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The SIS Market Research Journal

Discover research techniques and insight into the global market research industry

Monday
Mar082010

Market Research Industry Insight from the AIMRI Rome 2010 Conference

DateMonday, March 8, 2010 at 8:45PM

By Michael Stanat, Research Executive

The SIS team headed to Rome to share our perspectives and research to industry leaders and gain a barometer on industry conditions.  SIS Global Research Director Neal Sandin and I attended the 2010 AIMRI Online Market Research and Panel conference in Rome on behalf of SIS International Research on March 5, 2010. 

There, I delivered a presentation called “Harnessing Social Media” on an emerging field---social media market research.  The presentation focused on how researchers can harness social media to make conventional methodologies more robust, persuade clients of the need for this research and provide actionable ways for researchers to make their existing operations more efficient.  In the interest of disseminating our thought leadership, the presentation is available (here) for download.

During the conference, we observed the following trends and discussions occurring in the market research industry:

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AuthorSIS International | Comment5 Comments |
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Tuesday
Feb092010

Analytical Tools in Market Research

DateTuesday, February 9, 2010 at 7:19PM

Michael Lieberman of Multivariate Solutions and Kathryn Korostoff have compiled an insightful presentation of advanced visual analytical and statistical displays.  These displays are used to analyze and summarize market research data to clients.

What displays are among today's most insightful analytical displays?  The presentation (download here) exhibits the following analytics:

Customer Satisfaction/Unmet Needs: Matrix Analysis, Customer Loyalty Drivers or Stage Diagrams

Competitive Analysis: Competitive Issue Targeting Graphics, Loyalty Quadrants, Venn Diagrams

Winn/Loss Research: Win/Loss Factor Displays

Brand Awareness and Equity: Brand Equity Driver Diagram, Structural Equations Modeling, Regression Analysis

Brand Positioning: Correspondence Analysis, Multidimensional scaling, SWOT Display

Segmentation: Needs-based modeling, VOTE overview, Multidimensional Preference Map

The presentation also includes a client scorecard in choosing the most appropriate market research vendor.

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AuthorSIS International | Comment4 Comments |
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Friday
Sep182009

Market Research Challenges in Afghanistan

DateFriday, September 18, 2009 at 11:18PM

We had the opportunity to chat with representatives of the Opinion Research Center of Afghanistan, the largest full-service Afghan survey research company.  At ESOMAR, the Opinion Research Center of Afghanistan provided a fascinating presentation here on conducting market research in Afghanistan.  The conversation was so fascinating that we decided to create a posting that exposes the challenges of conducting market research in Afghanistan--one of the hardest target research markets on the planet.

According to ORCA, one key challenge in research included an outdated census.  Although used by the government and international community and updated annually, the Census provides hurdles in verifying accuracy.  

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Wednesday
Aug262009

How to Craft Research for Japan; Culture Matters!

DateWednesday, August 26, 2009 at 10:15AM

Many global research firms get trapped in a pitfall in designing the Japan leg of the global research project. "Consistent What and Differing How" is a norm one should always adhere to in global research projects that contain field research across many countries. More often than not, we need to adjust the specifics prescribed at the global level "What" to yield the best result from the research work in Japan. In this series of articles, I will shed a light on how we should deal with the "How" part of the norm to render the Japan leg most effective while keeping the "What" intact.  Specifically, this article is about focus group research.

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Wednesday
Aug262009

Market Research in Nigeria

DateWednesday, August 26, 2009 at 9:34AM

Nigeria has the largest population of any country in Africa with an estimated population size of over 140 million people. Nigeria's population growth has increased gradually from about 2.8% in the 1960s to roughly 3.3% today. This significant population size signals a large, growing market for goods and services and a vast supply of human resources. However, these market factors cannot be the end-all guide for success in Nigeria. A company's success in this market depends not only on the size of the market but also on its own business activities.

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