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).

VR for MR; leading questions are good?, and more in this week’s Friday Five!

After a couple weeks off while I was heads-down working on deliverables, the Friday Five is back! MR best practices get a bit spun on their heads, someone else gets excited about virtual reality’s uses in MR, and more!

Survey design tip: survey length

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Whether you’ve written surveys for decades or are just beginning, the question or survey length is one that’s been around for quite some time, but probably not quite as prevalent an issue as it has become in the past few years. With survey participants increasingly participating via mobile devices, the question of length has become pretty widely debated.

Because I’m a market researcher…(my adds)

Annie Pettit posted a blog post on Peanut Labs’ blog in October called, “Because I’m a marketing researcher…” It got me thinking what things I do differently because of market research. So, without further ado, here’s my addition to her list.

Alternatives to “why?”

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A few weeks ago, I came across a tweet that made me pause and affected how I set up a recent interview guide for conducting open-ended interviews. I’ve been fascinated by the results. Perhaps it will change your approach, too.

Survey design tip: fielding

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If you’ve followed the previous few weeks’ worth of survey design tips, you might notice I’ve been spending a lot of time in the efforts and questions that should be answered before you even start writing the survey. There’s a reason for that – taking the time up front to address these items will save time and effort in the… Read more »

Safe Harbor; Data Science Machine; survey cyborg; negative feedback; what IS big data? It’s a #FridayFive!

From more information about Safe Harbor to MIT’s Data Science Machine, it’s time for a Friday Five!

Survey design tip: what will you do with the data?

will you act on the feedback

So far, in the weekly series about survey design tips, I’ve covered establishing the primary purpose for your survey; identifying your target audience for your survey; defining the different data cuts you want when you get the data back. Today, I want to delve a bit into the question of what will be done with the data once it’s gathered…. Read more »

Gamification, tips for MR clients and suppliers, and more for this week’s #FridayFive!

This week, I was intrigued by posts about the partnership (or lack thereof) between market research clients and suppliers; a huge reason big data isn’t delivering results – yet; gamification in practice for marketing campaigns; and a reminder of the importance of not just measuring customer satisfaction, but customer loyalty, as well.

Survey design tip: how will you slice the data?

When it comes to the survey design, things can get complicated quickly. (I think there’s an exponential curve to the level of complication around survey design based on the number of individuals involved in the survey design.) The aim of these survey design tips is to help you reduce the level of complication, regardless the number of people involved. So,… Read more »

#Bigdata, human error, Safe Harbor, segmentation, and brand measures: it’s the #FridayFive!

This week saw a couple of big announcements in big data and Safe Harbor. Add to that some help with your segmentation strategies, remembering that behind all analytics and interpretation of data are humans, and ideas on changing the way we measure brands, and you have this week’s Friday Five!