Posts by Justin Ethington


Primary vs. Secondary Market Research: What They Are and When to Use Each

Ancient sailors consumed data just like we do today, but their data wasn’t terabytes, it was shiny lights – stars to be exact. They navigated their vessels by reading Big Three constellations – Cassiopeia, Crux, and Orion. Watching how the constellations rotated and referred to each other in the night sky would point sailors in […]

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What is Qualitative Research and When Should You Use It?

Launching new products is a notoriously tricky business. Especially a new consumer packaged goods (CPG) food product. The marketplace is crowded with competitors, securing distribution channels is a slog, there are regulatory hurdles to leap, and new foods are expensive to advertise, sample and sell. With all the work to complete and roadblocks to overcome […]

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How market research platforms are redefining research agencies

Market research agencies no longer have to choose between driving ROI for clients or driving ROI for themselves There’s a widening gulf between old research agencies modeled on the past and new market research service agencies modeled on the future. New agencies have learned how to deliver client ROI without sacrificing their own. New agencies […]

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Why collecting sensitive survey data is putting your company at risk

There’s a real cost to storing sensitive survey data that never gets used. Have you ever driven through a city at night to see block after block of office building windows lit up because the lights were left on? You can peer inside and see chairs, offices and conference rooms, but no people. Maybe you’ve […]

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10 Market Research Tools You Should Be Using

Every worker needs their toolbox, and market researchers are no different. Your research toolbox doesn’t have a vice or stud finder, but it does have tools that crunch data and find hidden insights. The obvious tool you need is a world-class research platform, but let’s look at some of the other market-research tools to help […]

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Why Companies Are Taking Their Market Research In-House

In today’s digital age where consumers are rapidly evolving, the need for more data is arising. As a result, many companies are bringing market research in-house from outsourced firms and it’s helping them get faster insights to serve their customers better. Companies want to own their own data and the algorithms to interpret that data, […]

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15 Survey Questions For B2B Buyer Persona Success

No one ever built a successful buyer B2B persona framework by guessing. In fact, building your buyer personas without research is the good way to fail. If your buyer personas are off, your product will be off. Your message will be off. Your brand will be off. Your customer experience will be off. This all […]

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For How Long Should Your Survey Be Open?

One of the most common questions you will be asked about your survey is “What was the sample size?”, and rightly so. Sample size is an important signal that tells others if they can believe your findings. Sample size is what makes the difference between your research being “quantitative” that is generally statistically significant or […]

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