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A good branded evaluation should take into account the competition.
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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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When designing a face-to-face interviewer administered questionnaire, try to put yourself in interviewers' shoes.
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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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Unless the questionnaire is very simple and short, interviewing by street intercept is to be avoided.
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In this digital age, marketing research is still all about excellent operations.
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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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Sample size determination is in the end a function of research budget or stimulus availability.
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Don't confuse research methodology with operations excellence.
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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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It's expected that branded and unbranded product tests may yield different results.
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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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Respondents' fatigue must be taken into account seriously when designing a questionnaire.
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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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A quality research proposal can be written if clients can provide agencies with a quality research brief.
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A quick reminder. Changing the methodology slightly might change the end results significantly.
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Business objectives in a marketing research project must come from the brand team.
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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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Before discussing sample size requirement, check first the size of the universe population.
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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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It's critical that the different panels in product testing projects are matched as closely as possible in all aspects.
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It's more important to reach the right target respondents than to be fast.
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In marketing research, the devil is also in the detail as well.
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Questionnaire design & writing should really be left to professional marketing researchers.
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"Faster, cheaper, better" must be compensated by a very focused, short, and to-the-point questionnaire.
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Research proposals are supposed to be evaluated comprehensively, not only the investment section.
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Members of Consumer Insight Department should master Marketing Research principles to collaborate well with research agencies.
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Creating a rate card is a futile exercise if the project specifications are vague.
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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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If an initiative is important enough, then there should be a proper written research brief.
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Garbage in, garbage out. Fancy analysis and graphics can't cover up poorly executed field operations
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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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There are only two informative open-end questions in product testing projects; i.e., spontaneous likes and dislikes.
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You must have a clear definition for every possible answers in each question in your questionnaire.
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Asking too detailed purchase habit in a survey is really problematic since memory fades very quickly.
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It's a bad practice to cover many different topics in one research project.
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Each tool / technique has its own strengths and weaknesses. There's no perfect tool / technique.
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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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Users of marketing research services must acknowledge that each analytical solution has its own limitation.
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Performance of a recently launched product should always be evaluated via a post launch check survey.
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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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"If you don't have a point of difference, you'd better have a low price." (Jack Trout)
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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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Procuring market research services is not the same as procuring tangible goods.
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Avoid asking two questions with highly correlated answers.
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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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A questionnaire administered face-to-face by an interviewer must be designed differently from a self-completion one.
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Randomness shouldn't be a determining factor when deciding to conduct mobile surveys.
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Marketing research can help business owners to identify potential consumers.
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A well executed segmentation exercise will depend heavily on pre-determined crystal clear business objectives.
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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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In the end, comparing the quality of field service providers is like comparing SQ to Air Asia.
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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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The conclusions are only as good as the data they're based on.
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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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You must not use marketing research to try to elicit confidential information from respondents.
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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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Beware of the few outspoken respondents representing only the minority in the actual population when conducting Qual Research.
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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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Manipulating fixed format ASCII data is a dying skill in marketing research.
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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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Data collection method depends on the research objectives, analytics, cost & time constraints, and country specific limitation.
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Survey length should be determined by the number of questions asked, not the length of interview.
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Product performance must be evaluated in a proper context. A concept & product test methodology provides it.
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Marketing research can help business owners to understand their current consumers.
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Marketing research can help business owners to identify potential consumers.
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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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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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Research design determines the analytics that can be applied, and vice versa.
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Sampling theory makes it possible for us not to collect data from every location / area.
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