Bob Kaden

Getting Below the Surface to Discover Consumer Needs: Article Revisited

There was a strong response from customerthink readers to my article Get Below the Surface to Understand Consumer Needs While I'm pleased so many read...

Top Ten Reasons To Skip Research and Buy a Porsche

You got me. I'll admit it. There are many reasons to spend dollars that might go to marketing research on a new...

Get Below the Surface to Understand Consumer Needs

Focus groups and other forms of qualitative research are intended to surface consumer motivations and attitudes. Armed with this insight, companies can then create...

Budgeting for Marketing Research–Seven Approaches

I've been getting a number of inquiries about how companies should determine an effective marketing research budget. At the outset, know there are...

Real Research Versus the “Microwave Kind”

There are two most common reasons that marketing research doesn't play a more prominent role in companies are TIME and MONEY. For the most part,...

Guidelines for Writing an Effective Questionnaire–Second Installment

In my initial blog on this topic, I touched on four areas. Specifically: 1. The differences that exist when writing a questionnaire that respondents will...

Guidelines for Writing an Effective Questionnaire

Writing an effective questionnaire is not a task for novices. At the very least it requires an understanding of four basics. These...

Linking Your Database to Attitude Research

Much that is written by the various www.customerthink.com bloggers is about understanding your customers from a transactional point of view. For example, what...

Is There Still Validity in Conducting Focus Groups?

Many companies, particularly, small and mid-size ones, conduct focus groups because they find them thought-provoking, interesting and an economical way obtaining attitudes of...

On Being a Business Person First, a Marketing Researcher Second

Attending a conference for CFO's and other financial types, I felt like duck out of water. But only for a few minutes. As a...

Researchers Can Make Their Way to the Boardroom

I just wonder when we're going to be ready? Quoting Jack Neff in his 9/25 Ad Age article. "Few researchers ever move beyond their staff...

Can You Prove Your ROI on Marketing Research Spending?

Marketing research has always been considered an expense. The prevailing feeling is that the return on monies invested in research cannot be measured....

How To Save Money on Marketing Research

Many small and mid-size companies fail to conduct marketing research because they feel they can't afford it. Indeed, if you go to a...

The Future for Marketing Research

In four previous articles, I've discussed that for attitude research to be meaningful and effective, it should follow a distinct path. Foremost is...

Discovering Desires–The Fourth Challenge for Research

Identifying and satisfying NEEDS, WANTS and WISHES are the first three challenges for marketing research. From the get-go research can and should determine...

Discovering Wishes–The Third Challenge for Research

If you ask consumers in the right way what they WISH you would do to make their lives easier, better, more fun, more interesting...

Your Call Center Employees Can Help You Minimize the Cost of Research Without Sacrificing...

I've never liked using a company's employees as market research interviewers, and for good reason, I could argue. In a perfect world, my preference...

Discovering Wants–The Second Challenge for Research

The continuum that drives consumer purchase behavior dictates first satisfying NEEDS that consumers have when purchasing from you. Successfully addressing the basics means...

Discovering Needs: The First Challenge for Research

There is clear continuum that consumer research must address in order to be effective. Consumers buy products because they need them, e.g., an...

What Research Needs Is a Process!

Toni Louw's recent article in Advertising Age, "A Core Research Competence Must Ground Leadership" is on the mark for identifying a problem but falls...

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