greenbookblog.org

Interview with Deborah Ancona: Seley Distinguished Professor

Editor’s Note: Qualitative research sometimes doesn’t get the recognition or respect that it deserves, especially in these days where there has been so much change and development on the quant side. Here, Edward Appleton interviews Deborah Ancona, a professor at MIT, on a recent article she published in Harvard Business Review about the role qualitative research has played for leadership at two large organizations. We’d love to publish more posts about developments and new uses for qualitative research! It’s not often that market...

greenbookblog.org

As Q4 Approaches, Keep Kindness and Gratitude Front-of-Mind

“No act of kindness, however small, is ever wasted.” – Aesop The 4th quarter of the business year is almost upon us, bringing opportunities for end-of-year sales as companies spend their remaining budgeted research dollars and maximize resources.  For those of us in the marketing research arena, Q4 is crunch time as our workloads increase and timelines shorten. The holidays (and all they entail) are coming up fast, and managing the unexpected is an everyday occurrence. This is the perfect time to embrace an attitude of mutual support,...

greenbookblog.org

Rethink River Sampling: The Savior of Your Panel Recruitment Strategy

Editor’s Note: One of the most charged topics we get posts about on the Blog is the state of online sample.  Many have lamented where the industry has gone, and have proposed various solutions (blockchain anyone?). Here, Mario Carrasco discusses how sample users get more comfortable with some of the latest river sampling procedures. We are sure that this will be an ongoing topic of discussion for some time to come. In the past, the source of panelists for samples was highly scrutinized. We’d get questions like, “Are they recruited...

greenbookblog.org

How to Live Up to the Modern Purpose of the Corporation

Editor’s Note: The Business Roundtable made news a few weeks ago by declaring that the purpose of corporations is to do more than build shareholder value; just as importantly, various stakeholders must benefit as well. This statement upsets a generation of corporate orthodoxy and has provoked fierce debate. Jim Chastain and Jim White of RealityCheck give us their take on some for the implications of this bold restatement of corporate purpose. Last week came a message from American business leaders that was nothing short of revolutionary:...

greenbookblog.org

Decoding the Omnichannel Path-to-Purchase: Driving Brand Growth through Behavioral Design

Almost 70% of consumers in the US shop in both the online and brick-and-mortar retail world. This makes them what we would call Omnichannel Shoppers, and they are especially valuable because on average they spend more in all channels than consumers who shop in one channel alone. Of these Omnichannel Shoppers, roughly 81% rely on digital research when they are discovering, shopping for, and purchasing your products.  Even if their ultimate purchase is transacted in brick-and-mortar retail, on average 35% (and even more in certain categories)...

greenbookblog.org

How to Choose the Right Data Source

Editor’s Note: I’ve felt for a long time that there was much business value to be gained by combining data sets.  No one data set should be forced into trying to answer all of a client’s business questions.  It is gratifying to see progress being made on this front, and that combining data sets is becoming more of a regular practice than an exception. In medieval times people sought a universal elixir. They failed, just as modern insights professionals fail if we proselytize one approach is ‘the future’. We search for truth...

greenbookblog.org

The Whys and Wherefores of RFPs in Market Research

Editor’s Note: A staple of life in the Insights Industry is the Request For Proposal (RFP). We’ve all learned that good RFPs make devising a proposal much easier, while bad RFPs can cause much wheel-spinning. Here, Paul Rubenstein does a great job of describing RFP do’s and don’t’s. This is a really valuable read for those who either write or respond to RFPs. At Accelerant Research, we have collectively spent decades in market research and managed thousands of projects across a variety of industries in corporate-side,...

  • Paul Rubenstein
    P
  • Ph.D.
    P
7 min read
greenbookblog.org

Predictions for MRX That Are Becoming Reality

Editor’s Note: One of the most popular types of posts we run on the GreenBook Blog are articles about Predictions, e.g., “what will be in the biggest trends about X in the coming year?” It is rare, however, for authors to come back a year or two later to assess how well their predictions have held up. Today, Michalis Michael assesses predictions he made several years ago. It is interesting to see which predictions have held up, and which haven’t. Humans are inclined to think linearly. We overestimate the short-term and underestimate...

greenbookblog.org

7 Tips to Improve Online Customer Service & Increase Sales

Editor’s Note: We read a lot these days that people are not buying “products” as much as they are buying “experiences”. Understanding how customers experience your brand, pre- and post-buying, has become a critical topic for many marketers. Here, James Daily provides a very useful summary of the ways brands can build sales through a focus on customer experience. When you want to keep your customers happy, you need to be able to provide them with best-in-class customer service. For every good interaction a customer has, they’ll...

greenbookblog.org

Monthly Dose of Design: Wireframing 101 for Market Researchers

The shift to online platforms means that researchers are looking for ways to best engage participants digitally. While traditional platforms are still widely used in research, they lack many utilities, such as functionality and interactiveness, that newer digital platforms (apps, websites and gamified surveys) have.  Over the next four articles, we will talk in-depth about the fundamentals of how you can build a digital platform for research purposes. The articles will cover four areas: Wireframing Interface design basics Copy...

greenbookblog.org

Is Gen Z Fearful of the Increasingly Digital Age?

Editor’s Note: While the practice has been ubiquitous for quite some time now, I’ve always grated a bit against the labels give to generations.  Be it Baby Boomers, Gen X,Y, Z, Q or any other letter someone decides to use, it has encouraged a lot of simplistic and sloppy thinking that overlooks the diversity of lives summarized by a label. Here, Emily Coughlin shows that a substantial percentage of Gen Z doesn’t embrace stereotypical views of technology. Importantly too, her post demonstrates that there is a lot of information “out...

greenbookblog.org

Sync, Async, & Hybrid Research: What’s the Difference?

Editor’s Note: I’ve always been a fan of frameworks; they can help you think through a problem more broadly and see connections between elements that would be difficult to see otherwise. Here, Laura Glanz combines many different types of research under three broad headings and gives readers a way to think about what would be the appropriate methodology for different problems. A very useful perspective. When it comes to market research, there are many methodologies to choose from to conduct an effective test, but in selecting the right...

greenbookblog.org

GRIT Business & Innovation Report Wrap-Up

Editor’s Note: With the launch of the latest GRIT Business & Innovation Report, we have published a series of “sneak peeks” and excerpts of key analyses. Today, we present Gregg Archibald’s wrap up, where he discusses larger implications for the industry. The points Gregg makes on business impact and what value means to different people and organizations are important for us all to consider. In every edition of the GRIT Report, we see positive news and we see challenges. This report is no exception to that history. Two themes keep...

greenbookblog.org

3 Core Requirements for Agile Market Research in 2020

Editor’s Note: Looking back over the decade since we’ve started the GreenBook Blog, there are some articles that have proved especially popular with our readers. Given the rapid pace of change in the industry, we’ve decided to go back to some of these authors and ask them to update their articles. Today, we have the first of a new series of updated articles, by Kevin Lonnie. His article on Agile Market Research gained a wide readership, and he shares his current views on the topic below. The fundamental purpose of market research is...

greenbookblog.org

How Technology is Changing the Fashion Industry

The fashion industry has significantly evolved over the last decade with the global online fashion market expected to be valued at $765 billion by 2022 and e-commerce constituting about 36% of total fashion sales. Fashion has evolved from pure design to marketing with every brand rushing to social media and mobile marketing innovation today.  New tech devices are being launched constantly that open new doors of customer engagement.  As online and 3D services like Stitch Fix and Matchesfashion.com  become popular, we must also discuss how...

greenbookblog.org

The Right To Be Wrong

Editor’s Note: The Insights industry has increasingly looked upon social media like Twitter as an important source of information.  Therefore, when Twitter changes key policies, our concern is professional, as well as personal.  Here, Micael Priem offers a provocative POV on some recent announcements at Twitter, as well as points around larger issues of personal privacy. A few weeks ago, Twitter announced a plan to begin placing a notice over tweets from high-influence political leaders it believes violate its standards regarding...

greenbookblog.org

Choosing the Right Benchmarks

Editor’s Note: Benchmarks are useful, but often used simplistically; a decision is made at some point to compare themselves on Metric A to Companies B, C, and D, and it goes on for years. As the business situation evolves, Metric A may no longer be a critical market for business prospects, and Companies B, C, and D may no longer be relevant. One of my favorite CMOs to consult for would regularly ask me which companies faced a similar situation to what his company faced, and what they did about it. His benchmarking was flexible, depending on...

greenbookblog.org

Based in Blockchain – Building an Ecosystem of Trust

Editor’s Note: There is no doubt that there is a great opportunity for marketers in the insights derived from integrating a variety of passively-collected and survey information from individuals. At the same time, there is no reason to expect people to happily turn this information over to marketers unless they are fairly compensated for it, and can expect the information to be kept private and secure. Blockchain is a crucial technology that can deliver a win-win for all parties in the exchange. Paul Neto writes passionately here about the...

greenbookblog.org

3 Reasons MRX Designers Should Embrace the AI Revolution

Editor’s Note: Artificial intelligence continues to both excite and frighten people in the Insights industry, sometimes at the same time. At the same time, Design also has become more critical for the insights industry, as we focus on better storytelling. The mix of AI and Design is an interesting topic, and Sophie Grieve-Williams writes passionately about the benefits that AI can bring designers, and why some of the fears may be misplaced. Now is a fantastic time to be part of a design team; we have so much technology at our fingertips...

greenbookblog.org

Does Corporate Social Responsibility Matter?

Marketing research data collection company Focus Pointe Global (FPG), in collaboration with customer experience management company Market Force Information, recently posed these questions and more to members of the FPG QualPanel® on the subject of Corporate Social Responsibility (CSR). Corporate Social Responsibility is a term used to describe a company’s efforts to improve society in some way. These efforts can range from donating money to charitable causes to implementing environmentally-friendly policies in the workplace. CSR is about...

greenbookblog.org

Challenges in The Polling Industry & What’s Next

Editor’s Note: As we are getting into the 2020 US election season, the polling issues from 2016 are still on everyone’s mind. Recently, Australia had national elections in which the results differed from expectations created by pre-election polling. What happened? Here we have an interview by Helene Fischer of Dr. Harry Wilson of Roanoke College on issues for political polling. We’d love to hear some thoughts by people involved with getting ready for 2020 about what they’re planning to do differently this time. Political shockwaves...