For those of us who have been in the market research and consumer insights world for a long time, I think we can all agree that a Brand Health tracker brings tremendous benefit to brand managers and strategists. When done right, this kind of research provides an important longitudinal view

We come from an era where survey checking was like the Wild West.  You never knew what the next survey would bring.  It could be formatted with clear skip logic or it could be written on scrap paper surrounded by logic arrows.  Regardless of what came in, it was expected

For market researchers in the financial services space, surveying financial advisors, brokers, and registered investment advisors (RIAs) has never been more difficult. We are facing a perfect storm of challenges that is making it excruciatingly hard to reach this critical audience. The Core Issues Let’s start with the fundamental issues

While often used for bigger brands, market segmentation is a tremendously valuable, and often overlooked tool for growth-stage startups and other smaller companies to help refine brand strategy and accelerate the next stage of brand growth. Interestingly, many growth-stage startups have a reasonable semblance of a brand positioning, brand essence

It’s not enough to simply tell your clients you are licensing fraud detection software.  You must have a basic understanding of the software to ensure the integrity of your data. This software is designed to identify and prevent bad actors from completing your research study. However, using this software effectively

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