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Conversations & guest lectures on market research methods, analysis optimization, career trends, and anything else related to advancing customer insights. Hosted weekly by Kathryn Korostoff.
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Conversations for Research Rockstars
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Curing the Ills of Online Sampling for Survey Research
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Survey researchers often use online panel providers to fulfill their data collection needs. Need 500 working moms to take your survey on vacation planning? Need 2,000 luxury car owners to take your survey on brand perceptions? You might be getting those research participants from an online panel provider. In this conversation, Kathryn Korostoff int…
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How to Improve NPS for Accuracy & Actionability with NPS expert Paul Abel PhD
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Opinions on the accuracy of Net Promoter Score (NPS) as a customer loyalty measure vary widely. But like it or not, the reality is that a lot of organizations use NPS. It has become a standard key performance indicator (KPI) that many business executives embrace. So it's not going away anytime soon. The question for those of us who care about data …
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3 Simple Training Examples for Market Research & Insights Professionals
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Market Research & Insights Team Planning: Strategic Issues for 2020
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Data Privacy 101 for Market Research & Insights Professionals
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Question: How much do Market Research & Insights professionals need to know about data privacy? Answer: As much as most marketing-related professionals need to know these days, especially those who (like us) ever collect or store data. In this Conversation, Kathryn shares some basic definitions and links to curated resources. Including a free insta…
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Career Planning for Senior Market Research & Insights Professionals
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In this episode, Kathryn covers important considerations for senior-level market research & insights professionals who are planning the next phase of their career. If we want to advance and become a consultative advisor to c-suite executives, we have to be able to address their sources of pain. And a big source of pain for c-suite executives is ach…
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Mixed-mode Surveys: When are 2 modes better than one?
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Survey researchers know: mixed-mode data collection is gaining popularity in professional market research. And for good reason: it can address known survey data quality issues. Market researchers have several data collection options--even if most of us default to online surveys. But, ideally, once a given market research survey project’s objectives…
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Data Visualization Examples for Market Research & Insights Professionals
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A key part of our success in the market research & insights profession is based on how well people comprehend and retain our results. And a huge aid to comprehension and retention is data visualization. That’s why we teach a course on data visualization and one on infographics. It’s also why I was thrilled for the opportunity to co-present with the…
Critical thinking is a skill market research & insights professionals use to ensure our conclusions and recommendations are truly excellent. In short, critical thinking is the objective analysis and evaluation of a topic in order to develop a factually defensible judgment. While in the field of market research we don’t often refer to the precise ph…
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Market Research Project Management: More Than Tech
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Market research project management has evolved a lot over the past few years, largely thanks to the many online project management tools now available. But while tech certainly helps, it's only part of the project management success equation for market research & insights professionals. The basics of project management still apply. So how to tell i…
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Moderating Focus Groups Online vs In person Moderation Skills
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Planning to moderate your first online focus groups? Are you prepared for the differences between online versus in-person moderation? In this Conversation for Research Rockstars, Kathryn Korostoff describes 3 big differences moderators experience--and how to prepare for them. Related Article YouTube Twitter LinkedIn…
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Is It Time to Update Your Market Research PowerPoint Reports?
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Have you noticed the rapidly rising expectations for the design and “look” of market research reports? Unfortunately, when we are working to meet project deadlines, it’s hard to take time to evaluate our current reporting style. But how long can we delay? At what point will dated-looking deliverables negatively impact perceptions of our work? Inclu…
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Market Research Career Anxiety Due to Technology Trends: Now What?
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Are market research professionals widely experiencing career anxiety? The feeling of stress we may have when thinking about our 5-year career path options? Of course. And a lot is due to technology trends. In this episode, host Kathryn Korostoff discusses the realities of how and why market research career paths are changing, so that we can refresh…
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How to Create a Realistic & Effective Market Research Training Plan
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Need to create a market research training plan for yourself or a team? It can be overwhelming. After all, in an ideal world, you would do a needs assessment and a gap analysis before creating the plan. Alas, that may not be feasible. So how to create an effective plan, in less time? In this conversation, Kathryn Korostoff shows how to craft learnin…
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Are Soft Skills the Key to Thrilling Market Research & Insights Clients?
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Soft skills, especially those that relate to client management, may be the key to really thrilling market research & insights clients. And client management is often the hardest part of our work. Not sure if you agree? Well, have you (or someone on your team) ever experienced pain with any of the following: --Getting agreement on sufficiently preci…
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Qualitative Research or Hard core Qualitative Research
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Qualitative research demand is shifting to more rigorous methods and analysis approaches. My hypothesis is that over the next year, we will see strong demand for qualitative research…but it will skew to what we might call hard-core qual. Thus, market researchers will be expected to deliver projects that meet the ever-increasing needs for scale and …
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How to Optimize a Lean Market Research & Insights Team
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Running a lean market research & insights team in 2019? While the reality of lean teams exists in many professions, market research & insights teams have some unique conflicts that exacerbate the challenges. That’s because some of the big trends for our profession in 2018 continue to be strong in 2019. Specifically, these three: 1. Advancing consul…
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Insights Career Coaching Step 1: Choosing Your Path
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Now is a great time to refresh your Market Research & Insights Career planning. Do you have a career plan? A goal? It's time to step back from the treadmill of work and deadlines and think about your 2, 3 or even 5 or 10-year career goals. Do you currently have a clear vision of what kind of work you want to be doing 5 years from now? What types of…
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How to Improve Your Survey Data Quality with Special Guest Ken Faro
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Do market researchers over-rely on sample size as proof of survey data quality? Do we under-invest in other data quality contributors, such as instrument design and scale validity? In this conversation, Kathryn and special guest Ken Faro, discuss current thinking on survey research data quality. Special guest Ken Faro, PhD. Ken is the VP of Researc…
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Getting more people to take your surveys: 8 ways to optimize response rates
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New market research methods are great—but I still value the tried and true. Survey research, for one, is still very important (especially for populations and research goals that can't be served through transactional data, 3rd party data, etc.). And luckily, we have more information (research on research) than ever about how to maximize survey data …
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DIY Research: The Nonsense of Trendy Ambiguity
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Rampant in the market research and insights world for a few years now: widespread misuse of a popular piece of research lingo. And recently, I notice this misuse is getting even worse. As a profession, I think we would all agree that common market research jargon should be used precisely. But when it comes to the phrase "DIY Research," all bets are…
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17 Data Sources Used for Market Research and Customer Insights
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As a Market Research & Insights professional, you likely have clients. They may be internal, or external—but if you design and execute projects, your work is likely funded by some kind of client. For many researchers, the client’s job role may be in insights—say, the Insights Manager at a footwear brand. Or the client may be the CMO, or a brand man…
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Crafting great hypotheses for your market research projects
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A fundamental skill for all market research & insights professionals is the ability to develop and document hypotheses. We are in a field that seeks to help clients objectively understand customer attitudes and behaviors. This type of exploration requires precise thinking in order to select the right methods. And the best way to start this process?…
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The "Why" Webinar With 3 Market Research Pros
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"Sure, big data tells you what consumers do, but you need market research to find out the WHY." It’s a common statement these days. But is it factually accurate? Or is it a self-soothing platitude for those of us in the market research & insights professions? Factually, what are the best options for finding out the “why” behind consumer behavior th…
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Market Research Extremes Working Together: Big Quant or Deep Qual
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Question: With all the focus on big data, what is happening with qualitative research demand? Answer: An interest in deep-dive qual. Data-centric organizations are still embracing qual, but when they do it, they want it to be rigorous, to go past the surface. And that often means ethnography. Anecdotally, I have seen some evidence of this in job po…
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Can you improve Market Research & Insights Team efficiency by rethinking job roles?
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Market Research & Insights teams are under constant pressure to be efficient. To do more with less, or at least more with “the same.” But how? By evaluating our resources and processes. Today we focus on resources—the tools, people and other assets that are the building blocks of the MR&I function. One way to Identify potential efficiency boosters …
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Who is in Charge of CX? Market Researchers Need to Know!
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CX is hot. We know that. And as an MR pro you know that CX intersects heavily with MR—indeed, one could argue that CX research is really just a subset of market research—using many of the same methodologies. But for various reasons, CX is hot… and getting a lot of C-Suite attention and budget. So as an MR pro—or team leader—you are probably thinkin…
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Market Research jargon alert: "Market" or "Audience"?
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What do you hear more often: "market" or "audience"? And what's the difference?
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Is Big Data Creating new Market Research career paths? Part 1& 2
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Market research career paths are changing. Are you ready? New market research skills can help you prepare for evolving career paths. First step: choosing which of several emerging career paths you want to pursue. Do you want to be a market research generalist? A specialist? or do you want to pursue adjacent opportunities?…
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Professional Survey Design Issue: Every Word Counts!
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How to mitigate the risks associated with rating scales in market research questionnaires? Know all your scale options. Likert scales are great for many cases, but so are semantic differential scales. Not familiar with semantic differential scales? Tune in for some quick tips that will help your professional market research instruments shine.…
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How will the most disruptive trend in consumer marketing impact market research demand?
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What happens to market research demand if major consumer brands move to Direct-to-Consumer (D2C) business models? D2C is perhaps the single most disruptive trend in consumer marketing today. In this conversation, I share some fascinating proof points about the D2C trend, and also identify potential implications for the market research and insights …
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Are 5 or 7-point rating scales best for survey research?
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Scale length is always a hot debate in the world of professional market research. Even versus odd? 5, 7, 10, 11 points? The best advice: do an experiment to see what provides the best data for your topics, and from your populations, of interest. Link to the PDF mentioned on scales research HERE
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When did the phrase "Market Segmentation" get hijacked?
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These days, market segmentation means different things to different people. For those of us in market research, we need to be aware! And vigilant about the correct use of the language, to avoid confusing our clients and colleagues. Here is what you need to know. If you like these conversations, we encourage you to visit our web page and have a look…
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What is Market Research? What is Marketing Research?
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How do you define "Market Research"? What about "Marketing Research"? Are they the same...or meaningfully different? Using 4 definitions from published sources, let's take a look and decide for ourselves. In this episode, Kathryn uses examples related to product positioning and customer loyalty to see which phrase is most accurate. Disagree with he…
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Mobile ethnography lessons for Research Rockstars
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Ready to add a new market research methodology to your toolchest? Mobile ethnography is an option for scalable qualitative research. Using a recent case study, Kathryn reviews the key benefits. Also, Happy Anniversary! We celebrate the 1 year anniversary of the Conversations series with a gift for our fans.…
4 clues that your clients are bored with the market research they are receiving, and how to proactively manage them to mitigate this risk. Bored clients won't use your research. And are unlikely to become raving fans of research in general, or the researcher with whom they have worked. Don't let this happen to you!!…
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Do your market research reports look dated?
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When was the last time you refreshed your PowerPoint template? Have your reports pretty much looked the same for 5+ years? The brutal reality is that people do judge a book by its cover--and they judge a market research report by its "look." Here's how to tell if your reports look current...or dated.…
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Hot Market Research Jobs Often Require These Skills
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Will your next great market research & insights career opportunity require showing that you can work with multiple data sources? Demonstrating your ability to find and apply new methods? For many people looking to advance their careers, the answer to both questions will be “yes.” Here’s some proof, and some tips on how to prepare.…
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Market Research job decisions: Supply-side or Client-side?
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Market Research & Insights professionals can apply for jobs in various types of companies. Often, the first decision is: should you pursue "client-side" or "supplier-side" openings? Here are some decision criteria to help you choose.
Market Research & Insights professionals face a dilemma in social situations: how do you answer the question, "What do you do?" So, how do you answer this question?
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Market Research & Insights Job Trends: New titles, new skills
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Market Research & Insights career opportunities are shifting. Do you have the skills employers are seeking? In this conversation, Kathryn illustrates new skills trends by looking at recent job postings from leading companies.By Research Rockstar LLC
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How to Use Behavioral Economics to Improve Data Quality
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Care about market research data quality? Lessons from the field of behavioral economics can be used to optimize market research methodology choice and design. In this conversation, host Kathryn Korostoff reference's Daniel Kahneman's famous book, Thinking Fast & Slow, to show how market researchers can use the concepts of "fast and slow" thinking.…
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How to Improve Survey Response Rates Like a Market Research Pro
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Response rates for online surveys can be dismal. What to do about it? One option: improving our survey invitation emails. Can they be better? What specific attributes would make them more effective? In this conversation, Kathryn identifies 5 invitation attributes that have been shown (through research) to improve survey response rates. Might some o…
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Data Sources Commonly Used in Big Data & Analytics
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Learning to become a data-fluent market researcher? A good first step is learning about common data sources. In market research, we commonly use data collected from surveys, focus groups, social listening and more. But what about our colleagues on the "big data" and analytics side? What data sources do they use? At the highest level, we can talk ab…
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Market Research Vs Big Data: Who will own the consultative role?
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Data-centric businesses need data-fluent advisors. Or as Mckinsey likes to call them, "translators." What professionals will meet this need? Is it a good career path option? Market researchers seem to assume that people with big data jobs are better positioned. But that is not necessarily so. In this conversation, let's talk about why market resear…
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4 Clues you Need to Hire a Market Research Company
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Hiring a market research company has pros and cons. But here are 4 cases when it will likely be the best (and safest) choice. Please share this episode with anyone who may be deliberating over whether or not to hire a market research company.
Big data isn't perfect. Unfortunately, biased experts often over-promise and often under-deliver. What do market research & insights professionals need to know about big data risk factors? In this conversation, 7 reasons why Big Data projects fail, and what we can do to help clients make data-agnostic choices.…
7 reasons why writing qualitative market research reports is hard, and what you can do about it. As a market research professional, you may need to write reports based on your focus groups, online focus groups, IDIs, ethnography or online qualitative methods. And it's a tough job. Check out the diagram on page 6 of this PDF for a great example of h…
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McKinsey Translators or Market Researchers?
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In a February 2018 HBR article, McKinsey identifies potential demand for millions of "translators." But look at the definition: sounds like market research & insights. So what is the difference between a market research and insights professional and a "translator"? And is an "analytics" professional more qualified to pursue this career path than an…
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Market Research & Customer Insights Career Coaching
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Thinking about your market research and insights career path?Ready to refresh your career goals? Here are some tips on how to refresh your career plans to align with current demand for insights professionals. These career coaching tips are for anyone who is planning to start or advance their market research and insights (MR&I) career in a corporate…
