Versta Research Post

How to Measure the Un-Measurable

Yesterday nearly one hundred marketers and researchers met in Chicago to talk about new directions in marketing research.  Our topic:  Measuring the Un-Measurable.  The event was organized by the AMA’s market research group in Chicago, headed by Joe Hopper, president of Versta Research.  The event brought together professionals from companies such as Cargill, Allstate, US…

Versta Research Post

Simple Steps to Actionable Insights

A pet-peeve of mine is that many (way too many) market research professionals talk about “actionable insights” and I almost never know what they are talking about.  I suspect most of them don’t either.  The more our clients complain that research reports are sitting on shelves collecting dust, the louder every research firm starts proclaiming…

The Role of Social Media in Customer Satisfaction and Loyalty Research

Listening to Your Customers through Social Media

In July, I moderated a panel of thought leaders in market research to ponder the question: “How Will Social Media Change Customer Satisfaction and Loyalty (CS&L) Research?” The event was sponsored by the American Marketing Association, and included participants from GfK, Maritz, MARC, SAS, Market Tools, and Versta Research. A partial transcript of our panel’s…

Versta Research Post

Social Media and Customer Satisfaction Research

This past Monday I moderated a panel of thought leaders in market research to ponder the question: “How Will Social Media Change Customer Satisfaction and Loyalty Research?” The event was sponsored by the American Marketing Association, and included participants from GfK, Maritz, MARC, SAS, Market Tools, and Versta Research. One of the fascinating insights to…

Versta Research Post

Using Mobile Technologies in Research

One critical trend that is transforming the research industry is the rapid adoption of mobile technologies, especially smartphones.  It transforms research in multiple ways.  It means that people disconnect their landlines, so we have to adjust our methods for phone polling.  But more importantly, it means people are accessible in multiple ways (text, phone, email)…