By: Jackie Lorch VP, Global Knowledge Management Insights from tracker studies can, among other things, help marketers and researchers better understand businesses in a competitive environment, or help formulate appropriate reactions to events that may have an impact on a brand. Running a long-term study can help you to more accurately measure demographic, geographic, behavioral,…
Year: 2018
by Scott Schafebook Business Development Director When brand marketers have a story to tell – or want to facilitate a more engaging experience for their consumers – creating and distributing long-form sponsored content is rapidly becoming a key component of their marketing strategy. It allows them to explain product benefits or uses at length, educate…
John Iacoviello is the Director of Market Insights at L.E.K. Consulting, a global leader in strategic management consulting. In that role, he is responsible for all primary research the company conducts on a global basis. John has overseen numerous market research studies with Research Now SSI, primarily for strategic enterprise consulting and due diligence in…
Eric Almquist, a partner at Bain & Company in Boston, is Global Head of Customer Insights and a leader in the firm’s Advanced Analytics practice. He is also a member of Bain’s Customer Strategy & Marketing practice. Eric led Bain’s development of the research-based “Elements of Value” – specific types of value that help protect…
If you’re involved with writing and/or programming surveys, you know how difficult it can be to create a seemingly simple set of questions that will result in the insights you need from your research. Survey authoring tools can make it “point-and-click simple” to assemble your survey and choose your desired audience, but you still have…
Let’s start by agreeing on a basic reality: doing research that involves business-to-business (B2B) markets or issues can be a more daunting undertaking than conducting consumer research. The content is often more complex, which can make writing and structuring the survey more difficult. Mostly, though, challenges arise in the highly-specialized and limited populations needed for…