Duplicates Are Bad When managing online sample, it’s critical to prevent duplicate respondents.  For obvious reasons, having the same respondent answer your survey multiple times is bad for your data.  Just a few of those reasons are: Each duplicate respondent effectively reduces your valid base size by one, while doubling

I stated in the past and continue to emphasize this – it’s all about the project manager (PM) when you select a sample provider. What’s the difference between a good PM and your basic run of the mill PM?  In many cases, it’s the difference between a successful or unsuccessful

Brookmark is a full-service, custom market research firm. In 2020, Brookmark significantly invested in managing data quality. Programmatic buying and selling of data is a huge boost for information availability, but has brought challenges with regards to quality. As more and more fraudulent respondents enter the ecosystem via programmatic delivery,

In more typical times, a market segmentation can provide the foundational marketing understanding to guide a brand’s strategy for several years. Done well, a market segmentation can inform targeting, positioning, messaging, experience, product, pricing, communications, loyalty and other key elements of brand strategy. Clients often ask how long a segmentation will last

You can’t talk about segmentation without hearing about how important it is that the segmentation be actionable. If you were to do a word cloud on the topic of segmentation, “actionable” would be the big word in the middle. For as many times as the word is written and said, it is

In recent years, there has been a lot of discussion about how, in today’s omnichannel world, the traditional marketing funnel is obsolete.  It has been labeled broken, dead, and upside down with new shapes including loops, journeys, starbursts, and other alternatives that more accurately reflect how consumers interact with brands

The simple truth about sample today is demand far exceeds supply for any single sample provider.  As a result, the vast majority of studies will include respondents from multiple sample companies.  That is, you may be working with or purchasing sample from a single company, but behind the scenes they

MARBLEHEAD, Mass., March 2, 2020 /PRNewswire/ — Americans are worried about the impact of the coronavirus on our health care system and the U.S. economy. At least 1 in 2 Americans believe the coronavirus poses a serious risk to the U.S. economy (52%) and that there is a serious risk that coronavirus could

We often hear horror stories from new clients about survey programming errors. This ranges from simple spelling mistakes all the way to logic blunders. The reality is mistakes will occur from time to time but your survey programming vendor needs to do everything possible to minimize mistakes. As we all