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Conversations for Research Rockstars
Research Rockstar LLC
Conversations & guest lectures on market research methods, analysis optimization, career trends, and anything else related to advancing customer insights. Hosted weekly by Kathryn Korostoff.
Oct 7, 2020
Curing the Ills of Online Sampling for Survey Research
Survey researchers often use online panel providers to fulfill their data collection needs. Need 500 working moms to take your survey on vacation planning? Need 2,000 luxury car owners to take your survey on brand perceptions? You might be getting those research participants from an online panel provider. In this conversation, Kathryn Korostoff interviewed online sample expert Andrew Moffatt of OpinionRoute about current and evolving challenges with online panel quality, including fraud, and the fixes that may be on the horizon.
Aug 10, 2020
How to Improve NPS for Accuracy & Actionability with NPS expert Paul Abel PhD
Opinions on the accuracy of Net Promoter Score (NPS) as a customer loyalty measure vary widely. But like it or not, the reality is that a lot of organizations use NPS. It has become a standard key performance indicator (KPI) that many business executives embrace. So it's not going away anytime soon. The question for those of us who care about data accuracy, is how can we augment or possibly modify it to make sure that the data story told by NPS, is going to help the business improve. Many people think they “know” NPS, but once you dive in and actually start working with it, you find there is more to making it useful than simply counting “promotors” versus “detractors.” A lot more. In this excerpt from a guest lecture delivered to Research Rockstar students, NPS expert Paul Abel tackles burning questions about controversies surrounding NPS (is it a truly useful measure of loyalty?), and his experience in optimizing research programs that use NPS. About the Speaker: For over 25 years, Paul Abel has led qualitative and quantitative research across a wide variety of topics and markets worldwide via his work at Blue Research, and previous work at Intel and Gartner Consulting. Paul holds a PhD in Psychology/Neuroscience from the University of Washington and BS degree from UCLA. Check out his other content and services here: www.blue-research.com Further NPS-related info: * A video chat on NPS with Kathryn Korostoff and guest Jeffrey Henning of Researchscape. * Two well-done articles on the pitfalls of NPS: this one cites a lot of very credible research and proof points, and this one has research-supported advice on how to improve NPS (access to the full article requires being a subscriber to Quirk’s, and subscriptions are free).
Feb 3, 2020
3 Simple Training Examples for Market Research & Insights Professionals
Are you looking to plan training for new market researchers? Or training to help a team develop professional-level survey research skills? Or qualitative research ones? How about a training plan that would advance use of new research methods? Or advance consultative skills? In this episode, Kathryn shares training plan tips and 3 examples. Conversations for Research Rockstars is produced by Research Rockstar Training & Staffing. Our 25+ eLearning classes are offered in both real-time and on-demand formats, and include options to earn IA Certificates. Our Rent-a-Researcher staffing service places qualified, fully-vetted market research experts, covering temporary needs due to project and resource fluctuations. We belive it: Inside every market researcher, is a Research Rockstar!
Jan 6, 2020
Market Research & Insights Team Planning: Strategic Issues for 2020
Getting your Market Research & Insights team ready for 2020? Inform your plans by considering the key strategic issues your clients face. In this Conversation, host Kathryn Korostoff shares her research on key challenges faced by marketing executives and how the Market Research & Insights function can prepare to help. The referenced infographic can be downloaded for free here: https://www.researchrockstar.com/mrx2... Conversations for Research Rockstars is produced by Research Rockstar Training & Staffing. Our 25+ eLearning classes are offered in both real-time and on-demand formats and include options to earn IA Certificates. Our Rent-a-Researcher staffing service places qualified, fully-vetted market research experts, covering temporary needs due to project and resource fluctuations. We believe it: Inside every market researcher, is a Research Rockstar! Hope you enjoy this episode of Conversations for Research Rockstars.
Nov 14, 2019
Data Privacy 101 for Market Research & Insights Professionals
Question: How much do Market Research & Insights professionals need to know about data privacy? Answer: As much as most marketing-related professionals need to know these days, especially those who (like us) ever collect or store data. In this Conversation, Kathryn shares some basic definitions and links to curated resources. Including a free instant download: https://www.researchrockstar.com/priv... and webinar playback link: www.researchrockstar.com/privacy Conversations for Research Rockstars is produced by Research Rockstar Training & Staffing. Our 25+ eLearning classes are offered in both real-time and on-demand formats, and include options to earn IA Certificates. Our Rent-a-Researcher staffing service places qualified, fully-vetted market research experts, covering temporary needs due to project and resource fluctuations. We believe it: Inside every market researcher, is a Research Rockstar! Hope you enjoy this episode of Conversations for Research Rockstars. http://www.researchrockstar.com/ Facebook - https://www.facebook.com/ResearchRock... Twitter - https://twitter.com/ResearchRocks LinkedIn - https://www.linkedin.com/company/2038750 877-Rocks10 ext 703 for Support, 701 for Sales.
Oct 14, 2019
Career Planning for Senior Market Research & Insights Professionals
In this episode, Kathryn covers important considerations for senior-level market research & insights professionals who are planning the next phase of their career. If we want to advance and become a consultative advisor to c-suite executives, we have to be able to address their sources of pain. And a big source of pain for c-suite executives is achieving ROI on their many and varied investments in data-driven decision making. You can help them. Here's how. Conversations for Research Rockstars is produced by Research Rockstar Training & Staffing. Our 25+ eLearning classes are offered in both real-time and on-demand formats, and include options to earn IA Certificates. Our Rent-a-Researcher staffing service places qualified, fully-vetted market research experts, covering temporary needs due to project and resource fluctuations. We believe it: Inside every market researcher, is a Research Rockstar!
Oct 10, 2019
Mixed-mode Surveys: When are 2 modes better than one?
Survey researchers know: mixed-mode data collection is gaining popularity in professional market research. And for good reason: it can address known survey data quality issues. Market researchers have several data collection options--even if most of us default to online surveys. But, ideally, once a given market research survey project’s objectives and sampling goals are finalized, the next decision is to select the data collection mode that will be the best fit. Often, we assume one mode. For example, many researchers rely heavily on online data collection, others on phone. However, there are cases where more than one mode is optimal. The compendium is here: https://www.researchrockstar.com/mixe... The research mentioned: 1) https://www.researchgate.net/publicat... 2: From the always amazing folks at Pew: https://www.pewresearch.org/methods/2... http://www.researchrockstar.com/ Research Rockstar delivers training and staffing services to busy professionals seeking Market Research excellence. Our 25+ training classes are offered in both online and on-site formats, and include options to earn IA Certificates. Our Rent-a-Researcher staffing services place qualified, fully-vetted market research experts, covering temporary needs due to project and resource fluctuations. We believe it: Inside every market researcher, is a Research Rockstar! Hope you enjoy this episode of Conversations for Research Rockstars.
Oct 7, 2019
Data Visualization Examples for Market Research & Insights Professionals
A key part of our success in the market research & insights profession is based on how well people comprehend and retain our results. And a huge aid to comprehension and retention is data visualization. That’s why we teach a course on data visualization and one on infographics. It’s also why I was thrilled for the opportunity to co-present with the amazing Daren Jackson from DisplayR. We held a free webinar on data visualization specifically for market research and insights professionals. If you missed it, some highlights in this episode, and link to the webinar playback below. https://www.displayr.com/ http://www.researchrockstar.com/ Webinar playback: https://q-researchsoftware.wistia.com... Research Rockstar delivers training and staffing services to busy professionals seeking Market Research excellence. Our 25+ training classes are offered in both online and on-site formats and include options to earn IA Certificates. Our Rent-a-Researcher staffing services place qualified market research experts, covering temporary needs due to project fluctuations, family leaves or other staffing needs. http://www.researchrockstar.com/ Facebook - https://www.facebook.com/ResearchRock... Twitter - https://twitter.com/ResearchRocks LinkedIn - https://www.linkedin.com/company/2038750
Jun 17, 2019
Critical Thinking Conversations
Critical thinking is a skill market research & insights professionals use to ensure our conclusions and recommendations are truly excellent. In short, critical thinking is the objective analysis and evaluation of a topic in order to develop a factually defensible judgment. While in the field of market research we don’t often refer to the precise phrase “critical thinking”, it is widely acknowledged as one of our profession’s tenets: the pursuit of objective analysis. [The specific phrase “critical thinking” is more often used in the broader field of social sciences research, of which we are a part]. In this episode, Kathryn defines related attributes of critical thinking as they apply to market research, and guides you through a very revealing self-assessment exercise. Want to assess your own, or your team’s, critical thinking prowess? Check out this episode for the exercise!
May 20, 2019
Market Research Project Management: More Than Tech
Market research project management has evolved a lot over the past few years, largely thanks to the many online project management tools now available. But while tech certainly helps, it's only part of the project management success equation for market research & insights professionals. The basics of project management still apply. So how to tell if your basics might need a refresh? A good place to look for evidence is by recalling your last few kickoff meetings. In the past few months, have you found yourself in a kickoff meeting for a new market research study, and none of the attendees were well-prepared? Perhaps, alas, including yourself? The meeting was rocky, and while attendees were polite, you know it left a less-than-ideal impression. In this conversation, let's talk about making sure your kickoff meetings go great! Running great kickoff meetings is an important skill and not one that your project management tool can automate. Episode #79. http://www.researchrockstar.com/ Facebook - https://www.facebook.com/ResearchRock... Twitter - https://twitter.com/ResearchRocks LinkedIn - https://www.linkedin.com/company/2038750
Apr 29, 2019
Moderating Focus Groups Online vs In person Moderation Skills
Planning to moderate your first online focus groups? Are you prepared for the differences between online versus in-person moderation? In this Conversation for Research Rockstars, Kathryn Korostoff describes 3 big differences moderators experience--and how to prepare for them. Related Article YouTube Twitter LinkedIn
Apr 22, 2019
Is It Time to Update Your Market Research PowerPoint Reports?
Have you noticed the rapidly rising expectations for the design and “look” of market research reports? Unfortunately, when we are working to meet project deadlines, it’s hard to take time to evaluate our current reporting style. But how long can we delay? At what point will dated-looking deliverables negatively impact perceptions of our work? Includes info on a free PowerPoint template to get you started on updating your own market research report PowerPoint template. Related article http://www.researchrockstar.com/ Facebook - https://www.facebook.com/ResearchRock... Twitter @ResearchRocks https://twitter.com/ResearchRocks LinkedIn - https://www.linkedin.com/company/2038750
Mar 11, 2019
Market Research Career Anxiety Due to Technology Trends: Now What?
Are market research professionals widely experiencing career anxiety? The feeling of stress we may have when thinking about our 5-year career path options? Of course. And a lot is due to technology trends. In this episode, host Kathryn Korostoff discusses the realities of how and why market research career paths are changing, so that we can refresh our market research career path plans without getting distracted by short-term thinking. Related article with Pew Research and Clutch citations: https://www.researchrockstar.com/blog/
Feb 25, 2019
Are Soft Skills the Key to Thrilling Market Research & Insights Clients?
Soft skills, especially those that relate to client management, may be the key to really thrilling market research & insights clients. And client management is often the hardest part of our work. Not sure if you agree? Well, have you (or someone on your team) ever experienced pain with any of the following: --Getting agreement on sufficiently precise research objectives --Setting and managing client expectations --Ensuring that client interests don’t conflict with objectivity --Facilitating collaborative (and often iterative) processes --Leading client meetings --Helping clients to use the research results If so, then you know that client management can be hard. In this Conversation, Kathryn Korostoff shares research about the opportunity for market research professionals to advance their work by focussing on client management and related soft skills. This video relates to a longer article, with citations: https://www.researchrockstar.com/do-m...
Feb 25, 2019
How to Create a Realistic & Effective Market Research Training Plan
Need to create a market research training plan for yourself or a team? It can be overwhelming. After all, in an ideal world, you would do a needs assessment and a gap analysis before creating the plan. Alas, that may not be feasible. So how to create an effective plan, in less time? In this conversation, Kathryn Korostoff shows how to craft learning goals, gives several market research & insights examples, and also shares 2 examples of training scenarios. For more details on this topic, check out this article which includes 3 more training scenario examples for market research skill advancement: https://www.researchrockstar.com/mark...
Feb 11, 2019
Qualitative Research or Hard core Qualitative Research
Qualitative research demand is shifting to more rigorous methods and analysis approaches. My hypothesis is that over the next year, we will see strong demand for qualitative research…but it will skew to what we might call hard-core qual. Thus, market researchers will be expected to deliver projects that meet the ever-increasing needs for scale and speed, while also being rigorous. What do you think? Are you seeing something similar...or different? In this conversation, Kathryn Korostoff shares her observations on this important market research trend...and its implications. This episode relates to a detailed article, Rigor, Speed & Scale for Hard-core Qualitative Research, published last week: https://www.researchrockstar.com/qual...
Jan 29, 2019
How to Optimize a Lean Market Research & Insights Team
Running a lean market research & insights team in 2019? While the reality of lean teams exists in many professions, market research & insights teams have some unique conflicts that exacerbate the challenges. That’s because some of the big trends for our profession in 2018 continue to be strong in 2019. Specifically, these three: 1. Advancing consultative skills 2. Advancing data fluency 3. Shrinking the “need-to-insight” lifecycle Running lean while achieving such notable advances is no mean feat. In this episode, let's take a closer look at how some team leaders are doing so. Note: this episode was inspired by a detailed article, published HERE
Jan 29, 2019
Insights Career Coaching Step 1: Choosing Your Path
Now is a great time to refresh your Market Research & Insights Career planning. Do you have a career plan? A goal? It's time to step back from the treadmill of work and deadlines and think about your 2, 3 or even 5 or 10-year career goals. Do you currently have a clear vision of what kind of work you want to be doing 5 years from now? What types of colleagues do you want to be working with? What skills do you hope to be using? If not, no worries. We can start easy—at the highest level. And that starts with this basic question: in an ideal world, are you a market research & insights generalist? Or a specialist? Check out this episode for market research career planning tips and examples.
Jan 7, 2019
How to Improve Your Survey Data Quality with Special Guest Ken Faro
Do market researchers over-rely on sample size as proof of survey data quality? Do we under-invest in other data quality contributors, such as instrument design and scale validity? In this conversation, Kathryn and special guest Ken Faro, discuss current thinking on survey research data quality. Special guest Ken Faro, PhD. Ken is the VP of Research at Hill Holiday. Be sure to check out Ken's related (and important!) article in the October 2018 Sloan Management Review: https://sloanreview.mit.edu/article/the-big-data-problem-that-market-research-must-fix/. You can learn more about Ken here: https://kennethrfaro.com/
Dec 17, 2018
Getting more people to take your surveys: 8 ways to optimize response rates
New market research methods are great—but I still value the tried and true. Survey research, for one, is still very important (especially for populations and research goals that can't be served through transactional data, 3rd party data, etc.). And luckily, we have more information (research on research) than ever about how to maximize survey data quality. One part? Maximizing response rates. In this conversation, we discuss 8 ways to boost your survey response rates. For those of you who may be newer to market research, you might ask, "what is the response rate for a given project?" Here’s a simple example for email surveys: if you email out 1,100 survey invitations and 100 bounce back due to bad addresses/being non-deliverable, and 250 respond, your response rate is 250/1000= 25%. And wouldn’t THAT be nice! You might get that for employee surveys or highly engaged customer surveys, but otherwise, it’s pretty rare. Link to the research compendium mentioned: https://www.resea…
Dec 10, 2018
DIY Research: The Nonsense of Trendy Ambiguity
Rampant in the market research and insights world for a few years now: widespread misuse of a popular piece of research lingo. And recently, I notice this misuse is getting even worse. As a profession, I think we would all agree that common market research jargon should be used precisely. But when it comes to the phrase "DIY Research," all bets are off. I commonly see the phrase used to mean 4 very different things: 1.Online surveys 2. Market research conducted by people without skills or training (a la home improvement) 3. Online surveys conducted using platforms such as Decipher, Qualtrics, SurveyGizmo, etc. 4. Market research conducted by corporate researchers Which of these definitions is correct? They can't all be! In this conversation, I share some context about how the term "DIY" Research is commonly used and abused, and share an example from a recent trade show promotion.
Dec 3, 2018
17 Data Sources Used for Market Research and Customer Insights
As a Market Research & Insights professional, you likely have clients. They may be internal, or external—but if you design and execute projects, your work is likely funded by some kind of client. For many researchers, the client’s job role may be in insights—say, the Insights Manager at a footwear brand. Or the client may be the CMO, or a brand manager or some other business role. So regardless of how many clients you have, or their jobs, let’s think for a minute from their perspective: if I have a client who has a new need for information, for customer insights-related information, where do they go first? Do they come to me? Do they turn to another market research expert or team or agency? Do they have enough knowledge to know there are more than one possible useful data sources to answer their questions? Let’s say your client Jane is the CMO at Cozy Footwear. She has some burning questions about the profile of their most loyal customers. Where would she get that data? Woul…
Nov 19, 2018
Crafting great hypotheses for your market research projects
A fundamental skill for all market research & insights professionals is the ability to develop and document hypotheses. We are in a field that seeks to help clients objectively understand customer attitudes and behaviors. This type of exploration requires precise thinking in order to select the right methods. And the best way to start this process? Documenting your hypotheses. Well-informed, considered hypotheses are essential to ensuring a logical research process. And if I try and realize that I don't have great hypotheses, well, that tells me something too—it tells me I need to learn more first. Often that means qualitative research, literature review and/or secondary research. Check out this video to refresh on the definition of "hypothesis" and see some specific examples. Please visit us at http://www.researchrockstar.com/
Nov 5, 2018
The "Why" Webinar With 3 Market Research Pros
"Sure, big data tells you what consumers do, but you need market research to find out the WHY." It’s a common statement these days. But is it factually accurate? Or is it a self-soothing platitude for those of us in the market research & insights professions? Factually, what are the best options for finding out the “why” behind consumer behavior these days? And which of those options are in the market research purview? This week's conversation is a webinar recorded on October 22, 2018. The "Why" Webinar with market research pros Kathryn Korostoff, Nikki Lavoie and Evan Oster.
Nov 5, 2018
Market Research Extremes Working Together: Big Quant or Deep Qual
Question: With all the focus on big data, what is happening with qualitative research demand? Answer: An interest in deep-dive qual. Data-centric organizations are still embracing qual, but when they do it, they want it to be rigorous, to go past the surface. And that often means ethnography. Anecdotally, I have seen some evidence of this in job posting trends—sometimes with an intersection to UX research. Unfortunately, there’s a problem. Even at industry conferences, I see the term “ethnography” used incorrectly. Let’s be precise---both for ourselves and our clients. Let’s use the actual definition of ethnography. In this episode, I present the factual definition of ethnographic research and even give you a little pop quiz with examples. Enjoy!
Oct 22, 2018
Can you improve Market Research & Insights Team efficiency by rethinking job roles?
Market Research & Insights teams are under constant pressure to be efficient. To do more with less, or at least more with “the same.” But how? By evaluating our resources and processes. Today we focus on resources—the tools, people and other assets that are the building blocks of the MR&I function. One way to Identify potential efficiency boosters is by evaluating how the Market Research team is structured. What are the roles? Who does what? Is the work process itself efficient? Or prone to time-sucking errors or roadblocks? Let's discuss two specific options for defining job roles.
Oct 8, 2018
Who is in Charge of CX? Market Researchers Need to Know!
CX is hot. We know that. And as an MR pro you know that CX intersects heavily with MR—indeed, one could argue that CX research is really just a subset of market research—using many of the same methodologies. But for various reasons, CX is hot… and getting a lot of C-Suite attention and budget. So as an MR pro—or team leader—you are probably thinking about how to align with this growth area. The first step: figuring out who is in charge. That's the focus of today's 8-minute Conversation for Research Rockstars.
Oct 1, 2018
Is Big Data Creating new Market Research career paths? Part 1& 2
Market research career paths are changing. Are you ready? New market research skills can help you prepare for evolving career paths. First step: choosing which of several emerging career paths you want to pursue. Do you want to be a market research generalist? A specialist? or do you want to pursue adjacent opportunities?
Oct 1, 2018
Market Research jargon alert: "Market" or "Audience"?
What do you hear more often: "market" or "audience"? And what's the difference?
Sep 10, 2018
Professional Survey Design Issue: Every Word Counts!
How to mitigate the risks associated with rating scales in market research questionnaires? Know all your scale options. Likert scales are great for many cases, but so are semantic differential scales. Not familiar with semantic differential scales? Tune in for some quick tips that will help your professional market research instruments shine.
Aug 6, 2018
How will the most disruptive trend in consumer marketing impact market research demand?
What happens to market research demand if major consumer brands move to Direct-to-Consumer (D2C) business models? D2C is perhaps the single most disruptive trend in consumer marketing today. In this conversation, I share some fascinating proof points about the D2C trend, and also identify potential implications for the market research and insights profession. This conversation is important for anyone who works on consumer brands—either as part of an in-house insights team or at a research agency.
Jul 23, 2018
Are 5 or 7-point rating scales best for survey research?
Scale length is always a hot debate in the world of professional market research. Even versus odd? 5, 7, 10, 11 points? The best advice: do an experiment to see what provides the best data for your topics, and from your populations, of interest. Link to the PDF mentioned on scales research HERE
Jul 2, 2018
When did the phrase "Market Segmentation" get hijacked?
These days, market segmentation means different things to different people. For those of us in market research, we need to be aware! And vigilant about the correct use of the language, to avoid confusing our clients and colleagues. Here is what you need to know. If you like these conversations, we encourage you to visit our web page and have a look at our courses: https://training.researchrockstar.com/
Jun 18, 2018
What is Market Research? What is Marketing Research?
How do you define "Market Research"? What about "Marketing Research"? Are they the same...or meaningfully different? Using 4 definitions from published sources, let's take a look and decide for ourselves. In this episode, Kathryn uses examples related to product positioning and customer loyalty to see which phrase is most accurate. Disagree with her take? Great!
Jun 11, 2018
Mobile ethnography lessons for Research Rockstars
Ready to add a new market research methodology to your toolchest? Mobile ethnography is an option for scalable qualitative research. Using a recent case study, Kathryn reviews the key benefits. Also, Happy Anniversary! We celebrate the 1 year anniversary of the Conversations series with a gift for our fans.
Jun 4, 2018
Are your market research clients bored?
4 clues that your clients are bored with the market research they are receiving, and how to proactively manage them to mitigate this risk. Bored clients won't use your research. And are unlikely to become raving fans of research in general, or the researcher with whom they have worked. Don't let this happen to you!!
May 21, 2018
Do your market research reports look dated?
When was the last time you refreshed your PowerPoint template? Have your reports pretty much looked the same for 5+ years? The brutal reality is that people do judge a book by its cover--and they judge a market research report by its "look." Here's how to tell if your reports look current...or dated.
May 7, 2018
Hot Market Research Jobs Often Require These Skills
Will your next great market research & insights career opportunity require showing that you can work with multiple data sources? Demonstrating your ability to find and apply new methods? For many people looking to advance their careers, the answer to both questions will be “yes.” Here’s some proof, and some tips on how to prepare.
Apr 30, 2018
Market Research job decisions: Supply-side or Client-side?
Market Research & Insights professionals can apply for jobs in various types of companies. Often, the first decision is: should you pursue "client-side" or "supplier-side" openings? Here are some decision criteria to help you choose.
Apr 23, 2018
Market Research Identity Crisis!
Market Research & Insights professionals face a dilemma in social situations: how do you answer the question, "What do you do?" So, how do you answer this question?
Apr 16, 2018
Market Research & Insights Job Trends: New titles, new skills
Market Research & Insights career opportunities are shifting. Do you have the skills employers are seeking? In this conversation, Kathryn illustrates new skills trends by looking at recent job postings from leading companies.
Apr 9, 2018
How to Use Behavioral Economics to Improve Data Quality
Care about market research data quality? Lessons from the field of behavioral economics can be used to optimize market research methodology choice and design. In this conversation, host Kathryn Korostoff reference's Daniel Kahneman's famous book, Thinking Fast & Slow, to show how market researchers can use the concepts of "fast and slow" thinking.
Apr 2, 2018
How to Improve Survey Response Rates Like a Market Research Pro
Response rates for online surveys can be dismal. What to do about it? One option: improving our survey invitation emails. Can they be better? What specific attributes would make them more effective? In this conversation, Kathryn identifies 5 invitation attributes that have been shown (through research) to improve survey response rates. Might some of these items help with your surveys? https://training.researchrockstar.com/
Mar 26, 2018
Data Sources Commonly Used in Big Data & Analytics
Learning to become a data-fluent market researcher? A good first step is learning about common data sources. In market research, we commonly use data collected from surveys, focus groups, social listening and more. But what about our colleagues on the "big data" and analytics side? What data sources do they use? At the highest level, we can talk about 5 categories of data. In this conversation, we identify common data sources and share some examples of how companies use them to generate customer insights.
Mar 19, 2018
Market Research Vs Big Data: Who will own the consultative role?
Data-centric businesses need data-fluent advisors. Or as Mckinsey likes to call them, "translators." What professionals will meet this need? Is it a good career path option? Market researchers seem to assume that people with big data jobs are better positioned. But that is not necessarily so. In this conversation, let's talk about why market research and customer insights professionals are actually well-positioned to take on the new role https://www.researchrockstar.com/
Mar 12, 2018
4 Clues you Need to Hire a Market Research Company
Hiring a market research company has pros and cons. But here are 4 cases when it will likely be the best (and safest) choice. Please share this episode with anyone who may be deliberating over whether or not to hire a market research company.
Mar 5, 2018
7 Reasons Why Big Data Projects Fail
Big data isn't perfect. Unfortunately, biased experts often over-promise and often under-deliver. What do market research & insights professionals need to know about big data risk factors? In this conversation, 7 reasons why Big Data projects fail, and what we can do to help clients make data-agnostic choices.
Feb 26, 2018
Writing Qualitative Research Reports
7 reasons why writing qualitative market research reports is hard, and what you can do about it. As a market research professional, you may need to write reports based on your focus groups, online focus groups, IDIs, ethnography or online qualitative methods. And it's a tough job. Check out the diagram on page 6 of this PDF for a great example of how to simplify your reporting process by jump-starting your analysis and synthesis. https://goo.gl/AuCfhr
Feb 19, 2018
McKinsey Translators or Market Researchers?
In a February 2018 HBR article, McKinsey identifies potential demand for millions of "translators." But look at the definition: sounds like market research & insights. So what is the difference between a market research and insights professional and a "translator"? And is an "analytics" professional more qualified to pursue this career path than an "insights" professional? In this conversation, Kathryn discusses the one key thing you need to do in order to be credibly positioned for this new career path scenario.
Feb 12, 2018
Market Research & Customer Insights Career Coaching
Thinking about your market research and insights career path?Ready to refresh your career goals? Here are some tips on how to refresh your career plans to align with current demand for insights professionals. These career coaching tips are for anyone who is planning to start or advance their market research and insights (MR&I) career in a corporate/brand environment. If your interest is in a career working for a market research company, some of these tips will not apply to you.
Feb 5, 2018
Market Research Surveys: Impact of Time on Data Quality
Do your market research survey respondents speed through your questions? Does that impact data quality? In any given questionnaire, the amount of time participants spend completing it can vary. In some cases, that's legitimate. But in some cases, it's a red flag that you have bad respondents, and thus potential data quality issues. In this conversation, Kathryn Korostoff discusses how to find your speeders, how to assess the impact on data quality, and how to deal with them. Special thanks to SurveyMonkey for publishing some great data on this topic!
Jan 29, 2018
SPSS or R: Which will Market Research Pros be using in 2018?
Why are some market research & insights teams moving to R? Because as these teams become the central synthesizer for multiple data types and sources from across an organization, they choose to use the tools that their peers in related data functions are using--often especially R. And R can be as geeky or as friendly as you want--depending on what you use it with. Learn more about R and why some insights teams are making the move from SPSS to R. This conversation includes several sources for learning R, including free options.
Jan 22, 2018
Market Research end-of-project Meetings
Meetings that make an impact with special guest Carol Galvin. In this conversation, Kathryn speaks with Insights veteran Carol Galvin about how to make sure these critical end-of-project meets are successful for the researcher and the client. Carol has been in the market research and insights profession for 30+ years, most recently as a Distinguished Market Intelligence Professional and Team Lead in the IBM Market Development and Insights group.
Jan 15, 2018
Market Research Questionnaires Over-Rely on Rating Scales
How many questionnaires do you see that are full of 5-point rating scales? 5-point rating scales can be useful, but there are many other types of scales--and not all scales are rating scales at all. Unfortunately, many people know rating scales, so they default to them. In this conversation, learn about two problems with over-relying on rating scales, and about sources for expanding your scale repertoire. Great questionnaires can effectively measure attitudes and behaviors: but not if you use the wrong scales or use scales incorrectly.
Jan 8, 2018
Is your Market Research Subject to Analysis Bias?
Bias can get introduced at various points in a market research project. Here is a look at an often overlooked source of bias: bias that gets introduced during analysis and reporting. Professional researchers are often trained to mitigate bias during the research planning and data collection phases of a project. For example, survey researchers are trained to word questions and select scales that mitigate bias. And moderators are trained to ask questions and probe using techniques that mitigate bias. But what about after data collection? When data (quantitative or qualitative) is being analyzed, synthesized and reported? Tip: This conversation is a great one for a team "lunch-and-learn." We suggest watching the video as a team, and then using the following discussion questions: 1. Thinking about the team's most recent projects, do you think there was any bias introduced during the analysis or reporting phase? 2. Is your team comfortable reporting "bad news"? 3. Does your team use an…
Jan 1, 2018
Tips for Amazing Focus Groups
Why many marketers still love focus groups and how to make sure yours are excellent. Yes, many marketers still love focus groups as a market research method. Today's focus groups are very different than ones you may have seen 10 or more years ago. Today, they can be online or in-person, formal or casual. A great focus group can effectively discover customer attitudes and perceptions: what do people really think about your brand? Do people perceive your competitor's products as inferior or superior, and in which specific aspects? Do people in your target market have specific aspirations that align with your brand? There are lots of cases where marketers need to discover customer attitudes and perceptions. In this conversation, Kathryn gives tips for making sure your next focus group project is a great one.
Dec 25, 2017
The Most Misused Term in Market Research?
Why "DIY" is the most misused term in market research today. Misuse of this term undermines credibility and business relationships.
Dec 18, 2017
Great tip for your next big market research survey project
How do you prepare for big, new market research survey projects? Often, professional market researchers will do focus groups or in-depth interviews (IDIs) to generate hypotheses that will drive key content for the questionnaire design. But what if you don't have time or budget for those methods? We have a great tip.
Dec 11, 2017
Using Market Research Surveys to Discover Customer Priorities
How to write questions that best measure priorities and preferences? It's a common need: to understand customer priorities. For example, you may want to know which of 5 new color choices you should add next to your laptop case product line. Or maybe you want to know which of 6 local restaurants people see as most or least family-friendly? In this conversation, we look at two easy options that capture priorities without over-relying on over-used 5-point rating scales.
Dec 4, 2017
3 Ways to Structure Quantitative Market Research Reports
Writing great quantitative market research reports is hard! Often, we don't have as much time to write them as we would like. One strategy for being as efficient as possible? Having a precise outline ready so that once you have your data, you can write your report in a fast, logical manner. In this conversation, Kathryn Korostoff discusses three ways to organize a quantitative market research report. And one of them may surprise you. Be sure to download the provided file. Download here: https://goo.gl/CEjMQN
Nov 20, 2017
Check Out 8 Options For Collecting Qualitative Data!
Qualitative data options for 2018 and beyond. Learn about 8 methods for collecting qualitative data, and examples of when to use them. Qualitative data is a hot topic these days. Many quantitative researchers are looking to gain qualitative skills, and many qualitative researchers are looking to expand beyond conventional focus groups and in-depth interviews. In this conversation, we talk about 8 qualitative research options, with examples.
Nov 6, 2017
Research Replicability: Lessons from Amy Cuddy
Social psychologist Amy Cuddy’s research on "power poses" was questioned because other researchers were unable to replicate the results. Do perceptions of “bad science” in other social science fields cast a negative halo on perceived market research reliability? What are the risk factors in survey research that reduce likely replicability and validity? As a profession, could we be doing a better job of helping clients understand survey research reliability? A conversation with Kathryn Korostoff and special guest, Jeffrey Henning of Researchscape International. Stay tuned for our newest conversations on market research by subscribing to this podcast or to our YouTube channel: https://goo.gl/6HxkpW Thanks for listening!
Oct 30, 2017
Does your team have a definition of 'insights'
These days we seem to find "insights" everywhere, it is defining what we do in the market research field, but, do we all have a common definition for it? let's get down the conversation about it.
Oct 23, 2017
How to Amp Up Your Survey Data Append It!
What's hot in survey research? Appending survey data with additional data. Appending a data file with more variables creates lots of data analysis opportunities. Learn more here. To know more about our courses visit Training.ResearchRockstar.com
Oct 16, 2017
Secondary Market Research Data is Awesome!
Secondary data can often amp up the quality of your market research work. And today, there are lots of secondary data sources. Learn more here! If you like our content, make sure to follow us on Twitter too @ResearchRocks
Oct 9, 2017
Bias in Data Skewed by Methodology Choice
While bias can be introduced during a research project, there’s another source of bias that comes earlier: bias that comes from the methodology and data sources that we use. Before we actually start a research project are we being biased in what methods we choose? Listen here for a great option for choosing the best methodologies for each project—rather than defaulting to your personal favorites.
Oct 2, 2017
Do We Over Rely on Self Reported Data?
All market research and customer insights projects ultimately fall into one or more of these categories: Discover, experiment, measure, predict. Within each one, there are 5+ specific data sources and research methods you can use. Listen here to amp up your data analysis and customer insights projects. Make sure you download this PDF : http://www.researchrockstar.com/wp-content/uploads/2017/06/Framework-Handout.pdf
Sep 25, 2017
Job Skills and Title Trends
What does “big data” and “business intelligence” mean for market research careers? Will your next great market research job be titled something else? Join us for a conversation on job title trends. Make sure to download this before you listen: http://tinyurl.com/yb6sphny Want a great new option for keeping up with market research concepts and skills? Without travel? Try our free 4-week membership. No credit card needed. Just your passion for advancing customer insights. Courses cover qualitative and quantitative methods, beginner levels to expert. Learn more here: http://www.researchrockstar.com/BackStagePassForClients
Sep 18, 2017
Unconventional Job Titles for Market Researchers
How do careers in business intelligence, market intelligence UX, CX and market research intersect? There are still a lot of unknowns, but the job postings are getting very similar. Join us for a fun conversation that might just inspire you to rethink your career opportunities.
Sep 11, 2017
Discover, Measure, Experiment or Predict: What is Your Next Project Going to Do?
As a research professional, you strive for objectivity. You use various techniques to make sure you are giving your client unbiased data. But what if your choice of methodology is biased? Are you biased towards surveys or focus groups? Maybe you tend to recommend IDIs? Listen to this episode for a conversation on how to choose from the 20+ methods available to professional researchers today.
Sep 4, 2017
Experiments for Market Researchers
Want to stop over-relying on self-reported data? Need to discover emotional associations with a brand or product? Need to gauge price sensitivity in a realistic way? Market research experiments may be your best option. Check this episode out for tips on practical options for conducting market research experiments.
Aug 28, 2017
Social media research or focus groups?
Description: I love a great focus group, but sometimes there is no time or budget for focus groups as a Phase 1 prior to a survey research Phase 2? Social media research can be the solution.
Aug 21, 2017
How to Speak your Client's Language
How do we make sure our research reports really resonate with clients? One fundamental strategy is to use language that clearly connects market research data to business activities. In this conversation, you'll hear tips and thoughts about how to present your results in a way that speaks your clients language.
Aug 14, 2017
Chief Data Officer - Being Data Agnostic
There are many sources of data these days, each with its own pros and cons. So who is going to be the lead on helping organizations harness the power of various types of data? According to Gartner and IDC, it will be the Chief Data Officer.
Aug 14, 2017
Announcing Conversations for Research Rockstars!
Big news! Announcing a 10-episode podcast on advancing the market research, customer insights and related professions. Listen for details! Is this a podcast you would find valuable? If so, be sure to subscribe on iTunes.