Chelsea May

Keep ‘em Talking

Facilitating modern focus groups and research panels requires more than just asking questions—it's about building trust, understanding entire industries, and creating environments where participants feel comfortable sharing valuable insights.

Back in Focus

Modern technology has conspired with tried-and-true best practices to make “focus groups” more powerful and more effective than ever.

The Use of AI in Quantitative Research: What to Adopt, What to Avoid

The integration of artificial intelligence into market research processes has been embraced by some as a game-changer, promising to streamline data collection, enhance analysis, and drive informed decision-making. However, as with any technological advancement, the advent of AI brings both opportunities and challenges, prompting researchers to navigate the terrain with caution and curiosity alike.

Qual >> Quant >> Qual

There are situations in which either quantitative or qualitative research is the more appropriate research vehicle. But where quantitative research is concerned, we usually recommend an approach that “book-ends” the quantitative research instrument with two qualitative research exercises.  

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"...

How to Apply ‘Predictive Path to Purchase’ to Better Understand Customer Behavior

Predictive Path to Purchase takes a more preemptive and proactive view of the myriad possible pathways, and charts potential and probable customer journeys — even those that don’t yet exist but potentially could and should.

Predicting the Path Most Taken

Market Sizing & Opportunity Assessment

Companies that embark on Predictive Path to Purchase studies often report some combination of increased confidence in their existing marketing strategies coupled with valuable, previously unconsidered insights that become extremely beneficial competitive advantages. For an in-depth explanation of why Predictive Path to Purchase studies are so important in the modern media landscape, please see our article, “How to Apply ‘Predictive Path to Purchase’ to Better Understand Customer Behavior.” In this article, we’ll examine Martec’s approach to this methodology.

Reaching and Engaging Survey Participants

Focus Groups in Product Concept Evaluation

Innovation Research

How do you best obtain feedback from key users and decision makers that provide independent insights and constructive suggestions? Focus groups work to show what exactly these individuals are thinking. When your company is considering launching a new product, what critical information is needed? Focus group discussions can be a great way to start product concept evaluation. Focus groups are a qualitative data collection method employed to gain valuable insights into attitudes, behaviors, product positioning statements, and any product unmet needs.

Market Research Agility: How to Balance Speed and Depth

Market Sizing & Opportunity Assessment

CX in a B2B World

Customer Experience & Journey Mapping, Consumer & B2B2C

Rejecting What We Eat: A Look Into Food Allergies

Honeygate: The Repercussions of Non-Transparency in the Food and Beverage Industry

Food & Beverage

Who Should Be Responsible for GMO Consumer Education?