Face It: Cheaper Isn’t Always Better

Friday, March 17th, 2006

Unquestionably, with customer feedback in hand, your organization could make improvements in numerous areas. So, why not have your sales reps provide that input? Working on the front line with customers every day, they’re in an excellent position to collect and share this important market research, right? Wrong. In fact, it’s highly likely that such…Read More

Improving Upon Your Next Member Survey

Thursday, March 2nd, 2006

Conducting membership surveys is a common and wise practice among associations. If done correctly, they help an organization validate its assumptions, shed light on unexplored areas, improve upon current practices and programs, and help shape future initiatives. However, beyond the occasional tweak here and there, many haven’t revisited the structure and content of their survey…Read More

Mastering Events with Research

Wednesday, February 22nd, 2006

Events are an excellent opportunity to build not only awareness, but also a better understanding of, and loyalty for, your brand. That’s why many associations, government agencies, and companies host trade shows, user conferences, seminars, road shows, and the like. In fact, according to a 2005 MarketingSherpa survey, in-person seminars and road shows are the…Read More

Recall Studies Measure Advertising Effectiveness

Thursday, February 9th, 2006

We’ve emphasized in numerous Research IT articles the importance of conducting brand awareness benchmarking studies to gauge the holistic impact of your integrated marketing campaigns. But, how do you measure the effectiveness of individual tactics? Clearly, with lead-generation activities like direct mail, e-mail blasts, and trade shows, you can employ a closed-loop system to calculate…Read More

Getting More Leverage from Your Research Results

Monday, January 23rd, 2006

After investing in research, your organization now has a much better understanding of the market’s requirements, opinions, and behaviors. These insights can help drive the development of more appealing products and services as well as messages that will better resonate with customers and prospects. That’s quite a return on investment. But, you may be overlooking…Read More

Research: A Reliable and Robust Marketing Metric

Wednesday, January 11th, 2006

Without conducting research, measuring a marketing campaign’s impact in the marketplace can be difficult at best. Certainly, you can count the number of business reply cards, landing page forms, and phone calls that a campaign generates. But, while important, lead counting doesn’t begin to tell the whole story of whether or not an integrated marketing…Read More

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