Kelly Sons is an expert in designing and executing complex marketing research products. Below is a collection of blogs she has written.
Well-conducted segmentation initiatives are highly beneficial, but they also are expensive and time-intensive for the organization. Kelly, has gathered expert advice on segmentation from three colleagues with varied areas of expertise. Here are some tips for ensuring a successful segmentation.
Ideation workshops are a great way to generate innovative ideas for new products, services, or experiences—or enhancements to any of these. Most companies have grown very comfortable with in-depth interviews and focus groups conducted via webcam, an option that provides flexibility and has been relied on heavily since the pandemic began. But what about ideation workshops? When does it make sense to take these virtual? And how can you do so successfully?
Consumer feedback. There’s the good, the bad, and the ugly. A well-designed survey can help you answer the “whys” behind negative feedback and even help you understand which low-rated areas to prioritize. Here are three simple but effective ways to get the most out of survey feedback of all kinds.