Category Archives: Career

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 »

Why are we failing our audiences?

I was just reading a couple of posts from March about how we are not doing well by our research participants. First, there was Annie Pettit’s post about how we sometimes use YouTube videos to help make a point in a presentation — without asking for permission from the original poster first. Second was an article by Melanie Courtwright on… Read more »

Market research tips: topline reports

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I recently had the opportunity to work on and present a topline report. After all my writing and reading about storytelling in the market research field, I found myself really having to reconcile finding and telling a story for a tracker, instead of just presenting data. To add to that, I was doing my best to align with a sister… Read more »

Wait….I thought YOU were the one…?

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I recently learned in a staff meeting that the marketing research team was meeting with a group of their clients, discussing the plans for the coming year. One of the big questions for one of the trackers: are we even measuring the right metric any more? I don’t know the details of what happened, except that, at one point, the… Read more »

Everything is awesome (so use it all)

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Scenario: client is meeting with market research professionals. “I have this website that I think is posing issues to our visitors. I want to figure out what’s working and what isn’t. Can we do a survey? That’s what I have budget for…” Reaction #1: Market research professional grumbles internally about lack of budgets these days and wonders what good a… Read more »

Market research self-reflection

In the past year, two main items have come forward that has caused me, at least, to step back and reflect a bit on the market research industry as a whole. The first item: an article about reproducing psychology studies and how those replicated studies produced different results than the originals. The second item: an article about a bug in… Read more »

Want more innovation? Ask the younger crowd.

One of the topics I’ve seen recently on the market research blogosphere has to do with innovation in our industry. I think this question of how to continue to innovate isn’t a new question, but the answer can often feel elusive. When I worked at a national laboratory years ago, one of the concerns that often surfaced was that of… Read more »

Give them conferences, too!

Last year, Annie Pettit wrote a blog post that, frankly, has been on my mind ever since. The post was titled simply, “Where are the millennials of market research?” Depending on the date range for millennials being used, I’m either GenX or I’m a millennial. I’m also in a somewhat senior role with my company. This has caused me to… Read more »

How do you decide it’s time for change?

Have you ever stopped at a stop light and wondered when it was that we decided that a red light hanging over a street meant we needed to stop? Or have you ever looked at lines on a road, and wondered when we started recognizing them as barriers to be crossed or not crossed? This got me thinking: are there… Read more »