passion. Like so many others in market research, I happened upon… Read more »

In the end, aren’t we all “suppliers”?

Client: a person or organization using the services of a lawyer or other professional person or company. I’ve lately been pursuing other things (read: I’ve been ridiculously busy) and haven’t been taking the time to keep up on the happenings in the broader market research community. I forgot how much I enjoyed that, how much I enjoyed reading and participating… Read more »

Z at the zoo: a shift in perspective

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A few weekends ago, I decided to take my son to the zoo. Now that he’s old enough to actually appreciate seeing all the animals, it was a total blast watching his excitement over just about every animal there. We took our time at various exhibits, tried to follow the map to get to the exhibits he wanted to see… Read more »

Survey replacements – are they really ready?

I was recently part of a marketing training class where the teacher answered a question about surveys being conducted to garner audience perceptions and experiences with, “Stop doing surveys! Everyone who takes them lies.” Of course, being me, I offered, “Well, now that you’ve obliterated my profession, what do you propose we do to collect that information?” His answer was… Read more »

3 ways we fail our audiences and how to turn the ship around

Before I get going, I want to start by defining “audiences.” In this context, the audiences in question are those who we are asking to participate in our market research studies. Typically, the failure is happening with quantitative studies, not qualitative studies (at least, in my experience, this is the case). In quantitative surveys, we find bloated surveys, biz-speak language,… Read more »