Topic: market research


The business value of customer experience research

There’s a massive gap between the experiences consumers want and what organizations are giving them. According to Bain and Co, 80% of organizations feel like they are providing a great experience, yet only 8% of customers actually agree. Failing to bridge the gap can be costly. In fact, 80%of customers have opted to switch brands […]

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6 Key stages in product research you need to get right

In the 1990’s credit card giant American Express analyzed their customer base and recognized that many of their customers were business professionals who valued points for airlines and hotel stays. From that research, American Express created a new line of products geared towards this segment. Today, these credit cards are still among American Express’s most […]

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10 ways AI can help market researchers succeed

When we see representations of artificial intelligence in the media, it’s nearly always focused on the more attention-grabbing ways things can go wrong: driverless cars entrapping us (Minority Report); virtual assistants turning on us (2001); robots enslaving us (literally hundreds of movies). But if Hollywood is mostly anxious about AI, market researchers are not. When […]

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How Cortana got her name (and why it matters)

The best product names are instantly memorable, self-explanatory, enjoyable to say and hear, and, most importantly make a good impression of what they represent. Remember Hydrox? The original creme-filled chocolate sandwich cookie? Probably not. Though it entered the market in 1908 (four years before Oreo made its debut), the folks behind Hydrox failed to understand […]

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What elections teach us about biased nonresponse

What election missteps teach us about polling science Just in time for the 2018 midterms, let’s revisit the polling industry’s rude awakening of 2016. Nate Silver, the most prominent interpreter of polls has a comprehensive post mortem that targets commentators more than pollsters. But pollsters, especially in some key states, got it wrong. The absolute […]

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Launching New Products the New Balance Way

For most of history, shoes were made to protect people’s feet from the outside elements. Today, they have evolved from something to keep your feet warm, to status symbols where design is just as important (if not more) as functionality. The sneaker world is booming from millennial demand and professional athletes launching their own brands […]

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How to Ask Sensitive Survey Questions

Imagine you are responding to a survey and you’re asked about a sensitive topic, such as drug use, sexual behavior, racial attitudes, or your income. You might be reluctant to tell the truth and instead respond with what you think is a “socially acceptable” answer. This tendency is called “social desirability bias,” and if you’re not careful, it can bias your data, too.

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