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Methodology

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This survey Hertz: lack of thought

I recently took a survey sponsored by the Hertz Corporation, intended to assess the appeal of several new approaches to services. This post discusses some of the problems I found, and why you should avoid creating your surveys like this one. [Read More]

Filed Under: Methodology, Pricing, Surveys

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Valentine’s Day: think about seasonality and annual trends

Whether or not you have a retail product or service, there are lessons to be learned from Valentine’s Day. What are the annual seasonal variations in your business and what are the trends over longer periods? How do trends affect your research? [Read More]

Filed Under: Methodology, Statistics

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QR codes not hitting the spot

Many marketing people have been promoting the value of QR codes for quite a while. After all, the promise seems obvious – post a targeted code somewhere, make it easy for someone to reach the website, and track the results of different campaigns. Studies such as this February 2011 survey from Baltimore based agency MGH [Read More]

Filed Under: Methodology, News, Published Studies

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IT terminology applied to surveys

James Murray is principal of Seattle IT Edge, a strategic consultancy that melds the technology of IT with the business issues that drive IT solutions. When James gave me a list of things that are central for IT professionals, I thought it might be fun (and hopefully useful) to connect these terms with online surveys [Read More]

Filed Under: Fun, Methodology, Surveys, SurveyTip

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Survey Tip: Pay Attention to the Details

Why survey creators need to pay more attention to the details of wording, question types and other matters that not only affect results but also how customers view the company. A recent survey from Sage Software had quite a few issues, and gives me the opportunity to share some pointers. The survey was for follow [Read More]

Filed Under: Methodology, Questionnaire, SurveyTip Tagged With: Survey Tips, Surveys

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Impact of cell phones on 2010 Midterms and beyond politics

Whether you are a political junkie or not, recent articles and analysis about mobile phones as part of data collection should be of interest to those who design or commission survey research. Cost, bias, and predictability are key issues. In years gone by, cell phone users were rarely included in surveys. There was uncertainty about [Read More]

Filed Under: Methodology, News, Published Studies, Surveys Tagged With: News, Published Studies, statistical testing, Statistics

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Why you should run statistical tests

A recent article in the Seattle Times covering a poll by Elway Research gives me an opportunity to discuss statistical testing. The description of the methodology indicates, as I’d expect, that the poll was conducted properly to achieve a representative sample: About the poll: Telephone interviews were conducted by live, professional interviewers with 405 voters [Read More]

Filed Under: Methodology, News, Published Studies, Statistics Tagged With: News, Published Studies, statistical testing, Statistics

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Poor question design means questionable results: A tale of a confusing scale

I saw the oddest question in a survey the other day. The question itself wasn’t that odd, but the options for responses were very strange to me. 1 – Not at all Satisfied 2 – Not at all Satisfied 3 – Not at all Satisfied 4 – Not at all Satisfied 5 – Not at [Read More]

Filed Under: Methodology, Questionnaire Tagged With: Net Promoter, NPS, Questionnaire, Surveys

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SurveyTip: Get to the point, but be polite

A survey should aim to be like a conversation.  Online surveys don’t have humans involved to listen to how someone feels about the survey, to reword for clarity or to encourage, so you have to work harder to generate comfort.  Although you don’t want to take too long (the number one complaint of survey takers [Read More]

Filed Under: Methodology, SurveyTip

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Van Westendorp pricing (the Price Sensitivity Meter)

Practitioner’s guide for those conducting their own pricing research, focusing on the Van Westendorp Price Sensitivity Meter. [Read More]

Filed Under: Featured Posts, Methodology, Pricing Tagged With: pricing, Van Westendorp

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5 Circles Research has been a terrific research partner for our company. Mike combines a wealth of experience in research methodology and analytics with a truly strategic perspective – it’s a unique combination that has helped our company uncover important insights to drive business decisions.
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Since becoming our contracted consultant for market research services in 2010, 5 Circles Research has revolutionized our annual survey of consumer opinion in Washington. Through the restructuring of survey methodology and the application of new analytical tools, they have provided insights that are both wider in their scope and deeper in their relevance for understanding consumer values and behavior. As a result, the survey has increased its significance as a planning and evaluation tool for our entire state agency. 5 Circles does great work!
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First, I thought it was near impossible to obtain good market information without a large scale, complex market study. Working with 5 Circle Research changed that. We were able to put together a comprehensive survey that provided essential information the company was looking for. It started with general questions gradually evolving to specifics in a fast pace, fun to take questionnaire. Introducing “a new way of doing things” like Revollex’ induction heating-susceptor technology can be challenging. The results provided critical data to help understand the market demand. High quality work, regard for schedule, thorough understanding of the issues are just a few aspects of an overall exceptional experience.
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You know how your mechanic knows what’s wrong with your car when you just tell them what it sounds like over the phone? Well, my first conversation with Mike was like that — in like 10 seconds, he gave me an insight into my market research that was something I’d been struggling trying to figure out. A class like this will help you learn what you can do on your own. And, you’ll have a better idea of what a research vendor can do for you.
Roy LebanFounder and CTOPuzzazz
Mike did multiple focus groups for me when I was at Amazon, and I was extremely pleased with the results. Not only is Mike an excellent facilitator, he also really understood the business problem and the customer experience challenges, and that got us to excellent and very actionable results.
Werner KoepfSenior ManagerAmazon.com
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Will NeuhauserPresident Chorus Systems Inc.
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Radhika Seshan, Ph.DRadhika Seshan, Ph.D, Executive Director of Programs Continuing Education Bellevue College
Mike brings a tremendous balance of theoretical marketing research with a strong practical knowledge of marketing. He can tailor the research to the right level for your project. I have hired Mike multiple times and he has delivered each time. I would hire him again.
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Featured Posts

Dutch ovens: paying a lot more means better value

An article on Dutch ovens in the September/October 2018 of Cook’s Illustrated gives food for thought (pun intended) about the relationship of between price and value. Sometimes higher value for a buyer means paying a lot more money – good news for the seller too. Dutch ovens (also known as casseroles or cocottes) are multipurpose, [Read More]

Profiting from customer satisfaction and loyalty research

Business people generally believe that satisfying customers is a good thing, but they don’t necessarily understand the link between satisfaction and profits. [Read More]

Customer satisfaction: little things can make a big difference

Unfulfilled promises by the dealer and Toyota of America deepen customer satisfaction pothole. Toyota of America and my local dealer could learn a few simple lessons about vehicle and customer service. [Read More]

Are you pricing based on cost rather than value? Why?

At Pricing Gurus, we believe that value-based pricing allows companies to achieve higher profitability and a better competitive position. Some companies disagree with that perspective, or feel they are stuck with cost-based pricing. Let’s explore a few reasons why value-based pricing is generally superior. [Read More]

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