Jennifer Murphy has over 20 years’ experience in marketing research. Below is a collection of blogs she has written.
As we welcome our benevolent new overlords—Generation Z, who are soon to be, if not already, the dominant force in the minds of marketers and employers, don’t you forget about Gen X. We may not be the largest, but don’t underestimate our experience and spending power.
Your company has done the hard work of defining sustainability in your arena, researched the topic, and set goals and created initiatives that have the full support of the board. How do you best communicate your plan to your customers? Does the word "sustainability" mean the same thing to your customers as it does to your organization? How can you assure that your initiatives are seen as more than merely lofty ideals?
Like many of you, I spend a good part of my day thinking about all the ways the near future will (hopefully) be different from the past year. But what will the future look like? I’m no futurist, but I see a short-term demand boom coming for many industries. This list is not all-inclusive but just a few examples.
What do you think are the top frustrations for survey-takers? As a marketing research professional, and a customer who takes surveys, I’m focusing on the over-used and abused question format—the grid question. To ease the frustrations of respondents consider using MaxDiff questions, MaxDiff questions force respondents to make trade-offs (or choices), like they do in the real world.
