Customer Personas – The Best Remedy for Your Marketing Plan

Personas: almost real 
Their benefits: oh so real

If you’re not single, pretend you are. Would you go on a date with someone based solely on this information:

“Female, early 20s, enjoys cats and music.” Or, “Male, early 40s, likes sports and travel.”

Didn’t think so. Not only is it not nearly detailed enough, but the facts could be misleading.

Like maybe the woman is 14 cats …

Three Types of Research: When to Use Each Type

At ColemanWick, our clients often ask us, “What type of research should I conduct?” There are three types of research, and what you choose depends greatly upon how much you already know about the research problem and your research goal.

The three main goals of research are to: (1) use background information to develop hypotheses; (2) measure the factor(s) of interest; and (3) test hypotheses to learn about the relationships between …

4 Reasons to Give a Damn About Focus Groups

Explaining the importance of data-driven decision-making is usually met with little backlash. Who doesn’t love “big data” and big numbers? But sometimes the most useful insight can materialize from “small data.”

Enter: the focus group. “Wait a second,” you may be thinking, “what can a small group of people sitting around a table tell me about my product or service that I don’t already know?!”

We hear that sort of thinking out …

5 Questions to Ask When Defining a Marketing Problem

A well-defined problem is a problem already half-solved. The right definition of a problem sets the direction for the entire project. Although every researcher and analyst understands the importance of correctly defining the problem, it is not always so easy to uncover where the problem really resides. Moreover, it’s vital to uncover the root of the problem so that you’re tackling the entirety and not just treating a symptom …

How to Define the Research Problem: A Few Practical Tips

There are several methodologies guiding researchers on how to pinpoint a research problem correctly.

Let’s take a look at two of them.

The first one is the Five Whys. The Five Whys is a technique used in Six Sigma DMAIC (Define, Measure, Analyze, Improve, Control) methodology. By repeatedly asking the question “Why” (five is a good rule of thumb), you can peel away the layers of symptoms which can lead to …

Quantitative vs. Qualitative Research: How to Know the Difference

The realm of market research is defined by two main types: quantitative and qualitative. Quantitative research deals with numeric quantities that can be statistically assessed and analyzed with relative ease. Surveys that ask respondents to rank their satisfaction on a scale from one to five are just one example of quantitative market research that can be executed. Qualitative research consists of gathering and measuring descriptive qualities. Focus groups, which typically …

Research Problem, Research Objective: What’s the Difference?

From a management perspective, a problem calls for managers to make choices among a variety of alternatives. The majority of decisions are so routine that they might not become a problem. However, a portion of decisions are so hard to make that managers need to be fully informed before they can make a move.

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5 Questions to Avoid in Your Survey

It’s not what you say but how you say it.

You’ve decided to launch a survey to get some feedback from your clientele. You’re off to a great start. After all, surveys are a great way to assess and quantify your audience’s perceptions and behaviors of your product, services, or organization. But are you asking the wrong questions?

I’ve seen clients launch surveys only to be met with ambiguous …