The Power and Promise of Secondary Market Research

Overlooking the potential of secondary market research can prove to be a costly mistake for marketers and businesses. While primary research – original data obtained directly from the customer – is seen as richer and more valuable, secondary research can be equally, if not more, insightful and provide immense benefits

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Preventing Bias in Questionnaires and Surveys

Market research and consumer data are usually a critical weapon in any marketer or business owner’s arsenal. Having detailed and clear insights into who your customers are, and why they make the choices they make, is an important part of effective advertising.  But bias – defined as a deviation of

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How ChatGPT Might Help (or Hinder) Market Research Efforts

Understanding a consumer’s needs and preferences can often be a challenging task. Many have hoped that artificial intelligence and machine learning (AI/ML) algorithms will make it easier for market researchers to identify critical information to better target customer groups. The release of ChatGPT, a new chatbot system created by OpenAI

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Understanding Subtle Distinctions in Your Audience

Understanding your audience is essential for your company’s success. That’s how you know that you’re meeting the needs of your market. But there are often subtle distinctions within your audience that a broad brush may miss—but that can have a huge impact on your firm. For example, a tech company

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