Marketing Research Happenings

Research Now : A Breed Apart? by Roddy Knowles This white paper highlights differences between participants who enter surveys primarily on smartphones and those who enter surveys primarily on PCs or laptops. It uncovers how smartphone-first survey takers differ significantly from PC-first survey takers by going beyond demographics and focusing on several key behavioral and psychographic variables, as well as personality traits.
Research Now : Tracking Studies Best Practice by Luke Sehmer There are many reasons to undertake tracking research, the determining objective being measurement over time. This could range from exploring changing trends through to monitoring the performance of a marketing strategy. On-going measurement can be crucial to the success of a business, enabling better decision making based on the most up-to-date information. Consequently, the design of any tracking study is of fundamental importance. In order to use tracking data to make smarter marketing decisions, we need to ensure that we implement the right tracking studies. The right study is focused on the objectives, measuring the right variables via the right methodology and through adopting the right scale (sample size).