White Papers

The following are market research articles written by staff members.

Customer Satisfaction & Loyalty

• Where Are We Doing Better: China, Canada or Chile? A Methodology for Calibrating Global Satisfaction Surveys
• Is Customer Satisfaction Worth the Effort? How Linkage Analysis Validates the Impact on Your Bottom Line
• The Path to Excellence: Closing the Gaps to Achieve Success (with Comments on the Net Promoter Score)
• Using Your Customer Surveys to Set Service Standards
• A New Paradigm for Understanding Customer Retention
• An Economic Definition of Value
• Measuring the Importance of Customer Satisfaction Attributes

Customer Segmentation

• Market Segmentation Studies: 5 Ways to Get the Most Out of Your Efforts
• Segmentation: Do You Know Who Your Customers Are?

New Product Development Research for Services

• Not Enough or Too Many? Using TURF Analysis to Define a Short List of Features
• Feature Fatigue: A Necessary Evil in Portable Devices
• Optimizing your Product: How Market Research can Guide you on the Most Profitable Design
• Decisions, Decisions: In Product Design, It’s Not Really All or Nothing (in other words, Life’s a Conjoint)

OpinionPond™ and Social Media

• The Results Are In: Social Media Techniques vs. Focus Groups for Qualitative Research (MRA's Alert! magazine, March 2011)
• A Practical Alternative to Online Communities: Opinion-Pond

Positioning & Communication

• A Brand Development Model: How to Define and Measure Brand Equity
• Understanding Consumer Decision-Making with Means End Research (QRCA VIEWS magazine, Fall 2009) ( PDF version )
• Understanding the Hearts and Minds of Buyers
• Identifying High Equity Brands that are a Good Synergy with Your Brand

Pricing

• The Cost of Pricing: How Price Sensitivity Analysis Can Help Your Product or Service Succeed
• Pricing Your Product or Service? Understand How Price Can Affect Quality Perceptions and Product Positioning
• Perspectives on Pricing Services

Surveys

• Ensuring Quality Data from Online Panels: SafeSample™
• Consistency and Customization: A Balanced Approach to Global Survey Design

Qualitative

• Executive Interviewing: How to Survey Hard-to-Reach Corporate Heads
• Researching Large Organizations: A Case Study Approach
• Qualitative Methods: Versatile Tools for Quality Measurement

Technology Readiness Research

• E-volution to Revolution (Marketing Management Magazine, March/April 2007)
• Technology Still Matters (Marketing Management Magazine, July/August 2003
• The Role of Culture in Technology Adoption in the U.S.: Results of the African American and Latino Technology Readiness Survey