Think Outside The Survey
January 30, 2012 Leave a comment
As in every industry, things are in constant evolution. Market research is no different. I was fortunate enough to sit in on a webinar a few weeks back about some of the new and innovate market research methodologies being used. Kathryn Korostoff wrote an e-book called Think Outside The Survey.
In the e-book, Kathryn highlights the need for innovative research methods due to skepticism of the value of market research, unreasonable and constraining time requirements, sampling and response issues, and, of course, more and more restrictive budgets.
However, because of the cost and ease of technology, there should be no reason for any company to resist the activity of measuring customer attitudes and behaviors. With the variety of insight tools available, customer insight can be created at virtually any budget level and within nearly any timeline constraint. She discusses 14 innovative methods
- Expert Interviews
- Idea Management
- Instant Polls
- Mobile Research
- Market Research Online Communities
- Prediction Markets
- Social Media Research
- Text Analytics
- Video Research
Now discussion of each of these may be a blog post in of itself. However, it cannot be done here at this point. I highly recommend you download it from here. It is a good read whether you use market research, are interested in market research, or feels like market research is a waste, Also, if you are interested in how new technology is used in business, it will also be a good read for you.
Have you used any of these in your research? How do yo feel you can use any of these methods in your business?
–J. Nolfo helps companies understand their market and customers though a variety of market research strategies. He has over ten years of experience of market research for strategic planning purposes. He is the Director of Research at Rhino Market Research. He shares his thoughts about market research and business concepts with his blog “Pensare…Understanding Market Research in Business“. If you would like to discuss this blog or how J. can help you understand your market and customer needs, email him at firstname.lastname@example.org.