Category: Methodologies

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Measure What the Customer Treasures

Let’s look at some of the common metrics used to understand customer perceptions as well as to measure whether the actions a brand takes is having a positive impact on those perceptions.

It is important to note that, while all of these measurement approaches are important on their own, none by itself represents the complete and exhaustive measurement of customer opinion. Rather, it is the application of many (or all) of the appropriate tools that will provide the most accurate and holistic measurement of customer perception — including one critical metric that is unique to The Martec Group and the brands we work with.

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How to Ensure the Integrity of Your Survey Data

Data quality control and data integrity practices are critical to ensure that a survey sample truly represents an accurate reflection of the opinions and perceptions of the proper respondent population. Here are “Three Ways to Avoid the Dreaded “Garbage Out” Result”…

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market researchers reviewing artificial intelligence output

What Role Should Artificial Intelligence Play in Market Research?

By Allie Holmes and John Lorinskas “How AI Will Reinvent the Market Research Industry” “Advances in AI are changing the way brands gather and activate consumer insights.” “How Artificial Intelligence Is Democratizing Market Research” It seems everywhere you look these days, experts are weighing in on the impact artificial intelligence will have on industries far

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