White Papers

The following are market research articles written by staff members.

Marketing Articles

• How the Recession and a Targeted Energy Efficiency Marketing Program Can Create a Greener Economy and Benefit Energy Utilities
• Changing Consumer Priorities in Tough Times
• How to Succeed During a Recession: Conduct Market research
• Banking on Green: Responding to Consumer Concerns about the Environment ( PDF version )
• Music Downloads: Are You Getting Your Money's Worth?
• E-volution to Revolution (Marketing Management Magazine, March/April 2007)
• The Path to Excellence: A Gaps-Based Approach to Building Member Loyalty (Forum, September 2004)
• Technology Still Matters (Marketing Management Magazine, July/August 2003
• Designing an E-service: Moving a Traditional Service to an Online Environment
• Market Research on the Internet
• A Framework for Developing Technology-Based Information Services: The Case of Web Studies
• The Role of Culture in Technology Adoption in the U.S.: Results of the African American and Latino Technology Readiness Survey

Green Technology Marketing

• How the Recession and a Targeted Energy Efficiency Marketing Program Can Create a Greener Economy and Benefit Energy Utilities
• No Posers Allowed: How to Make Green Consumers See Red
• Banking on Green: Responding to Consumer Concerns about the Environment ( PDF version )
• Trend-Setting Seniors: The Environment Opens Door to Green Technology Adoption
• Why Should My Company Care About Being “Green”?

Customer Satisfaction & Loyalty

• 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

• One Size Doesn't Fit All: How a Sementation Approach Can Help Guide Consumer Electronics Product Strategy
• 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)
• Using Optimization Models to Maximize Market Coverage
• Serving Customers Through Loyalty Programs

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 )
• Pricing Your Product or Service? Understand How Price Can Affect Quality Perceptions and Product Positioning
• Understanding the Hearts and Minds of Buyers
• Identifying High Equity Brands that are a Good Synergy with Your Brand
• Associations:  Creating a Positive Brand Image to Increase Market Share

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™
• A Practical Alternative to Online Communities: Opinion-Pond
• Consistency and Customization: A Balanced Approach to Global Survey Design

Qualitative

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