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Very small businesses can also benefit from market research by asking for a simple feedback from their customers before launching a new promotion.
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The conclusions are only as good as the data they're based on.
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In this digital age, marketing research is still all about excellent operations.
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It's just insane if you choose a particular software tool to boast only.
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A good research would provide a guidance in your company intentional growth plan.
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Brand Managers, research will be just a waste of valuable resources if you, yourselves, are not sure what you're trying to sell to consumers.
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In marketing research, the devil is also in the detail as well.
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Once the data and tables from the Data Processing Department are ready, always check & recheck for errors.
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Volume forecast in the FMCG world requires that we talk to all potential buyers to obtain the most accurate number.
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It's just discouraging that some business folks still don't understand that marketing research must go through a proper process to extract good insights from the respondents.
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A New Year wish: leave managing research to the research professionals.
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Completing a 60-question mobile survey is an experience you don't want to repeat.
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Garbage in, garbage out. Fancy analysis and graphics can't cover up poorly executed field operations
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Marketing research can help business owners to identify potential consumers.
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The acceptance of a product should be based on the evaluation by common consumers, not an expert panel.
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When developing close-ended questions in your questionnaire, make sure to include "Not Applicable" as one of the possible answers.
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Software package is only a tool to help you solve business problems.
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Asking too detailed purchase habit in a survey is really problematic since memory fades very quickly.
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Think of market research as your payment for relevant information to reduce risks in new product management.
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It's just an overkill to invite 6 research agencies to pitch for a standard concept-product test project.
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Research is valuable if it can be translated into tangible marketing actions (in Steven A. Silbiger. The Ten-Day MBA 4th Ed. 2012).
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Unless the questionnaire is very simple and short, interviewing by street intercept is to be avoided.
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Fieldwork cost can be reduced by hiring inexperienced interviewers and letting go the proper field training and the various standard quality control checks at the expense of quality.
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Market research agencies can launch standard projects in a short time. Usually, it's the brand team who's having problem finalizing the stimulus in time.
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Survey length should be determined by the number of questions asked, not the length of interview.
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Business insight is only as good as the quality of data it's based on.
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Performance of a recently launched product should always be evaluated via a post launch check survey.
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When doing data collection via an online or mobile panel, you need to let go imposing various quotas on your sample to be able to complete fieldwork within a reasonable time frame unless your panel database is extremely huge.
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In every research project, it's of the utmost importance to define very clearly in advance the expected outputs.
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Small businesses can conduct a simple market research just by interviewing their own employees who may already know customers' likes, dislikes, and preferences.
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Always prepare a proper table specs before you start your data analysis.
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In this digital age, it's unfortunate that some clients still consider doing a 3 to 4-hour usage & attitude study.
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Brand managers should have a mastery of marketing research principles to be able to write a proper research brief.
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Online or offline is only a data collection strategy. In the end, research objectives should dictate which one is better suited.
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It's critical that the different panels in product testing projects are matched as closely as possible in all aspects.
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A questionnaire administered face-to-face by an interviewer must be designed differently from a self-completion one.
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Ignoring light and non-buyers of a brand is no recipe for growth (Byron Sharp).
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When your Discussion Guide covers everything from A to Z, it indicates that you have no clue what you want to get out of the research and you are just on a big fishing expedition.
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It's just a waste of resource when clients rush you for a proposal but at the end the initiative gets postponed indefinitely since the brand team can't produce the stimulus.
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Without explicitly written criteria in the research brief, no marketing research agency can prepare a complete questionnaire.
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The proliferation of small research agencies, originated from fieldwork suppliers, with only barely minimum technical competencies but offering a full marketing research service might deteriorate the quality of research in general.
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It's surprising that a test market is still being considered instead of a proper marketing research initiative in the 21st century.
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Before adopting a cheaper ingredient in a product, test it among the loyal users to avoid alienation.
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It shouldn't come as a surprise to see a difference in awareness level when comparing two tracking waves with a one year gap.
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Data collection method depends on the research objectives, analytics, cost & time constraints, and country specific limitation.
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In the end, comparing the quality of field service providers is like comparing SQ to Air Asia.
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A better way to measure the length of interview in a survey is to count the number of questions.
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When testing your new product in a marketing research project, make sure you benchmark it against an existing product in the same class.
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Having more participants in one focus group discussion doesn't necessarily yield better insights.
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Testing a new product branded but unpriced is dangerous since in the end price does matter.
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It's futile to ask respondents what they want directly in a marketing research project.
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In an online survey, use a grid question sparingly since it actually counts as multiple questions.
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Research proposals are supposed to be evaluated comprehensively, not only the investment section.
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All people involved in the business of consumer insights must really master the fundamental of marketing research.
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It's more important to reach the right target respondents than to be fast.
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When business is good, you don't value research and data. When business is poor, you suddenly realize that you've got no data to guide you in the right direction.
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To be able to extract some consumer insights for decision making purposes, you need to conduct some research. Doing a consumer research does require some investment.
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Think of sample size as a magnifying glass. You need a bigger sample size to detect a smaller difference.
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We should wait for all data to be collected and tabulated before studying the summary statistics to get a more reliable estimate. This is a practical application of the Law of Large Numbers.
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Every question in the questionnaire must have one and only one meaning.
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Each tool / technique has its own strengths and weaknesses. There's no perfect tool / technique.
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In the self-completion mode of data collection, each question must be very precise without any double interpretation.
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In the restaurant business, ingredients determine the quality of the foods served. In MR, field quality is the key success factor.
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An "evidence-based decision making" process must start with a clearly defined business objective.
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Creating a rate card is a futile exercise if the project specifications are vague.
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Calculating a rate card makes sense only if the specs are clearly defined & the variation from project to project is very small.
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You need to put yourself in your respondent's shoes when asking him/her to fill in a diary you've created.
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It's a wishful thinking to expect fieldwork to be 100% efficient. Even machinery can't be 100% efficient.
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"It is worth repeating the truism that research methods should be chosen based on the specific task at hand." (in Doing Qualitative Research by David Silverman, 5th Ed., 2018)
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In a self-completion mode of data collection, researchers should from time to time try out the questionnaires themselves to empathize with the respondents.
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Without access to retail audit and consumer panel data, it's just extremely difficult to monitor the market movement and develop the appropriate growth strategy for the brand.
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Marketing research can help business owners to understand their current consumers.
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Marketing is not an exact science. A proper scientific experiment, if possible, would help supporting or refuting a marketing theory.
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Behavioral economics covers a lot of topics; e.g., judgments, heuristics, biases, and choices.
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In a quantitative research, diagnostics would cause the questionnaire to be longer and the project cost to increase due to the additional analyses incurred.
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In an unbranded product test, it's just too good to be true if respondents can guess the flavor or fragrance perfectly.
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It's almost impossible to try to understand the market, the category, your brands, and users of your brands from just one marketing research project only.
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A good researcher must act as a trusted advisor for the client, not as a slave.
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The proposal writer(s) must get involved in executing the project to ensure common sense is upheld in designing the study.
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When you're creating a new product or service and want to test it on your prospects, make sure you set aside a big enough budget to finance the research.
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The huge amount & different types of data in your disposal are relevant only if they help you achieve your business objectives.
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Procuring market research services is not the same as procuring tangible goods.
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If you can't accept the findings, then you'd better not conduct any marketing research in the first place.
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Sampling theory makes it possible for us not to collect data from every location / area.
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R&D should also understand well the basics of marketing & marketing research to be able to support the business effectively.
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It's expected that branded and unbranded product tests may yield different results.
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In a volumetric exercise, it's implicitly assumed that the concept & product are already optimized in the previous research stage.
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Sample size determination is in the end a function of research budget or stimulus availability.
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Marketers who don't fully understand their own business issues can't write accurate research briefs.
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Questionnaire design & writing should really be left to professional marketing researchers.
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A quality research proposal can be written if clients can provide agencies with a quality research brief.
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To obtain the most cost-efficient proposal from a research agency, you must provide a concise specification including your detailed expected deliverables.
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Conducting a proper product testing project takes time since we need to give enough time to the consumers we've recruited as respondents to experience the product and form their opinion.
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There are only two informative open-end questions in product testing projects; i.e., spontaneous likes and dislikes.
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There're several variants of the implicit association research method. Beware of what you're buying from research agencies.
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Marketing research can only provide a prediction via a simulation. The actual results must be confirmed via an experimentation.
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Business objectives in a marketing research project must come from the brand team.
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A CEO should understand well and fully what marketing research is all about before condemning it useless.
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Software and tools can't replace the skills possessed by a well trained Statistician.
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Research design determines the analytics that can be applied, and vice versa.
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"If you don't have a point of difference, you'd better have a low price." (Jack Trout)
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It's a bad practice to cover many different topics in one research project.
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Cost Per Interview is a function of many factors; e.g., project type, sample size, respondent's criteria, no. of visits, interview length, and data collection method.
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A new product launch shouldn't be left to an inexperienced brand team with only a limited knowledge about marketing research.
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Statistics can help in providing guidance to assess if the observed difference between two scores really matters.
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You must not use marketing research to try to elicit confidential information from respondents.
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When commissioning a large scale quantitative project to a fieldwork supplier directly, make sure your supplier has a strong enough financial resource to be able to complete the project.
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Qualitative research is useful in an exploratory study since the moderator has the flexibility to change the flow of questioning and the questions during a focus group discussion
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A mobile panel can provide a quick, simple, and cheap solution to screen out non-critical options.
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Data collection strategy depends strongly on the research objectives and project constraints like time and cost.
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When writing a survey questionnaire, avoid creating an imagery attribute in two sentences joined by the conjunction 'or'.
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Marketing research can't guarantee any sales increase; probably only a price discount can.
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Changing the layout and planogram of a store without any proper research could run the risk of alienating the loyal shoppers.
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You must not mislead respondents by providing a wrong description about your competitor's product in an unbranded product test.
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Qualitative research asks "why" while quantitative research asks "what".
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It must be made a standard operating procedure that the R&D team must attend every product testing marketing research presentation.
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A "sexy" method should be selected because it can answer the business objectives well, not because of its "sexiness" only.
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A well executed segmentation exercise will depend heavily on pre-determined crystal clear business objectives.
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Faster, better, cheaper is a myth! (Robert G. Cooper, in Winning at New Products: Creating Value Through Innovation, 5th Ed., 2017)
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Forcing customers to voice their opinion is not a good way to conduct a customer experience survey.
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Marketing research should be indispensable in an "evidence-based decision making" process.
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A boutique research agency doesn't mean a cheap research agency.
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Preventing a disease is much better than treating it. Conducting a concept product test must precede launching a new product.
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The number of questions in a mobile survey via a smartphone must be really limited to get good quality data.
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Manipulating fixed format ASCII data is a dying skill in marketing research.
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Research agencies, don't ignore the intangible high mental cost dealing with poor operations when calculating your gross margin.
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Members of Consumer Insight Department should master Marketing Research principles to collaborate well with research agencies.
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Before conducting a post launch check, you need to wait and give enough time to the consumers to be aware of your brand and buy it.
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A poorly designed research is worse than no research at all.
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You must have a clear definition for every possible answers in each question in your questionnaire.
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No matter how big or small your data are, the appropriate research design and methodology will always depend on your objectives.
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"Faster, cheaper, better" must be compensated by a very focused, short, and to-the-point questionnaire.
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It's a cardinal sin to tweak your data to fit your story.
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Quantitative research tries hard to shorten the length of interview to under 30 minutes while a focus group discussion can easily last for 3 hours.
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Marketeers must master the market research principles to be able to collaborate well with MR agencies to solve business issues.
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A tool should be selected not due to its sexiness but due to its ability to answer the research objective.
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Don't confuse research methodology with operations excellence.
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An "evidence-based decision making" process would rely on the solid data sensemaking skills of the analysts to be able to be completed successfully.
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Like Christmas which gives hope, market research casts light on the right direction businesses have to take.
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Always focus on the research and business objectives when analyzing your data.
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Sometimes, the best way to understand why customers did what they did is to ask them directly instead of trying to model it.
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To date, 2017 was the peak of the marketing research business in Indonesia. Hopefully the positive trend would continue in 2018, the "election year" (Tahun Pilkada).
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Volume forecast follows a branded test like a concept test or a concept-product test, and not an unbranded one.
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A Usage & Attitude study is intended to capture a snapshot of the current market condition.
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Marketing research can't perform witchcraft. You can't just ask respondents directly & then come up with a new positioning concept.
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An "evidence-based decision making" process should be augmented by good technologies to run smoothly and efficiently.
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When designing a face-to-face interviewer administered questionnaire, try to put yourself in interviewers' shoes.
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A little knowledge is indeed dangerous. However, it's even more dangerous if you ignore experts' advice.
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Variance of measurements from regular respondents can't be expected to be as low as that from trained panelists.
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Excellent fieldwork execution is a must in every marketing research projects, and also in Sea Games 2017.
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A customer experience survey must be conducted not too long from the actual event for customers to recall the experience well.
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A quick reminder. Changing the methodology slightly might change the end results significantly.
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In this environmentally friendly era, it's just a shame to demand research agencies to submit a hard copy of the proposal.
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Research objectives determine the data collection strategy, not the other way around.
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When you've got a predetermined bias favoring a particular research method, you just can't see that another research method would be more suitable to achieve your objectives.
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Beware of the few outspoken respondents representing only the minority in the actual population when conducting Qual Research.
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Even in data mining projects, the data in the customers database can still contain errors.
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You must really think way out of the box to design a brand health check study covering 4 different categories in 7 different cities with a budget of only IDR 100 million.
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Qualitative researchers must also understand the principles of experimentation like randomization and rotation to minimize bias.
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If a particular brand image is problematic within an organization, then it'd be better to exclude in from the survey questionnaire.
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Technology still can't replace basic marketing research skills like designing and writing a good questionnaire.
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If an initiative is important enough, then there should be a proper written research brief.
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It's surprising that some researchers still don't understand that different data collection methods could yield different results.
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Plan the analysis early, even at the proposal stage. Envision the end results as early as possible.
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Marketing research can help business owners to identify potential consumers.
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Qualitative research results in general are not supposed to be generalized to the wider population.
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Users of marketing research services must acknowledge that each analytical solution has its own limitation.
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Before discussing sample size requirement, check first the size of the universe population.
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Churn is a good example where data mining and marketing research can complement each other.
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All specific research questions must be specified by all stakeholders before embarking on a marketing research project.
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A good branded evaluation should take into account the competition.
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Respondents' fatigue must be taken into account seriously when designing a questionnaire.
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Is there any correlation between the involvement of Procurement and the decline in the quality in the marketing research world?
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If a research project is unplanned and there is only a limited budget, don't expect a comprehensive research design.
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Watch out for the order bias in the long list of responses when designing an offline pen-paper diary.
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Product performance must be evaluated in a proper context. A concept & product test methodology provides it.
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A new method takes time to create, develop, evaluate, test in a real situation, and implement commercially.
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A census will collect information from all relevant participants in the population, not just from a subset of the population.
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Principles of behavioral economics can help designing a survey questionnaire which minimizes the inherent biases of respondents. They can also be used to nudge consumers to prefer your brands.
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Newness of a methodology doesn't guarantee its validity and usefulness. Older methods have their own merits to be able to survive the test of time.
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Consumers are not brand managers. It doesn't make sense to expect them to think like a brand manager in a survey or focus group.
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It's just unfortunate when research is used only to support an argument in an internal political debate within a company.
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In an online or mobile survey, the layout of a grid question must be designed well to avoid confusing & tiring respondents.
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The validity of the result of a marketing research project depends on the unbiased research design, not on the size of the sample.
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Avoid asking two questions with highly correlated answers.
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Randomness shouldn't be a determining factor when deciding to conduct mobile surveys.
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Big data project can be considered as providing the "inside view" while marketing research provides the "outside view".
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