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Brand Experience

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for BX Leaders

Small business ownership presents a variety of challenges, and one of the most daunting can be formulating an effective marketing strategy. Do you utilize paid advertising avenues? Do you stick strictly with free social media marketing? Regardless of your platform, doing thorough market research can help you ensure that your efforts are worthwhile and highly […]

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Market Research Example: How Coca-Cola Lost Millions with This Mistake

In the mid-1980s, the Coca-Cola Company made a decision to introduce a new beverage product (Hartley, 1995, pp. 129–145). The company had evidence that taste was the single most important cause of Coke’s decline in the market share in the late 1970s and early 1980s. A new product dubbed “New Coke” was developed that was […]

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9 Key Stages in the Marketing Research Process

I talked earlier about 20 different types of marketing research studies. Once you’ve selected one that you find interesting ask yourself two questions: first, how can you conduct your own marketing research for this study? And second, what research process are you going to follow in order to complete your project? In this post, I […]

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Marketing researchers often ask the question, but few techniques have been developed to increase participation. The following theories are among those proposed (and studied to varying degrees) as answers to this question. Exchange Obtaining information from respondents can be viewed as a social exchange. Very simply, social exchange theory asserts that the actions of individuals […]

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Top 10 Survey Pitfalls

In a perfect world, we’d all be survey experts. But since nobody’s perfect, sometimes we still make common mistakes when designing surveys. There are best practices for creating surveys, and worst practices. Here are some survey pitfalls that you need to avoid in order to get better data and make better decisions. 1. Loaded Questions […]

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The Brand Connection: Brands connect products or services to people. This connection is through the meaning that the brand brings into the lives the people that use it. Brands tap into six modes of communication to convey meaning. These modes are instrumental in determining advertising effect: Naming Wording Describing Picturing Symbolizing Animating The personal benefits […]

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