How AI is Making it Harder to Forget about Customers in Go-to-Market Motions (Part 1)

Discover how AI is revolutionizing customer-centric go-to-market strategies and eliminating excuses for neglecting customer data. Part one of a three part series. 

In our new series, we’re exploring the ways AI is making it harder than ever to lose touch with consumers in go-to-market and product launch strategies. Specifically, we will look at the excuses often used when organizations forget to center their customers, and how AI is making those excuses obsolete.&nbsp;

Excuse 1: “We were so busy executing our GTM process that we didn’t have time to talk to customers.”
How often does your organization embark on a product launch plan or a go-to-market strategy with the intent of staying deeply connected with the end customer, only to realize months later that the only thing happening is the churn of a large bureaucratic engine? Where your future customers have become an afterthought?
It’s not hard for even well-intentioned businesses to lose their way. Nobody sets out to execute a go-to-market motion that devolves into never-ending conference calls with a crowd of 50-plus people talking past each other, referencing acronym-filled status updates.&nbsp;
Where words like “deadlines” don’t mean that a “line” has been drawn, and the product launch is “dead” if not achieved by the end date. In such cases, “deadlines” are more appropriately deemed, “estimates that my boss requires for the executive team, that we all know we can extend with a laundry list of acceptable reasons we keep in our back pocket.”&nbsp;
The focus gets placed on the process, but the process isn’t the thing! It’s the customer, and the unmet consumer demand that the new product or service will fulfill. Sounds hackneyed, but my bet is that the example above will resonate with more than a few of you.&nbsp;
Or consider this… in the last go-to-market product launch that you were involved with, how many members of the team were engaged in routine conversations with prospective customers, and deeply knowledgeable about the consumer markets that the product or service was being launched into?
In the “Resist Proxies” section of Jeff Bezos’ 2016 Letter to Amazon’s Shareholders (later referred to as Shareowners), he states:&nbsp;
&nbsp;“As companies get larger and more complex, there’s a tendency to manage to proxies… A common example is process as proxy. Good process serves you so you can serve customers. But if you’re not watchful, the process can become the thing. This can happen very easily in large organizations. The process becomes the proxy for the result you want. You stop looking at outcomes and just make sure you’re doing the process right. Gulp. It’s not that rare to hear a junior leader defend a bad outcome with something like, ‘Well, we followed the process.’ A more experienced leader will use it as an opportunity to investigate and improve the process. The process is not the thing. It’s always worth asking, do we own the process or does the process own us?”
When it comes to following a go-to-market process, getting the prospective customer off of the sidelines and placed on a pedestal as the central focus for every decision is the #1 way to de-risk product launches and rapidly accelerate post-launch sales. And in the age of AI, it has never been easier to do this.&nbsp;
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<h2 style="font-size: 23px;">Using AI for Customer-Centric Go-to-Market Strategies</h2>
Before we talk about how AI is making this easier and more cost effective, I’d be remiss to not share the very next paragraph from this Letter to Shareowners, which ironically is perhaps one of the most damning statements about market research I’ve read from a business leader:&nbsp;
“Another example: market research and customer surveys can become proxies for customers – something that’s especially dangerous when you’re inventing and designing products. ‘Fifty-five percent of beta testers report being satisfied with this feature. That is up from 47% in the first survey.’ That’s hard to interpret and could unintentionally mislead. Good inventors and designers deeply understand their customers. They spend tremendous energy developing that intuition. They study and understand many anecdotes rather than only the averages you’ll find on surveys. They live with the design. I’m not against beta testing or surveys. But you, the product or service owner, must understand the customer, have a vision, and love the offering. Then, beta testing and research can help you find your blind spots. A remarkable customer experience starts with heart, intuition, curiosity, play, guts, taste. You won’t find any of it in a survey.”
**Not cringing** as the Vice President of Strategy at SightX, an AI-Powered End-to-End Consumer Insights platform.
But I agree. And I acknowledge that Amazon has a bit of experience bringing new products and services to market. This statement helps put market research and consumer insights into its appropriate place, in the “...Then, beta testing and research can help you find your blind spots” sections of the go-to-market motion. It’s also a call to action to employ the use of more sophisticated and effective study types to gather consumer input than simple surveys and straightforward averages can provide.
Unlike even a year ago, with today’s access to “AI-powered” consumer insights platforms, there’s no excuse for keeping your future buyers on the sidelines of a go-to-market motion.&nbsp;
Many platforms will increasingly be constructed to empower users to build entire studies, not just simple surveys, with a simple prompt. These include pricing studies, concept tests, MaxDiff Analysis, KDA, TURF Analysis, unsupervised buyer persona clustering, and a wide range of conjoint studies, to name a few.&nbsp;
These studies go far beyond simple surveys with the misleading averages that Jeff refers to above, and will&nbsp; be increasingly deployed, analyzed, and summarized with simple AI prompts. The most difficult part will be stating exactly what consumer insights you want to gather.
In summary, don’t get caught up in worrying about process execution at the expense of hearing directly from the customer. Don’t over-index on simple surveys, and don’t only rely on them to inform you and your GTM team about the product or service.
Leverage consumer insights research to inform you of blind spots to de-risk a launch and to rapidly accelerate post-launch sales growth. Use a software platform that is powered by AI to build, deploy, analyze, and summarize consumer market findings with a prompt - saving your budget many thousands of dollars, dramatically speeding up the time-to-insight ratio, and delivering unprecedented quality. Avoiding these pitfalls and eliminating these common GTM excuses for sidelining the consumer will ensure that you deliver a product or service in a customer-centric way, and as a result, deliver something they love.
Stay tuned for part 2!

In our new series, we’re exploring the ways AI is making it harder than ever to lose touch with consumers in go-to-market and product launch strategies. Specifically, we will look at the excuses often used when organizations forget to center their customers, and how AI is making those excuses obsolete.&nbsp;

Staying Ahead in Dynamic Markets: How Generative AI Empowers Swift Decision-Making

Empower swift decision-making in dynamic markets with generative AI tools purpose built for market research and insights. Learn more

Dynamic markets demand swift and decisive action, but that’s often easier said than done.

To be successful, brands have to anticipate trends, identify opportunities, and adapt their strategies in real time. This makes fast and informed decision-making not just an advantage- but an essential for survival.
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<h2 style="font-size: 23px;">&nbsp;Enhancing Decision-Making Through AI-Led Iterative Research</h2>
Generative AI isn't just about analyzing data, it's about generating insights that drive action. With generative AI tools,<a href="https://sightx.io/ai-consultant/ada" rel="noopener" target="_blank" style="color: #06bfa0;"> like our very own Ada</a>, brands can swiftly identify emerging trends, consumer preferences, and market opportunities before their competitors.&nbsp;
How does it work?&nbsp;
One of the key advantages of generative AI is that it enables you to move fast, iterate, and experiment often. With the ability to create custom tests and experiments in seconds, businesses can test their ideas and explore strategies quickly.&nbsp;
After you’ve collected data, Generative AI also automates the analysis process by picking out key insights and providing summaries of your findings. Taking the manual time-consuming work off your plate and allowing you to focus on what matters most: applying the insights to your business.
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<h2 style="font-size: 23px;">Ways to Use Generative AI in Market Research</h2>
Using Generative AI tools purpose-built for market research can help you unlock a new realm of possibilities. Some of the most popular uses include:&nbsp;
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<h3 style="font-size: 19px;">Strategic Recommendations&nbsp;</h3>
Not sure where to start? Share your challenges, objectives, and long-term goals with Ada. She’ll sift through SightX's extensive experiment and template library to find the tests and tools perfectly tailored to your needs.&nbsp;
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<h3 style="font-size: 19px;">AI-Built Surveys&nbsp;</h3>
Not sure what questions to ask or how to ask them? Give Ada some context and she will use the power of generative AI to build custom surveys that give you the answers you need to meet your goals.&nbsp;
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<h3 style="font-size: 19px;">Summaries &amp; Key Insights</h3>
Don't get caught up in the data deluge; get straight to the insights that matter. Let Ada skillfully condense your insights into high-level summaries that equip decision-makers with the information they need to make better product, marketing, pricing, and brand decisions.&nbsp;
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<h3 style="font-size: 19px;">Deeper Data Analysis&nbsp;</h3>
Have questions about your research data? Just ask! From audience segmentation to sentiment analysis and complex pivot table insights, Ada will bring you the answers you need instantly.&nbsp;
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<h3 style="font-size: 19px;">Product and Marketing Collateral&nbsp;</h3>
Applying your new-found insights to your business is the most important step in any study. And with Ada, it's become simpler than ever. Let Ada take the feedback you collected and use it to create custom marketing materials perfectly tailored to your audience. Be it helpful blog posts or standout social campaigns, Ada uses a data-driven approach to develop assets your audience will actually want to interact with.&nbsp;
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<h2 style="font-size: 23px; font-weight: bold;">Reducing Human Bias and Error with Generative AI</h2>
Another major benefit of generative AI is its ability to minimize human bias and error by leveraging advanced algorithms. This allows it to design better experiments, uncover hidden insights, and locate nuances in your data.&nbsp;
By eliminating subjective interpretations, generative AI can enhance the quality and accuracy of insights, enabling businesses to make more informed decisions.
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<h2 style="font-size: 23px; font-weight: bold;">AI-Driven Market Research with SightX</h2>
SightX is an AI-driven market research platform that offers you a single <a href="https://sightx.io/market-research-solutions" style="color: #06bfa0;">unified solution for product, brand, marketing, and pricing research</a>. While powerful enough for insights teams at Fortune 500 companies, our user-friendly interface makes it simple for anyone to start, optimize, and scale their research.&nbsp;
And with our new <a href="https://sightx.io/ai-consultant/ada" style="color: #06bfa0; text-decoration: none;">Generative AI consultant, Ada</a>, you can harness the power of OpenAI’s GPT to transform your marketing research and insights. Collaborating with Ada is like having an expert researcher, brilliant statistician, and ace marketer on your team, helping you ask the right questions, choose the best experiments, pick out key insights, and seamlessly apply them to your business.
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Dynamic markets demand swift and decisive action, but that’s often easier said than done.

Beyond Survey Research: Exploring Complementary Market Research Methods

Explore innovative market research methodologies beyond simple survey research to uncover deeper insights and make informed decisions. 

<a href="https://sightx.io/capabilities/online-survey-software-tool-for-research" rel="noopener" target="_blank" style="color: #06bfa0;">Survey research</a> is heavily relied upon by organizations to collect direct feedback from customers. And for good reason! Surveys are an effective way to connect with an audience.&nbsp;

But when you are looking to answer more specific questions about your business, you are likely ready to explore <a href="https://sightx.io/capabilities" rel="noopener" target="_blank" style="color: #06bfa0;">market research methodologies</a>, a useful extension of survey research. 
Maybe you want to know:&nbsp;
<img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" width="24" height="24" loading="lazy" alt="Type=Default, Size=sm, Color=Success" style="height: auto; max-width: 100%; width: 24px; float: left; margin-left: 0px; margin-right: 10px;">What is the optimal price of my offering?&nbsp; <img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" width="24" height="24" loading="lazy" alt="Type=Default, Size=sm, Color=Success" style="height: auto; max-width: 100%; width: 24px; float: left; margin-left: 0px; margin-right: 10px;">What are the most valuable features of my product?&nbsp; <img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" width="24" height="24" loading="lazy" alt="Type=Default, Size=sm, Color=Success" style="height: auto; max-width: 100%; width: 24px; float: left; margin-left: 0px; margin-right: 10px;">What factors are most likely to predict my NPS score?&nbsp; &nbsp;
These are just a few of the critical business questions that can be answered using market research methodologies. Today, we'll review some of the most popular experiments:&nbsp;
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<h2 style="font-size: 23px; font-weight: bold;">Product Feature Optimization&nbsp;</h2>
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<h3 style="font-size: 19px;">Market Research Methodology: MaxDiff Analysis</h3>
<a href="https://sightx.io/capabilities/automated-maxdiff-analysis-survey-tool" rel="noopener" target="_blank" style="color: #06bfa0;">MaxDiff Analysis,</a> also known as Maximum Difference Scaling, is a methodology used in market research to determine the relative importance of different attributes or features of a product. Researchers can design MaxDiff surveys and analyze the data to identify which <a href="https://sightx.io/blog/maxdiff-vs-conjoint-analysis" rel="noopener" target="_blank" style="color: #06bfa0;">attributes are most preferred </a>and which are least preferred by consumers. This enables businesses to prioritize features that matter most to their audience.&nbsp;
And it isn’t just helpful for product development. This information can also inform your go-to-market strategy and marketing messaging, allowing businesses to focus their efforts where they matter most.&nbsp;
For example, if the innovation team of an ice cream company has thirteen potential flavors to bring to the market, and the business is interested in identifying the top three flavors, a maxdiff experiment will immediately show them which flavors are most popular with their market.&nbsp;
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<h3 style="font-size: 19px;">Market Research Methodology: Conjoint Analysis</h3>
<a href="https://sightx.io/blog/conjoint-analysis-optimize-your-product-pricing" rel="noopener" target="_blank" style="color: #06bfa0;">Conjoint Analysis </a>is a powerful methodology used to understand how consumers make decisions when faced with multiple options or attributes. It helps businesses determine the relative importance of different features of a product or service and how these attributes influence consumer preferences and choices.
In conjoint analysis, respondents are presented with a set of hypothetical product profiles or scenarios that vary in terms of specific attributes, such as price, design, specific features, or brand. These attributes are systematically varied across different scenarios to create a range of product combinations. Respondents are then asked to evaluate or rank these product profiles based on their preferences.&nbsp;
By analyzing the choices made by respondents across different scenarios, researchers can estimate the relative importance of each attribute and how it influences overall product preference.
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<h2 style="font-size: 23px; font-weight: bold;">Product Pricing Optimization</h2>
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<h3 style="font-size: 19px;">Market Research Methodology: Gabor-Granger Pricing Analysis</h3>
<a href="https://sightx.io/blog/how-to-use-gabor-granger-in-market-research" rel="noopener" target="_blank" style="color: #06bfa0;">Gabor-Granger Pricing Analysis</a> is a methodology used to determine the optimal price for a product or service by assessing consumer willingness to pay at different price points.&nbsp;
The results help businesses identify the price sensitivity and demand elasticity in their market. Which, in turn, helps businesses to set prices that maximize revenue and profitability while ensuring customer satisfaction and market competitiveness.
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<h3 style="font-size: 19px;">Market Research Methodology: Van Westendorp Price Sensitivity Meter</h3>
<a href="https://sightx.io/blog/how-to-use-van-westendorp-in-market-research" rel="noopener" target="_blank" style="color: #06bfa0;">The Van Westendorp Price Sensitivity Meter (PSM)</a> is a technique used to determine the optimal price range for a product or service by assessing consumer price sensitivity.&nbsp;
It involves asking respondents a series of questions about their willingness to buy a product or service at different price points. Specifically, respondents are asked four key questions: Price Point at which the Product is Seen as cheap, too cheap, expensive, and too expensive.&nbsp;
The results give insights into four key price points:&nbsp;
1) Point of Marginal Cheapness: The price at which a significant proportion of respondents perceive the product as too cheap&nbsp;
2) Point of Marginal Expensiveness: The price at which a significant proportion of respondents perceive the product as too expensive&nbsp;
3) Optimal Price Point: The price range in which most respondents perceive the product as providing good value&nbsp;
4) Indifference Price Point: The price range in which respondents are equally divided between considering the product too cheap and too expensive.
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<h2 style="font-size: 23px; font-weight: bold;">Understanding Consumer Behavior</h2>
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<h3 style="font-size: 19px;">Market Research Methodology: Key Driver Analysis</h3>
<a href="https://sightx.io/blog/key-driver-analysis-for-market-research" rel="noopener" target="_blank" style="color: #06bfa0;">Key Driver Analysis</a> is a methodology used to identify the key factors that influence customer satisfaction, loyalty, or other important business outcomes. 
It starts with identifying a set of potential driver variables based on prior knowledge, literature review, or exploratory data analysis. These variables can include product features, customer service quality, pricing, brand reputation, and other factors that may be relevant to shoppers.&nbsp;
Respondents are asked to provide ratings or feedback on various factors that may influence the outcome of interest (like customer satisfaction).
Using statistical techniques such as regression analysis or correlation analysis, you can analyze the relationship between the driver and the outcome. This allows you to quantify the strength and direction of the relationship between each driver variable and the outcome.
By understanding these key drivers, businesses can focus their efforts on addressing the most critical factors to drive positive outcomes.
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<h2 style="font-size: 23px; font-weight: bold;">Moving Beyond Survey Research&nbsp;</h2>
As companies rely on consumer research to form go-to-market strategies and optimize their operations, a comprehensive suite of market research methodologies that go beyond traditional survey research is necessary to uncover deeper insights and make more informed decisions.&nbsp;
By leveraging these experiments, businesses can drive innovation, enhance customer experiences, and gain a competitive edge in today's dynamic marketplace.
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<h2 style="font-size: 23px; font-weight: bold;">SightX Market Research Methodologies</h2>
SightX is an AI-driven market research platform that offers you a single&nbsp;<a href="https://sightx.io/market-research-solutions" rel="noopener" target="_blank" style="color: #06bfa0;">unified solution for product, brand, marketing, and pricing research</a>.&nbsp;While powerful enough for insights teams at Fortune 500 companies, our user-friendly interface makes it simple for anyone to start, optimize, and scale their research.&nbsp; And with our new&nbsp;<a href="https://sightx.io/ai-consultant/ada" rel="noopener" target="_blank" style="color: #06bfa0;">Generative AI consultant, Ada,</a>&nbsp;you can harness the power of OpenAI’s GPT to transform your marketing research and insights. Collaborating with Ada is like having an expert researcher, brilliant statistician, and ace marketer on your team, helping you ask the right questions, choose the best experiments, pick out key insights, and seamlessly apply them to your business.&nbsp;
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<a href="https://sightx.io/capabilities/online-survey-software-tool-for-research" rel="noopener" target="_blank" style="color: #06bfa0;">Survey research</a> is heavily relied upon by organizations to collect direct feedback from customers. And for good reason! Surveys are an effective way to connect with an audience.&nbsp;

How Market Segmentation Enhances Customer Experience

Discover how market segmentation enhances customer experience by enabling personalized interactions at scale. Learn about techniques and measuring success. 

In a hyper-connected world, customers expect more from the brands they engage with.&nbsp;

As such, personalization has become a cornerstone of effective marketing and <a href="https://sightx.io/market-research-solutions/customer-experience-platform" rel="noopener" target="_blank" style="color: #06bfa0;">CX strategies</a>, allowing businesses to tailor their offerings and communications to individual preferences and needs. At the heart of successful personalization strategies lies <a href="https://sightx.io/capabilities/automated-customer-audience-segmentation-tool" rel="noopener" target="_blank" style="color: #06bfa0;">market segmentation</a> – a process that divides customers into distinct groups based on shared characteristics or behaviors.&nbsp;
In this piece, we'll explore how market segmentation enhances customer experience by enabling personalized interactions at scale:&nbsp;
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<h2 style="font-weight: bold; font-size: 23px;">What is Market Segmentation?&nbsp;</h2>
Market segmentation involves dividing a broad target market into smaller, more manageable segments based on factors like demographics, psychographics (attitudes, values, etc), and behaviors.&nbsp;
By recognizing that not all customers are the same, businesses can better understand and cater to the unique needs and preferences of each segment.
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<h2 style="font-size: 23px; font-weight: bold;">How Market Segmentation Enables Personalization</h2>
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<h3 style="font-weight: bold; font-size: 19px;">Perfectly-Tailored Offerings</h3>
One of the primary benefits of market segmentation is the ability to tailor product offerings and messaging to specific customer groups. By understanding the distinct preferences, pain points, and motivations of each segment, you can develop products and services that solve real problems for your market. This level of customization increases the relevance of interactions and enhances the overall customer experience.
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<h3 style="font-size: 19px; font-weight: bold;">Personalized Communications</h3>
Speaking the language of your customers is an essential building block for strong relationships. Market segmentation allows you to craft personalized messaging that speaks directly to the interests, pain points, and preferences of each segment. Whether through targeted email campaigns, social media ads, or personalized recommendations, businesses can engage customers with relevant content that captures their attention and fosters a sense of connection.
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<h3 style="font-size: 19px; font-weight: bold;">Optimized Customer Journeys</h3>
Market segmentation enables businesses to design tailored customer journeys that guide individuals seamlessly through a sales funnel. By mapping out the unique needs and touchpoints of each segment, you can deliver a personalized experience that addresses specific pain points and facilitates conversions. Be it through targeted content, email nudges, in-app guides, or proactive support, businesses can ensure that each customer receives the guidance they need to achieve their goals.
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<h2 style="font-size: 23px; font-weight: bold;">Market Segmentation Techniques&nbsp;</h2>
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<h3 style="font-size: 19px; font-weight: bold;">Demographic Segmentation</h3>
Demographic segmentation divides an audience based on various demographic factors like age, gender, education, occupation, income, ethnicity, family size, or marital status. For example, a business selling luxury clothing might target high-income individuals between the ages of 35 and 55.&nbsp;
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<h3 style="font-size: 19px; font-weight: bold;">Geographic Segmentation</h3>
With geographic segmentation, a market is separated based on geographic variables like region, country, city, climate, or urban/rural areas. This allows organizations to modify marketing efforts based on the specific customer needs and preferences in different geographic locations. For instance, a clothing retail chain might prioritize ads for sweaters in colder regions and shorts in warmer climates.&nbsp;
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<h3 style="font-size: 19px; font-weight: bold;">Psychographic Segmentation</h3>
Psychographic segmentation divides a market based on variables like interests, personality traits, values, and opinions. This approach helps you better understand the emotional and psychological factors that influence consumer decision-making. For example, an outdoor apparel company might want to target consumers who consider themselves adventure seekers and environmentalists.&nbsp;
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<h3 style="font-size: 19px; font-weight: bold;">Behavioral Segmentation</h3>
Behavioral segmentation categorizes customers based on their behaviors. This can include factors like product usage, shopping habits, the benefits they seek from products, and more. For instance, an airline might share different promotional offers to frequent flyers and first-time travelers.&nbsp;
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<h3 style="font-size: 19px; font-weight: bold;">Firmographic</h3>
Firmographic segmentation is used within the B2B space to organize customers based on shared company or organization attributes. Factors often include industry, company size, job titles, annual revenue, or company structure. This practice will guide marketing, advertising, and sales strategies for organizations that target a B2B audience.&nbsp;&nbsp;
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<h2 style="font-size: 23px; font-weight: bold;">Measuring Success: Tracking the Impact of Personalization</h2>
One of the key advantages of market segmentation is its measurability.&nbsp;
By analyzing data and metrics specific to each segment, businesses can track the effectiveness of their personalization efforts and make data-driven decisions to optimize performance further. From conversion rates and engagement metrics to customer satisfaction scores, businesses can easily gain valuable insights into the impact of personalization on the overall customer experience.
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<h2 style="font-weight: bold; font-size: 23px;">Elevating Customer Experience Through Personalization</h2>
Market segmentation serves as the foundation for effective personalization, allowing you to understand and cater to the unique needs of individual customer segments. 
By tailoring offerings, communications, and experiences to specific segments, businesses can create meaningful connections with customers, drive loyalty, and ultimately, achieve long-term success in today's competitive landscape.
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<h2 style="font-size: 23px; font-weight: bold;">Market Segmentation with SightX</h2>
SightX is an AI-driven market research platform that offers you a single <a href="https://sightx.io/market-research-solutions" rel="noopener" target="_blank" style="color: #06bfa0;">unified solution for product, brand, marketing, and pricing research</a>. While powerful enough for insights teams at Fortune 500 companies, our user-friendly interface makes it simple for anyone to start, optimize, and scale their research.&nbsp;
And with our new <a href="https://sightx.io/ai-consultant/ada" rel="noopener" target="_blank" style="color: #06bfa0;">Generative AI consultant, Ada</a>, you can harness the power of OpenAI’s GPT to transform your marketing research and insights. Collaborating with Ada is like having an expert researcher, brilliant statistician, and ace marketer on your team, helping you ask the right questions, choose the best experiments, pick out key insights, and seamlessly apply them to your business.&nbsp;
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In a hyper-connected world, customers expect more from the brands they engage with.&nbsp;

How to Have a Successful Product Launch

Learn how to successfully launch a product with market research through SightX. 

It’s no secret that markets are flooded with similar offerings. Which means standing out and making a lasting impact is easier said than done.&nbsp;

From establishing brand recognition to capturing the attention of potential customers, new products encounter many hurdles on their journey to success. But what can you do to mitigate your risks and set yourself up for a successful launch? 
Market research.&nbsp;
By understanding your target audience, market trends, and competitors' strengths or weaknesses, you can refine your strategy and better position your product to win.&nbsp;&nbsp;
Today, we'll explore the crucial ways that market research is used for successful product launches.
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<h2 style="font-size: 23px;">Elements of a Successful Product Launch</h2>
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<h3 style="font-size: 19px;">Understanding the Pain Points</h3>
If you’re going to deliver a product that people want to buy, you’re going to have to understand their needs and why other products aren’t meeting them.&nbsp;
Using consumer research and market segmentation techniques, you can identify unresolved pain points and tailor your product accordingly. This data can also help you better assess the market landscape to uncover whitespace growth opportunities and gain insights into consumer preferences, motivators, and purchase barriers before designing new offerings.
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<h3 style="font-size: 19px;">Screening Product Ideas</h3>
While you, and your internal team, might LOVE your product idea it’s important to know if consumers feel the same way. That’s why t<a target="_blank" href="https://sightx.io/market-research-solutions/product-research-testing-tool" rel="noopener">esting product concepts</a>&nbsp;and prototypes is crucial for refining your product's viability
By conducting early product research, like surveys, concept tests, or focus groups, you can better understand how people perceive your product, their likelihood to purchase it, and ways you can improve to increase your chances of success in the market.&nbsp;
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<h3 style="font-size: 19px;">Performing Product Testing</h3>
Once you have a minimum viable product (MVP) backed by consumer data, it’s time to dial in the details.&nbsp;
Feature testing with <a href="https://sightx.io/blog/maxdiff-vs-conjoint-analysis" rel="noopener" target="_blank" style="color: #06bfa0;">conjoint or maxdiff analysis</a> will allow you to quickly identify the features your ideal customer finds the most enticing. The data from feature testing can also inform your messaging strategy- giving you insights on which factors matter most to buyers, and why.&nbsp;
Pricing studies, like <a href="https://sightx.io/capabilities/gabor-granger-pricing-tool" rel="noopener" target="_blank" style="color: #06bfa0;">Gabor-Granger </a>or <a href="https://sightx.io/capabilities/van-westendorp-pricing-analysis-software" rel="noopener" target="_blank" style="color: #06bfa0;">Van Westendorp</a>- will show you exactly what people would be willing to pay, and how you can maximize your revenue without compromising your demand. And competitive analysis at this stage will give you a better idea of how your fully-fleshed product will compete with the behemoths in your market.&nbsp;
Iterate and refine your product based on the insights gained from testing to ensure it meets customer expectations and market demands.
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<h3 style="font-size: 19px;">Knowing Your Target Audience&nbsp;</h3>
Throughout the entire process, an understanding of who your ideal buyer should be your north star.&nbsp;
By using <a href="https://sightx.io/capabilities/automated-customer-audience-segmentation-tool" rel="noopener" target="_blank" style="color: #06bfa0;">market segmentation tools,</a> you can uncover the target audience for your product. And not just their demographics, but where they shop, how they make their decisions, and what factors ultimately play a role in their purchase decisions. All of this data is critical not only for your product but also for your marketing and overall go-to-market strategy.&nbsp;
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<h2 style="font-size: 23px;">How to Use Market Research for a Winning Product Launch</h2>
Using market research effectively will significantly increase the likelihood of a successful product launch. Here are a few steps to get you there:&nbsp;
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<h3 style="font-size: 19px;">1. Learn Your Target Buyer</h3>
<img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" width="24" height="24" loading="lazy" alt="Type=Default, Size=sm, Color=Success" style="height: auto; max-width: 100%; width: 24px; float: left; margin-left: 0px; margin-right: 10px;">Conduct segmentation studies to identify and understand your ideal customer's age, gender, location, interests, lifestyles, and purchasing behaviors. <img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" width="24" height="24" loading="lazy" alt="Type=Default, Size=sm, Color=Success" style="height: auto; max-width: 100%; width: 24px; float: left; margin-left: 0px; margin-right: 10px;">Gather feedback through surveys, focus groups, and interviews to gain insights into their needs, preferences, and pain points.
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<h3>2. Analyze Market Trends</h3>
<img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" width="24" height="24" loading="lazy" alt="Type=Default, Size=sm, Color=Success" style="height: auto; max-width: 100%; width: 24px; float: left; margin-left: 0px; margin-right: 10px;">Stay updated on industry trends, technological advancements, and regulatory changes that may impact your product or target market. <img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" width="24" height="24" loading="lazy" alt="Type=Default, Size=sm, Color=Success" style="height: auto; max-width: 100%; width: 24px; float: left; margin-left: 0px; margin-right: 10px;">Monitor consumer behavior, like shifting preferences, emerging trends, and buying patterns, to identify potential opportunities and threats. 
<h3 style="font-size: 18px;"> 3. Identify Competitors</h3>
<img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" width="24" height="24" loading="lazy" alt="Type=Default, Size=sm, Color=Success" style="height: auto; max-width: 100%; width: 24px; float: left; margin-left: 0px; margin-right: 10px;">Conduct a competitive analysis to identify direct and indirect competitors operating in your industry. While you may be aware of some of the competitors in your space, you might be surprised by the brands your ideal customers buy from.&nbsp; <img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" width="24" height="24" loading="lazy" alt="Type=Default, Size=sm, Color=Success" style="height: auto; max-width: 100%; width: 24px; float: left; margin-left: 0px; margin-right: 10px;">Evaluate competitors' product offerings, pricing strategies, marketing tactics, distribution channels, and customer feedback/reviews. 
<h3 style="font-size: 19px;"> 4. Test and Validate</h3>
<img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" width="24" height="24" loading="lazy" alt="Type=Default, Size=sm, Color=Success" style="height: auto; max-width: 100%; width: 24px; float: left; margin-left: 0px; margin-right: 10px;">Conduct concept testing and prototype evaluations to gather feedback from potential customers and stakeholders. <img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" width="24" height="24" loading="lazy" alt="Type=Default, Size=sm, Color=Success" style="height: auto; max-width: 100%; width: 24px; float: left; margin-left: 0px; margin-right: 10px;">Evaluate potential price ranges for your product with Price Sensitivity Testing.&nbsp; 
<h3 style="font-size: 19px;"> 5. Refine Product Features, Pricing, and Positioning</h3>
<img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" width="24" height="24" loading="lazy" alt="Type=Default, Size=sm, Color=Success" style="height: auto; max-width: 100%; width: 24px; float: left; margin-left: 0px; margin-right: 10px;">Use market research methodologies like conjoint analysis or MaxDiff, to assess the appeal of different product features and combinations of features.&nbsp; <img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" width="24" height="24" loading="lazy" alt="Type=Default, Size=sm, Color=Success" style="height: auto; max-width: 100%; width: 24px; float: left; margin-left: 0px; margin-right: 10px;">Determine your product's unique selling proposition (USP) and positioning in the market to differentiate it from competitors. <img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" width="24" height="24" loading="lazy" alt="Type=Default, Size=sm, Color=Success" style="height: auto; max-width: 100%; width: 24px; float: left; margin-left: 0px; margin-right: 10px;">Develop compelling messaging and branding strategies that resonate with your target audience and communicate the value proposition effectively. 
<h3 style="font-size: 19px;"> 6. Develop Data-Driven Marketing Strategies</h3>
<img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" width="24" height="24" loading="lazy" alt="Type=Default, Size=sm, Color=Success" style="height: auto; max-width: 100%; width: 24px; float: left; margin-left: 0px; margin-right: 10px;">Develop a comprehensive marketing plan that leverages market research insights to target the right audience through the most effective channels. <img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" width="24" height="24" loading="lazy" alt="Type=Default, Size=sm, Color=Success" style="height: auto; max-width: 100%; width: 24px; float: left; margin-left: 0px; margin-right: 10px;">Create engaging marketing collateral that aligns with your brand messaging and resonates with your target audience. 
<h3 style="font-size: 19px;"> 7. Monitor and Adapt</h3>
<img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" width="24" height="24" loading="lazy" alt="Type=Default, Size=sm, Color=Success" style="height: auto; max-width: 100%; width: 24px; float: left; margin-left: 0px; margin-right: 10px;">Continuously monitor market trends, competitor activities, and customer feedback to stay agile and responsive to changes in the market. <img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" width="24" height="24" loading="lazy" alt="Type=Default, Size=sm, Color=Success" style="height: auto; max-width: 100%; width: 24px; float: left; margin-left: 0px; margin-right: 10px;">Iterate and adapt your strategies based on insights to optimize the long-term performance of your brand and product.&nbsp; 
<h2 style="font-size: 23px;">Successful Product Launches with SightX</h2>
SightX is an AI-driven market research platform that offers you a single <a href="https://sightx.io/capabilities" rel="noopener" target="_blank" style="color: #06bfa0;">unified solution for product, brand, marketing, and pricing research</a>. While powerful enough for insights teams at Fortune 500 companies, our user-friendly interface makes it simple for anyone to start, optimize, and scale their research.&nbsp;
And with our new Generative AI consultant, Ada, you can harness the power of OpenAI’s GPT to transform your marketing research and insights. Collaborating with Ada is like having an expert researcher, brilliant statistician, and ace marketer on your team, helping you ask the right questions, choose the best experiments, pick out key insights, and seamlessly apply them to your business.&nbsp;
If you're ready to dive in click the button below to get started.&nbsp;
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It’s no secret that markets are flooded with similar offerings. Which means standing out and making a lasting impact is easier said than done.&nbsp;

7 Tips for Conducting an Effective Maxdiff Experiment

Learn how to conduct an effective MaxDiff experiment with these 7 essential tips. 

<a href="https://sightx.io/capabilities/automated-maxdiff-analysis-survey-tool">MaxDiff</a>, short for Maximum Difference Scaling, is a technique used in consumer insights to measure preferences for products, services, features, or concepts. Respondents are typically presented with a series of paired attributes and are asked to select their preference.&nbsp;

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<img src="https://lh7-us.googleusercontent.com/lonTiNGa8FeeYBvd826Zwe83NEarIwbg7Zs_NZOiuZH6W1QPECPRtQKtBsLRHG5CkAgV8yqg12duc5FOq5pMI45fkJU26jclP8k2efJ1KMYmp8cuOzHtgt_77OfVDVlQTOffjJe-63WySWY2jtpqbTM" width="624" height="316" loading="lazy" style="margin-left: auto; margin-right: auto; display: block;">
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While MaxDiff can be a powerful tool for <a href="https://sightx.io/blog/maxdiff-vs-conjoint-analysis" rel="noopener" target="_blank" style="color: #06bfa0;">understanding preferences and priorities</a>, it's essential to ensure proper design, execution, and analysis to derive meaningful insights. Here are some tips for conducting more effective MaxDiff studies: 
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<h2 style="font-size: 23px; font-weight: bold;">1. Define Your Attributes</h2>
Identify the attributes or items you want to evaluate. These could be product features, brand characteristics, service offerings, value propositions, etc. Ensure that these attributes are relevant and cover the scope of your research objectives.
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<h2 style="font-weight: bold; font-size: 23px;">2. Use Balanced Designs</h2>
Ensure that the maxdiff design is balanced, meaning each item appears an equal number of times and in different combinations with other items. This helps reduce potential bias introduced by the order or grouping of items.
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<h2 style="font-size: 23px; font-weight: bold;">3. Provide Clear Instructions</h2>
Offer clear and concise instructions to respondents. Explain the task they need to perform and how to choose the most and least preferred items within each set accurately.
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<h2 style="font-size: 23px; font-weight: bold;">4. Consider Sample Size</h2>
Determine the appropriate sample size based on the complexity of your study and the statistical power required for reliable results. Larger sample sizes generally yield more robust data.
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<h2 style="font-size: 23px; font-weight: bold;">5. Data Analysis</h2>
Analyze the collected data using specialized software, like SightX, that can handle MaxDiff analysis. This involves calculating scores for each item based on the frequency with which they are chosen as the most preferred or least preferred.
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<h2 style="font-size: 23px; font-weight: bold;">6. Pick Out Key Insights</h2>
Interpret the results to draw meaningful conclusions. Use the scores obtained to rank the items in terms of preference or importance. Visual aids like graphs or charts can help present the findings effectively.
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<h2 style="font-size: 23px; font-weight: bold;">7. Validate the Results</h2>
Validate your results and consider conducting follow-up studies or iterations to refine your findings or explore specific areas of interest further.
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<h2 style="font-size: 23px;">MaxDiff Analysis with SightX</h2>
SightX is an AI-driven market research platform that offers you a single unified solution for product, brand, marketing, and pricing research. While powerful enough for insights teams at Fortune 500 companies, our user-friendly interface makes it simple for anyone to start, optimize, and scale their research.&nbsp; And with our Generative AI research consultant, Ada, you can harness the power of OpenAI’s GPT to transform the way you collect consumer insights!
What can Ada do?&nbsp; <img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" width="24" height="24" loading="lazy" alt="Type=Default, Size=sm, Color=Success" style="height: auto; max-width: 100%; width: 24px; float: left; margin-left: 0px; margin-right: 10px;">Provide personalized research recommendations <img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" width="24" height="24" loading="lazy" alt="Type=Default, Size=sm, Color=Success" style="height: auto; max-width: 100%; width: 24px; float: left; margin-left: 0px; margin-right: 10px;">Create custom surveys and tests <img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" width="24" height="24" loading="lazy" alt="Type=Default, Size=sm, Color=Success" style="height: auto; max-width: 100%; width: 24px; float: left; margin-left: 0px; margin-right: 10px;">Calculate your ideal sample size <img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" width="24" height="24" loading="lazy" alt="Type=Default, Size=sm, Color=Success" style="height: auto; max-width: 100%; width: 24px; float: left; margin-left: 0px; margin-right: 10px;">Deliver key insights and executive summaries from your studies&nbsp; <img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" width="24" height="24" loading="lazy" alt="Type=Default, Size=sm, Color=Success" style="height: auto; max-width: 100%; width: 24px; float: left; margin-left: 0px; margin-right: 10px;">Analyze consumer sentiments and answer questions about your data <img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" width="24" height="24" loading="lazy" alt="Type=Default, Size=sm, Color=Success" style="height: auto; max-width: 100%; width: 24px; float: left; margin-left: 0px; margin-right: 10px;">Develop product descriptions and marketing collateral based on customer feedback If you're ready to dive in click the button below to get started!
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<a href="https://sightx.io/capabilities/automated-maxdiff-analysis-survey-tool">MaxDiff</a>, short for Maximum Difference Scaling, is a technique used in consumer insights to measure preferences for products, services, features, or concepts. Respondents are typically presented with a series of paired attributes and are asked to select their preference.&nbsp;

Data Privacy & Generative AI in Market Research

Discover how Ada, our generative AI consultant, upholds data privacy and security standards in market research. Learn more about the mechanisms in place. 

In the digital age, data privacy and security are paramount, especially when utilizing powerful generative AI tools, like our <a href="https://sightx.io/ai-consultant/ada" rel="noopener" target="_blank" style="color: #06bfa0;">research consultant Ada.</a>&nbsp;

Today we’ll explain the mechanisms that ensure your data remains private and secure while you benefit from Ada’s robust analytical capabilities:&nbsp;
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<h2 style="font-size: 24px;">Ada's Foundations of Privacy and Security</h2>
Ada prioritizes data security when utilizing OpenAI's API for her work.&nbsp; OpenAI's API provides a secure and privacy-focused solution, as it does not use customer data to train its models or retain any data within OpenAI's systems.&nbsp;
This means that the sensitive information Ada works with remains confidential and is not incorporated into OpenAI's models or stored on their servers. Additionally, Ada cannot connect to the internet while working with the API, adding an additional layer of privacy.&nbsp;
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<h2 style="font-size: 23px;">A Strong Privacy Framework</h2>
Ada’s design incorporates rigorous standards for data protection. Here are the steps we take to ensure your information is secure:
<h3 style="font-size: 19px;"><img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" width="24" height="24" loading="lazy" alt="Type=Default, Size=sm, Color=Success" style="height: auto; max-width: 100%; width: 24px; float: left; margin-left: 0px; margin-right: 10px;">Data Anonymization</h3>
Ada anonymizes your data to eliminate personal identifiers, upholding anonymity.
<h3 style="font-size: 19px;"><img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" width="24" height="24" loading="lazy" alt="Type=Default, Size=sm, Color=Success" style="height: auto; max-width: 100%; width: 24px; float: left; margin-left: 0px; margin-right: 10px;"></h3>
<h3 style="font-size: 18px;">Secure Data Transmission</h3>
We use encryption to protect your data as it travels to and from Ada's processing environment.
<h3 style="font-size: 19px;"><img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" width="24" height="24" loading="lazy" alt="Type=Default, Size=sm, Color=Success" style="height: auto; max-width: 100%; width: 24px; float: left; margin-left: 0px; margin-right: 10px;"></h3>
<h3 style="font-size: 18px; font-weight: bold;">No Persistent Storage</h3>
Ada processes data in real-time and doesn’t store any information post-analysis, adhering to a strict policy of data transience.
<h3 style="font-size: 19px;"><img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" width="24" height="24" loading="lazy" alt="Type=Default, Size=sm, Color=Success" style="height: auto; max-width: 100%; width: 24px; float: left; margin-left: 0px; margin-right: 10px;"></h3>
<h3 style="font-size: 18px; font-weight: bold;">Continuous Security Checks</h3>
Our systems undergo frequent security assessments to preempt and prevent any potential data breaches.
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<h2 style="font-size: 23px;">The Role of GPT in Ensuring Privacy</h2>
GPT, the technology behind Ada, is designed to process data without retaining it, respecting user privacy at every turn:
<h3 style="font-size: 18px; font-weight: bold;">Pre-Trained Model</h3>
GPT-3.5 Turbo and GPT-4 have been pre-trained on a vast corpus of data, enabling it to generate insights without the need to learn from your data.
<h3 style="font-size: 18px;"> Independent Processing</h3>
Each user query is processed independently, safeguarding against the risk of data overlap or persistence.
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<h2 style="font-size: 23px;">User-Centric Security Practices</h2>
While Ada employs robust security measures, users also play a crucial role:
<h3 style="font-size: 19px;"><img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" width="24" height="24" loading="lazy" alt="Type=Default, Size=sm, Color=Success" style="height: auto; max-width: 100%; width: 24px; float: left; margin-left: 0px; margin-right: 10px;"></h3>
<h3 style="font-size: 18px; font-weight: bold;">Sensitive Data Redaction</h3>
Always redact any personal or sensitive information from your data before consulting Ada.
<h3 style="font-size: 18px;">&nbsp;</h3>
<h3 style="font-size: 19px;"><img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" width="24" height="24" loading="lazy" alt="Type=Default, Size=sm, Color=Success" style="height: auto; max-width: 100%; width: 24px; float: left; margin-left: 0px; margin-right: 10px;"></h3>
<h3 style="font-size: 18px; font-weight: bold;">Understand Data Permissions</h3>
Be clear on your organization's data sharing settings and adjust them as necessary to maintain control over your data.
<h3 style="font-size: 18px;"> </h3>
<h3 style="font-size: 19px;"><img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" width="24" height="24" loading="lazy" alt="Type=Default, Size=sm, Color=Success" style="height: auto; max-width: 100%; width: 24px; float: left; margin-left: 0px; margin-right: 10px;"></h3>
<h3 style="font-size: 18px; font-weight: bold;">Stay Informed</h3>
Regularly review<a href="https://openai.com/privacy" style="color: #666666;"> OpenAI's privacy policy</a> to stay updated on the privacy measures and how your data is handled.
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<h2 style="font-size: 23px;">Trusting Ada with Your Data</h2>
When using Ada for market research, you can trust that your data is handled with the utmost care. Privacy and security are not just complementary features—they are the bedrock upon which Ada operates.
With Ada, your insights are generated with a commitment to safeguarding your data, every step of the way.
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In the digital age, data privacy and security are paramount, especially when utilizing powerful generative AI tools, like our <a href="https://sightx.io/ai-consultant/ada" rel="noopener" target="_blank" style="color: #06bfa0;">research consultant Ada.</a>&nbsp;

Market Segmentation: Types, Benefits, and Strategies

Explore different types, strategies, and examples of market segmentation and learn how to maximize customer satisfaction and ROI.

Whether developing a product or crafting a social media ad, it's important to recognize that your target market is not a monolith. Each individual has distinct characteristics, behaviors, and motivations.

Today, we'll explore how&nbsp;<a target="_blank" href="https://sightx.io/capabilities/automated-customer-audience-segmentation-tool" rel="noopener" style="color: #06bfa0;">market segmentation</a>&nbsp;enables you to better understand the diversity and differences within your audience and improve customer satisfaction while doing so.&nbsp;
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<h2 style="font-size: 23px;">What is Market Segmentation?</h2>
Market segmentation is the dividing of a broad market into smaller, more manageable groups based on specific criteria, like demographic, location, psychographic, or behavioral data.&nbsp;
By dividing a market or customer base into smaller segments, organizations can better understand the different types of people who buy from them and why. With this information, organizations can better tailor their product, marketing, and branding efforts to the most profitable segments, maximizing their ROI.&nbsp;
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<h2 style="font-size: 23px;">The Types of Market Segmentation</h2>
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<h3 style="font-size: 19px;">Demographic Segmentation</h3>
Demographic segmentation divides a market based on age, gender, income, education, occupation, and family size. Getting started with demographic segmentation is relatively straightforward, as the data is easy to collect and analyze.
However, there are some drawbacks. We primarily live in a "post-demographic" world. Consumers continually construct and reconstruct their own identities, rebelling against top-down driven "norms" handed to them by the advertisements of old. The clear delineations between consumers based on gender, age, income, education, or ethnicity are not as helpful as they once seemed. To learn more about this, check out our piece:&nbsp;<a target="_blank" href="https://sightx.io/blog/doing-it-better" rel="noopener">Segmentation: Maybe You Could Be Doing It Better</a>.&nbsp;
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<h3 style="font-size: 19px;">Geographic Segmentation</h3>
Geographic segmentation divides a market based on factors like region, country, city size, climate, and population density. This approach helps businesses target specific locations for summer promotions and others for winter.&nbsp;
This type of segmentation can be a subset of demographic segmentation or a unique strategy. Understanding the geographical differences in customer needs and preferences helps determine where to sell, advertise, and expand a business. You can collect geographic segmentation data from customer surveys, third-party research, or operational data like IP addresses.&nbsp;
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<h3 style="font-size: 19px;">Psychographic Segmentation</h3>
Psychographic segmentation considers psychological and lifestyle factors such as values, beliefs, interests, attitudes, and personality traits. This approach helps businesses understand and target specific consumer groups, such as environmentally conscious consumers or those interested in healthy living and exercise.
Surveys are an excellent way for organizations to get started with psychographic segmentation. Survey research makes gathering data points on beliefs, attitudes, and interests easy. This direct insight into people's beliefs and preferences allows for more effective targeting and messaging strategies.
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<h3 style="font-size: 19px;">Behavioral Segmentation</h3>
Behavioral segmentation categorizes consumers based on their purchase history, usage patterns, and brand loyalty.&nbsp;
For example, segmenting an audience based on purchase behavior enables marketers to take a precise approach, centering their messaging and ads around the factors most likely to drive sales.&nbsp;
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<h3 style="font-size: 19px;">Firmographic Segmentation</h3>
B2B organizations often use firmographic segmentation to divide their audience based on industry, company size, job titles, annual revenue, or company structure.&nbsp;
This approach helps businesses understand the nuances of different types of organizations so they can tailor their strategy accordingly.
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<h2 style="font-size: 23px;">Benefits of Market Segmentation</h2>
Segmentation isn't just a strategy; it's a game-changer for organizations looking to connect with their customers on a deeper level.&nbsp;
Aberdeen Research Firm found that email conversion rates increased by 10% when using segmentation. But not only were the conversion rates higher. People receiving segmented emails actually spent more. Marketers saw a 760% increase in revenues thanks to a segmented approach.&nbsp;
Some additional benefits include:
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<h3 style="font-size: 19px;"><img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" width="24" height="24" loading="lazy" alt="Type=Default, Size=sm, Color=Success" style="height: auto; max-width: 100%; width: 24px; float: left; margin-left: 0px; margin-right: 10px;">Lower Acquisition Costs</h3>
By knowing your segments, you can tailor marketing communications and use advanced targeting on digital platforms to drive leads at lower costs.&nbsp;
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<h3 style="font-size: 19px;"><img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" width="24" height="24" loading="lazy" alt="Type=Default, Size=sm, Color=Success" style="height: auto; max-width: 100%; width: 24px; float: left; margin-left: 0px; margin-right: 10px;"></h3>
<h3 style="font-size: 19px;">Attracting the Right Customers</h3>
Clear messaging that speaks right to your target audience's pain points will draw your ideal customers to your brand.
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<h3 style="font-size: 19px;"><img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" width="24" height="24" loading="lazy" alt="Type=Default, Size=sm, Color=Success" style="height: auto; max-width: 100%; width: 24px; float: left; margin-left: 0px; margin-right: 10px;"></h3>
<h3 style="font-size: 19px;">Market Expansion</h3>
Segmentation can uncover new opportunities, giving you ideas on where to expand your customer base and increase market share.&nbsp;
&nbsp;
<h3 style="font-size: 19px;"><img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" width="24" height="24" loading="lazy" alt="Type=Default, Size=sm, Color=Success" style="height: auto; max-width: 100%; width: 24px; float: left; margin-left: 0px; margin-right: 10px;"></h3>
<h3 style="font-size: 19px;">Cost Efficiency</h3>
Targeting specific high purchase-intent segments reduces marketing waste, leading to a more efficient use of budget and resources.&nbsp;
&nbsp;
<h3 style="font-size: 19px;"><img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" width="24" height="24" loading="lazy" alt="Type=Default, Size=sm, Color=Success" style="height: auto; max-width: 100%; width: 24px; float: left; margin-left: 0px; margin-right: 10px;"></h3>
<h3 style="font-size: 19px;">Product Customization</h3>
Understanding the unique needs of different segments allows you to customize your products or services to drive higher customer satisfaction and loyalty rates.
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&nbsp;
<h2 style="font-size: 23px;">When and How Often Can Market Segmentation Studies Be Run?&nbsp;</h2>
Traditionally, companies would perform segmentation every three to four years due to its time-consuming and expensive nature.
Today, organizations conduct market segmentation studies whenever there is a significant change in the market or target audience, like shifts in consumer preferences, the emergence of new competitors, or changes in market trends.&nbsp;
Outside of standalone segmentation studies, you can run segmentation analysis on data from other research studies. This is done to understand how different segments react to the ideas in a concept test or to identify high purchase-intent consumers during new product development research.&nbsp;&nbsp;
While there is no hard and fast rule on timing, waiting more than a year to update your segmentation will make it challenging to work with consumer behavior and preferences shifts. Keeping your segmentation up-to-date ensures that your marketing strategies remain practical and relevant in a constantly changing market.
&nbsp;
<h2 style="font-size: 23px;">Market Segmentation Examples</h2>
Market segmentation is a versatile tool you can apply across various departments and activities within your business. Here are some use case scenarios to illustrate how you can use market segmentation:&nbsp;
&nbsp;
<h3 style="font-size: 19px;">Market Entry Strategy</h3>
Use market segmentation to assess the potential of new markets and identify the most lucrative segments to target. This can help you tailor your market entry strategy and optimize resource allocation for maximum impact.
&nbsp;
<h3 style="font-size: 19px;">Customer Acquisition</h3>
Segmenting your market allows you to identify high-potential customer groups and tailor your acquisition strategies to their needs and preferences. This leads to more efficient customer acquisition spending and higher conversion rates.
&nbsp;
<h3 style="font-size: 19px;">Product Portfolio Management</h3>
Market segmentation can help you evaluate your portfolio and identify opportunities for product development or retirement. Understanding the needs of different segments ensures that your product offerings remain relevant and competitive.
&nbsp;
<h3 style="font-size: 19px;">Customer Retention</h3>
Segmenting your customer base allows you to identify loyal customers and develop targeted retention strategies to keep them engaged. This can include personalized offers, loyalty programs, and exclusive content.
&nbsp;
<h3 style="font-size: 19px;">Price Optimization</h3>
By segmenting your market based on price sensitivity, you can&nbsp;<a target="_blank" href="https://sightx.io/capabilities/gabor-granger-pricing-tool" rel="noopener">optimize your pricing strategy</a>&nbsp;to maximize revenue and profitability. This can involve offering different price points or discounts to different segments based on their willingness to pay.
&nbsp;
<h3 style="font-size: 19px;">Competitive Analysis</h3>
Segmenting your market allows you to analyze competitor performance within specific segments. This can help you identify competitive threats and opportunities for differentiation.
&nbsp;
<h3 style="font-size: 19px;">Customer Satisfaction and Loyalty</h3>
Market segmentation can help you understand the drivers of customer satisfaction and loyalty within different segments. This can help you tailor your customer service and engagement strategies to improve loyalty and retention.
&nbsp;
<h3 style="font-size: 19px;">Brand Positioning</h3>
Market segmentation can help you identify the most relevant positioning for your brand within different segments. This can help you develop&nbsp;<a target="_blank" href="https://sightx.io/market-research-solutions/brand-tracking" rel="noopener">messaging and branding strategies</a>&nbsp;that resonate with your target audience.
&nbsp;
&nbsp;
<h2 style="font-size: 23px;">Market Segmentation with SightX</h2>
SightX is an AI-driven market research platform that offers you a single&nbsp;<a href="https://sightx.io/market-research-solutions" rel="noopener" target="_blank" style="color: #06bfa0;">unified solution for product, brand, marketing, and pricing research</a>.&nbsp;While powerful enough for insights teams at Fortune 500 companies, our user-friendly interface makes it simple for anyone to start, optimize, and scale their research.&nbsp; And with our new&nbsp;<a href="https://sightx.io/ai-consultant/ada" rel="noopener" target="_blank" style="color: #06bfa0;">Generative AI consultant, Ada,</a>&nbsp;you can harness the power of OpenAI’s GPT to transform your marketing research and insights. Collaborating with Ada is like having an expert researcher, brilliant statistician, and ace marketer on your team, helping you ask the right questions, choose the best experiments, pick out key insights, and seamlessly apply them to your business.&nbsp;
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Whether developing a product or crafting a social media ad, it's important to recognize that your target market is not a monolith. Each individual has distinct characteristics, behaviors, and motivations.

How to Conduct Consumer Insights Research

Discover how conducting consumer insights research can drive business growth and foster customer loyalty. Learn more: 

Understanding consumer behavior is essential for companies aiming to stay ahead of the curve.&nbsp;Consumer insights research serves as the compass that guides strategic decision-making, helping organizations uncover valuable insights into their target audience's preferences, motivations, and behaviors.&nbsp;

In this comprehensive guide, we delve into the intricacies of consumer insights research, exploring its significance, methodologies, and practical applications. By harnessing the power of consumer insights, businesses can unlock new avenues for growth, innovation, and customer-centricity.
&nbsp;
&nbsp;
<h2 style="font-size: 23px;">What Are Consumer Insights?&nbsp;</h2>
Consumer insights are the data-driven observations you make from analyzing consumer behavior, attitudes, and preferences. These insights can provide an in-depth look at how people interact with your product, engage with your marketing, or perceive your brand.
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&nbsp;
<h2 style="font-size: 23px;">What's the Difference Between Consumer Insights and Market Research?&nbsp;</h2>
Consumer insights focus on understanding individual consumer motivations and behaviors, offering a deeper understanding of needs and preferences, while <a href="https://sightx.io/blog/types-of-market-research" rel="noopener" target="_blank" style="color: #06bfa0;">market research</a> provides a broader view of market trends and competition. 
Together, they inform strategic decision-making and enable businesses to better meet consumer expectations.&nbsp;
It can help to think of it like this; market research answers the "what" – like market size, demographics, and trends – while consumer insights explores the "why" behind consumer actions. By deciphering the underlying motivations, aspirations, and pain points of consumers, businesses can better understand how to grow customer loyalty, expand their product’s reach, and build brand trust.&nbsp;
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&nbsp;
<h2 style="font-size: 23px;">Why Do Consumer Insights Matter?&nbsp;</h2>
Consumer insights serve as a compass for businesses navigating the complex terrain of consumer preferences and behaviors, guiding them in developing products, services, and marketing strategies that resonate with their target audience. Moreover, consumer insights enable businesses to forge deeper connections with their audience, fostering brand loyalty and advocacy in an increasingly crowded marketplace.&nbsp;
Here are the ways your business can benefit from gathering and using consumer insights:
&nbsp;
<h3 style="font-size: 19px;">Understand Consumer Behavior</h3>
Consumer behavior is complex and constantly evolving, shaped by a multitude of factors including demographics, psychographics, and socio-economic trends. Consumer insights provide businesses with invaluable knowledge that allows them to evaluate and track their target audience's ever-changing motivations, behaviors, and preferences.&nbsp;
&nbsp;
<h3 style="font-size: 19px;">Anticipate Trends</h3>
By collecting consumer insights, businesses can gain a deeper understanding of emerging trends and shifts in consumer behavior. This enables them to anticipate market changes, identify new opportunities, and adapt their strategies accordingly, ensuring they stay ahead of the curve.
&nbsp;
<h3 style="font-size: 19px;">Identify Untapped Opportunities</h3>
Consumer insights shed light on unmet needs, pain points, and opportunities within a given market. Businesses can leverage this knowledge to innovate and develop products or services that address specific consumer demands, gaining a competitive edge and capturing market share.
&nbsp;
<h3 style="font-size: 19px;">Tailor Your Marketing Strategies</h3>
Consumer insights empower businesses to create targeted marketing campaigns that resonate with their audience on a personal level. By understanding the motivations and preferences of their target demographic, businesses can deliver tailored messages and experiences that drive engagement, loyalty, and conversions.
&nbsp;
<h3 style="font-size: 19px;">Improve Product Development</h3>
Consumer insights play a crucial role in product development, guiding businesses in refining existing offerings and developing new ones that meet consumer needs and preferences. By gathering feedback from consumers, businesses can identify areas for improvement, optimize features, and ensure their products resonate with their target audience.
&nbsp;
<h3 style="font-size: 19px;">Foster Brand Loyalty</h3>
Building strong, lasting relationships with consumers is essential for long-term success. Consumer insights enable businesses to connect with their audience on a deeper level, fostering (much sought-after) brand loyalty and advocacy. By delivering personalized experiences, addressing consumer concerns, and consistently exceeding expectations, businesses can cultivate loyal customers who become brand evangelists.
&nbsp;
<h3 style="font-size: 19px;">Drive Business Growth</h3>
Ultimately, consumer insights are instrumental in driving business growth and profitability. By aligning products, services, and marketing efforts with consumer preferences and behaviors, businesses can increase customer satisfaction, drive repeat purchases, and attract new customers. This leads to sustainable growth, increased market share, and a stronger competitive position in the marketplace.
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&nbsp;
<h2 style="font-size: 23px;">How Do I Gather Consumer Insights?</h2>
&nbsp;
<h3 style="font-size: 19px;">Surveys &amp; Questionnaires</h3>
<a href="https://sightx.io/capabilities/online-survey-software-tool-for-research" rel="noopener" target="_blank" style="color: #06bfa0;">Surveys and questionnaires </a>remain a staple tool for collecting quantitative data from consumers. Whether conducted online, via email, or in-person, surveys allow businesses to gather feedback on specific products, services, or marketing initiatives. By asking targeted questions, businesses can gain valuable insights into consumer preferences, opinions, and purchasing behaviors.
&nbsp;
<h3 style="font-size: 19px;">Focus Groups</h3>
Focus groups offer a qualitative approach to understanding consumer perceptions and attitudes. By convening a small group of individuals for in-depth discussions, businesses can delve into the underlying emotions and deeper motivations that drive consumer behavior. Focus groups provide rich insights that go beyond numerical data, offering nuanced perspectives and valuable anecdotes.
&nbsp;
<h3 style="font-size: 19px;">Use AI to Analyze the Data</h3>
Advancements in artificial intelligence and machine learning have revolutionized the field of consumer insights research. By leveraging&nbsp;<a target="_blank" href="https://sightx.io/ai-consultant/ada" rel="noopener" style="color: #06bfa0; text-decoration: none;">SightX's Generative AI Consultant</a>, businesses can analyze vast amounts of consumer data with unprecedented speed and accuracy. SightX's AI-powered algorithms can uncover hidden patterns, trends, and correlations that human analysts might overlook, providing deeper insights into consumer behavior.
&nbsp;
&nbsp;
<h2 style="font-size: 23px;">Consumer Insight Use Cases and Examples&nbsp;</h2>
Consumer insights serve as a goldmine of valuable data for businesses looking to understand their customers better and improve their overall experience. Here we’ll look at some practical ways businesses can leverage consumer insights to enhance their product offerings, optimize support processes, and develop self-service resources, all aimed at delivering exceptional&nbsp;<a target="_blank" href="https://sightx.io/market-research-solutions/customer-experience-platform" rel="noopener">customer experiences</a>.
&nbsp;
<h3 style="font-size: 19px;">Example: Understanding Customer Needs and Preferences</h3>
A software company analyzes customer feedback and usage data to identify common pain points and areas for improvement in their product. Based on the insights, they release regular updates and enhancements, addressing customer concerns and adding new features that align with their users' needs and preferences. As a result, customer satisfaction increases, leading to higher retention rates and customer loyalty.
&nbsp;
<h3 style="font-size: 19px;">Example: Spotting Trends and Optimizing the Customer Journey&nbsp;</h3>
An e-commerce retailer analyzes customer purchase history and browsing behavior to identify trends in product preferences and shopping habits. Based on the insights, they optimize their website layout and navigation, making it easier for customers to find and purchase products they're interested in. Additionally, they personalize marketing campaigns and promotions based on individual customer preferences, increasing engagement and conversion rates throughout the customer journey.
&nbsp;
<h3 style="font-size: 19px;">Example:&nbsp;Streamlining Support Processes&nbsp;</h3>
A telecommunications company leverages customer insights to identify common questions and issues that customers face when setting up their internet service. Based on this insight, they developed a comprehensive self-service resource center, including FAQs, troubleshooting guides, and instructional videos, empowering customers to find answers and solutions independently. This reduces the volume of support inquiries and allows support agents to focus on addressing more complex issues, ultimately improving the overall customer support experience.
&nbsp;
<h3 style="font-size: 19px;">Example:&nbsp;Enhancing Product Development</h3>
A consumer electronics company collects feedback from customers through surveys and product reviews to identify areas for improvement in its latest smartphone model. Based on this insight, they make adjustments to the design and functionality of the phone, addressing common complaints and adding new features that align with customer preferences. As a result, the new smartphone receives positive reviews and generates high demand among consumers.
&nbsp;
<h3 style="font-size: 19px;">Example: Optimizing Marketing &amp; Advertising Campaigns&nbsp;</h3>
Marketers utilize consumer insights to refine their digital marketing and advertising strategies. Through analysis of customer demographics and engagement metrics, they uncover that their target audience responds particularly well to influencer partnerships on social media platforms. In response, they reallocate a portion of their marketing budget to collaborate with relevant influencers who align with their brand values and resonate with their audience. As a result, they experience a significant increase in brand awareness, website traffic, and ultimately, sales.
&nbsp;
&nbsp;
<h2 style="font-size: 23px;">AI Driven Consumer Insights with SightX</h2>
SightX is an AI-driven market research platform that offers you a single&nbsp;<a href="https://sightx.io/market-research-solutions" rel="noopener" target="_blank" style="color: #06bfa0;">unified solution for product, brand, marketing, and pricing research</a>.&nbsp;While powerful enough for insights teams at Fortune 500 companies, our user-friendly interface makes it simple for anyone to start, optimize, and scale their research.&nbsp; And with our new&nbsp;<a href="https://sightx.io/ai-consultant/ada" rel="noopener" target="_blank" style="color: #06bfa0;">Generative AI consultant, Ada,</a>&nbsp;you can harness the power of OpenAI’s GPT to transform your marketing research and insights. Collaborating with Ada is like having an expert researcher, brilliant statistician, and ace marketer on your team, helping you ask the right questions, choose the best experiments, pick out key insights, and seamlessly apply them to your business.&nbsp;
&nbsp;
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Understanding consumer behavior is essential for companies aiming to stay ahead of the curve.&nbsp;Consumer insights research serves as the compass that guides strategic decision-making, helping organizations uncover valuable insights into their target audience's preferences, motivations, and behaviors.&nbsp;

6 Ways to Use Generative AI for Market Research

Discover 6 innovative ways Generative AI is revolutionizing market research, from strategic recommendations to streamlined survey creation. Explore the power of AI in transforming insights and decision-making processes.

Generative AI is a type of artificial intelligence designed to generate new content, like text, images, audio, or video. Unlike traditional AI systems that rely on explicit programming and rule-based logic, generative AI leverages advanced machine learning techniques to understand and mimic patterns in the data it's trained on.

In the context of language models like GPT-3 (Generative Pre-trained Transformer 3), generative AI is capable of creating coherent and contextually relevant text based on the input it receives. It can understand context, follow the structure of language, and produce human-like responses.&nbsp;
This technology has great potential to automate tasks, enhance creativity, and assist in complex problem-solving scenarios. Especially within the market research and insights space.&nbsp;
Here are 6 ways Generative AI is already being used in market research today:&nbsp;
&nbsp;
<h2 style="font-size: 23px;">1. Strategic Research Recommendations&nbsp;</h2>
When you’re first beginning your research journey, generative AI can give you initial guidance. Working with an AI consultant (<a href="https://sightx.io/ai-consultant/ada" rel="noopener" target="_blank" style="color: #06bfa0;">like our very own Ada</a>) you can share some context around your business and product, like objectives, challenges, and target audience (if known). And in turn, personalized receive research recommendations on the right tests and experiments to hep you achieve your goals.&nbsp;
For example, let’s say a startup founder is looking to refine and de-risk their product before launch. They have a strong product design but need to dial in on the pricing, features, and messaging. Working with generative AI, you would learn:&nbsp;
<img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" width="24" height="24" loading="lazy" alt="Type=Default, Size=sm, Color=Success" style="height: auto; max-width: 100%; width: 24px; float: left; margin-left: 0px; margin-right: 10px;">That a <a href="https://sightx.io/capabilities/van-westendorp-pricing-analysis-software" rel="noopener" target="_blank" style="color: #06bfa0;">Van Westendorp Test</a> will help you determine an optimal price for your product.&nbsp; <img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" width="24" height="24" loading="lazy" alt="Type=Default, Size=sm, Color=Success" style="height: auto; max-width: 100%; width: 24px; float: left; margin-left: 0px; margin-right: 10px;"><a href="https://sightx.io/capabilities/automated-maxdiff-analysis-survey-tool" rel="noopener" target="_blank" style="color: #06bfa0;">Feature testing</a> will help you gather feedback on your potential features, allowing you to choose the most needed/preferred by your target audience. This data would also be able to inform your messaging strategy, allowing you to focus on the most popular features of your product.&nbsp; 
&nbsp;
Once matched, the tests can be automatically generated for you, meaning you only need to fill in the details specific to your product, industry, or brand.&nbsp;
<img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/image-png-Mar-29-2024-06-36-40-0780-PM.png" loading="lazy" width="1026" height="655" style="width: 1026px; height: auto; max-width: 100%; margin-left: auto; margin-right: auto; display: block;" alt="An image showing a generative Ai market research consultant making a test recommendation based on a prompt. ">
&nbsp;
&nbsp;
<h2 style="font-size: 23px;">2. Streamlined Survey Creation &amp; Test Building</h2>
When there isn’t a test or experiment to match your needs, AI can custom-tailor one to fit! By simply sharing some background about your business and the goals for your research, generative AI can craft tests that give you the answers you need.&nbsp;
Let’s look at another example: let's say a customer success professional at a large SaaS company notices an uptick in user churn. A generative AI research consultant can turn that context into an in-depth survey that aims to understand:&nbsp;
<img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" width="24" height="24" loading="lazy" alt="Type=Default, Size=sm, Color=Success" style="height: auto; max-width: 100%; width: 24px; float: left; margin-left: 0px; margin-right: 10px;">Overall satisfaction with the product <img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" width="24" height="24" loading="lazy" alt="Type=Default, Size=sm, Color=Success" style="height: auto; max-width: 100%; width: 24px; float: left; margin-left: 0px; margin-right: 10px;">Why a user is leaving the platform&nbsp; <img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" width="24" height="24" loading="lazy" alt="Type=Default, Size=sm, Color=Success" style="height: auto; max-width: 100%; width: 24px; float: left; margin-left: 0px; margin-right: 10px;">And ways they might be able to retain them 
&nbsp;
<img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/My%20Project-3.gif" width="1920" height="904" loading="lazy" alt="My Project-3" style="height: auto; max-width: 100%; width: 1920px;">
&nbsp;
<h2 style="font-size: 23px;">3. Sample Size Calculations</h2>
No matter what type of research you are conducting, selecting the correct sample size is crucial to the accuracy of your data. If your sample is too small, it will undermine the accuracy of your results. But, on the other hand, if your sample is too large, small differences can quickly morph into (seemingly) significant insights.&nbsp;
Using generative AI tools like Ada, all you need to know is the population size (estimate), your preferred confidence level (we suggest 95%), and the acceptable margin of error (we suggest 5%). From there, AI can calculate the number of respondents your test would need to have significant findings.&nbsp;
&nbsp;
<h2 style="font-size: 23px;">4. Deep Analysis&nbsp;</h2>
Generative AI can help you dig into your data, without getting lost in the details. With AI’s fast and powerful analysis capabilities, you can instantly get answers to commands like:&nbsp;
<img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" width="24" height="24" loading="lazy" alt="Type=Default, Size=sm, Color=Success" style="height: auto; max-width: 100%; width: 24px; float: left; margin-left: 0px; margin-right: 10px;">“Determine the likelihood of repeat purchases” <img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" width="24" height="24" loading="lazy" alt="Type=Default, Size=sm, Color=Success" style="height: auto; max-width: 100%; width: 24px; float: left; margin-left: 0px; margin-right: 10px;">“Investigate the impact of pricing on customer behavior” <img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" width="24" height="24" loading="lazy" alt="Type=Default, Size=sm, Color=Success" style="height: auto; max-width: 100%; width: 24px; float: left; margin-left: 0px; margin-right: 10px;">“Explore the gender distribution of respondents”&nbsp; <img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" width="24" height="24" loading="lazy" alt="Type=Default, Size=sm, Color=Success" style="height: auto; max-width: 100%; width: 24px; float: left; margin-left: 0px; margin-right: 10px;">“Run sentiment analysis on text data in a question” 
&nbsp;
This functionality will get you the answers you need quickly, whether you're building a report or sharing insights on a team call.&nbsp;
&nbsp;
<h2 style="font-size: 23px;">5. Executive Summaries &amp; Key Insights&nbsp;</h2>
Don’t miss the forest for the trees. Generative AI tools are excellent at analyzing and condensing large data sets into digestible information. So, it only makes sense that this skill would be ideal for market research!
You can use generative AI tools to create high-level executive summaries that get straight to the insights that matter. These can be handy to use yourself or share with department heads at your organization to equip them with the information they need to make&nbsp;better product, marketing, pricing, and brand decisions.&nbsp;
&nbsp;
<img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/My%20Project2.gif" width="1646" height="862" loading="lazy" alt="A GIF showing SightX's generative AI market research consultant providing a summary of consumer insights data. " style="height: auto; max-width: 100%; width: 1646px; margin-left: auto; margin-right: auto; display: block;"> 
&nbsp;
&nbsp;
<h2 style="font-size: 23px;">6. Product &amp; Marketing Asset Creation</h2>
Another one of generative AI’s talents is the ability to generate human-like text based on data, prompts, and context given by the user.&nbsp;
This means that AI tools can scan your test data to generate:&nbsp;
<img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" width="24" height="24" loading="lazy" alt="Type=Default, Size=sm, Color=Success" style="height: auto; max-width: 100%; width: 24px; float: left; margin-left: 0px; margin-right: 10px;">Product descriptions that highlight features your target audience cares about most <img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" width="24" height="24" loading="lazy" alt="Type=Default, Size=sm, Color=Success" style="height: auto; max-width: 100%; width: 24px; float: left; margin-left: 0px; margin-right: 10px;">Ad copy that appeals to your ideal buyers <img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" width="24" height="24" loading="lazy" alt="Type=Default, Size=sm, Color=Success" style="height: auto; max-width: 100%; width: 24px; float: left; margin-left: 0px; margin-right: 10px;">Blog posts that deep dive into your data and explore key insights and themes through your study 
&nbsp;
&nbsp;
<h2 style="font-size: 23px;">AI-Powered Customer Research with SightX</h2>
SightX is an AI-driven market research platform that offers you a single <a href="https://sightx.io/market-research-solutions" rel="noopener" target="_blank" style="color: #06bfa0;">unified solution for product, brand, marketing, and pricing research</a>. While powerful enough for insights teams at Fortune 500 companies, our user-friendly interface makes it simple for anyone to start, optimize, and scale their research.&nbsp; And with our new <a href="https://sightx.io/ai-consultant/ada" rel="noopener" target="_blank" style="color: #06bfa0;">Generative AI consultant, Ada,</a> you can harness the power of OpenAI’s GPT to transform your marketing research and insights. Collaborating with Ada is like having an expert researcher, brilliant statistician, and ace marketer on your team, helping you ask the right questions, choose the best experiments, pick out key insights, and seamlessly apply them to your business.&nbsp;
&nbsp;
{{cta('fc79ca65-6e39-434f-ac59-1294dcf8e9fa','justifycenter')}}

Generative AI is a type of artificial intelligence designed to generate new content, like text, images, audio, or video. Unlike traditional AI systems that rely on explicit programming and rule-based logic, generative AI leverages advanced machine learning techniques to understand and mimic patterns in the data it's trained on.

Unleashing the Power of Survey Pages with Randomization and Looping

Unleash the power of survey pages with randomization and looping techniques to optimize respondent engagement and data quality. Learn how to create interactive surveys for better insights.

When designing a <a href="https://sightx.io/capabilities/online-survey-software-tool-for-research" rel="noopener" target="_blank" style="color: #06bfa0;">survey</a>, many factors come into play. Of course, you’ll need to include questions surrounding your core metrics. However, delivering a seamless respondent experience can make all the difference in data quality and survey completion rates.&nbsp;

Page randomization and looping are two fantastic ways to optimize your survey’s flow for better respondent engagement! In this piece, we'll be exploring these techniques and their benefits.&nbsp;
&nbsp;
<h2 style="font-size: 23px;">What are Survey Pages?&nbsp;</h2>
Survey pages go far beyond mere question organization. They are your storytellers, grouping questions by topic, audience, or conditional logic to create a narrative that keeps respondents engaged. Now, brace yourself as we introduce the dynamic duo of Randomization and Looping, turning your surveys into an interactive masterpiece.
&nbsp;
<h3 style="font-size: 18px;">Randomization</h3>
Page randomization allows you to inject spontaneity into your surveys by shuffling the questions within a page. Giving each respondent a unique experience and reducing the likelihood of potential bias by ensuring that the position of a question doesn't influence the way respondents answer.
&nbsp;
<h3 style="font-size: 18px;">Looping&nbsp;</h3>
If you need to dive deeper into specific topics without overwhelming your respondents, looping is very helpful. Generally, this tool is used when you want to ask a set of questions about each answer in a previous question.&nbsp;
For example, you may want to ask respondents which brands they have bought from a given list. Then for each brand they’ve purchased from, respondents would receive a series of questions about their experience.&nbsp;
&nbsp;
<h2 style="font-size: 23px;">When to Use Survey Page Randomization &amp; Looping&nbsp;</h2>
Consider using Randomization and Looping within a Page if your study needs the following:
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<h3 style="font-size: 18px;"><img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" width="24" height="24" loading="lazy" alt="Type=Default, Size=sm, Color=Success" style="height: auto; max-width: 100%; width: 24px; float: left; margin-left: 0px; margin-right: 10px;"></h3>
<h3 style="font-size: 18px;">Minimizing Predictability</h3>
Randomizing questions keeps respondents on their toes, reducing predictability and encouraging more thoughtful responses.
&nbsp;
<h3 style="font-size: 18px;"><img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" width="24" height="24" loading="lazy" alt="Type=Default, Size=sm, Color=Success" style="height: auto; max-width: 100%; width: 24px; float: left; margin-left: 0px; margin-right: 10px;">Reducing Bias</h3>
Randomization minimizes order bias, ensuring that the position of a question doesn't influence the way respondents answer.
&nbsp;
<h3 style="font-size: 18px;"><img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" width="24" height="24" loading="lazy" alt="Type=Default, Size=sm, Color=Success" style="height: auto; max-width: 100%; width: 24px; float: left; margin-left: 0px; margin-right: 10px;"></h3>
<h3 style="font-size: 18px;">Increasing Engagement</h3>
The element of surprise introduced by randomization makes the survey more engaging, keeping respondents interested and focused.
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<h3 style="font-size: 18px;"><img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" width="24" height="24" loading="lazy" alt="Type=Default, Size=sm, Color=Success" style="height: auto; max-width: 100%; width: 24px; float: left; margin-left: 0px; margin-right: 10px;"></h3>
<h3 style="font-size: 18px;">Versatile Data Collection</h3>
Looping allows for versatile data collection by repeating questions, enabling in-depth exploration of specific topics or tracking changes over time.
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<h3 style="font-size: 18px;"><img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" width="24" height="24" loading="lazy" alt="Type=Default, Size=sm, Color=Success" style="height: auto; max-width: 100%; width: 24px; float: left; margin-left: 0px; margin-right: 10px;"></h3>
<h3 style="font-size: 18px;">Balancing Attention</h3>
By presenting questions in a random order, all questions receive balanced attention, preventing some from being consistently overemphasized.
 
&nbsp;
<h2 style="font-size: 23px;">Use Cases for Survey Page Randomization &amp; Looping&nbsp;</h2>
&nbsp;
<h3 style="font-size: 19px;">Use Case: Product Feedback Surveys</h3>
When conducting a feedback survey for a product with a diverse set of features, survey pages allow you to group questions by feature. This creates thematic consistency and guides respondents through a coherent exploration of each aspect of your product.&nbsp;
&nbsp;
<h3 style="font-size: 19px;">Use Case: Audience-Specific Questionnaires&nbsp;</h3>
If your survey targets different customer segments with unique preferences, use survey pages to organize questions specific to each audience, ensuring a personalized and relevant survey experience that resonates with every respondent.
&nbsp;
<h3 style="font-size: 19px;">Use Case: Adaptive Surveys&nbsp;&nbsp;</h3>
If you&nbsp; want to capture nuanced feedback based on a respondents' previous answers, you can use survey pages with conditional logic to enable dynamic questioning. This adapts the survey path based on individual responses, and provides a customized journey that acknowledges and responds to each respondent's input.
&nbsp;
<h2 style="font-size: 23px;">Tips for Using Survey Page Randomization &amp; Looping</h2>
&nbsp;
<h3 style="font-size: 19px;">Consider the Respondent's Experience</h3>
Put yourself in the shoes of the respondents. Consider how the survey structure, including pages, randomization, and looping, will impact their experience. Aim for clarity and simplicity.
&nbsp;
<h3 style="font-size: 19px;">Organize Questions Thoughtfully</h3>
Group questions into pages based on common themes, topics, or target audiences. This ensures a logical flow and makes the survey more respondent-friendly.
&nbsp;
<h3 style="font-size: 19px;">Clearly Communicate Instructions</h3>
Provide clear and concise instructions to respondents, especially when using features like looping. Explain why certain questions are repeated or presented in a specific order to maintain respondent engagement.
&nbsp;
<h3 style="font-size: 19px;">Strategically Apply Randomization</h3>
Be strategic in applying randomization. Randomize questions when the order could introduce bias or influence responses. For instance, randomizing your question order can minimize <a href="https://dictionary.apa.org/sequence-effect" rel="noopener" target="_blank" style="color: #06bfa0;">sequence effects</a>.
&nbsp;
<h3 style="font-size: 19px;">Test Randomization and Looping</h3>
Thoroughly test the randomization and looping logic in different scenarios. Ensure that questions are randomized correctly, and looping conditions are well-defined without creating unintended repetitions.
&nbsp;
<h3 style="font-size: 19px;">Monitor Survey Length</h3>
Be mindful of survey length. While randomization and looping offer flexibility, an excessively long survey can lead to respondent fatigue. Strike a balance between comprehensive data collection and respondent engagement.
&nbsp;
&nbsp;
<h2 style="font-size: 23px;">Surveys with SightX</h2>
The SightX platform is the <a href="https://sightx.io/capabilities" rel="noopener" target="_blank" style="color: #06bfa0;">only tool you'll ever need for market research</a>: a single, unified solution for consumer engagement, data collection, advanced analysis, and reporting. While powerful enough for insights teams at Fortune 500 companies, the user-friendly interface makes it simple for anyone to start, optimize, and scale their research.&nbsp;
And with our <a href="https://sightx.io/blog/generative-ai-for-market-research" rel="noopener" target="_blank" style="color: #06bfa0;">Generative AI consultant, Ada, </a>you can harness the power of OpenAI’s GPT to transform your marketing research and insights. Collaborating with Ada is like having an expert researcher, brilliant statistician, and ace marketer on your team, helping you ask the right questions, choose the best experiments, pick out key insights, and seamlessly apply them to your business.&nbsp;
If you're ready to dive in click the button below to get started for free!
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When designing a <a href="https://sightx.io/capabilities/online-survey-software-tool-for-research" rel="noopener" target="_blank" style="color: #06bfa0;">survey</a>, many factors come into play. Of course, you’ll need to include questions surrounding your core metrics. However, delivering a seamless respondent experience can make all the difference in data quality and survey completion rates.&nbsp;

8 Types of Market Research (Updated 2024)

Discover the eight essential types of market research in 2024, from primary and secondary research to branding research and everything in between. 

Market research is the process of gathering, analyzing, and interpreting consumer data to make informed business decisions.
It is an indispensable tool that empowers companies to understand their audience, refine their strategies, and stay ahead in an ever-evolving market. In this piece, we'll explore the eight essential types of market research that form the backbone of strategic decision-making.&nbsp;
&nbsp;
<h2 style="font-size: 23px;">Primary market research&nbsp;</h2>
Primary research is the research data that you collect yourself by going directly to your target audience. This can be done a number of ways, but the most popular are often through focus groups, interviews, and surveys.&nbsp;
&nbsp;
<h3 style="font-size: 19px; font-weight: bold;">Focus Groups</h3>
A focus group is a research method that brings together a small sample of people to answer questions about your product, brand, or category in a moderated setting. This group is often selected based on predefined demographic or behavioral traits, and the questions are designed to shed light on a specific topic of interest.&nbsp;
While this approach is flexible and can provide deep insights, it does come with drawbacks. A group setting can cause a number of bias's to emerge, like social desirability bias (the desire to answer questions “correctly” instead of honestly) or acquiescence bias (a desire to please the interviewer).&nbsp;
&nbsp;
<h3 style="font-size: 19px; font-weight: bold;">Surveys</h3>
A <a href="https://sightx.io/capabilities/online-survey-software-tool-for-research" rel="noopener" target="_blank" style="color: #06bfa0;">survey </a>is simply a collection of closed and open ended questions that are sent to a targeted group of respondents, usually digitally. Surveys are a great way to carry out your own primary research, allowing you to gather responses digitally instead of having to physically source participants. They also allow you to gather consumer data at a larger scale. But, much like anything, it does come with some drawbacks. Long monotonous surveys can cause respondent fatigue, which degrades the overall data quality.&nbsp;
&nbsp;
&nbsp;
<h2 style="font-size: 23px;">Secondary Market Research&nbsp;</h2>
Secondary research involves using data that has already been collected, analyzed, and published; usually by an agency or reporting group. One of the key advantages to this type of research is that it allows you to get insights without having to collect the data yourself. It can save you time, budget, and allows you to build upon existing knowledge.&nbsp;
But secondary research has its disadvantages. One major drawback is the fact that the data is not specific to your exact market, brand, or product, so making assumptions based upon it can be dubious. There is also no guarantee that the data you need is credible, authentic, or even available.&nbsp;
&nbsp;
&nbsp;
<h2 style="font-size: 23px;">Quantitative Market Research&nbsp;</h2>
Quantitative market research is the collection of data that is quantifiable in nature. This can include responses to surveys, polls, or questionnaires. Researchers collect this type of data because it provides hard facts on a brand, product, or market.&nbsp;
&nbsp;
&nbsp;
<h2 style="font-size: 23px;">Qualitative Market Research&nbsp;</h2>
Qualitative Research is the collection of data that is non-numerical in nature, making it difficult to measure. It often comes from focus groups or one-on-one interviews, where insights are derived from free-flowing discussions. Researchers will often collect this type of data to add more depth and perspective to their foundational quantitative market research.&nbsp;
&nbsp;
&nbsp;
<h2 style="font-size: 23px;">Branding Research&nbsp;</h2>
<a href="https://sightx.io/market-research-solutions/brand-tracking" rel="noopener" target="_blank" style="color: #06bfa0;">Brand research </a>is the process of gathering feedback from past, present, and prospective customers to better understand how your brand is perceived in the market. This type of research allows you to measure the ROI of your -often intangible- brand building efforts.&nbsp;
Using brand trackers and surveys, you can measure and analyze key performance indicators like:&nbsp;
&nbsp;
<h3 style="font-size: 18px;"><img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" width="24" height="24" loading="lazy" alt="Type=Default, Size=sm, Color=Success" style="height: auto; max-width: 100%; width: 24px; float: left; margin-left: 0px; margin-right: 10px;">Brand awareness&nbsp;</h3>
Understand how familiar the market is with your brand.
<h3 style="font-size: 18px;"><img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" width="24" height="24" loading="lazy" alt="Type=Default, Size=sm, Color=Success" style="height: auto; max-width: 100%; width: 24px; float: left; margin-left: 0px; margin-right: 10px;"></h3>
<h3 style="font-size: 18px; font-weight: bold;">Brand perception</h3>
Find out what consumers really think about your brand.
<h3 style="font-size: 18px;"><img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" width="24" height="24" loading="lazy" alt="Type=Default, Size=sm, Color=Success" style="height: auto; max-width: 100%; width: 24px; float: left; margin-left: 0px; margin-right: 10px;"></h3>
<h3 style="font-size: 18px; font-weight: bold;">Brand usage</h3>
Determine how often customers purchase and use your products.
<h3 style="font-size: 18px;"><img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" width="24" height="24" loading="lazy" alt="Type=Default, Size=sm, Color=Success" style="height: auto; max-width: 100%; width: 24px; float: left; margin-left: 0px; margin-right: 10px;"></h3>
<h3 style="font-size: 18px; font-weight: bold;">Brand preference</h3>
Measure the degree to which consumers choose your brand over competitors.
<h3 style="font-size: 18px;"><img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" width="24" height="24" loading="lazy" alt="Type=Default, Size=sm, Color=Success" style="height: auto; max-width: 100%; width: 24px; float: left; margin-left: 0px; margin-right: 10px;"></h3>
<h3 style="font-size: 18px; font-weight: bold;">Brand loyalty</h3>
Understand the likelihood of customers continuing to engage with your brand.
<h3 style="font-size: 18px;"><img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" width="24" height="24" loading="lazy" alt="Type=Default, Size=sm, Color=Success" style="height: auto; max-width: 100%; width: 24px; float: left; margin-left: 0px; margin-right: 10px;"></h3>
<h3 style="font-size: 18px; font-weight: bold;">Net Promoter score (NPS)&nbsp;</h3>
Quantify the probability that a customer will recommend your brand.
&nbsp;
You can use a mix of qualitative and quantitative methods, like focus groups and surveys, to <a href="https://sightx.io/blog/how-to-get-better-brand-insights" rel="noopener" target="_blank" style="color: #06bfa0;">gather the insights you need</a>.&nbsp;
 
<h2 style="font-size: 23px;">Product Research&nbsp;</h2>
<a href="https://sightx.io/market-research-solutions/product-research-testing-tool" rel="noopener" target="_blank" style="color: #06bfa0;">Product research</a> is the process of applying market research techniques during your product development cycle. It is used to make sure your <a href="https://sightx.io/blog/guide-to-product-development-research" rel="noopener" target="_blank" style="color: #06bfa0;">products are ready for launch and perform as well as possible</a>.&nbsp;
Product research can be used at nearly every stage of your product development for a number of reasons:&nbsp;
<h3 style="font-size: 18px;"><img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" width="24" height="24" loading="lazy" alt="Type=Default, Size=sm, Color=Success" style="height: auto; max-width: 100%; width: 24px; float: left; margin-left: 0px; margin-right: 10px;"></h3>
<h3 style="font-size: 18px;">Find gaps in the market</h3>
<h3 style="font-size: 18px;"><img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" width="24" height="24" loading="lazy" alt="Type=Default, Size=sm, Color=Success" style="height: auto; max-width: 100%; width: 24px; float: left; margin-left: 0px; margin-right: 10px;"></h3>
<h3 style="font-size: 18px;">Screen product ideas and prototypes&nbsp;</h3>
<h3 style="font-size: 18px;"><img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" width="24" height="24" loading="lazy" alt="Type=Default, Size=sm, Color=Success" style="height: auto; max-width: 100%; width: 24px; float: left; margin-left: 0px; margin-right: 10px;"></h3>
<h3 style="font-size: 18px;">Test product designs and pricing</h3>
<h3 style="font-size: 18px;"><img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" width="24" height="24" loading="lazy" alt="Type=Default, Size=sm, Color=Success" style="height: auto; max-width: 100%; width: 24px; float: left; margin-left: 0px; margin-right: 10px;"></h3>
<h3 style="font-size: 18px;">Better understand the wants, needs, and preferences of your ideal customers</h3>
<h3 style="font-size: 18px;"><img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" width="24" height="24" loading="lazy" alt="Type=Default, Size=sm, Color=Success" style="height: auto; max-width: 100%; width: 24px; float: left; margin-left: 0px; margin-right: 10px;"></h3>
<h3 style="font-size: 18px;">Find the best messaging to describe your product</h3>
&nbsp;
Primary research methods will be the most useful here, with surveys and experiments ranking among the most popular ways to gather quantitative data. Some specific tools you can use include: 
<h3 style="font-size: 18px;"><img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" width="24" height="24" loading="lazy" alt="Type=Default, Size=sm, Color=Success" style="height: auto; max-width: 100%; width: 24px; float: left; margin-left: 0px; margin-right: 10px;"></h3>
Concept testing for <a href="https://sightx.io/capabilities/concept-testing-software" rel="noopener" target="_blank" style="color: #06bfa0;">screening your product ideas, prototypes, and designs</a>.&nbsp;
<h3 style="font-size: 18px;"><img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" width="24" height="24" loading="lazy" alt="Type=Default, Size=sm, Color=Success" style="height: auto; max-width: 100%; width: 24px; float: left; margin-left: 0px; margin-right: 10px;"></h3>
Conjoint analysis or MaxDiff analysis for <a href="https://sightx.io/blog/maxdiff-vs-conjoint-analysis" rel="noopener" target="_blank" style="color: #06bfa0;">finding the right set of features for your product.</a>&nbsp;
<h3 style="font-size: 18px;"><img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" width="24" height="24" loading="lazy" alt="Type=Default, Size=sm, Color=Success" style="height: auto; max-width: 100%; width: 24px; float: left; margin-left: 0px; margin-right: 10px;"></h3>
<a href="https://sightx.io/capabilities/gabor-granger-pricing-tool" rel="noopener" target="_blank" style="color: #06bfa0;">Gabor-Granger</a> or <a href="https://sightx.io/capabilities/van-westendorp-pricing-analysis-software" rel="noopener" target="_blank" style="color: #06bfa0;">Van Westendorp</a> to&nbsp; help you find your optimal price.&nbsp;
&nbsp;
&nbsp;
<h2 style="font-size: 23px;">Customer Research&nbsp;</h2>
<a href="https://sightx.io/market-research-solutions/customer-experience-platform" rel="noopener" target="_blank" style="color: #06bfa0;">Customer research</a> explores the preferences, behaviors, influences, and needs of your target customers. The goal is to better understand the people who buy your products, and find ways to keep them happy. Some common themes of customer research include:&nbsp;
<h3 style="font-size: 18px;"><img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" width="24" height="24" loading="lazy" alt="Type=Default, Size=sm, Color=Success" style="height: auto; max-width: 100%; width: 24px; float: left; margin-left: 0px; margin-right: 10px;"></h3>
<h3 style="font-size: 18px; font-weight: bold;">Creating customer segments / buyer personas</h3>
<h3 style="font-size: 18px;"><img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" width="24" height="24" loading="lazy" alt="Type=Default, Size=sm, Color=Success" style="height: auto; max-width: 100%; width: 24px; float: left; margin-left: 0px; margin-right: 10px;"></h3>
<h3 style="font-size: 18px; font-weight: bold;">Measuring metrics like customer satisfaction, loyalty, or a Net Promoter Score (NPS)</h3>
<h3 style="font-size: 18px;"><img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" width="24" height="24" loading="lazy" alt="Type=Default, Size=sm, Color=Success" style="height: auto; max-width: 100%; width: 24px; float: left; margin-left: 0px; margin-right: 10px;"></h3>
<h3 style="font-size: 18px; font-weight: bold;">Checking in on the customer experience at various touchpoints</h3>
&nbsp;
Surveys are often the most popular way to gather customer research at specific points along the customer journey.
&nbsp;
<h2 style="font-size: 23px;">Marketing Research&nbsp;</h2>
<a href="https://sightx.io/market-research-solutions/marketing-advertising-research-solutions-services" rel="noopener" target="_blank" style="color: #06bfa0;">Marketing research</a> uses tools and techniques from market research to <a href="https://sightx.io/blog/guide-to-marketing-research-tools-tips-and-best-practices" rel="noopener" target="_blank" style="color: #06bfa0;">improve marketing impact and better understand audiences</a>. It is used to collect feedback from current and target customers that can be used to inform your messaging, advertising, and overall marketing strategy.&nbsp;
Marketing research is often used to:&nbsp;
<h3 style="font-size: 18px;"><img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" width="24" height="24" loading="lazy" alt="Type=Default, Size=sm, Color=Success" style="height: auto; max-width: 100%; width: 24px; float: left; margin-left: 0px; margin-right: 10px;"></h3>
Understand what your audience wants, where they are, and what messaging resonates with them to ensure marketing ROI.&nbsp;
<h3 style="font-size: 18px;"><img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" width="24" height="24" loading="lazy" alt="Type=Default, Size=sm, Color=Success" style="height: auto; max-width: 100%; width: 24px; float: left; margin-left: 0px; margin-right: 10px;"></h3>
Learn the topics, formats, and tone your audience prefers to deliver blog, video, and social content that wins.&nbsp;
<h3 style="font-size: 18px;"><img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" width="24" height="24" loading="lazy" alt="Type=Default, Size=sm, Color=Success" style="height: auto; max-width: 100%; width: 24px; float: left; margin-left: 0px; margin-right: 10px;"></h3>
Better align your messaging to speak the language of your customers.&nbsp;
&nbsp;
A mix of surveys, ad testing, messaging testing, and tracking studies be useful for this type of research.&nbsp; 
<h2 style="font-size: 23px;">Market Research with SightX</h2>
SightX is an AI-driven market research platform that offers you a single unified solution for product, brand, marketing, and pricing research. While powerful enough for insights teams at Fortune 500 companies, our user-friendly interface makes it simple for anyone to start, optimize, and scale their research.&nbsp;
And with our new Generative AI consultant, Ada, you can harness the power of OpenAI’s GPT to transform your marketing research and insights. Collaborating with Ada is like having an expert researcher, brilliant statistician, and ace marketer on your team, helping you ask the right questions, choose the best experiments, pick out key insights, and seamlessly apply them to your business.&nbsp;
If you're ready to dive in click the button below to get started for free!
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Market research is the process of gathering, analyzing, and interpreting consumer data to make informed business decisions.

What Are Embedded Variables? And How Can I Use Them?

Embedded variables (EV) are a powerful tool that can significantly enhance the depth and precision of your data collection. Find out how to use them

In the world of survey design, embedded variables (EV) are a powerful tool that can significantly enhance the depth and precision of your data collection.&nbsp;

However, like any powerful tool, it requires careful handling and an understanding of its nuances to ensure optimal functionality. In this guide, we'll delve into key considerations and best practices to harness the full potential of embedded variables.
&nbsp;
<h2 style="font-size: 23px;">What are Embedded Variables and Why Are They Important?&nbsp;</h2>
Embedded variables (EV),&nbsp; also sometimes known as a “typing tool” or “segmentation tool”, allow you to set parameters that will automatically segment (or type) research respondents as they take your survey. You can think of EVs as a type of coding that groups your respondents based on their responses.&nbsp;
This is very useful for multiple reasons.&nbsp;
First, it saves you time on the backend by pre-segmenting your audience before the analysis process even begins. Making it easy to filter and compare different personas instantly.&nbsp;
It can also reduce potential bias and serve as a routing tool for respondents. For example, let’s say you need to screen a few ad concepts for an upcoming campaign. This campaign will be reaching a few target demos for you, you’d like to ensure that respondents only see the ad concept that is relevant to them. This means you’ll need to segment (or “type”) them in real-time.
Taking it a step further, let’s say one ad concept is geared towards a wellness-focused audience while the other is for an audience that regularly enjoys fast food.&nbsp;
While you could simply ask respondents to rate how healthy their eating habits are on a scale from 1-10, this is very likely to trigger social desirability bias.&nbsp;
What does this mean? It means that people will often over-report good behaviors and under-report the bad ones to look favorable. In this specific case, people may choose to rate their eating habits as much healthier than they actually are.&nbsp;
So how can you avoid this? And how would EVs help?&nbsp;
You could instead ask questions about the types of foods and restaurants your respondents eat at regularly. Using EVs you could ensure that those who reported eating organically, visiting restaurants like Sweetgreen, or exercising daily would be grouped and shown a wellness-focused concept. While those who regularly eat at restaurants like McDonalds and did not report movement/exercise as a part of their daily or weekly life would be shown a different concept that better aligns with their preferences.&nbsp;
&nbsp;
<h2 style="font-size: 23px;">Tips for Using Embedded Variables</h2>
&nbsp;
<h3 style="font-size: 19px;">Defining Your Variables</h3>
When defining options for embedded variables, it's crucial to ensure they are mutually exclusive. Overlapping definitions can compromise the effectiveness, leading to inaccurate data representation. A meticulous approach to option definitions sets the foundation for a well-functioning embedded variable.
&nbsp;
<h3 style="font-size: 19px;">Be Selective About the Variables You Include</h3>
Understand that not every option needs to be included in one of your variables. Selective inclusion is acceptable, and for options not covered, be diligent in setting the correct value to avoid discrepancies in data interpretation.
&nbsp;
<h3 style="font-size: 19px;">Avoid Deleting Options Post-Data Collection</h3>
If you have existing data, refrain from deleting options in an embedded variable or any multi-select. The system processes them based on order/position, not content. Rename unused options instead of deleting them to maintain data integrity.
&nbsp;
<h3 style="font-size: 19px;">Don’t Alter Your EVs After Data Collected Has Begun&nbsp;</h3>
Beware that altering conditions of embedded variables after data collection has begun won't retroactively update the embedded variable for previously collected data. Plan ahead and ensure your setup aligns with your analytical goals from the start.
&nbsp;
<h3 style="font-size: 19px;">Survey Sequence Matters</h3>
You can set up embedded variables anywhere in the survey as long as the necessary precursor questions are posed beforehand. This flexibility empowers you to structure your survey in a way that aligns with the logic of your research.&nbsp;
&nbsp;
<h3 style="font-size: 19px;">Consider Naming Your Leftover Options&nbsp;</h3>
When using an EV, the platform requires you to input an “Other Value” for those that may not fall into the categories you’ve laid out that you needed. Thinking about a fast food example, if you’re segmenting respondents based on their some people fit into the “Burgers and Fries” category and a “Chicken” category, there could be many more respondents who too fit in an “Other”. You have a choice to label those other options (ex: Coffee) or simply put “Other”.
&nbsp;
&nbsp;

In the world of survey design, embedded variables (EV) are a powerful tool that can significantly enhance the depth and precision of your data collection.&nbsp;

How to Use Natural Language Processing in Market Research: Sentiments, Thematic Analysis, and More

Explore how Natural Language Processing revolutionizes market research, uncovering sentiments, trends, and customer language. Dive into NLP's impact on text analysis at scale.

Technology drives innovation and change.&nbsp;

The printing press drove the democratization of knowledge. The light bulb led to the first domestic electrical wiring, paving the way for countless in-home appliances. And now, we are watching as Artificial Intelligence (AI) transforms the way we live and work.&nbsp;
Within AI there are many branches, each suited for a specific use case. But one particularly interesting branch is Natural Language Processing (NLP), which has revolutionized the way we understand the written word. This is especially true within the market research field, where NLP has had a transformative impact on deciphering the wealth of textual data.&nbsp;
In this blog, we'll dive into the world of natural language processing, exploring its essence, applications, and the profound impact it has had on our ability to analyze text at scale.&nbsp;
&nbsp;
<h2 style="font-size: 23px;">What is Natural Language Processing?&nbsp;</h2>
Before we get too deep, let’s cover the basics.&nbsp;
Natural Language Processing is a subset of AI focused on the interaction between computers and human language. It enables machines to comprehend, interpret, and analyze text.&nbsp;
In market and consumer research specifically, NLP is <a href="https://sightx.io/capabilities/nlp-text-analysis-analytics-software" rel="noopener" target="_blank" style="color: #06bfa0;">used for text analysis</a> on open-ended survey questions, product reviews, social media comments, or other sources of text-based data.&nbsp;
&nbsp;
<h2 style="font-size: 23px;">How to Use NLP: Use Cases in Market Research</h2>
&nbsp;
<h3 style="font-size: 19px;">1. Understand Consumer Sentiments</h3>
While multiple-choice or ranking-style questions can give you some insight into consumers' perceptions of your brand or product, it's difficult to get the full picture.&nbsp;
NLP allows you to take raw customer feedback and analyze it to identify how people feel about your brand, product, or messaging. It does this by examining the text-based data it’s given, categorizing the emotional tone or attitude expressed in each piece of text. For those curious, this involves analyzing individual words and phrases to discern whether the overall sentiment is positive, negative, or neutral
The data you receive not only aids in assessing customer satisfaction but also enables proactive decision-making and targeted improvements based on the identified sentiments. Ultimately contributing to a more customer-centric and responsive approach.&nbsp;
&nbsp;
<h3 style="font-size: 19px;">2. Uncover Trends &amp; Patterns</h3>
Because NLP algorithms can scour vast amounts of unstructured textual data, it can easily uncover emerging trends and patterns in your customers' feedback. For example, maybe you notice that customers keep mentioning support wait times in a negative context. Or, maybe an analysis of your product reviews yields insight into a new competitor encroaching on your market share.&nbsp;
These insights allow you to see patterns emerge, long before they affect your bottom line. Enabling your organization to develop strategies that align with the evolving market landscape.&nbsp;
&nbsp;
<h3 style="font-size: 19px;">3. Find the Language that Customers Use</h3>
How confident are you in the language you use to describe your brand or offerings?&nbsp;
While your marketing, sales, or product teams may use certain words or phrases to describe and promote your products, that doesn’t necessarily mean it’s the same language used by your customers or target market.&nbsp;
By using NLP on raw text data, you can find commonalities in the descriptive words used by your customers and target audience. These insights will allow you to craft messaging that better aligns with the natural language surrounding your brand, products, or industry, helping to set you apart from the rest of the pack.&nbsp;
&nbsp;
&nbsp;
<h2 style="font-size: 23px;">The Benefits of NLP for Text Analysis in Market Research</h2>
&nbsp;
<h3 style="font-size: 19px;">Make Data-Driven Product Decisions</h3>
By analyzing product feedback with NLP, you can pick out common issues, uncover barriers to adoption, and discover unique ways customers may be using your product. The insights will help you drive your product development in a customer-centric way, tailoring your new launches and updates to the needs and use cases you know to be true.&nbsp;
&nbsp;
<h3 style="font-size: 19px;">Improve Your Messaging</h3>
Once you understand the words and phrases your customers use when discussing your product, you can insert them directly into your messaging and marketing collateral. Doing this will not only show your customers that you understand their pain points, but it will also allow you to speak their language in a way your competitors just can’t.&nbsp;
&nbsp;
<h3 style="font-size: 19px;">Enhanced Accuracy</h3>
When combing through hundreds, if not thousands, of text-based data snippets, human error is bound to occur. NLP on the other hand operates with remarkable precision, minimizing the risk of misinterpretation or oversight. Ensuring the insights derived are reliable and reflective of actual sentiments and trends.&nbsp;
&nbsp;
<h3 style="font-size: 19px;">Scalability</h3>
As your business grows, the volume of textual data will also grow exponentially. This is where scalability becomes a critical factor. NLP systems can effortlessly handle large datasets, making it feasible to analyze extensive amounts of information swiftly. This scalability is particularly advantageous for businesses aiming to expand their market research efforts as they grow.&nbsp;
&nbsp;
&nbsp;
<h2 style="font-size: 23px;">Text Analysis with SightX</h2>
The SightX platform is the only tool you'll ever need for market research: a single, unified solution for consumer engagement, data collection, advanced analysis, and reporting. While powerful enough for insights teams at Fortune 500 companies, the user-friendly interface makes it simple for anyone to start, optimize, and scale their research.&nbsp;
With our <a href="https://sightx.io/ai-consultant/ada" rel="noopener" target="_blank" style="color: #06bfa0;">Generative AI consultant, Ada,</a> you can harness the power of OpenAI’s GPT to transform your marketing research and insights. Collaborating with Ada is like having an expert researcher, brilliant statistician, and ace marketer on your team, helping you ask the right questions, choose the best experiments, pick out key insights, and seamlessly apply them to your business.&nbsp;
If you're ready to dive in click the button below to get started for free!
&nbsp;
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Technology drives innovation and change.&nbsp;

What is Weighting And Why Is it Used in Market Research?

Learn about the importance of weighting in market research to ensure accurate data representation. Discover different weighting techniques and how SightX can simplify the process for you.

No matter the type of study you run, the ultimate goal of your research is to better understand how a population thinks and behaves. That population could be your customer base, shoppers in your category, or customers loyal to your competitors.&nbsp;
To get accurate data about that population, you have to round up a sample of respondents who accurately reflect them.&nbsp;
Sometimes, whether due to sampling error or other factors, there is a misalignment between your target population and your study’s sample. When this happens, you can use weighting to correct the course. Find out how:&nbsp;
&nbsp;
<h2 style="font-size: 23px;">What is Weighting? And Why Should I Use it?&nbsp;</h2>
In market and consumer research, we gather data from a sample of a given population to make judgments about the whole. But sometimes, that data becomes skewed when certain segments are over- or under-represented within the sample.&nbsp;
Weighting survey or experiment data is a technique used to bring your sample in line with the population you are trying to study. You can do this by giving more or less “weight” to specific segments within your sample.&nbsp;
For example, let’s say your target audience is the general population of the United States. While you set your audience quotas to match the latest census data, you notice that the number of men who have responded to the survey is low. If you’re unable to get more men to complete your survey, you can weight the data from those who did complete your survey, making their data more evenly represented.&nbsp;
Ideally, the market and consumer research data you collect will be from a sample that accurately reflects your target audience. But when there are discrepancies between the two, weighting is an incredibly useful alternative to re-running a project or losing valuable data.&nbsp;
&nbsp;
&nbsp;
<h2 style="font-size: 23px;">Types of Weighting</h2>
When it comes to weighting, you have a few options depending on your needs:&nbsp;
&nbsp;
<h3 style="font-size: 19px;">Cell-Based Weights</h3>
With this weighting methodology, you can specify the weight/multiplier for each specific group in your sample. You can calculate your multiplier by dividing the population [desired state] by your sample.&nbsp;
For example, let’s say you survey 100 respondents, 80% are plant-based eaters and 20% are omnivores. You know that only 30% of your target population is plant-based. So, it’s fair to assume that the overall results will be biased due to the inaccurately large representation of plant-based eaters.&nbsp;
With cell-based weighting, it’s a simple fix! If you know that only 30% of your target population is plant-based, and 70% are meat-eaters then the weights you would apply to your data set would be:
Plant-based: 30/80 = 0.375
Meat-eaters: 70/20= 3.5
&nbsp;
<h3 style="font-size: 19px;">RIM/ Raking Weights (Random Iterative Method)</h3>
This technique is used when you need to weight multiple variables that overlap. Using this technique, you define the audience variables and their distribution, letting the software iteratively adjust the weights for each case until the sample distribution matches the audience parameters you set.&nbsp;
For example, let’s say you know that your target audience should be 48% male and 52% female, 40% should have a high school education or less, 31% should have completed some college, and 29% should be college graduates.
If your sample was misaligned to this audience, raking weights would be applied to correct the gender distribution of the sample. Next, the weights would be re-adjusted so that the education groups are in the correct proportion. If the adjustment for education pushes the gender distribution out of alignment, then the weights are adjusted again to correct it. The process is repeated until the weighted distribution of all variables matches their specified targets.
&nbsp;
<h2 style="font-size: 23px;">Weighting with SightX</h2>
The SightX platform is the only tool you'll ever need for market research: a single, unified solution for consumer engagement, data collection, advanced analysis, and reporting. While powerful enough for insights teams at Fortune 500 companies, the user-friendly interface makes it simple for anyone to start, optimize, and scale their research.&nbsp;
And with our new&nbsp;<a target="_blank" href="https://sightx.io/ai-consultant/ada" rel="noopener">Generative AI consultant, Ada,</a>&nbsp;you can harness the power of OpenAI’s GPT to transform your marketing research and insights. Collaborating with Ada is like having an expert researcher, brilliant statistician, and ace marketer on your team, helping you ask the right questions, choose the best experiments, pick out key insights, and seamlessly apply them to your business.&nbsp;
If you're ready to dive in click the button below to get started for free!
&nbsp;
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No matter the type of study you run, the ultimate goal of your research is to better understand how a population thinks and behaves. That population could be your customer base, shoppers in your category, or customers loyal to your competitors.&nbsp;

How to Conduct Pricing Research to Maximize Revenue

Pricing research allows you to drive higher revenue without compromising consumer demand. Find out how to conduct your own pricing studies: 

Your pricing is nothing to take lightly. Like it or not, the number you choose sends signals about your product quality and brand's status to potential customers.&nbsp;

If you want to find that pricing sweet spot for your product, you'll have to better understand what the market is willing to pay and how consumers perceive different price points when attached to your product.&nbsp;&nbsp;
In this blog, we're diving into pricing research, unraveling its significance and introducing you to the indispensable tools that can make or break your pricing strategy:&nbsp;
&nbsp;
<h2 style="font-size: 23px;">What is Pricing Research?&nbsp;</h2>
Pricing research is a type of market research that allows you to find out what people are willing to pay for your offering. While there are a few different types of pricing studies to choose from, the goal is to understand the price sensitivity in your market, explore new pricing strategies, and investigate the relationship between price and demand for your offering.&nbsp;
&nbsp;
<h2 style="font-size: 23px;">Pricing Research Methods</h2>
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<h3 style="font-size: 19px;">Van Westendorp</h3>
If you are looking for <a href="https://sightx.io/capabilities/van-westendorp-pricing-analysis-software" rel="noopener" target="_blank">a simple and quick study </a>that will give you a lower threshold, upper threshold, and optimal price point for your offering, Van Westendorp is your test.&nbsp;
It accomplishes this by asking respondents four core questions:&nbsp;
<img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" width="18" height="18" loading="lazy" alt="Type=Default, Size=sm, Color=Success" style="height: auto; max-width: 100%; width: 18px; margin: 0px 5px 0px 0px;">At what price would you begin to consider the product so inexpensive that you would question the quality and not purchase it?&nbsp; <img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" width="18" height="18" loading="lazy" alt="Type=Default, Size=sm, Color=Success" style="height: auto; max-width: 100%; width: 18px; margin: 0px 5px 0px 0px;">At what point would you think the product to be a bargain?&nbsp; <img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" width="18" height="18" loading="lazy" alt="Type=Default, Size=sm, Color=Success" style="height: auto; max-width: 100%; width: 18px; margin: 0px 5px 0px 0px;">At what price would you say this product is starting to become expensive- to the point that you’d have to give some thought to buying it?&nbsp; <img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" width="18" height="18" loading="lazy" alt="Type=Default, Size=sm, Color=Success" style="height: auto; max-width: 100%; width: 18px; margin: 0px 5px 0px 0px;">At what price point would you consider the product to be so expensive that you wouldn’t consider buying it?&nbsp;
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While the questions themselves are quite simple, the output is powerful and will reveal a range of acceptable prices for your product.
This range is end-capped by the point of marginal cheapness (PMC) on the left and the point of marginal expensiveness (PME) on the right. If you price your offering any lower than the PMC, shoppers would likely find your product too cheap and question the quality. Similarly, any price above the PME would be considered too expensive for most of your market.&nbsp;
But that’s not all it will show you.&nbsp;
Directly in the center, you will see the intersection of the “too cheap” and “too expensive” lines. This is your optimal price point.&nbsp;What makes it optimal? It minimizes the number of people who are dissatisfied with your price one way or the other.&nbsp;
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<img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Van%20Westendorp%20Example%20Blog.png" alt="A sample Van Westendorp graph used for pricing in market research" loading="lazy" style="margin-left: auto; margin-right: auto; display: block; width: 902px; height: auto; max-width: 100%;" width="902" height="500">
If you want to learn more about this pricing methodology, <a href="https://sightx.io/blog/how-to-use-van-westendorp-in-market-research" rel="noopener" target="_blank" style="color: #06bfa0;">check out this explainer.&nbsp;</a>
&nbsp;
<h3 style="font-size: 19px;">Gabor-Granger</h3>
Gabor-Granger is a great choice if you already have a defined price range, but <a href="https://sightx.io/capabilities/gabor-granger-pricing-tool" rel="noopener" target="_blank" style="color: #06bfa0;">need to pinpoint an exact price that will maximize your revenue</a> without compromising consumer demand.&nbsp;
It accomplishes this by giving respondents a series of nearly identical questions, the base of which being: “Would you buy [PRODUCT] for $[PRICE]?”&nbsp;
Once the first question is posed to respondents, the subsequent questions are adapted to their answers. Presenting respondents with higher prices, until they indicate a lack of purchase intent. Ultimately, these questions are designed to determine the highest price a consumer is willing to pay.&nbsp;
Based on the responses, a demand curve is generated, showing the relationship between price and demand and highlighting an optimal price point that maximizes revenue. Showing you exactly how fluctuations in your pricing will affect demand for your product.&nbsp;
<img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/GG%20blog%204.png" alt="GG blog 4" loading="lazy" style="margin-left: auto; margin-right: auto; display: block; width: 902px; height: auto; max-width: 100%;" width="902" height="803">
&nbsp;
To learn more about Gabor-Granger, <a href="https://sightx.io/blog/how-to-use-gabor-granger-in-market-research" rel="noopener" target="_blank" style="color: #06bfa0;">see the full guide here.&nbsp;</a>
&nbsp;
<h3 style="font-size: 19px;">Automated Conjoint Analysis</h3>
If you are interested in learning not only about price but also the <a href="https://sightx.io/capabilities/automated-conjoint-analysis-software" rel="noopener" target="_blank" style="color: #06bfa0;">optimal combination of product attributes</a> to pair with it, we would recommend a conjoint analysis.
Conjoint analysis helps to identify the rules consumers explicitly (and implicitly) use to make their purchasing decisions. The premise of this technique is fairly simple. Consumers conduct mental trade-offs between pricing and other factors like quality, functionality, style, etc.&nbsp;
For this type of research, you expose consumers to multiple product components shown in various combinations, each with different pricing. Once the data is collected, the subsequent analysis will show you what features consumers value the most and the price(s) they are willing to pay for them.&nbsp; Ultimately allowing you to not only choose the right price, but the right features to pair with it.&nbsp;
&nbsp;
<h2 style="font-size: 23px;">What are the Benefits of Conducting Pricing Studies?&nbsp;</h2>
When done correctly, the ROI of pricing research is massive. The insights can help you in any number of ways, by enabling you to:&nbsp;
<h3><img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" width="18" height="18" loading="lazy" alt="Type=Default, Size=sm, Color=Success" style="height: auto; max-width: 100%; width: 18px; margin: 0px 5px 0px 0px;"> Find a price that maximizes your revenue without compromising demand.&nbsp;</h3>
<h3 style="font-size: 18px;"><img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" width="18" height="18" loading="lazy" alt="Type=Default, Size=sm, Color=Success" style="height: auto; max-width: 100%; width: 18px; margin: 0px 5px 0px 0px;"> Uncover the upper and lower threshold prices that consumers are willing to pay.&nbsp;</h3>
<h3 style="font-size: 18px;"><img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" width="18" height="18" loading="lazy" alt="Type=Default, Size=sm, Color=Success" style="height: auto; max-width: 100%; width: 18px; margin: 0px 5px 0px 0px;"> Use your ideal price point and number of expected customers to predict revenue.&nbsp;</h3>
&nbsp;
Ultimately, the insights you take away from pricing studies will let you to better understand your market's willingness to purchase and the prices they consider acceptable, guiding your strategy.&nbsp;
&nbsp;
&nbsp;
<h2 style="font-size: 23px;">Pricing Research with SightX</h2>
If you're ready to maximize your revenue, we've got the tools to make it happen! The SightX platform is the&nbsp;<a href="https://sightx.io/market-research-solutions/pricing-research-tool" rel="noopener" target="_blank" style="color: #06bfa0;">only tool you'll ever need for pricing research:</a>: a single, unified solution for consumer engagement, data collection, advanced analysis, and reporting. While powerful enough for insights teams at Fortune 500 companies, the user-friendly interface makes it simple for anyone to start, optimize, and scale their research.&nbsp;
And with our <a href="https://sightx.io/ai-consultant/ada" rel="noopener" target="_blank">Generative AI consultant, Ada,</a>&nbsp;you can harness the power of OpenAI’s GPT to transform your marketing research and insights. Collaborating with Ada is like having an expert researcher, brilliant statistician, and ace marketer on your team, helping you ask the right questions, choose the best experiments, pick out key insights, and seamlessly apply them to your business.&nbsp;
If you're ready to dive in click the button below to get started for free!
&nbsp;
&nbsp;

Your pricing is nothing to take lightly. Like it or not, the number you choose sends signals about your product quality and brand's status to potential customers.&nbsp;

8 Market Research Studies Every Startup Should Run

When you’re entering an industry as a startup, market research is the key to understanding the landscape and holding your own against the players in your space.

Starting a new business can be a lot like starting an exciting adventure. But much like any significant journey, it requires some preparation.

Maybe you have an innovative way to fill a market gap or are building a product that will change the landscape of your entire industry. Whatever your story may be, the same question applies: will people buy it?
Sure, you can choose to take your chances with the market. But, you should know that there are tangible ways to set yourself up for success early in your development.&nbsp;
By taking the time to understand your industry, ideal customers, and the competitors in your space, you'll find that breaking into your market becomes that much easier. Read on to learn more about market research for startups, and the 8 studies every startup should run.&nbsp;
&nbsp;
<h2 style="font-size: 23px;">What is Market Research?</h2>
Before we dive into the nitty-gritty, let’s cover some basics.&nbsp;
Market research is the gathering of information about your target audience, competitors, and industry trends. With the intention to use that data to guide your decision-making.&nbsp;
Market research is NOT something that you do just to validate your product ideas or screen your ads.&nbsp;
Yes, you certainly can do those things. However, good market research allows you to evaluate what is already available to consumers and how it is (or isn’t) meeting their needs. It affords you a window into consumers' minds, allowing you to discover the real challenges they face and what you can do to ameliorate them.&nbsp;
&nbsp;
<h2 style="font-size: 23px;">Why is Market Research Important for Startups?</h2>
The goal of any business should be to delight its customers. But if you’re not asking them what they want; how will you know?
When you’re entering an established industry as a startup, you’ve got to understand the current landscape so you can hold your own against the larger players in your space. Market research allows you to do that by giving you access to the preferences, perceptions, and opinions of your audience.&nbsp;
Ultimately, the insights from market research will inform your product or service development, help you discover the messaging and branding that resonates, and enable you to create better customer experiences.&nbsp;
&nbsp;
<h2 style="font-size: 23px;">8 Studies Every Startup&nbsp;Should Conduct&nbsp;</h2>
While there are many types of market research studies and experiments you can run, here are the 8 that you should consider first for your startup:&nbsp;
&nbsp;
<h3 style="font-size: 19px; font-weight: bold;">1. General Market Analysis Survey</h3>
This first study is a simple one. A market analysis survey will give you data on your market’s size, trends in your space, growth potential, and key customer segments (or buyer personas) in your market. The overall goal of this study should be to identify opportunities and potential gaps within your market to better differentiate your brand.&nbsp;
&nbsp;
<h3 style="font-size: 19px; font-weight: bold;">2. Customer Research</h3>
The second study we’d recommend is a survey (or series of surveys) that examines your ideal customer. This type of research should focus on your customers' needs, preferences, behaviors, and pain points. This data will help you to build customer-centric products, ad campaigns, and experiences as you scale.&nbsp;
&nbsp;
<h3 style="font-size: 19px; font-weight: bold;">3. Competitor Analysis</h3>
If you want your business to thrive, you've got to understand the competitive landscape. But if you're on the outside looking in, it might be difficult to tell what's working for your competitors and where they fall short.&nbsp;
A <a href="https://sightx.io/blog/competitor-analysis-survey-template" rel="noopener" target="_blank" style="color: #06bfa0;">competitor analysis survey</a> is primarily focused on understanding the strengths, weaknesses, and market positioning of the players in your industry. It will help you get a better grasp on their product/service offerings, pricing strategies, and marketing tactics, enabling you to find and fill gaps in the market.&nbsp;
&nbsp;
<h3 style="font-size: 19px; font-weight: bold;">4. Brand Perception and Positioning</h3>
While it is important to understand where your competitors stand, it’s equally important to understand how your brand fares with the public. Brand perception and positioning studies will help you measure how your brand is perceived by your market, along with the values and positioning that your audience associates with your brand.&nbsp;
&nbsp;
<h3 style="font-size: 19px; font-weight: bold;">5. Product/Feature Testing</h3>
It’s been said that around 95% of all new product ideas fail. While the validity of that exact figure remains to be seen, the point remains true- product development is riddled with trial and error, with very few products rising to the top.&nbsp;
Product research and feature testing will allow you to gather feedback on your prototypes during all stages of development. This can include using methodologies like <a href="https://sightx.io/blog/maxdiff-vs-conjoint-analysis" rel="noopener" target="_blank" style="color: #06bfa0;">MaxDiff or Conjoint Analysis</a> to identify features to prioritize or identify an ideal combination of features.&nbsp;
This feedback can be crucial for refining and improving offerings before launching to a wider market, or refining after an initial launch.&nbsp;
&nbsp;
<h3 style="font-size: 19px; font-weight: bold;">6. Price Sensitivity Research</h3>
Pricing is a crucial factor that often determines the success (or failure) of an offering. But without solid data on what consumers are willing to pay, you are left with best guesses and gut feelings.&nbsp;
Pricing research allows you to test the price sensitivity in your market and investigate the pricing models that work best for your business. Tools like <a href="https://sightx.io/blog/how-to-use-van-westendorp-in-market-research" rel="noopener" target="_blank" style="color: #06bfa0;">Van Westendorp’s price sensitivity meter </a>and <a href="https://sightx.io/blog/how-to-use-gabor-granger-in-market-research" rel="noopener" target="_blank" style="color: #06bfa0;">Gabor-Granger</a> will show you the prices consumers are willing to pay for your product and give you the optimal price point that maximizes your revenue without compromising demand.&nbsp;
&nbsp;
<h3 style="font-size: 19px; font-weight: bold;">7. Industry Trends and Insights</h3>
Research can extend far beyond product, marketing, competitors, and pricing. Regularly tracking industry advancements and trends is a great way to ensure your organization stays at the forefront of innovation (and on the top of customers' minds).&nbsp;
You can use these types of studies to stay up-to-date on the latest market trends, technological advancements, regulatory changes, and shifts in consumer behaviors.&nbsp;
&nbsp;
<h3 style="font-size: 19px; font-weight: bold;">8. Feasibility Studies</h3>
Whether you are just beginning the ideation process or making plans for a brand expansion, feasibility studies are invaluable. You can use this type of research to evaluate factors like market demand, cost structure, resource availability, and potential risk factors.&nbsp;
&nbsp;
Startups should approach market research as an ongoing process rather than a one-time activity. Regularly updating and refining your understanding of your market will help you make informed business decisions and stay competitive.
&nbsp;
<h2 style="font-size: 23px;">Running Market Research Studies for Your Startup with SightX</h2>
The SightX platform is where growth happens. Our software gives you the tools to ask the right questions, learn what people really want, and respond with the right actions. Every time.&nbsp;
With our new&nbsp;<a target="_blank" href="https://sightx.io/ai-consultant/ada" rel="noopener" style="color: #06bfa0;">Generative AI consultant, Ada,</a> you can harness the power of OpenAI’s GPT to create custom surveys and goal-oriented studies instantly, analyze the results, and get&nbsp; key insights in seconds.&nbsp;
If you're ready to dive in click the button below to get started for free!
&nbsp;
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Starting a new business can be a lot like starting an exciting adventure. But much like any significant journey, it requires some preparation.

What is Correlation Analysis? And How to use it in Market Research

Correlation analysis is a foundational tool in market research, yet its results are often misunderstood. Learn how to effective use correlation analysis: 

While many may only recall correlation analysis from the days of high school and college statistics classes, market research professionals will recognize this as a staple of their analysis toolbox.&nbsp;

Yet, as popular as correlation analysis may be, correlations are often misunderstood, misinterpreted, and misused. So we’ve put together a helpful guide on the basics of correlation analysis.&nbsp;
&nbsp;
<h2 style="font-size: 23px;">What is Correlation Analysis?&nbsp;</h2>
Correlation analysis is a statistical technique used to determine whether there is a relationship between two variables. When applied to market research, it is a popular way to identify patterns and uncover trends in a data set.&nbsp;
Now, as the saying goes, it’s important to remember that correlation DOES NOT equal causation. Technically, the two can exist simultaneously. But, correlation is not an implication of causation.&nbsp;A correlation simply means there is a relationship between two variables, so that when one changes the other also changes. While causation means that one variable directly causes the other to change.&nbsp;
A great example to illustrate this difference is the correlation between sunburns and ice cream sales. The two events are related, but neither event technically causes the other. But hot weather causes both sunburns and ice cream sales to rise.&nbsp;
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<h2 style="font-size: 23px;">How to Measure Correlation</h2>
A correlation between two variables can either be positive or negative. To measure the degree to which two variables are correlated, we use a correlation coefficient known as Pearson’s Correlation Coefficient. The value of the coefficient is always between -1 and 1.&nbsp;
<h3 style="font-size: 19px; font-weight: bold;">Positive Correlations&nbsp;</h3>
For positive correlations, both variables will either increase or decrease at the same time. For example, when an hourly employee works more hours, the amount of money they earn will also increase.&nbsp;
In terms of coefficients, a positive correlation is a value between 0.01 and 1, with 1 being the strongest positive correlation. On a graph this will be displayed as a scatter plot with points that are close together, showing a positive slope (up and to the right).
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<h3 style="font-weight: bold; font-size: 19px;">Negative Correlations&nbsp;</h3>
On the other hand, for negative correlations the relationship is inverse. Meaning that if one variable increases, the other must decrease- or vice versa. For example, the more money you spend, the less you will have.&nbsp;
&nbsp;
<h2 style="font-size: 23px;">Why Use Correlation Analysis?</h2>
<h3 style="font-size: 19px; font-weight: bold;">Uncover Patterns and Relationships You Might Have Missed</h3>
You can use correlation analysis to better understand the degree, strength, and direction of the association between two variables in your research. By analyzing your research data, correlation analysis investigates variables in their natural setting, potentially bringing patterns and trends to light that you could have otherwise missed.&nbsp;
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<h3 style="font-size: 19px; font-weight: bold;">Source Topics for Future Research</h3>
When applied to your survey and experiment data, correlation analysis searches for naturally occurring relationships between variables. Identifying positive or negative correlations gives you a solid foundation for a follow-up study, exploring the relationships you’ve discovered. For example, if you discover a correlation between age and likelihood to purchase, you may want to consider investigating this further in a future study.&nbsp;
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<h2 style="font-size: 23px;">How to Use Correlation Analysis</h2>
In the SightX platform, you can find Correlation Analysis within the Analyze section of the platform. This tool automatically scans each question in your survey, comparing each question (or variable) with every other question (or variable). The result? Something like the table below:&nbsp;
<img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Screenshot%202023-12-14%20193853.png" width="646" height="433" loading="lazy" alt="Screenshot 2023-12-14 193853" style="height: auto; max-width: 100%; width: 646px; margin-left: auto; margin-right: auto; display: block;">
Green and red stand for positive and negative correlations. The darker the box, the stronger the correlation. And when hovered over, each box shows the variables being tested and Pearson’s coefficient value.&nbsp;
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<img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Screenshot%202023-12-14%20194158.png" width="1414" height="651" loading="lazy" alt="Screenshot 2023-12-14 194158" style="height: auto; max-width: 100%; width: 1414px; margin-left: auto; margin-right: auto; display: block;">
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<h2 style="font-size: 23px;">Correlation Analysis with SightX</h2>
The SightX platform is the&nbsp;<a href="https://sightx.io/capabilities" rel="noopener" target="_blank" style="color: #06bfa0;">only tool you'll ever need for market research</a>: a single, unified solution for consumer engagement, data collection, advanced analysis, and reporting. While powerful enough for insights teams at Fortune 500 companies, the user-friendly interface makes it simple for anyone to start, optimize, and scale their research.&nbsp;
And with our new&nbsp;<a href="https://sightx.io/ai-consultant/ada" rel="noopener" target="_blank" style="text-decoration: none; color: #06bfa0;">Generative AI consultant, Ada,</a>&nbsp;you can harness the power of OpenAI’s GPT to transform your marketing research and insights. Collaborating with Ada is like having an expert researcher, brilliant statistician, and ace marketer on your team, helping you ask the right questions, choose the best experiments, pick out key insights, and seamlessly apply them to your business.&nbsp;
If you're ready to dive in click the button below to get started for free!
&nbsp;
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While many may only recall correlation analysis from the days of high school and college statistics classes, market research professionals will recognize this as a staple of their analysis toolbox.&nbsp;

The Complete Guide to Marketing Research: Tools, Tips and Best Practices

Marketing research is a strategy that companies use to better understand their target audience and perfect messaging, marketing assets, and advertisements. 

In marketing, success isn't just about creating memorable campaigns or crafting witty taglines. In reality, the truth is much less sexy. It’s about deeply understanding the audience you’re talking to.&nbsp;  As a marketer, your audience is (or should be) your north star. The constant force that guides your efforts. And in our digital era of fleeting attention spans and viral micro-trends, the ability to grasp your audience's intricate web of wants, needs, and preferences can feel like a herculean task.&nbsp; That’s where <a href="https://sightx.io/market-research-solutions/marketing-advertising-research-solutions-services" rel="noopener" target="_blank" style="color: #06bfa0;">marketing research</a> comes in.&nbsp; Marketing research isn't just a tool; it's the key that unlocks the door to the minds and hearts of those you aim to captivate. Today, we'll explore the techniques and tools that transform vague notions into concrete insights, allowing marketers to speak directly to the soul of their audience. It's time to decode the enigma, demystify the process, and embrace the profound impact that market research can have on your ability to truly resonate with those who matter most.&nbsp;
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<h2 style="font-size: 23px;">What is Marketing Research</h2>
Marketing research is simply market research applied to your marketing. It is a technique used to collect audience feedback that can later be used to inform your marketing, advertising, and messaging strategy.&nbsp;
The purpose of conducting marketing research is to up your marketing engagement and ROI by better understanding your audience.&nbsp;
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<h2 style="font-size: 23px;">How Can I Use Marketing Research?&nbsp;</h2>
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<h3 style="font-size: 18px; font-weight: bold;">Create Accurate Personas</h3>
If you want to deliver marketing campaigns that actually catch people’s attention and garner meaningful engagement, you’ll need to deeply understand your audience. <a href="https://sightx.io/blog/types-of-market-segmentation" rel="noopener" target="_blank" style="color: #06bfa0;">Creating robust buyer personas</a> based on data straight from your target market is the best way to start!&nbsp;
Using <a href="https://sightx.io/capabilities/automated-customer-audience-segmentation-tool" rel="noopener" target="_blank" style="color: #06bfa0;">market segmentation tools</a> (like those found on SightX), you can use data about your audience’s preferences, sentiments, behaviors, and more to better understand how they make their decisions, where they shop, and what they are looking for in a product.&nbsp;
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<h3 style="font-size: 18px; font-weight: bold;">Optimize Your Ads</h3>
<a target="_blank" href="https://sightx.io/blog/ad-testing-guide" rel="noopener">Ad testing&nbsp;</a>is one of the most popular use cases in marketing research, and for good reason! It allows you to pre-screen your ads- entire ads or just sections like copy or graphics- with your target audience before you launch your campaign.&nbsp;
Not only does this help you publish more engaging ads, but it also ups your advertising ROI.&nbsp;
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<h3 style="font-size: 18px; font-weight: bold;">Develop Better Brand &amp; Product Messaging</h3>
While your organization may use certain words and&nbsp; phrases to discuss your brand or products, that doesn’t necessarily mean it’s the same language used by your audience. By<a href="https://sightx.io/blog/what-is-message-and-claim-testing" rel="noopener" target="_blank" style="color: #06bfa0;"> testing your messaging</a>, you can break out of your internal echo chamber and evaluate the natural language that surrounds your industry, brand, and products.
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<h3 style="font-size: 18px; font-weight: bold;">Build a Winning Content Strategy&nbsp;</h3>
The goal of any good content strategy is to create pieces that entice and engage your target audience. Sure, you can plan your content strategy around popular industry topics and themes covered by your competitors. But, if you’re doing what everyone else is doing, it will be pretty difficult to stand out.&nbsp;
So, what’s the best way to give your readers exactly what they want? By asking them!&nbsp;
You can use marketing research to <a href="https://sightx.io/blog/how-to-deliver-more-engaging-content" rel="noopener" target="_blank" style="color: #06bfa0;">better understand the types of content your audience is looking for</a>, the formats they prefer, the topics that interest them, and the distribution channels that will reach them.&nbsp;
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<h2 style="font-size: 23px;">What are the Benefits of Using Marketing Research?&nbsp;</h2>
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<h3 style="font-size: 18px; font-weight: bold;">Improve Your ROI</h3>
It’s no secret that marketing and advertising can be a costly endeavor. Market research gives you the opportunity to screen your ideas, ad concepts, messages, or imagery with your target market to mitigate your risks before launching.
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<h3 style="font-size: 18px; font-weight: bold;">Understand Your Market Segments</h3>
Discover what messaging and creative resonates best with each of your target market segments for higher levels of engagement.&nbsp;
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<h3 style="font-size: 18px; font-weight: bold;">Gain a Competitive Advantage</h3>
Use consumer insights to create marketing assets that help you stand out from the crowd.&nbsp;
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<h3 style="font-size: 18px; font-weight: bold;">Iterate at Speed</h3>
<a href="https://sightx.io/blog/what-is-agile-market-research" rel="noopener" target="_blank" style="color: #06bfa0;">Agile market research</a> empowers you to make data-driven decisions in real time, leading to more efficient business outcomes across your marketing efforts.
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<h2 style="font-size: 23px;">Tools for Marketing Research</h2>
<h3 style="font-size: 18px;">&nbsp;</h3>
<h3 style="font-size: 18px; font-weight: bold;">Concept Testing&nbsp;</h3>
Get direct feedback from your audience on your <a href="https://sightx.io/capabilities/concept-testing-software" rel="noopener" target="_blank" style="color: #06bfa0;">ad concepts</a> to perfect your design and hone in on a messaging strategy. Eliminate poor-quality ideas and move forward with those that engage your audience to launch your campaigns with confidence.&nbsp;
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<h3 style="font-size: 18px; font-weight: bold;">Heat Mapping</h3>
Test which types of advertisements and messaging garner the most positive or frequent interactions, and which drive users to engage with your Call-to-Action. <a href="https://sightx.io/capabilities/heat-mapping-software-tool" rel="noopener" target="_blank" style="color: #06bfa0;">Visualized feedback from your audience </a>makes it simple to understand what consumers like or dislike, what catches their eye, and (most importantly) why.&nbsp;
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<h3 style="font-size: 18px; font-weight: bold;">Automated Conjoint Analysis</h3>
Use <a href="https://sightx.io/capabilities/automated-conjoint-analysis-software" rel="noopener" target="_blank" style="color: #06bfa0;">data on consumer preferences</a> to optimize your product and brand messaging. Better understand what your audience values most about your brand, product, or service to create powerful messaging and advertisements.&nbsp;
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<h3 style="font-size: 18px; font-weight: bold;">Text Highlighter</h3>
Share your text, select the metrics that matter most to you, and <a href="https://sightx.io/blog/text-highlighter-question-for-survey-market-research" rel="noopener" target="_blank" style="color: #06bfa0;">let respondents leave detailed feedback</a> on ways to perfect your copy.&nbsp;
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<h2 style="font-size: 23px;">Marketing Research with SightX</h2>
The SightX platform is the <a href="https://sightx.io/capabilities" rel="noopener" target="_blank" style="color: #06bfa0;">only tool you'll ever need for market research</a>: a single, unified solution for consumer engagement, data collection, advanced analysis, and reporting. While powerful enough for insights teams at Fortune 500 companies, the user-friendly interface makes it simple for anyone to start, optimize, and scale their research.&nbsp;
And with our new <a href="https://sightx.io/ai-consultant/ada" rel="noopener" target="_blank" style="color: #06bfa0;">Generative AI consultant, Ada,</a> you can harness the power of OpenAI’s GPT to transform your marketing research and insights. Collaborating with Ada is like having an expert researcher, brilliant statistician, and ace marketer on your team, helping you ask the right questions, choose the best experiments, pick out key insights, and seamlessly apply them to your business.&nbsp;
If you're ready to dive in click the button below to get started for free!
&nbsp;
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In marketing, success isn't just about creating memorable campaigns or crafting witty taglines. In reality, the truth is much less sexy. It’s about deeply understanding the audience you’re talking to.&nbsp;

10 Prompt-Writing Tips for Using Generative AI Tools

A well-crafted prompt is crucial when working with generative AI tools. Find out how to write prompts that give you better results in your market research. 

You might be familiar with the acronym GIGO. It stands for Garbage In, Garbage Out.

It dates back to the late 1950s, used by US Army Specialist William Mellin when explaining to the press that computers could not truly think for themselves. Which meant that "sloppily programmed" inputs would lead to sloppy and/or incorrect outputs.&nbsp;&nbsp;
 Despite our&nbsp; advancements, this statement is as true today as it was back then. Especially when it comes to generative AI tools.&nbsp;
While our Generative AI research consultant Ada is<a href="https://sightx.io/blog/generative-ai-for-market-research"> adept at creating custom projects and converting complex data into clear insights</a>, effective communication is key for optimal results. In the following piece, we will explore the significance of prompts and provide valuable insights from our team of experts to help you become a prompt-writing pro:&nbsp;
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<h2 style="font-size: 23px;">What are Prompts? And What is Their Role?&nbsp;</h2>
Prompts are simply the instructions that you give generative AI tools (like Ada) to produce an output. But prompts aren't just about asking your question or sharing your needs. A well-written prompt will include contextual details about your business, goals, or the challenges you are facing.&nbsp; When packaged together, this information allows generative AI tools like Ada to create tests tailored to your unique situation, and pick our key insights in your analysis that she knows will be important to you.&nbsp;
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<h2 style="font-size: 23px; font-weight: bold;">10 Tips for Writing Generative AI Prompts&nbsp;</h2>
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<h3 style="font-size: 19px;">1. Be Specific with Your Objectives</h3>
When working with generative AI, general prompts will yield general results. This is why it’s so important to clearly state your goals in your prompt. For example, the prompt: "Identify the top factors influencing purchase decisions among our target demographic." is clear, focused, and direct with the objective.
&nbsp;
<h3 style="font-size: 19px;">2. Prioritize Your Objectives</h3>
If your request has multiple objectives, make sure that you rank them in order of importance within your prompt. For example, let's say your main objective is to screen new packaging concepts to learn which your customers liked best. But you'd also like to gather some data on purchase intent and potential upgrades for later product updates. A good prompt for this might be: "I need to screen my new packaging concepts to find out which is most popular with my target audience. Additionally, I would like to gather information on purchase intent and ways I can improve my product."
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<h3 style="font-size: 19px; font-weight: bold;">3. Consider Open-Ended vs. Closed-Ended Responses</h3>
Before you begin drafting your prompt, consider whether you want Ada to explore a topic broadly or, instead, answer a specific question. For example, asking Ada: “What are some of the key insights from my data?” would yield very different results from asking: "What market segment would be most likely to purchase my product?"&nbsp;
&nbsp;
<h3 style="font-size: 19px;">4. Ask for Summaries and Key Takeaways</h3>
Ada is fantastic at summarizing your data and distilling it into bite-sized insights. Once you have data to analyze, try a prompt like: "Summarize the three most critical insights from this research for quick executive review."
&nbsp;
<h3 style="font-size: 19px;">5. Ask for Comparative Analysis&nbsp;</h3>
Any prompts that encourage Ada to compare data segments can reveal interesting trends and outliers you may have otherwise missed. For this example, let's say you needed to better understand how different generations felt about your product. You could consider a prompt like: "Compare the satisfaction levels across different age groups for our latest product."&nbsp;
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<h3 style="font-size: 19px;">6. Seek Cause and Effect</h3>
Ada is also fantastic at evaluating and investing potential relationships between variables. Consider trying prompts like, "What is the correlation between ad exposure frequency and brand recall?"
&nbsp;
<h3 style="font-size: 19px;">7. Request for Predictive Insights</h3>
A large facet of consumer research is uncovering trends early to give your organization time to act. To accomplish this, you can ask Ada: "What do the patterns in the current data suggest about upcoming market shifts?"
&nbsp;
<h3 style="font-size: 19px;">8. Explore Segment-Specific Data</h3>
If you are curious about any data that deviates from the norm, try using the prompt: "Highlight any unexpected responses in the data and provide possible reasons.
&nbsp;
<h3>9. Inquire About Anomalies</h3>
If you are curious about any data that deviates from the norm, try using the prompt: "Highlight any unexpected responses in the data and provide possible reasons.
&nbsp;
<h3>10. Focus on Actionable Insights</h3>
After you've gathered your insights, you can collaborate with Ada on the best ways to apply your findings. Prompts like: "Suggest actionable steps based on the most significant findings from the test" can turn data into decisions.
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Remember, creating the perfect prompt is a skill that you can develop over time with practice. Great prompts, paired with Ada's analytical prowess can unlock a treasure trove of insights from your marketing research tests.&nbsp;
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<h2 style="font-size: 23px;">Generative AI with SightX&nbsp;</h2>
At SightX, we have always pushed the boundaries of market research. Our powerful tools, advanced methodologies, and automated systems have made our client’s lives easier for years.&nbsp;
But with our new Generative AI research consultant Ada, <a href="https://sightx.io/blog/generative-ai-for-market-research" style="color: #06bfa0;">we are changing the game.&nbsp;</a>
By harnessing the power of OpenAI’s GPT, Ada is ready to transform the way you gather insights. See for yourself:&nbsp;
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You might be familiar with the acronym GIGO. It stands for Garbage In, Garbage Out.

4 Tips for Using Generative AI in Your Market Research

Discover how to leverage generative AI in market research with these 4 tips. Unlock new possibilities, automate tasks, and gain valuable insights with AI-powered tools. 

Since ChatGPT burst onto the scene in 2022, Generative AI has promised to transform the way we work. And many companies have taken note.&nbsp; As more and more organizations plan to integrate this technology into their operations, it’s clear that generative AI's popularity will only continue to grow in the business sector.&nbsp; One industry that is especially poised to reap the benefits of these recent advancements is market research. For most insights and research professionals, embracing this new technology isn't merely an option; it will be the key to unlocking a new realm of possibilities.&nbsp; So as generative AI becomes more ubiquitous in our industry, those who understand how and when to use it will find success. That's why we are sharing tips and best practices from our very own AI experts:&nbsp;
&nbsp;
<h2 style="font-size: 23px;">What is Generative AI?&nbsp;</h2>
Generative AI is a type of artificial intelligence designed to generate new content, like text, images, audio, or video. Unlike traditional AI systems that rely on explicit programming and rule-based logic, generative AI leverages advanced machine learning techniques to understand and mimic patterns in the data it's trained on.
In the context of language models like GPT-3 (Generative Pre-trained Transformer 3), generative AI is capable of generating coherent and contextually relevant text based on the input it receives. It can understand context, follow the structure of language, and produce human-like responses. While image models like DALL-E are able to develop images from scratch based on the text descriptions you give them.&nbsp;
This technology has great potential to automate tasks, enhance creativity, and assist in complex problem-solving scenarios.&nbsp;
&nbsp;
&nbsp;
<h2 style="font-size: 23px;">How to Use Generative AI in Market Research</h2>
Using Generative AI tools built specifically for market research,<a target="_blank" href="https://sightx.io/ai-consultant/ada" rel="noopener" style="color: #06bfa0;">&nbsp;like SightX’s Ada</a>, can help you unlock a new realm of possibilities. Some of the most common uses include:&nbsp;
&nbsp;
<h3 style="font-size: 19px;">Strategic Research Recommendations&nbsp;</h3>
Not sure where to start? Share your challenges, objectives, and long-term goals with Ada. She’ll sift through SightX's extensive experiment and template library to find the tests and tools perfectly tailored to your needs.&nbsp; &nbsp;
<h3 style="font-size: 19px;">AI-Designed Surveys&nbsp;</h3>
Not sure what questions to ask or how to ask them? Give Ada some context and she will use the power of generative AI to build custom surveys that give you the answers you need to meet your goals.&nbsp;
&nbsp;
<h3 style="font-size: 19px;">Launch Studies Effortlessly&nbsp;</h3>
Selecting the correct sample size is crucial to the precision and accuracy of your data. If your sample is too small, you will undermine the accuracy of your results. But, on the other hand, small differences can quickly morph into (seemingly) significant insights when your sample is too large. So it's time to gather responses, collaborate with Ada to receive custom recommendations for the ideal sample size for your unique research project.&nbsp;
&nbsp;
<h3 style="font-size: 19px;">Data Deep-Dive</h3>
Have questions about your research data? Just ask! From audience segmentation to sentiment analysis and complex pivot table insights, Ada will bring you the answers you need instantly.&nbsp;
&nbsp;
<h3 style="font-size: 19px;">Snapshot Summaries &amp; Key Insights for Executives</h3>
Don't get caught up in the data deluge; get straight to the insights that matter. Let Ada skillfully condense your insights into high-level summaries that equip decision-makers with the information they need to make better product, marketing, pricing, and brand decisions.&nbsp;
&nbsp;
<h3 style="font-size: 19px;">Transform Feedback into Marketing Assets</h3>
Applying your new-found insights to your business is the most important step in any study. And with Ada, it's become simpler than ever. Let Ada take the feedback you collected and use it to create custom marketing materials perfectly tailored to your audience. Be it helpful blog posts or standout social campaigns, Ada uses a data-driven approach to develop assets your audience will actually want to interact with.&nbsp;
&nbsp;
&nbsp;
<h2 style="font-size: 23px;">4 Tips for Using Generative AI for Your Market Research&nbsp;</h2>
&nbsp;
<h3 style="font-size: 19px; font-weight: bold;">1. Be Clear and Detailed in Your Prompts&nbsp;</h3>
 
To get the best results when working with Generative AI, be as specific as possible about what you need and share context about your business, challenges, and goals.&nbsp;
You should also keep in mind that you don’t need to get everything into your first prompt. You can build off of previous prompts in a conversational way by sharing additional details or adding context in subsequent messages.
&nbsp;
<h3 style="font-size: 19px; font-weight: bold;">2. Look for Placeholder Information</h3>
 
After Ada has generated a test for you, take a moment to check through all of the questions and answer choices to find and replace any placeholder information. You’ll need to fill in specific details like brand, product, or competitor names before launching your survey!
&nbsp;
<h3 style="font-size: 19px; font-weight: bold;">3. Check the Formatting and Add Any Needed Logic&nbsp;</h3>
 
Next, you’ll want to check the formatting and flow of your survey. For multiple-choice questions, answer options should be randomized where applicable. For questions that include details about a respondent’s past selections, you will need to confirm that <a target="_blank" href="https://sightx.io/blog/designing-intuitive-surveys-with-logic" rel="noopener">survey logic&nbsp;</a>has been set up and is working correctly.&nbsp;
&nbsp;
<h3 style="font-size: 19px; font-weight: bold;">4. Test your survey</h3>
 
This one might seem simple, but we’ve included it for a reason.&nbsp;
Before you send your survey off to hundreds (or thousands) of people, make sure to test it yourself. When viewing it from a respondent’s point of view, you may catch issues you would have otherwise missed. So don't dismiss the power of a good practice run!&nbsp;
&nbsp;
&nbsp;
<h2 style="font-size: 23px;">Generative AI with SightX</h2>
At SightX, we have always pushed the boundaries of market research. Our powerful tools, advanced methodologies, and automated systems have made our client’s lives easier for years.&nbsp;
But with our new Generative AI research consultant Ada,&nbsp;<a target="_blank" href="https://sightx.io/blog/generative-ai-for-market-research" rel="noopener" style="color: #06bfa0;">we are changing the game.&nbsp;</a>
By harnessing the power of OpenAI’s GPT, Ada is ready to transform your marketing research and insights workflows. Collaborating with Ada is like having an expert researcher, brilliant statistician, and ace marketer on your team; helping you ask the right questions, choose the best experiments, pick out key insights, and seamlessly apply them to your business.&nbsp;
If you’re ready to give Ada a try, sign up for a free Lite account:&nbsp;
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Since ChatGPT burst onto the scene in 2022, Generative AI has promised to transform the way we work. And many companies have taken note.&nbsp; As more and more organizations plan to integrate this technology into their operations, it’s clear that generative AI's popularity will only continue to grow in the business sector.&nbsp; One industry that is especially poised to reap the benefits of these recent advancements is market research. For most insights and research professionals, embracing this new technology isn't merely an option; it will be the key to unlocking a new realm of possibilities.&nbsp; So as generative AI becomes more ubiquitous in our industry, those who understand how and when to use it will find success. That's why we are sharing tips and best practices from our very own AI experts:&nbsp;

The Complete Guide to Product Development Research

Product research is a crucial step in the product development cycle. Learn the benefits, which tools to use and how to use them: 

It’s been said that around 95% of all new product ideas fail.&nbsp; Now- to be fair- the validity of this exact figure remains to be seen. But that doesn't diminish the sentiment; product development is riddled with trial and error, with very few products rising to the top.
If you want to mitigate risks and give your product a fighting chance, research should play a key role in your development process.&nbsp;
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<h2 style="font-size: 23px;">What is Product Development Research?&nbsp;</h2>
Put simply, product development research is the process of applying market research tactics to your product development journey.&nbsp;
Whether you are updating an existing product, extending a product line, or launching an entirely new product- the development cycle can be a long one. While some people might consider research as just another step, in reality, it is so much more.&nbsp; Research should be your north star; guiding you throughout your journey and informing your designs, pricing, features, and messaging. All in the name of crafting a product your market will obsess over.&nbsp; Product development research gives you the gift of feedback directly from the people you want to buy your product. Not only does it allow you to screen every aspect of your product with consumers, but you can also use it to better understand your competitors, and find gaps within your market.&nbsp;
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<h2 style="font-size: 23px;">Why Does Market Research Matter in Product Development?&nbsp;</h2>
Using market research during the product development cycle is a great way to minimize your risks. But that isn’t the only benefit! Here are a few of the biggest upsides:&nbsp;
<h3 style="font-weight: bold;">Open Space for Innovation</h3>
In the early stages of product development, research allows you to discover gaps within your market and unmet needs your competitors could be missing. Not only will this make your product more unique, but it will also give you a competitive advantage.&nbsp;
<h3 style="font-size: 18px;"> Get to Know Your Market</h3>
While it might seem simple, getting to know your market is crucial for your success as an organization. If you don’t understand what your ideal customers are looking for in a product, how they make their purchasing decisions, and what brands they are already loyal to, you’ll be dead in the water.&nbsp;
<h3>&nbsp;</h3>
<h3 style="font-weight: bold;">Maximize Product Revenue</h3>
Forget gut feelings or best guesses, and go directly to the source. Use insights from your target market to find a <a href="https://sightx.io/blog/how-to-use-van-westendorp-in-market-research" rel="noopener" target="_blank" style="color: #06bfa0;">price range for your product</a> or pinpoint a price point that <a href="https://sightx.io/blog/how-to-use-gabor-granger-in-market-research" rel="noopener" target="_blank" style="color: #06bfa0;">maximizes your revenue without comprising consumer demand.&nbsp;</a>
<h3> Nail Your Marketing &amp; Advertising</h3>
No matter how great your product is, without marketing and advertising it’s unlikely anyone will ever hear about it. Research will help you uncover the <a href="https://sightx.io/blog/what-is-message-and-claim-testing" rel="noopener" style="color: #06bfa0;">messaging that resonates </a>with your audience, the graphics that catch their attention, and the platforms you can reach them on.&nbsp;
<h3 style="font-size: 18px;"> Arrive to Launch Day with Confidence&nbsp;</h3>
It’s no secret, when you infuse insights into every stage of your product development cycle you’ll arrive at launch day with confidence.&nbsp; 
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<h2 style="font-size: 23px;">Tools for Product Market Research</h2>
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<h3 style="font-size: 18px;"><img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" width="24" height="24" loading="lazy" alt="Type=Default, Size=sm, Color=Success" style="height: auto; max-width: 100%; width: 24px; float: left; margin-left: 0px; margin-right: 10px;">Concept Testing</h3>
Eliminate low-potential product concepts, <a href="https://sightx.io/blog/what-is-concept-testing" rel="noopener" target="_blank" style="color: #06bfa0;">perfect high-quality concepts</a>, and discover your product’s most promising market segments.&nbsp;
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<h3 style="font-size: 18px;"><img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" width="24" height="24" loading="lazy" alt="Type=Default, Size=sm, Color=Success" style="height: auto; max-width: 100%; width: 24px; float: left; margin-left: 0px; margin-right: 10px;"></h3>
<h3 style="font-size: 18px; font-weight: bold;">Heat Mapping</h3>
Get <a href="https://sightx.io/blog/get-creative-with-heatmaps" rel="noopener" target="_blank" style="color: #06bfa0;">visualized feedback</a> on your assets to understand what consumers like/dislike, what catches their eye, and (most importantly) why.&nbsp;
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<h3 style="font-size: 18px;"><img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" width="24" height="24" loading="lazy" alt="Type=Default, Size=sm, Color=Success" style="height: auto; max-width: 100%; width: 24px; float: left; margin-left: 0px; margin-right: 10px;"></h3>
<h3 style="font-size: 18px; font-weight: bold;">Automated Conjoint Analysis</h3>
Measure the value consumers place on your product's packaged features to <a href="https://sightx.io/blog/6-tips-for-a-better-conjoint-analysis" rel="noopener" target="_blank" style="color: #06bfa0;">optimize your product, predict adoption, and project market share.&nbsp;</a>
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<h3 style="font-size: 18px;"><img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" width="24" height="24" loading="lazy" alt="Type=Default, Size=sm, Color=Success" style="height: auto; max-width: 100%; width: 24px; float: left; margin-left: 0px; margin-right: 10px;"></h3>
<h3 style="font-size: 18px; font-weight: bold;">Automated MaxDiff Analysis</h3>
Measure the <a href="https://sightx.io/blog/maxdiff-vs-conjoint-analysis" rel="noopener" target="_blank" style="color: #06bfa0;">level of importance</a> that consumers place on each of your product features to optimize your product and messaging.&nbsp;
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<h3 style="font-size: 18px;"><img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" width="24" height="24" loading="lazy" alt="Type=Default, Size=sm, Color=Success" style="height: auto; max-width: 100%; width: 24px; float: left; margin-left: 0px; margin-right: 10px;"></h3>
<h3 style="font-size: 18px; font-weight: bold;">TURF Analysis</h3>
Maximize the reach of your products by finding an <a href="https://sightx.io/blog/turf-analysis-explained" rel="noopener" target="_blank" style="color: #06bfa0;">optimal mix of features</a> that appeals to the largest audience.&nbsp;
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<h3 style="font-size: 18px;"><img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" width="24" height="24" loading="lazy" alt="Type=Default, Size=sm, Color=Success" style="height: auto; max-width: 100%; width: 24px; float: left; margin-left: 0px; margin-right: 10px;"></h3>
<h3 style="font-size: 18px; font-weight: bold;">Van Westendorp</h3>
<a href="https://sightx.io/blog/how-to-use-van-westendorp-in-market-research" rel="noopener" target="_blank" style="color: #06bfa0;">Gauge the price sensitivity</a> in your market and find a range of acceptable prices for your product.&nbsp;
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<h3 style="font-size: 18px;"><img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" width="24" height="24" loading="lazy" alt="Type=Default, Size=sm, Color=Success" style="height: auto; max-width: 100%; width: 24px; float: left; margin-left: 0px; margin-right: 10px;"></h3>
<h3 style="font-size: 18px; font-weight: bold;">Gabor-Granger</h3>
Pinpoint a revenue-maximizing price and <a href="https://sightx.io/blog/how-to-use-gabor-granger-in-market-research" rel="noopener" target="_blank" style="color: #06bfa0;">investigate the relationship between price and demand</a> for your product.&nbsp;
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<h3 style="font-size: 18px;"><img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" width="24" height="24" loading="lazy" alt="Type=Default, Size=sm, Color=Success" style="height: auto; max-width: 100%; width: 24px; float: left; margin-left: 0px; margin-right: 10px;"></h3>
<h3 style="font-size: 18px; font-weight: bold;">Key Driver Analysis&nbsp;</h3>
Identify the factors that <a href="https://sightx.io/blog/key-driver-analysis-for-market-research" rel="noopener" target="_blank" style="color: #06bfa0;">influence consumer behavior and impact metrics</a> like customer satisfaction, brand loyalty, or purchase intent. 
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<h2 style="font-size: 23px;">When to Conduct Product Development Research</h2>
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<h3 style="font-size: 18px; font-weight: bold;">Ideation&nbsp;</h3>
The ideation phase is the initial stage in which companies evaluate whitespace opportunities and work to source new product ideas to fill that space, selecting the idea with the highest potential. This is a great time to survey your audience to look for gaps in the market and needs that haven't been met by competitor products.&nbsp;
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<h3 style="font-size: 18px; font-weight: bold;">Prototyping</h3>
During the prototyping phase, companies begin to design and physically build their minimum viable product (MVP). In this stage, you will create your user interface or customer experience, possibly the most crucial aspect of your product. Tools like concept tests, heat maps, and conjoint analysis will enable you to build an MVP that gets your market excited.&nbsp;
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<h3 style="font-size: 18px; font-weight: bold;">Pricing</h3>
<a href="https://sightx.io/market-research-solutions/pricing-research-tool" rel="noopener" target="_blank" style="color: #06bfa0;">Setting your product's price</a> is a crucial developmental milestone. During this time, you will identify an optimal price for your offering, taking into account market positioning, demand elasticity, and cost factors.&nbsp; Tools like <a href="https://sightx.io/blog/how-to-use-van-westendorp-in-market-research" rel="noopener" target="_blank" style="color: #06bfa0;">Van Westendorp's Price Sensitivity</a> Meter and <a href="https://sightx.io/blog/how-to-use-gabor-granger-in-market-research" rel="noopener" target="_blank" style="color: #06bfa0;">Gabor-Granger</a> will be invaluable here.&nbsp;
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<h3 style="font-size: 18px; font-weight: bold;">Messaging</h3>
The messaging you choose can majorly impact your sales, marketing, and advertising efforts. So nailing down the right positioning can be a huge win across the board. To refine and perfect your messaging, you can use tools like<a href="https://sightx.io/blog/7-tips-to-optimize-your-next-concept-test" rel="noopener" target="_blank" style="color: #06bfa0;"> concept tests</a> early in the process to screen different options with your audience. 
Similarly, <a href="https://sightx.io/blog/maxdiff-vs-conjoint-analysis" rel="noopener" target="_blank" style="color: #06bfa0;">conjoint and maxdiff analysis</a> will tell you which aspects of your product matter most to consumers, which will inform the basis of your marketing. While tools like <a href="https://sightx.io/blog/turf-analysis-explained" rel="noopener" target="_blank" style="color: #06bfa0;">TURF analysis</a> are useful when searching for messaging points that resonate with the largest market.&nbsp;
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<h3 style="font-size: 18px; font-weight: bold;">Post-Launch Enhancements</h3>
The product development work doesn’t always stop after launch day. For digital offerings especially, ongoing enhancements, post-launch updates, and additional content are a standard way of attracting new customers and keeping the ones you have. In this stage, any and every market research tool can be beneficial depending on your goals. For UX/UI updates, concept testing and heat mapping will be your best friend. While tools like <a href="https://sightx.io/blog/key-driver-analysis-for-market-research" rel="noopener" target="_blank" style="color: #06bfa0;">key driver analysis</a> can be used to better understand the factors your customers like most about your offering, and what you can improve to keep them coming back for more.&nbsp;
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<h2 style="font-size: 23px;">Product Development Research with SightX</h2>
The SightX platform is the only tool you'll ever need for market research: a single, unified solution for consumer engagement, data collection, advanced analysis, and reporting. While powerful enough for insights teams at Fortune 500 companies, the user-friendly interface makes it simple for anyone to start, optimize, and scale their research.&nbsp;
Plus, with SightX's research team, you can gain access to the best thinking in the insights field. Our in-house experts will guide you through every step in the market research process, from survey scripting to analysis support, and everything in between.&nbsp;
If you're ready to dive into market research, click the button below to get started for free!
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It’s been said that around 95% of all new product ideas fail.&nbsp; Now- to be fair- the validity of this exact figure remains to be seen. But that doesn't diminish the sentiment; product development is riddled with trial and error, with very few products rising to the top.

The 5 Types of Market Segmentation

Market segmentation is crucial to the success of your product, marketing, and branding efforts. Learn the 5 types of market segmentation and how to use them.

Whether you're launching a marketing campaign or releasing a new product, targeting the right market is essential for success.&nbsp;  If your aim is too broad, you'll waste your time and budget on people who would never be likely to buy from you in the first place. But, if your aim is too narrow, you may end up missing out on an audience receptive to your brand or products.&nbsp; That’s where market segmentation comes into play.&nbsp; Market segmentation helps you to identify and target the right audience for your brand. Here's how:&nbsp;
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<h2 style="font-size: 23px;">What is Market Segmentation?&nbsp;</h2>
Market segmentation is the dividing of a broad market into smaller, targeted groups based on shared characteristics, preferences, or behaviors. The purpose is to identify distinct groups of consumers who have similar needs, wants, or behaviors.&nbsp;&nbsp;
For example, let's say you run a beverage company specializing in powdered electrolyte drinks. Your primary product and marketing focus has been on consumers in the health and wellness space, specifically those looking for workout hydration supplements.&nbsp;
&nbsp;But running a market segmentation study would show you something you had missed. It turns out that a significant portion of your customers&nbsp;actually&nbsp;buy your product for music festivals and hangovers. This insight will allow you to begin marketing your product to a whole new audience segment, growing your brand and revenue.&nbsp;(<a target="_blank" href="https://www.advisory.com/daily-briefing/2019/01/04/pedialyte" rel="noopener" style="color: #06bfa0;">If that sounds familiar, it's because this actually happened to Pedialyte!</a>)&nbsp;
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<h2 style="font-size: 23px;">The 5 Types of Market Segmentation and How to Use Them</h2>
<h3 style="font-size: 19px;">Demographic Segmentation</h3>
Demographic segmentation divides your audience based on various demographic factors like age, gender, income, education, occupation, marital status, family size, or ethnicity. For example, a company selling luxury watches might target high-income individuals aged 35-55.&nbsp;
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<h3 style="font-size: 19px;">Geographic Segmentation</h3>
With geographic segmentation, your market is separated based on geographic variables like region, country, city, climate, or urban/rural areas. This allows you to modify your marketing efforts based on the specific customer needs and preferences in different geographic locations. For instance, a beverage company might promote hot beverages in colder regions and cold beverages in warmer climates.
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<h3 style="font-size: 19px;">Psychographic Segmentation</h3>
Psychographic segmentation divides your market based on variables like lifestyles, personality traits, interests, values, or opinions. This approach helps you better understand the emotional and psychological factors that influence consumer decision-making. For example, an outdoor apparel company might want to target consumers who consider themselves adventure seekers and environmentalists.&nbsp;
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<h3 style="font-size: 19px;">Behavioral Segmentation</h3>
Behavioral segmentation categorizes your customers based on their behaviors. This can include factors like product usage, shopping habits, the benefits they seek from products, and more. For instance, an airline might share different promotional offers to frequent flyers and first-time travelers.&nbsp;
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<h3 style="font-size: 19px;">Firmographic</h3>
Firmographic segmentation is used within the B2B space to organize customers based on shared company or organization attributes. Factors often include industry, company size, job titles, annual revenue, or company structure. This practice will guide marketing, advertising, and sales strategies for organizations that target a B2B audience.&nbsp;&nbsp;
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<h2 style="font-size: 23px;">What are the Benefits of Market Segmentation?&nbsp;</h2>
<h3 style="font-size: 19px; font-weight: normal;">Better Understand Your Customers</h3>
Your customer base may be far more diverse than you realize. Market segmentation allows you to get acquainted with each persona (segment) within your target market, allowing you to better cater your strategy to their needs and preferences.&nbsp;
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<h3 style="font-size: 19px;">Upgrade Your Marketing</h3>
By understanding what your customers want and how they spend their time , you can craft expertly targeted messaging and choose the right platforms for your marketing. Not only does this help you avoid wasting resources on irrelevant marketing efforts, but it enables you to direct your budget toward the personas most likely to convert- improving your ROI.&nbsp;
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<h3 style="font-size: 19px;">Improve Customer Satisfaction</h3>
When you center the unique needs of your customer segments, you’ll be much more likely to deliver products, services, and experiences that&nbsp;actually&nbsp;align with their wants and needs. In turn, you'll see higher rates of satisfaction, loyalty, and positive word-of-mouth.&nbsp;
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<h3 style="font-size: 19px;">Increase Your Sales and Revenue</h3>
Product and marketing strategies that target the right audience with the right messaging at the right time drive higher engagement and conversion rates. In turn, this will translate to significant growth in your revenue.&nbsp;
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<h3 style="font-size: 19px;">Gain a Competitive Advantage</h3>
Your target market isn't yours alone. All of the players in your space are also competing for consumers' attention and money. Using market segmentation to deeply understand your audience's wants, needs, preferences, and intentions will help you find gaps within your market and ways your brand can fill them.&nbsp;
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<h2 style="font-size: 23px;">Market Segmentation Tips&nbsp;</h2>
While each segmentation technique listed above has an appropriate use case, we do have our preferences.&nbsp;
We live in a post-demographic world.&nbsp;
What does this mean? Well, it means consumers have changed.&nbsp;
But this shouldn't be news to anyone. The way we interact with brands has evolved considerably in the last decade. And that evolution seems to be ongoing.&nbsp;
Consumers continually construct and reconstruct their identities, rebelling against top-down-driven norms handed to them by the advertisements of old.&nbsp;
The clear delineations between people based on age, gender, income, education, or ethnicity are not as useful as they once seemed.&nbsp;
Take, for example, a young woman working in finance with a high level of disposable income and a middle-aged man working in education with a lower level of disposable income. From the outside, it might seem that these two wouldn’t have much in common. However, you may find they share more of the same values, interests, and behaviors than the demographic data alone would suggest.&nbsp;
In this world, where commonality is not defined by demographics, the ramifications of sub-standard consumer segmentation are massive; ultimately leading to mediocre brand messaging, marketing campaigns, and advertising.
If you're interested in digging into this topic further, check out our piece&nbsp;<a target="_blank" href="https://sightx.io/blog/doing-it-better/" rel="noopener" style="color: #06bfa0;">Consumer Segmentation: Maybe You Could Be Doing It Better</a>.&nbsp;
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<h2 style="font-size: 23px;">Market Segmentation with SightX</h2>
The SightX platform is the only tool you'll ever need for market research: a single, unified solution for consumer engagement, data collection, advanced analysis, and reporting. While powerful enough for insights teams at Fortune 500 companies, the user-friendly interface makes it simple for anyone to start, optimize, and scale their research.&nbsp;
Plus, with SightX's research team, you can gain access to the best thinking in the insights field. Our in-house experts will guide you through every step in the market research process, from survey scripting to analysis support, and everything in between.&nbsp;
If you're ready to dive in, click the button below to get started for free!
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Whether you're launching a marketing campaign or releasing a new product, targeting the right market is essential for success.&nbsp;

Generative AI is Here to Push the Limits of Market Research

Generative AI is poised to transform market research as we know it. But having the right tools is key to harnessing the emerging technology, learn more. 

While the technology of generative AI has been around for quite some time, it wasn’t until the introduction of <a href="https://www.techtarget.com/searchenterpriseai/definition/generative-adversarial-network-GAN" style="color: #06bfa0;" rel="noopener">generative adversarial networks (GANs) </a>in 2014 that generative AI could create convincingly authentic text, images, videos, and audio.&nbsp;

Fast Forward to 2023, and generative AI has emerged as the most rapidly adopted technology in history, poised to impact everything it touches.&nbsp;
One industry that is particularly well-suited to take advantage of these recent advancements is market research. The opportunity is here for market researchers to harness the power of generative AI to help their companies not just keep pace, but soar beyond the competition.&nbsp;
As we stand at the precipice of a new era, embracing this technology isn't merely an option; it's the key to unlocking a realm of possibilities, streamlining workflows, and uncovering market trends with unprecedented speed and precision.
The potential of generative AI is limitless. And the truth is that research and insights professionals can no longer afford to merely observe from the sidelines. They need to embrace this game-changing technology.&nbsp;
At SightX, we have always pushed the boundaries of market research. Our powerful tools, advanced methodologies, and automation have made our client’s lives easier for years.&nbsp;
But this new release is so much more than that.
Get ready to meet Ada!
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<h2 style="font-size: 23px;">What is Ada?&nbsp;</h2>
Ada is SightX’s new innovative generative AI consultant that uses the power of OpenAI’s GPT to transform marketing research and insights. Collaborating with Ada is like having an expert researcher, brilliant statistician, and ace marketer on your team; helping you ask the right questions, choose the best experiments, pick out key insights, and seamlessly apply them to your business.&nbsp;
We understand that many research and insights professionals have the knowledge, but are lacking the time, budget, and a sufficient team to tackle the projects they’d like to.&nbsp;
We also understand that there are many non-researchers in the marketing, product, CX, and branding departments that need insights they are unable to gather.&nbsp;
That is why we built Ada.&nbsp;
Ada was made to streamline the workflow of experienced research professionals and provide an entryway for those new to consumer insights.&nbsp;
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<h2 style="font-size: 23px;">Why Did We Choose the Name “Ada”?&nbsp;</h2>
Ada is named after Ada Lovelace, a 19th-century mathematician and pioneer in the STEM field. She conceptualized the basis of programming, earning her the title of the ‘First Computer Programmer’.&nbsp;
Where others saw computing as a mathematics application, Ada envisioned the boundless potential of machines beyond mere computation. In fact, Ada Lovelace anticipated the implications of modern computing one hundred years before they were fully realized.&nbsp;
So when developing our highly advanced generative AI research consultant, we chose the name Ada to honor the tremendous contributions she made to the STEM field.&nbsp;
Just as Ada Lovelace understood the profound implications of numbers and algorithms in comprehending our world and molding our future, our Ada recognizes the quintessential role of market research in every facet of business.
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<h2 style="font-size: 23px;">What Makes Ada Different?</h2>
While many AI systems offer assistance with market research, Ada’s generative capabilities go the extra mile.&nbsp;
Seamlessly blending seasoned research methodologies with GPT’s advanced AI models, Ada does more than just assist with research and content generation. She transforms the entire process, from creating detailed custom surveys and experiments to providing thorough data analysis and crafting compelling marketing content based on your data.&nbsp;
She’s designed to be user-friendly, making intricate market research and agency work attainable for everyone, whether you're a seasoned research professional or a newcomer to the insights field.
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<h2 style="font-size: 23px;">What Can Ada Do for Research, Insights, and Marketing Pros?&nbsp;</h2>
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<h3 style="font-size: 19px; font-weight: bold;">Strategic Research Guidance</h3>
Entrust Ada with your enterprise goals. She'll sift through the extensive tests and experiments in SightX’s platform, ensuring you have the optimal tools tailored for your mission.
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<h3 style="font-size: 19px; font-weight: bold;">Industry-Specific Test Design</h3>
Recognizing the distinctiveness of each sector, Ada dives deep into your industry's characteristics and your specific objectives. She will either locate the ideal test for you or custom-build one that hits the mark.
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<h3 style="font-size: 19px; font-weight: bold;">Effortless Test Launches</h3>
Ready to set your project in motion? Let Ada streamline the launch process on our platform, providing insights into the right sample sizes and quotas, and ensuring precision and accuracy in your research endeavors.
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<h3 style="font-size: 19px; font-weight: bold;">In-Depth Data Exploration</h3>
Have a query or need clarity on a data segment? Ada is at your service. From demographically segmented data to sentiment analysis and complex pivot table insights, she ensures you get the answers you need.
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<h3 style="font-size: 19px; font-weight: bold;">Snapshot Summaries for Executives</h3>
Bypass the intricate details and get straight to the core of your data. Ada skillfully condenses the data into high-level summaries, equipping decision-makers with the clarity they need for impactful choices.
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<h3 style="font-size: 19px; font-weight: bold;">Transform Feedback into Marketing Assets</h3>
Ada takes valuable feedback from your audience and uses it to create marketing materials perfectly tailored to them.&nbsp; Be it riveting blog posts, standout social media campaigns, or comprehensive buyer personas, she ensures your brand's voice resonates loud and clear with your target market.&nbsp;
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<h2 style="font-size: 23px;">Our Vision for Ada</h2>
As we evolve, our aspiration for Ada is not just about incorporating cutting-edge capabilities but ensuring they serve a purpose tailored to our users.&nbsp;
With Ada, we’re not merely introducing a product; we’re handing you the keys to unparalleled marketing, product, and customer experience success. We look forward to sharing more with you in the upcoming weeks and months!
<a href="https://sightx.io/ai-consultant/early-access" style="color: #06bfa0;" rel="noopener" target="_blank">Join the waitlist to experience the next wave of insights!</a>

While the technology of generative AI has been around for quite some time, it wasn’t until the introduction of <a href="https://www.techtarget.com/searchenterpriseai/definition/generative-adversarial-network-GAN" style="color: #06bfa0;" rel="noopener">generative adversarial networks (GANs) </a>in 2014 that generative AI could create convincingly authentic text, images, videos, and audio.&nbsp;

Why You Should Be Using Text Highlighter Questions in Your Surveys

A text highlighter question is a great market research tool for anyone needing to improve copy and text-based assets. Find out how to use text highlighter questions...

In a world overflowing with information, we are all constant consumers of text and copy.&nbsp;

From the moment we wake up and check our smartphones to the countless billboards, social media posts, product labels, and websites we encounter throughout the day, text surrounds us like an invisible ocean. Whether we realize it or not, we are navigating this sea of words, making countless decisions based on the information we encounter.
Now, think about the last time you felt captivated by an advertisement, compelled by a blog post, or simply couldn't resist clicking on a link.&nbsp;
What made those words stand out? What was it about the text that convinced you to take action?&nbsp;
The answer lies in the art of perfecting copy, a craft that extends far beyond the realm of marketing. It's a skill that everyone who uses words to connect, inform, persuade, and engage should master.&nbsp;
Enter the Text Highlighter question type, a powerful tool that unlocks the secrets of effective communication.
Today, we’ll explore how to use this question type to craft more compelling copy. So, whether you're a seasoned content marketer, a product manager drafting instructions, or a market researcher supporting a variety of copy-producing teams, fasten your seatbelt, because text highlighting is about to transform the way you approach words and wield their influence.
&nbsp;
<h2 style="font-size: 23px;">What is a Text Highlighter Question?&nbsp;</h2>
A text highlighter question allows respondents to provide granular feedback on a piece of content or snippets of text. The type of feedback they provide is entirely up to you!&nbsp;
You can have respondents highlight snippets of text based on the clarity, quality, truthfulness, or even the emotions it elicits.
&nbsp;
<img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/My%20Project.gif" width="1394" height="686" loading="lazy" alt="My Project" style="height: auto; max-width: 100%; width: 1394px;">
&nbsp;
Each question is highly customizable, so you can collect the exact type of audience feedback you need on any type of text- whether it be a full blog article or snippets of ad copy for your next campaign.&nbsp;
&nbsp;
<h2 style="font-size: 23px;">When Can I Use a Text Highlighter Question?&nbsp;</h2>
Text highlighter questions are useful for anyone needing to evaluate text. Some popular use case areas include:
&nbsp;
<h3 style="font-size: 19px; font-weight: bold;">Content Marketing</h3>
Analyze blog posts, articles, or social media content to see which copy engages your audience most. Understand the exact words and phrases that best convey your message and drive engagement.
&nbsp;
<h3 style="font-size: 19px; font-weight: bold;">Ad Campaigns</h3>
Assess the effectiveness of the copy in your advertising campaigns by having respondents evaluate the text elements of your ads. Understand which aspects resonate with your audience and drive positive interactions for improved ROI.&nbsp;
&nbsp;
<h3 style="font-size: 19px; font-weight: bold;">Product Descriptions and Packaging</h3>
Gather feedback on product descriptions, labels, and packaging. Learn which words and phrases capture the interest of potential customers and whether they convey the desired product attributes.
&nbsp;
<h3 style="font-weight: bold; font-size: 19px;">Website and User Interface (UI)</h3>
Evaluate the user-friendliness and effectiveness of website content and UI elements. Have users highlight the website copy they find most appealing or the text they find confusing to identify areas for improvement.&nbsp;&nbsp;
&nbsp;
<h3 style="font-weight: bold; font-size: 19px;">Messaging and Taglines&nbsp;</h3>
Test different messaging options, slogans, or taglines by having respondents highlight the elements they find most compelling. This can help refine brand messaging and positioning.
&nbsp;
<h3 style="font-weight: bold; font-size: 19px;">Educational Materials</h3>
Assess educational materials, textbooks, or e-learning content to determine which sections are most engaging and informative for learners.
&nbsp;
<h3 style="font-weight: bold; font-size: 19px;">Competitor Analysis</h3>
Compare your marketing content with those of competitors. Ask respondents to highlight elements they prefer to better understand how you stack up against your competition and find ways to gain a competitive advantage.&nbsp;
&nbsp;
<h3 style="font-weight: bold; font-size: 19px;">Event Promotions</h3>
Evaluate promotional materials for events, conferences, or seminars. Identify elements that encourage attendance and effectively convey event information.
&nbsp;
<h2 style="font-size: 23px;">What are the Benefits of Using a Text Highlighter Question?&nbsp;</h2>
<h3 style="font-weight: bold; font-size: 19px;">&nbsp;</h3>
<h3 style="font-weight: bold; font-size: 19px;"><img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" width="24" height="24" loading="lazy" alt="Type=Default, Size=sm, Color=Success" style="height: auto; max-width: 100%; width: 24px; float: left; margin: 0px 5px 0px 0px;">Reveal In-Depth Insights</h3>
Text Highlighter questions allow you to gather detailed, qualitative insights into how respondents engage with and react to your copy. It goes beyond simple ratings or comparisons and provides a deeper understanding of the specific text elements that resonate most with your target audience.
&nbsp;
<h3 style="font-weight: bold; font-size: 19px;"><img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" width="24" height="24" loading="lazy" alt="Type=Default, Size=sm, Color=Success" style="height: auto; max-width: 100%; width: 24px; float: left; margin: 0px 5px 0px 0px;"></h3>
<h3 style="font-weight: bold; font-size: 19px;">Increase Emotional Engagement</h3>
Text Highlighter questions can shed light on the emotional responses to your copy. You can identify which parts of the text evoke positive or negative emotions, allowing you to fine-tune your messaging according to your intent.
&nbsp;
<h3 style="font-weight: bold; font-size: 19px;"><img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" width="24" height="24" loading="lazy" alt="Type=Default, Size=sm, Color=Success" style="height: auto; max-width: 100%; width: 24px; float: left; margin: 0px 5px 0px 0px;"></h3>
<h3 style="font-weight: bold; font-size: 19px;">Personalize Your Content</h3>
Insights from Text Highlighter questions can inform content personalization efforts, allowing you to tailor messaging and recommendations to specific buyer personas.&nbsp;
&nbsp;
<h3 style="font-weight: bold; font-size: 19px;"><img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" width="24" height="24" loading="lazy" alt="Type=Default, Size=sm, Color=Success" style="height: auto; max-width: 100%; width: 24px; float: left; margin: 0px 5px 0px 0px;"></h3>
<h3 style="font-weight: bold; font-size: 19px;">Align Your Content Strategy</h3>
Ensure that your copy aligns with your overall content strategy and brand messaging by focusing on elements that get attention, capture interest, and drive engagement.&nbsp;
&nbsp;
<h3 style="font-weight: bold; font-size: 19px;"><img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" width="24" height="24" loading="lazy" alt="Type=Default, Size=sm, Color=Success" style="height: auto; max-width: 100%; width: 24px; float: left; margin: 0px 5px 0px 0px;"></h3>
<h3 style="font-weight: bold; font-size: 19px;">Clarify Your Messaging</h3>
Evaluate whether your copy effectively conveys your intended message. Have respondents highlight sections of text they find difficult to understand so that you can ensure your intended message makes it through.&nbsp;
&nbsp;
<h3 style="font-weight: bold; font-size: 19px;"><img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" width="24" height="24" loading="lazy" alt="Type=Default, Size=sm, Color=Success" style="height: auto; max-width: 100%; width: 24px; float: left; margin: 0px 5px 0px 0px;"></h3>
<h3 style="font-weight: bold; font-size: 19px;">Identify Key the Elements of Success&nbsp;</h3>
With text highlighter questions you can easily identify the words and phrases in your copy that capture the most attention. This helps you pinpoint the most compelling and effective parts of your content.
&nbsp;
<h3 style="font-weight: bold; font-size: 19px;"><img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" width="24" height="24" loading="lazy" alt="Type=Default, Size=sm, Color=Success" style="height: auto; max-width: 100%; width: 24px; float: left; margin: 0px 5px 0px 0px;"></h3>
<h3 style="font-weight: bold; font-size: 19px;">Iterative Improvement</h3>
Feedback from Text Highlighter questions enables iterative content improvement. You can make data-driven adjustments to your copy, messaging, or design elements based on audience preferences and reactions.
&nbsp;
&nbsp;
<h2 style="font-size: 23px;">Get Better Content Insights with SightX</h2>
The SightX platform is the only tool you'll ever need for market research:<a href="https://sightx.io/capabilities" style="color: #06bfa0;"> a single, unified solution for consumer engagement, data collection, advanced analysis, and reporting</a>. While powerful enough for insights teams at Fortune 500 companies, the user-friendly interface makes it simple for anyone to start, optimize, and scale their research.&nbsp;
Plus, with SightX's research team, you can gain access to the best thinking in the insights field. Our in-house experts will guide you through every step in the market research process, from survey scripting to analysis support, and everything in-between.&nbsp;
 If you're ready to dive into market research, <a href="https://app.admin.sightx.io/signup" style="color: #06bfa0;">get started today for free!</a>
&nbsp;
&nbsp;

In a world overflowing with information, we are all constant consumers of text and copy.&nbsp;

What are Online Panels in Market Research?

Online panels are a crucial part of market research. But how do they work? Can the data be trusted? And how can you use panels in your research? Learn more

In the market research industry, online panels are one of the most popular ways to gather data.  And it’s easy to see why; they provide organizations with a quick and efficient way to engage directly with their target market.&nbsp; But how exactly do online research panels work? Can the data be trusted? And how can you use panels in your research? Our guide below covers this and more:
&nbsp;
<h2 style="font-size: 23px;">What are Online Panels?&nbsp;</h2>
Online panels refer to a group of individuals who have agreed to participate in online research, like surveys and digital focus groups.&nbsp;
These panels are run by providers whose goal is to build extensive networks of diverse survey participants for brands and research agencies to work with for their studies.&nbsp;
&nbsp;
<h2 style="font-size: 23px;">Where do Respondents Come From and How are They Vetted?&nbsp;</h2>
Survey panelists are recruited by panel providers through ads, social media, word of mouth, referrals, and even mail campaigns.&nbsp;
The vetting process usually begins at the initial registration, where information is collected on the respondent's age, gender, occupation, income, consumer behaviors, and more.&nbsp;
In recent years, most panels have adopted digital fingerprinting technology. This creates a profile of each respondent based on metadata from their browsing history. Respondents who are flagged for being potentially fraudulent based on their fingerprints are not sent to surveys.&nbsp;
Additionally, many of these providers utilize third-party databases to track IP addresses associated with fraudulent activity in online surveys and use this data to further scrub respondents from their panels.
&nbsp;
<h2 style="font-size: 23px; font-weight: bold;">What are the Benefits of Using Panels?&nbsp;</h2>
Building customer lists and recruiting respondents on your own takes a lot of time and effort.&nbsp;
An online research panel gives you instant access to a large group of people who have already opted-in to participate in studies like yours. Which makes it incredibly quick and cost-effective to gather responses at scale.
You can also collect feedback from the same audience more than once. Having panelists take the same survey at different intervals is an easy way to track trends and changes over time. And because it’s the same pre-screened and qualified survey panel, you can be confident that the samples represent a like-for-like comparison.
&nbsp;
<h2 style="font-size: 23px;">SightX Audiences&nbsp;</h2>
SightX Audiences gives you direct access to over 100MM consumers worldwide.&nbsp;
Aside from working with only top-tier, vetted panel partners, we've added multiple extra layers of scrutiny to minimize the likelihood of low-quality responses. These include:&nbsp;
&nbsp;
<img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" width="24" height="24" loading="lazy" alt="Type=Default, Size=sm, Color=Success" style="height: auto; max-width: 100%; width: 24px; margin: 0px 5px 0px 0px; float: left;">ReCAPTCHAs to screen out potential bots.&nbsp;
<img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" width="24" height="24" loading="lazy" alt="Type=Default, Size=sm, Color=Success" style="height: auto; max-width: 100%; width: 24px; margin: 0px 5px 0px 0px; float: left;">Optional attention-checking questions between the screening questions and survey.&nbsp;
<img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" width="24" height="24" loading="lazy" alt="Type=Default, Size=sm, Color=Success" style="height: auto; max-width: 100%; width: 24px; margin: 0px 5px 0px 0px; float: left;">The ability to track time-to-complete data and remove respondents with unrealistic completion times.&nbsp;
<img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" width="24" height="24" loading="lazy" alt="Type=Default, Size=sm, Color=Success" style="height: auto; max-width: 100%; width: 24px; margin: 0px 5px 0px 0px; float: left;">Automated data cleaning to scan for duplicate IP addresses or responses.&nbsp;
<img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" width="24" height="24" loading="lazy" alt="Type=Default, Size=sm, Color=Success" style="height: auto; max-width: 100%; width: 24px; margin: 0px 5px 0px 0px; float: left;">Automatic screen out of any respondent that uses the copy/paste function in open-ended questions.&nbsp;
&nbsp;
You can access SightX Audiences in any project by creating a SightX Audiences campaign instead of a classic campaign.
&nbsp;
<img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/image-png-Sep-08-2023-09-28-00-5702-PM.png" loading="lazy" width="922" style="width: 922px; height: auto; max-width: 100%;" height="445">
&nbsp;
Then you’ll simply define the audience you’re looking for using a standard set of profiling demographics, like age, gender, or income. From there, we’ll let you know how much your audience will cost and you're ready for launch!
&nbsp;
<img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/image-png-Sep-08-2023-09-30-07-8697-PM.png" loading="lazy" width="1073" style="width: 1073px; height: auto; max-width: 100%;" height="717">
&nbsp;
When you set your campaign live, it will be instantly distributed to the audience you’re looking for. We’ll email you when your campaign has filled or alert you if there’s an issue that needs your attention.
&nbsp;
<h2 style="font-weight: bold;">Online Market Research with SightX</h2>
The SightX platform is the <a href="https://sightx.io/capabilities/" rel="noopener" target="_blank" style="text-decoration: none; color: #06bfa0;">only tool you'll ever need for market research</a>: a single, unified solution for consumer engagement, data collection, advanced analysis, and reporting. While powerful enough for insights teams at Fortune 500 companies, the user-friendly interface makes it simple for anyone to start, optimize, and scale their research.&nbsp; Plus, with SightX's research team, you can gain access to the best thinking in the insights field. Our in-house experts will guide you through every step in the market research process, from survey scripting to analysis support, and everything in-between.&nbsp; If you're ready to dive into market research, click the button below to get started for free!
&nbsp;
{{cta('fc79ca65-6e39-434f-ac59-1294dcf8e9fa','justifycenter')}}
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In the market research industry, online panels are one of the most popular ways to gather data.

What Is Brand Awareness & How To Measure It

Understanding the brand awareness that surrounds your organization is key to success. Find out what brand awareness is and how to measure it with SightX. 

No matter the size or stage of your organization, brand awareness is essential.&nbsp;

Why? It's pretty difficult to sell a product or service if no one knows your brand. Especially in the era of online shopping.&nbsp;
While businesses frequently spend ad budgets on brand awareness campaigns, most struggle to effectively measure the tangible success of their efforts.&nbsp;
That is where brand awareness surveys come into play...
&nbsp;
<h2 style="font-size: 23px; font-weight: bold;">What is Brand Awareness</h2>
Before we dive into the nitty- gritty, let's take a look at brand awareness as a metric.
In market research, brand awareness refers to how familiar consumers are with your brand and how well they can recognize or recall it. When measuring brand awareness, there are two main types:&nbsp;
&nbsp;
<h3 style="font-size: 18px;"><img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" alt="Type=Default, Size=sm, Color=Success" width="24" height="24" loading="lazy" style="height: auto; max-width: 100%; width: 24px; margin: 0px 5px 0px 0px; float: left;">Unaided / Top-of-Mind Awareness</h3>
Unaided awareness refers to the brand that first comes to mind when a consumer is asked about a specific product or category. It indicates a high level of brand recall and is often a significant factor in purchase decisions.
&nbsp;
<h3 style="font-size: 18px;"><img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" alt="Type=Default, Size=sm, Color=Success" width="24" height="24" loading="lazy" style="height: auto; max-width: 100%; width: 24px; margin: 0px 5px 0px 0px; float: left;"></h3>
<h3 style="font-size: 18px;">Aided Awareness</h3>
Aided awareness measures the extent to which consumers can recognize or recall a brand when provided with its name or visual cues. For example, in a survey, respondents may be shown a list of brands and asked which they are familiar with.&nbsp;
&nbsp;
&nbsp;
<h2 style="font-size: 23px;">Why is Brand Awareness Important?&nbsp;</h2>
You can have a well thought-out marketing strategy, advertise heavily, and frequently post&nbsp;on social media.&nbsp; But at the end of the day, nothing beats being top of mind for potential customers when they are shopping for products like yours.&nbsp;
Building brand awareness familiarizes people with your offering and begins the process of differentiating your brand from competitors in your space.&nbsp;
But more importantly, brand awareness opens the door for trust.&nbsp;
In a world where consumers have nearly unlimited choice in every category, brand trust is everything. And brand awareness is the first step. Once consumers get to know your brand they are much more likely to purchase (and keep purchasing) from you.&nbsp;
But this begs the question; how do you measure something that often feels intangible? Here’s how:&nbsp;
&nbsp;
<h2 style="font-size: 23px;">How to Measure Brand Awareness</h2>
Brands can use several methods to measure and track their brand awareness. Here are some common approaches:
&nbsp;
<h3 style="font-size: 18px;">Surveys</h3>
Conducting simple one-off surveys with a representative sample is a quick and effective way to get insights into brand awareness. These surveys might include questions surrounding recall (unaided and aided), recognition, and level of familiarity.&nbsp;
&nbsp;
<h3 style="font-size: 18px;">Brand Tracking Studies</h3>
Brand tracking studies involve regular monitoring of brand metrics over time. These studies use frequent surveys to track changes in brand awareness. By comparing results from different periods, brands can assess whether their awareness levels have increased or decreased. This method can be especially useful when looking to measure the ROI of your marketing and branding efforts.&nbsp;
&nbsp;
<h3 style="font-size: 18px;">Brand Recognition Testing</h3>
Brand recognition tests involve showing respondents visual cues or brand elements, such as logos or taglines, and assessing their ability to correctly identify the brand. These tests can provide you with solid quantitative data on brand recognition levels.
&nbsp;
<h2 style="font-size: 23px;">Brand Awareness Survey Template</h2>
Whether you are running a one-off survey or a brand tracking study, you’ll need to ask respondent’s the right questions if you want actionable data. A few key areas to focus on would include:&nbsp;
<img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" alt="Type=Default, Size=sm, Color=Success" width="24" height="24" loading="lazy" style="height: auto; max-width: 100%; width: 24px; float: left; margin: 0px 5px 0px 0px;">Overall awareness of your brand compared to others in the category.&nbsp; <img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" alt="Type=Default, Size=sm, Color=Success" width="24" height="24" loading="lazy" style="height: auto; max-width: 100%; width: 24px; float: left; margin: 0px 5px 0px 0px;">Perceptions consumers hold about your brand <img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" alt="Type=Default, Size=sm, Color=Success" width="24" height="24" loading="lazy" style="height: auto; max-width: 100%; width: 24px; float: left; margin: 0px 5px 0px 0px;">Experiences consumers have had with your brand.&nbsp;
&nbsp;
Thankfully, we made it simple. Use the button to get a free survey template developed by the pros on SightX's research team!
&nbsp;
{{cta('c4486ae6-eeeb-4be3-ab58-94500ad63ff1','justifycenter')}}
&nbsp;
<h2 style="font-size: 23px;">Benefits of Measuring Brand Awareness</h2>
Measuring brand awareness offers many benefits. Some of the most notable are:&nbsp;
&nbsp;
<h3 style="font-size: 18px;">Strategy Development</h3>
Measuring your brand awareness provides valuable insights that can inform strategic decision-making. By understanding your current level of brand awareness, you can develop strategies to increase visibility and recognition with your target audience.
&nbsp;
<h3 style="font-size: 18px;">Performance Evaluation</h3>
Measuring brand awareness allows you to evaluate the effectiveness of your marketing efforts. By tracking awareness over time, you can assess the impact of different marketing initiatives and identify which strategies are driving results. This evaluation helps optimize marketing budgets and resources by focusing on activities that generate the highest return on investment.
&nbsp;
<h3 style="font-size: 18px;">Competitive Advantage</h3>
Benchmark your brand awareness against key competitors to identify areas of competitive advantage and areas that need improvement. This knowledge allows you to differentiate your brand, refine your messaging, and gain a stronger foothold in the market.
&nbsp;
<h3 style="font-size: 18px;">Targeted Marketing</h3>
Analyze brand awareness levels among specific customer segments to better tailor your messaging and channels. This targeted approach enhances brand relevance and increases the likelihood of capturing the attention and loyalty of specific customer groups.&nbsp;
&nbsp;
<h3 style="font-size: 18px;">Brand Equity</h3>
Brand awareness is a key component of brand equity (the intangible value and strength of a brand). Measuring brand awareness helps businesses understand the relationship between awareness levels and brand perception, loyalty, and customer preferences. By monitoring and improving brand awareness, companies can enhance brand equity and its positive impact on business performance.
&nbsp;
<h3 style="font-size: 18px;">Growth Opportunities</h3>
If you have been considering a new product launch or market expansion, assessing your brand awareness is crucial. By measuring the awareness levels in your target market, your can gauge market readiness and identify opportunities and challenges.&nbsp;
&nbsp;
<h2 style="font-weight: bold; font-size: 23px;">Measure Your Brand Awareness with SightX</h2>
The SightX platform is the only tool you'll ever need for market research:&nbsp;<a href="https://sightx.io/capabilities" rel="noopener" target="_blank" style="color: #06bfa0;">a single, unified solution for consumer engagement, data collection, advanced analysis, and reporting</a>.&nbsp;While powerful enough for insights teams at Fortune 500 companies, the user-friendly interface makes it simple for anyone to start, optimize, and scale their research.&nbsp;
Plus, with SightX's research team, you can gain access to the best thinking in the insights field. Our in-house experts will guide you through every step in the market research process, from survey scripting to analysis support, and everything in-between.&nbsp;
If you're ready to dive into market research,&nbsp;<a href="https://app.admin.sightx.io/signup" rel="noopener" target="_blank" style="color: #06bfa0;">get started today for free!</a>
&nbsp;

No matter the size or stage of your organization, brand awareness is essential.&nbsp;

Market Research and Retail: How to use consumer insights to thrive

Market research is crucial for retailers of all sizes. Find out how SightX's automated market research platform makes the process simple. 

Whether you're a retail behemoth or a smaller brand making its first foray into the retail landscape, understanding your target market is crucial for success.&nbsp;

But trying to find the perfect match between customers, products, and prices is like trying to find a needle in a haystack.
This is precisely why so many retail brands turn to market research.&nbsp;
By collecting insights on consumer preferences, competitors, and industry trends, retailers can gain valuable insights that help them drive growth and create their own competitive advantage.&nbsp;
&nbsp;
<h2 style="font-size: 23px;">What is Market Research?&nbsp;</h2>
Before we dive into the details, let's cover the basics.&nbsp;
While there are many types of market research, today we'll focus on primary market research- the process of collecting and analyzing consumer data, commonly through surveys and experiments.&nbsp;
Its purpose is to examine the market and perceptions surrounding a product, service, or brand. Ultimately providing the insights needed to perfect products, tailor marketing campaigns, and drive positive customer experiences.&nbsp;
By conducting market research, retailers can gain valuable insights into their target market, which can be used to improve product offerings, customer service, and marketing strategies.
&nbsp;
<h2 style="font-size: 23px;">What are the Benefits of Market Research for Retail?</h2>
From new products to emerging trends, the retail industry is ever-evolving.&nbsp;&nbsp;
To thrive in a competitive environment, you'll need to understand the market. Specifically, what consumers are&nbsp;actually&nbsp;looking for, what your competitors are offering, and how you can stand out.&nbsp;
Market research can act as the connector between you and your target market- showing you who your customers are, what they want, where they shop, and (most importantly) why.&nbsp;
Here are just a few of the perks:
<h3 style="font-size: 19px;"><img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" alt="Type=Default, Size=sm, Color=Success" width="21" height="21" loading="lazy" style="height: auto; max-width: 100%; width: 21px; float: left; margin: 0px 5px 0px 0px;"></h3>
<h3 style="font-size: 19px;">Find your target market</h3>
No matter how multi-faceted your retail brand might be, it's impossible to appeal to every type of consumer. Instead, you'll need to target an audience receptive to your brand and products. Using data points on interests, preferences, purchase intent, shopping behavior, and more- you can create an accurate profile of your ideal consumer and uncover ways to reach them effectively.&nbsp;&nbsp;
<h3 style="font-size: 19px;"><img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" alt="Type=Default, Size=sm, Color=Success" width="21" height="21" loading="lazy" style="height: auto; max-width: 100%; width: 21px; float: left; margin: 0px 5px 0px 0px;">Enhance customer experience</h3>
The best way to understand your customers' experiences is by asking them directly. By collecting customer feedback through surveys, you can quickly identify areas for improvement.&nbsp;
<h3 style="font-size: 19px;"><img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" alt="Type=Default, Size=sm, Color=Success" width="21" height="21" loading="lazy" style="height: auto; max-width: 100%; width: 21px; float: left; margin: 0px 5px 0px 0px;"></h3>
<h3 style="font-size: 19px;">Identify emerging trends</h3>
Things can change quickly in the retail sector. By keeping in close contact with your target market through surveys and tracking studies, you can spot trends early- helping you stay one step ahead of your competitors.&nbsp;
<h3 style="font-size: 19px;"><img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" alt="Type=Default, Size=sm, Color=Success" width="21" height="21" loading="lazy" style="height: auto; max-width: 100%; width: 21px; float: left; margin: 0px 5px 0px 0px;"></h3>
<h3 style="font-size: 19px;">Improve your marketing</h3>
Through market research, you can gain a better understanding of what their customers want, what motivates their purchasing decisions, and what factors ultimately drive brand engagement. Allowing you to craft expertly-targeted marketing campaigns that drive ROI.&nbsp;
<h3 style="font-size: 19px;"><img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" alt="Type=Default, Size=sm, Color=Success" width="21" height="21" loading="lazy" style="height: auto; max-width: 100%; width: 21px; float: left; margin: 0px 5px 0px 0px;"></h3>
<h3 style="font-size: 19px;">Increase revenue</h3>
By understanding what customers are willing to pay for products, retailers can optimize their pricing strategies to maximize revenue without compromising their demand.&nbsp;
&nbsp;
<h2 style="font-size: 23px;">Ways to Use Market Research in Retail</h2>
&nbsp;
<h3 style="font-size: 19px; font-weight: bold;">Product Development</h3>
Retail companies can use market research to determine what types of products consumers are looking for, what features matter most, and new opportunities for innovation. Tools like <a href="https://sightx.io/blog/7-tips-to-optimize-your-next-concept-test" rel="noopener" target="_blank" style="color: #06bfa0;">concept tests</a>, <a href="https://sightx.io/blog/conjoint-analysis-optimize-your-product-pricing" rel="noopener" target="_blank" style="color: #06bfa0;">conjoint analysis</a>, <a href="https://sightx.io/blog/turf-analysis-explained" rel="noopener" target="_blank" style="color: #06bfa0;">TURF</a>, and <a href="https://sightx.io/blog/maxdiff-vs-conjoint-analysis" rel="noopener" target="_blank" style="color: #06bfa0;">MaxDiff </a>can help retailers when developing new products, or modifying existing ones to better meet customer needs.&nbsp;
&nbsp;
<h3 style="font-size: 19px; font-weight: bold;">Pricing Strategy</h3>
Research shows that even a 1% improvement if your pricing can increase profits by 11%. Using pricing studies like <a href="https://sightx.io/blog/how-to-use-van-westendorp-in-market-research" rel="noopener" target="_blank" style="color: #06bfa0;">Van Westendorp</a> or <a href="https://sightx.io/blog/how-to-use-gabor-granger-in-market-research" rel="noopener" target="_blank" style="color: #06bfa0;">Gabor-Granger</a> will give you an optimal price point that maximizes revenue without compromising demand.&nbsp;
<h3 style="font-size: 19px;">&nbsp;</h3>
<h3 style="font-size: 19px; font-weight: bold;">Customer Profiling</h3>
<a href="https://sightx.io/blog/doing-it-better" rel="noopener" target="_blank" style="color: #06bfa0;">Segmentation analysis </a>helps you better understand the buyer personas in your category, giving you insights into their purchasing behavior and preferences. These insights can help you improve everything from customer experience to advertising campaigns.&nbsp;
&nbsp;
<h3 style="font-size: 19px; font-weight: bold;">Customer Satisfaction</h3>
Keeping customers happy isn’t always easy. But by using tools like <a href="https://sightx.io/blog/key-driver-analysis-for-market-research" rel="noopener" target="_blank" style="color: #06bfa0;">Key Driver Analysis</a> you can find ways to improve their experience, drive loyalty, and raise retention rates.&nbsp;
&nbsp;
<h3 style="font-size: 19px; font-weight: bold;">Brand Perception</h3>
<a href="https://sightx.io/blog/the-guide-to-brand-health-tracking" rel="noopener" target="_blank" style="color: #06bfa0;">Your brand is one of your most valuable assets</a>, so you can't just leave its health up to chance! Using brand tracking studies, you can discover how people perceive your brand and where you are positioned compared to the competition. The insights can be used to enhance your brand messaging, packaging, and advertising campaigns to better resonate with your audience.
&nbsp;
<h2 style="font-size: 23px;">Retail Market Research with SightX</h2>
The SightX platform is the only tool you'll ever need for market research: <a href="https://sightx.io/capabilities" rel="noopener" target="_blank" style="color: #06bfa0;">a single, unified solution for consumer engagement, data collection, advanced analysis, and reporting</a>. While powerful enough for insights teams at Fortune 500 companies, the user-friendly interface makes it simple for anyone to start, optimize, and scale their research.&nbsp;
Plus, with SightX's research team, you can gain access to the best thinking in the insights field. Our in-house experts will guide you through every step in the market research process, from survey scripting to analysis support, and everything in-between.&nbsp;
If you're ready to dive into market research, <a href="https://app.admin.sightx.io/signup" rel="noopener" target="_blank" style="color: #06bfa0;">get started today for free!</a>
&nbsp;

Whether you're a retail behemoth or a smaller brand making its first foray into the retail landscape, understanding your target market is crucial for success.&nbsp;

Key Driver Analysis Explained: What it is and how to use it in Market Research

Knowing the key drivers of your brand's performance and ways to measure them is crucial for success. Learn more about SightX's new Key Driver Analysis feature.

What influences customers to buy your products? How can you drive higher rates of customer loyalty? And what will attract new customers?&nbsp; 
 
Answering these questions is crucial to the long-term success of any organization. But when it comes to metrics like customer satisfaction, brand loyalty, or purchase intent you've got to understand not only which factors play a role but also their degree of impact.&nbsp; This is why many companies use Key Driver Analysis (KDA) to better understand how different elements influence customer behavior and brand performance. Here's how it works:&nbsp; 
&nbsp; 
<h2 style="font-size: 23px;">What are Drivers?</h2> 
Before we get too deep into the "analysis" portion of a key driver analysis, let's examine the drivers themselves.&nbsp; Drivers are the factors that can potentially impact your organization's performance. And the factors that have the most meaningful impact on performance are known as key drivers.&nbsp; Your specific drivers (and key drivers) will be entirely dependent on your category and use case. For example, if you're trying to better understand your customer satisfaction score (CSAT), then the drivers you might want to investigate would be pricing, customer service, quality, or customer experience. However, if you’re evaluating your new website, you may want to look at drivers like overall design, user experience, or speed.&nbsp; While all of the drivers you investigate will likely matter in some shape or form to your customers, their level of significance may vary. This leads us to the analysis portion...&nbsp; 
&nbsp; 
<h2 style="font-size: 23px;">What is Key Driver Analysis?&nbsp;</h2> 
Key driver analysis (KDA) is a technique used in market research to identify the key drivers that influence a specific outcome or behavior. It does this by evaluating a group&nbsp;of drivers- like quality, product design, customer experience, or price- and weighs their relative importance in predicting an outcome.&nbsp; 
For example, let's say you just received data from a customer satisfaction (CSAT) survey, but the numbers weren't quite what you'd hoped for. While you recognize that you'll need to change something to improve your CSAT score, you're not quite sure which factors influenced this downturn in the first place.&nbsp; This is where key driver analysis comes into play.&nbsp; Using this technique you can survey respondents to evaluate all of the potential factors involved to understand which are the most important to your customers and how they would rate your performance on each.&nbsp; From the data, you can quickly see which areas are most impactful for your target market, where you're already succeeding, and what you can do to improve.&nbsp; 
But key driver analysis doesn’t just help with customer satisfaction, it can also help you answer questions like: <img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" alt="Type=Default, Size=sm, Color=Success" width="24" height="24" loading="lazy" style="height: auto; max-width: 100%; width: 24px; float: left; margin: 0px 5px 0px 0px;">What can we do to grow brand loyalty?&nbsp; <img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" alt="Type=Default, Size=sm, Color=Success" width="24" height="24" loading="lazy" style="height: auto; max-width: 100%; width: 24px; float: left; margin: 0px 5px 0px 0px;">How can we increase purchase intent for a specific market segment?&nbsp; <img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" alt="Type=Default, Size=sm, Color=Success" width="24" height="24" loading="lazy" style="height: auto; max-width: 100%; width: 24px; float: left; margin: 0px 5px 0px 0px;">Should we focus on reducing prices or enhancing the quality of our products to improve sales?&nbsp; 
&nbsp; 
<h2 style="font-size: 23px;">What Are the Benefits of Using Key Driver Analysis?&nbsp;</h2> 
With so many brands competing for attention, your success is based on how much you really know about your ideal customer.&nbsp; 
Unfortunately, asking people directly what motivates them to purchase your products, or why their loyalty is fading isn't very effective. In fact, most consumer behavior is subconscious, making it difficult for most to accurately explain their purchase behavior.&nbsp; 
Key driver analysis enables organizations to understand the "whys" behind the metrics that matter most and how different factors contribute to their ultimate success (or failure). With these insights, you can better understand which levers you can pull to positively impact the metrics most important to you. 
&nbsp; 
<h2 style="font-size: 23px;">How to Use Key Driver Analysis&nbsp;</h2> 
With SightX, assessing your key drivers has never been simpler. 
After selecting “Key Driver Analysis” from the add-item menu, the experiment will immediately populate, giving you the space to add a description of your product. 
&nbsp; 
<img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/KDA%20Image%201.png" alt="A sample of SightX's Key Driver Analysis feature in the BUILD section. " width="700" height="355" loading="lazy" style="height: auto; max-width: 100%; width: 700px;"> 
Beneath that you will see pre-populated questions. 
The first question is a CSAT question where you can choose between a standard likert scale or slider for rating. The next question you will see is an optional churn question asking respondents how likely they are to use a different product next time they make a purchase.&nbsp; 
After that, you’ll see your key driver questions. Here you can input the drivers you want to investigate- like price, customer service, product design, or experience- and choose the phrasing of your question. You can also choose to display these questions individually or as a matrix. 
&nbsp; 
<img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/KDA%20Image%202.png" alt="A sample of Key Driver Analysis questions from the SightX platform." width="900" height="355" loading="lazy" style="height: auto; max-width: 100%; width: 900px;"> 
&nbsp; 
After your study is complete, you’ll have a graph similar to this:&nbsp; 
&nbsp; 
<img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/KDA%20Image%203-1.png" alt="A sample Key Driver Analysis output graph from the SightX platform. " width="617" height="600" loading="lazy" style="height: auto; max-width: 100%; width: 617px;"> 
&nbsp; 
You’ll immediately notice the chart is broken into 4 clear quadrants:&nbsp; <img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" alt="Type=Default, Size=sm, Color=Success" width="24" height="24" loading="lazy" style="height: auto; max-width: 100%; width: 24px; float: left; margin: 0px 5px 0px 0px;">Drivers in the Green Quadrant have high performance scores and a high level of importance to customers. You will definitely want to take note of the drivers in this quadrant as you can leverage your success in these areas to keep customers satisfied with a relatively low lift.&nbsp; <img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" alt="Type=Default, Size=sm, Color=Success" width="24" height="24" loading="lazy" style="height: auto; max-width: 100%; width: 24px; float: left; margin: 0px 5px 0px 0px;">Drivers in the Red Quadrant have low performance scores but carry a high level of importance for customers. This quadrant highlights which elements of your business you should improve to drive the greatest impact.&nbsp; <img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" alt="Type=Default, Size=sm, Color=Success" width="24" height="24" loading="lazy" style="height: auto; max-width: 100%; width: 24px; float: left; margin: 0px 5px 0px 0px;">Drivers in the Purple Quadrant have low performance scores and low importance scores. While you shouldn’t ignore them entirely, you can likely leave these on the back burner without much of an impact on your business.&nbsp; <img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" alt="Type=Default, Size=sm, Color=Success" width="24" height="24" loading="lazy" style="height: auto; max-width: 100%; width: 24px; float: left; margin: 0px 5px 0px 0px;">Drivers in the Yellow Quadrant have high performance scores but are of low importance to consumers. While it is good to understand all of the areas you are succeeding in, these drivers don’t necessarily need your focus.&nbsp; Looking at the sample data above, you can see that our company scored high in credibility- which is also highly important to consumers. This means that we can (and should) leverage our credibility in our messaging.&nbsp; 
On the other hand, we scored quite low in enjoyment- which is also important to consumers. With this data, we can create a follow-up survey to better understand what we can change about our product or experience to make it a bit more enjoyable for customers.&nbsp; 
&nbsp; 
<h2 style="font-size: 23px;">Key Driver Analysis with SightX</h2> 
If you’re ready to discover the key drivers behind your most important KPI’s, we’ve got the tools to make it simple.&nbsp; 
The SightX platform is the next generation of market research tools: a single unified solution for consumer engagement, understanding, advanced analysis, and reporting. 
But, SightX isn’t just great tech. Our Research Services team knows all of the best practices, along with some pro tips and tricks for getting the best data out of your surveys and experiments. 
Reach out to our team to get started today!

What influences customers to buy your products? How can you drive higher rates of customer loyalty? And what will attract new customers?&nbsp;

AI Generated Content: Can You Spot It And Should You Use It?

In our latest market research study, we explore the consumer perceptions surrounding Generative AI to uncover whether businesses can safely adopt these tools. 

Generative AI is experiencing a boom.&nbsp;

While you likely recognize tools like&nbsp;<a target="_blank" href="https://openai.com/blog/chatgpt" rel="noopener" style="color: #06bfa0;">ChatGPT</a>&nbsp;or&nbsp;<a target="_blank" href="https://openai.com/dall-e-2" rel="noopener">DALL-E</a>&nbsp;for text and image generation, the implications for this technology are much broader. From transforming the product design process to reshaping traditional healthcare practices- generative AI is set to revolutionize nearly every industry it touches.&nbsp;
But as more organizations explore the potential of generative AI, we’ve been left with a few questions:&nbsp;
<img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" alt="Type=Default, Size=sm, Color=Success" width="24" height="24" loading="lazy" style="height: auto; max-width: 100%; width: 24px; margin: 0px 5px 0px 0px; float: left;">Can people tell the difference between AI-generated content and content created by humans?&nbsp; <img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" alt="Type=Default, Size=sm, Color=Success" width="24" height="24" loading="lazy" style="height: auto; max-width: 100%; width: 24px; margin: 0px 5px 0px 0px; float: left;">Is there a correct way for brands to approach generative AI?&nbsp; <img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" alt="Type=Default, Size=sm, Color=Success" width="24" height="24" loading="lazy" style="height: auto; max-width: 100%; width: 24px; margin: 0px 5px 0px 0px; float: left;">Will consumers perceive brands differently if they choose to use generative AI?&nbsp; <img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" alt="Type=Default, Size=sm, Color=Success" width="24" height="24" loading="lazy" style="height: auto; max-width: 100%; width: 24px; margin: 0px 5px 0px 0px; float: left;">Is there an audience that is most receptive to AI generated content?&nbsp;
And that is precisely where our study begins.&nbsp;
&nbsp;
<h2 style="font-size: 23px; font-weight: bold;">What is Generative AI?&nbsp;</h2>
Before we go any further, let’s cover the basics.&nbsp; For those unfamiliar, generative AI is a type of artificial intelligence that can produce various kinds of content (like text, images, audio, and video). This technology isn’t exactly new, but recent advancements in the field have made generative AI’s output convincingly authentic.&nbsp; While this technology has sparked major concerns around deepfakes and cybersecurity (rightly so), it has also opened up a new world of possibilities for businesses- offering opportunities to increase efficiency, scale productivity, and reduce costs.&nbsp;
<h2 style="font-weight: bold;">Generative AI: Quick Facts + Perceptions</h2>
Now, let’s dig into the data.&nbsp; Unsurprisingly, we found that most people (65%) are at least somewhat familiar with the concept of generative AI. But when it comes to their feelings and perceptions, it’s a bit more complicated.&nbsp;
&nbsp;
<img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/AI%20Study%20Graphics/Group%20122.png" alt="A graphic displaying data from SightX's Generative AI study on consumer perceptions. " width="783" height="445" loading="lazy" style="height: auto; max-width: 100%; width: 783px; margin-left: auto; margin-right: auto; display: block;">
&nbsp;
From our data, we can see that while people are curious about this technology there is a clear lack of trust and some concern. However, there is some good new for brands...
Despite the unease, 77% of respondents don’t take issue with brands using AI-generated content. Especially if they disclose it upfront.&nbsp;
&nbsp;
<img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/AI%20Study%20Graphics/Group%20123.png" alt="A graphic displaying data from SightX's Generative AI study on businesses use of AI-generated content. " width="690" height="252" loading="lazy" style="height: auto; max-width: 100%; width: 690px; margin-left: auto; margin-right: auto; display: block;">
&nbsp;
<h2 style="font-weight: bold;">&nbsp;</h2>
<h2 style="font-weight: bold;">Using AI-Generated Content</h2>
Our biggest question going into this study was whether people can easily distinguish AI-generated content from that created by humans.&nbsp; So we decided to put it to the (concept) test.&nbsp; For this portion of the study, our team wrote a short text blurb based on a random prompt that was also given to ChatGPT. And for images, we prompted DALL-E to create something realistic and found similar stock photos to match.&nbsp; The results surprised us.&nbsp;
Before even showing respondents the content, only 36% thought it would be obvious to discern whether it was created by AI.&nbsp; And when it came to the text concept test, the numbers held. 63% were unable to tell whether the text sample they saw was created by a human or ChatGPT. Those who did wager a guess had extremely low accuracy.&nbsp;
&nbsp;
<img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/AI%20Study%20Graphics/Group%20125.png" alt="A graphic displaying concept test data from SightX's Generative Ai study " width="1599" height="960" loading="lazy" style="height: auto; max-width: 100%; width: 1599px;">
&nbsp;
When it comes to image comparison, only half of respondents were unsure whether they were looking at a real photograph or an image generated by DALL-E. And, unlike our text experiment, nearly 40% were able to correctly identify the image generated by AI.&nbsp;
&nbsp;
<img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/AI%20Study%20Graphics/Group%20126.png" alt="Group 126" width="1326" height="912" loading="lazy" style="height: auto; max-width: 100%; width: 1326px;">
&nbsp;
What does that mean for businesses?
If you're considering using AI like ChatGPT to help you create content- you're likely in the clear!&nbsp; Our data shows that most audiences don’t mind brands using AI generated content. Additionally, data suggests that AI generated text and images are almost indistinguishable from human generated text and images. And while people do seem to be able to discern images a bit better, this technology will only continue to improve.&nbsp; The even better news? For some audience segments, using generative AI can have a positive impact on your brand image. This is especially true for younger populations.&nbsp;
&nbsp;
<img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/AI%20Study%20Graphics/Frame%2052.png" alt="A graphic displaying data on Gen Z and Millennial's perceptions on Generative AI " width="778" height="212" loading="lazy" style="height: auto; max-width: 100%; width: 778px; margin-left: auto; margin-right: auto; display: block;">
<img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/AI%20Study%20Graphics/Frame%2053.png" alt="A graphic displaying data on Gen X and Baby Boomers perceptions on Generative AI " width="3783" height="1584" loading="lazy" style="height: auto; max-width: 100%; width: 3783px; margin-left: auto; margin-right: auto; display: block;">
&nbsp;
So what does it all mean?&nbsp;
&nbsp;
<img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/AI%20Study%20Graphics/Group%20119.png" alt="A graphic displaying data from SightX's generative AI study" width="264" height="264" loading="lazy" style="height: auto; max-width: 100%; width: 264px; float: left; margin: 0px 5px 0px 0px;">Overall, only 7% of our respondents would prefer brands to avoid AI generated content. While there is a chance brands may lose some brownie points with Baby Boomers, most respondents (regardless of age) do believe brands should be able to use generative AI technology.&nbsp;
What’s more, if your target audience is primarily made up of Gen Z, you may actually win them over- as they are more likely to see brands that use generative AI as cutting-edge or futuristic.
Brands, like those in the fashion, food services, and fitness categories should feel especially empowered to use AI.
&nbsp;
<img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/AI%20Study%20Graphics/Group%20130.png" alt="Group 130" width="704" height="306" loading="lazy" style="height: auto; max-width: 100%; width: 704px;">
<h2 style="font-weight: bold;">Test Your Own Content</h2>
To make this study a reality, the SightX research team developed a proprietary template that allowed us to gauge perceptions, evaluate AI tools, and test AI created content with consumers- all in a single, compact study.&nbsp; And now that template is available for you! If you’re ready to learn how your business can effectively use generative AI with your target market, <a href="mailto:sales@sightx.io" rel="noopener" style="color: #06bfa0;">reach out to our team to get started today!</a>
&nbsp;
<h2 style="font-size: 23px; font-weight: bold;">What’s Next for Generative AI?&nbsp;</h2>
This study was just the beginning of our deep dive into the world of generative AI. If you’re interested in learning more, click the button below and let us know what you’re interested in learning about. It might just end up being a part of our new report!
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Generative AI is experiencing a boom.&nbsp;

Is Low Emissions the New Organic? Symbrosia Discovers Consumers Willing to Pay High Premiums to Protect the Planet

Is low emissions the new organic? In their latest research study with SightX, Symbrosia is exploring consumers willingness to pay for planet-friendly products. 

Picture this: shoppers readily reaching into their wallets to pay premium prices for beef and dairy products that fight climate change.For the green technology startup <a href="https://symbrosia.co/" rel="noopener" target="_blank" style="color: #06bfa0;">Symbrosia</a>, working with SightX uncovered insights that suggest this dream may be a reality.&nbsp; Our company has pioneered a feed additive called <a href="https://symbrosia.co/seagraze" rel="noopener" target="_blank" style="color: #06bfa0;">SeaGraze™</a>, which utilizes the red seaweed <a href="https://www.sciencedirect.com/science/article/pii/S0959652620308830" rel="noopener" target="_blank" style="color: #06bfa0;">Asparagopsis taxiformis</a> to reduce cows' methane emissions by upwards of 80%. To validate the market potential of our product, we partnered with SightX on groundbreaking market research to understand consumer willingness to pay (WTP) for novel low emissions goods.&nbsp;
<img src="https://lh4.googleusercontent.com/odHc-pZY3h6wXKsx3ZabwrOja5x9Dbheu8Bh32mE5eYvcIsUU7MDWvL95HTW3QxCj9YlJyJ6Lzp7E9Vs8mietkj4AnE6LVtoAtsouzqH1K_8y84ZnlaY-shDrVwZEIYtmJLFIlWJ47j3uup-vhEq4Uk" width="384" height="512" loading="lazy" style="margin-left: auto; margin-right: auto; display: block;">
Roberts Environmental Center Policy and Outreach Team (left to right): Annika Johnson, Calli ONeal, Camille Doherty, Diya Courty-Stephens, Sonja Woolley
In collaboration with a team of student analysts at Claremont McKenna College’s Roberts Environmental Center, we leveraged <a href="https://sightx.io/capabilities" rel="noopener" target="_blank" style="color: #06bfa0;">SightX’s innovative market research platform</a> to design, distribute, and analyze a nationwide contingent valuation survey. Our survey included 498 respondents and employed various question types, such as multiple image choice, open-ended pricing, and rating scale questions. Additionally, we implemented a treatment-control model, where half of the respondents received information on methane and SeaGraze™ while the other half did not. The survey aimed to explore three key questions:
 <img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" alt="Type=Default, Size=sm, Color=Success" width="24" height="24" loading="lazy" style="height: auto; max-width: 100%; width: 24px; float: left; margin: 0px 5px 0px 0px;">Are consumers willing to pay a price premium for milk and beef sourced from cows fed SeaGraze™? <img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" alt="Type=Default, Size=sm, Color=Success" width="24" height="24" loading="lazy" style="height: auto; max-width: 100%; width: 24px; float: left; margin: 0px 5px 0px 0px;">How do demographic factors, such as age, income, and location impact consumers' WTP for these sustainable products? <img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" alt="Type=Default, Size=sm, Color=Success" width="24" height="24" loading="lazy" style="height: auto; max-width: 100%; width: 24px; float: left; margin: 0px 5px 0px 0px;">To what extent does consumer understanding of the product and its environmental benefits influence their WTP? 
The SightX platform played an essential role in our success finding answers.&nbsp;
&nbsp;
<h2 style="font-size: 23px;">Question 1: Are consumers willing to pay a price premium for milk and beef sourced from cows fed SeaGraze™?</h2>
With access to varied question types and methodologies we could follow economic best practices for eliciting accurate WTP data. We were also able to utilize SightX’s capabilities to segment consumers into regional blocks, presenting customized pricing questions that considered the average price of conventional milk or beef in each area. This allowed us to analyze our data while accounting for regional differences in food prices (which shoppers around the country know to be steep) and compare respondents' reported WTP to anchor prices. This approach accurately isolated respondents’ percent premium WTP for organic, low emissions, and organic low emissions goods. &nbsp;We found that consumers who were given product education, or primed, were willing to pay substantial premiums for low emissions and organic low emissions milk and beef! In fact, on average, they reported being willing to pay equally high premiums for low emissions goods as they did for organic.&nbsp; 
<img src="https://lh4.googleusercontent.com/NdUZsd0VIXgNRJaAIaqXFbsmVLchuO4ykfQT7OVGVa72xhisOKTsFiNMI6PFGik6mN8i8NsASdskftJm2BhFRattpBfrotcX_p0vXqafdxDjfS91B1DAwQfYp4hHXFymX0qgI6BzVkUoDJ_cWCNTVzc" width="384" height="384" loading="lazy" style="margin-left: auto; margin-right: auto; display: block;">
This data is crucial because it helps us build confidence that our product will grant producers a high return on investment. If consumers are willing to pay high premiums for SeaGraze™-fed milk and beef, our additive immediately becomes more attractive to producers concerned about their bottom lines as well as sustainability.&nbsp;
&nbsp;
<h2 style="font-size: 23px;">Question 2: How do demographic factors, such as age, income, and location impact consumers' WTP for these sustainable products?</h2>
SightX's advanced automated analysis features helped us to correlate and pinpoint trends in a sea of responses and factors, saving us hours of time in the process. We quickly identified questions from our survey that were highly correlated with WTP and employed automated ANOVA testing (a type of significance testing) to find statistical differences between age groups in reported premiums for low emissions and organic low emissions milk.
<img src="https://lh4.googleusercontent.com/3Itw7KTdPyB7XZha3021e3S-L2rBZ1O3pyNiDiSAjFvxiA1S0MKpHAo-mYsOFoFZDS8x70VFxcGj5-rc_FQ8_TJBeUwfjVL0B5MrfJgiDlaUnCIKku1jm1KLIAjA-I_pRhxqd5DTYtEptsljjo1jXvk" width="567" height="567" loading="lazy" style="margin-left: auto; margin-right: auto; display: block;">
SightX also offers multiple ways to develop customer personas, which we leveraged to isolate and examine data from our existing target markets. For example, we found that among unprimed respondents, “Young Coastal Individuals'' (people living in coastal states, between 18 and 34, with income above $50k and high belief that individual behavior can help to fight climate change), were willing to pay 84% and 12% premiums for low emissions milk and beef, compared with averages of 49% and -2%, respectively.&nbsp;
These insights are highly valuable as they help us understand the emerging market for low emissions goods and identify the most receptive audiences for SeaGraze™-fed products. We were&nbsp; able to confirm our prediction that young, climate-driven, coastal residents would pay generous premiums for low emissions goods. Further, ANOVA testing helped us to discover the potential of 55-64 year olds with a high level of product understanding.&nbsp;
&nbsp;
<h2 style="font-size: 23px;">Question 3: To what extent does consumer understanding of the product and its environmental benefits influence their WTP?</h2>
To understand the impact of priming, we distributed two versions of our survey through the SightX platform: one with an educational introduction and the other without. SightX ensured two unique sets of high-quality respondents. This allowed us to compare the reported WTP of primed and unprimed respondents. The results showed significant differences between primed and unprimed respondents’ premiums for low emissions and organic low emissions beef, suggesting that priming influenced respondents’ behavior.
<img src="https://lh3.googleusercontent.com/bbANJb08tYkVxDoCCRZJChoP31AwhL08c-1vuptqkgTvbM0Vwmhs5bDGVEF3423aSYv14BcZN-lmlWtUhXD6tz8k_WjlyBFqaPYqOVCxEQdR4hf8VrUUaTFZqvgCQXm7fvAi7XJjAiWjhYZREipm6Hs" width="384" height="384" loading="lazy" style="margin-left: auto; margin-right: auto; display: block;">
This difference in WTP is a critical finding because it informs our future marketing strategies. If we can increase consumer WTP for low emissions beef and consequently enhance SeaGraze™'s return on investment by educating the public about our product and mission, we aim to spread the word! Our findings may also be good news for green brands in general, suggesting that by publicizing their impact, they can maximize consumer WTP for sustainable goods.&nbsp;
&nbsp;
<h2 style="font-size: 23px;">The Takeaway</h2>
Through our partnership with SightX, Symbrosia has gained valuable insights into consumer behavior regarding low emissions goods. Our findings indicate that consumers are not only willing to pay higher prices for SeaGraze™-fed products but also highlight educated consumers’ perception of "low emissions" as a new standard comparable to organic.&nbsp;
Armed with this knowledge, Symbrosia can strategically target and engage key markets to drive adoption of SeaGraze™, accelerate the transition to a more sustainable food system, and give consumers the ability to help protect our planet with the power of their purchases.&nbsp;
&nbsp;

Picture this: shoppers readily reaching into their wallets to pay premium prices for beef and dairy products that fight climate change.

7 Ways to Use Market Research in an Economic Downturn

Market research is crucial during an economic downturn. Find out how to weather the storm using consumer insights to power your business. 

If we've learned anything in the last decade, it's that the market is unpredictable and always subject to change.&nbsp;

When faced with economic turbulence, we know that consumers will be tightening their purse strings. But this leaves many companies wondering how to adapt their strategies to survive or perhaps even thrive.&nbsp;
Often, the knee-jerk reaction is to pull back.
Unfortunately, market research and consumer insights departments often feel the brunt of the subsequent cutbacks. Forcing them to trudge forward with lower budgets, understaffed teams, and a "do more, with less" attitude.&nbsp;
Under normal circumstances, market research is crucial for understanding customers, competitors, and market trends. But during an economic downturn, it becomes even more essential.&nbsp;
By taking the time to truly understand the changing needs of the market and the opportunities on the horizon, organizations can thrive, even under poor market conditions. Here's how:&nbsp;
&nbsp;
1. Identify shifts in consumer behavior: During an economic downturn, consumer behavior can change rapidly and without notice. With new economic stressors come new priorities and buying habits. Market research can help businesses understand how their customers are responding to the economic climate and what they can do to better serve them. This makes it an ideal time to dig into shifts in purchase behavior, preferences, and attitudes through targeted surveys.&nbsp; 2. Re-Evaluate your offerings: While it might seem counterintuitive, an economic downturn is a great time to re-evaluate products and services. Does the offering still meet the market's needs? What are consumers' priorities when shopping in a given category? What elements of a product or service matter most to consumers now, and why? Using a mix of traditional surveys, <a href="https://sightx.io/blog/maxdiff-vs-conjoint-analysis" rel="noopener" target="_blank" style="color: #06bfa0;">conjoint analysis, and/or maxdiff analysis</a> can allow organizations to re-work their offerings to better fit changing expectations. However, before making any seismic shifts, run the ideas by core customers with concept tests to confirm the findings.&nbsp; 3. Assess your competition: In turbulent economic conditions, competition can become even more fierce as businesses fight for a slice of shrinking consumer spending. Insights from market research can reveal a competitor's strengths and weaknesses, and even illuminate how they are adapting to changing conditions. This information can not only help businesses strategize, but it can also show you potential gaps and opportunities to capture additional market share.&nbsp; 4. Build a healthier brand: Brand building isn't just a startup activity. Having a healthy, relevant, and memorable brand can improve customer loyalty and retention- both of which are crucial during economic uncertainty. Brand trackers are one of the easiest ways to get timely feedback on how key indicators like awareness, usage, consideration, and loyalty may have changed due to market events. &nbsp; 5. Evaluate your pricing and promotions: It's a fact that in an economic downturn, consumers become more price-sensitive. Because of this, businesses that re-visit their pricing and promotional strategies have the upper hand. Running price sensitivity and optimization studies (like <a href="https://sightx.io/blog/how-to-use-van-westendorp-in-market-research" rel="noopener" target="_blank" style="color: #06bfa0;">Van Westendorp</a> or <a href="https://sightx.io/blog/how-to-use-gabor-granger-in-market-research" rel="noopener" style="color: #06bfa0;">Gabor Granger</a>) can give you a price point that maximizes your revenue without compromising demand.&nbsp; 6. Explore new markets: If a business wants to maintain (or grow) its revenue streams during a downturn, exploring new opportunities through market research is key. This is a great time for organizations to branch out and survey consumers outside of their traditional market segments. The insights gained can help to guide new product and marketing strategies for the new audiences identified.&nbsp; 7. Monitor trends: Economic downturns can be unpredictable, and market trends can change rapidly. Market research can help businesses stay up-to-date on the latest trends and adjust their strategies accordingly. Perfecting products and messaging in a downturn requires staying on top of shifting behaviors and attitudes.&nbsp;
&nbsp;
<h2 style="font-size: 23px;">Market Research with SightX</h2>
The SightX platform is <a href="https://sightx.io/capabilities" rel="noopener" target="_blank" style="color: #06bfa0;">the only tool you'll ever need for market research</a>: a single, unified solution for consumer engagement, data collection, advanced analysis, and reporting. While powerful enough for insights teams at Fortune 500 companies, the user-friendly interface makes it simple for anyone to start, optimize, and scale their research.&nbsp;
Plus, with SightX's research team, you can gain access to the best thinking in the insights field. Our in-house experts will guide you through every step in the market research process, from survey scripting to analysis support, and everything in-between.&nbsp;
If you're ready to get started with iterative market research, <a href="https://app.admin.sightx.io/signup" style="color: #06bfa0;" rel="noopener" target="_blank">get started today!</a>

If we've learned anything in the last decade, it's that the market is unpredictable and always subject to change.&nbsp;

Gabor-Granger Explained: What it is & How to use it in Market Research

Gabor-Granger is a popular pricing methodology used in market research to uncover an exact price point that maximizes revenue and customer demand. 

Have you ever wondered how companies determine the price of their products or services?&nbsp;  It’s a crucial decision that can make or break a business. But without solid data on what consumers are willing to pay, choosing a price point for any product is just a shot in the dark.&nbsp; That’s where the Gabor-Granger pricing methodology comes into play.&nbsp; Today, we'll explore the ins and outs of the Gabor-Granger methodology and how to use it in your market research to find the optimal price point for your offering.&nbsp;
&nbsp;
<h2 style="font-size: 23px;">What is Gabor-Granger?&nbsp;</h2>
Gabor-Granger is a pricing methodology used in market research to examine the relationship between price and demand for products and services. While it will ultimately help you find the optimal price point, it will also show you the effect that raising or lowering your price will have on your product’s demand.&nbsp;
It does this by giving respondents a series of nearly identical questions, the base of which being: “Would you buy [PRODUCT] for $[PRICE]?”&nbsp;
Once the first question is posed to respondents, the subsequent questions are adapted to their answers. Presenting respondents with higher prices, until they indicate a lack of purchase intent. Ultimately, these questions are designed to determine the highest price a consumer is willing to pay.&nbsp;
Based on the responses, a demand curve is generated, showing the relationship between price and demand and highlighting an optimal price point that maximizes revenue.&nbsp;
While there are&nbsp;<a target="_blank" href="https://sightx.io/blog/guide-to-pricing-research" rel="noopener" style="color: #06bfa0;">many pricing methodologies to choose from</a>, we would suggest choosing Gabor Granger if:&nbsp;
<img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" alt="Type=Default, Size=sm, Color=Success" width="24" height="24" loading="lazy" style="height: auto; max-width: 100%; width: 24px; float: left; margin: 0px 8px 0px 0px;">You have an established price range but need to pinpoint an exact price. (If you need to establish a price range, <a href="https://sightx.io/blog/how-to-use-van-westendorp-in-market-research" rel="noopener" target="_blank" style="color: #06bfa0;">we'd suggest using a Van Westendorp.</a>)&nbsp; <img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" alt="Type=Default, Size=sm, Color=Success" width="24" height="24" loading="lazy" style="height: auto; max-width: 100%; width: 24px; float: left; margin: 0px 8px 0px 0px;">You want to understand the price sensitivity surrounding your product or category.&nbsp; <img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" alt="Type=Default, Size=sm, Color=Success" width="24" height="24" loading="lazy" style="height: auto; max-width: 100%; width: 24px; float: left; margin: 0px 8px 0px 0px;">You need to understand the role price will play in the demand for your product.&nbsp;
&nbsp;
<h2 style="font-size: 23px;">Gabor-Granger with SightX</h2>
With SightX, finding the price point that maximizes your revenue is simple.&nbsp;
After creating a new project, you’ll start in the BUILD section. There you can select “Gabor-Granger Pricing” from the add item menu.&nbsp;
<img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/GG%20blog%201.png" alt="GG blog 1" width="792" height="506" loading="lazy" style="height: auto; max-width: 100%; width: 792px;">
The experiment will immediately populate, giving you space to add a description and image of your product or service. You can also set a currency and minimum and maximum prices if you have them.&nbsp;
<img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/gg%20blog%202.png" alt="gg blog 2" width="902" height="436" loading="lazy" style="height: auto; max-width: 100%; width: 902px;">
Below that, you’ll find the experiment. The first question you’ll see is an optional purchase intent screener. This question allows you to disqualify respondents who have no intent to purchase your product. While optional, we would suggest leaving this toggled.&nbsp; From there, you’ll see the price questions, where you can edit the intervals and labels.&nbsp;
Once your data is collected, you'll see something similar to the graph below. The purple line shows your demand curve, while the yellow line shows your expected revenue. To the right of the graph, you'll see your revenue maximizing price displayed.&nbsp;
<img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/GG%20blog%204.png" alt="GG blog 4" width="721" height="642" loading="lazy" style="height: auto; max-width: 100%; width: 721px;">
You can also add your expected number of customers to estimate your maximum revenue, and change the prices you’d like to test to determine if a price is elastic or inelastic.
&nbsp;
<h2 style="font-size: 23px;">Optimize Your Pricing Strategy with SightX</h2>
If you’re ready to level up your insights, we’ve got the tools to make it happen!&nbsp;
The SightX platform is the next generation of market research tools: a single unified solution for consumer engagement, understanding, advanced analysis, and reporting.
But, SightX isn’t just great tech. Our Research Services team knows all of the best practices, along with some tips and tricks for getting the best data out of your surveys and experiments.
Remove the guesswork from your strategy by going directly to the source. <a href="https://app.admin.sightx.io/signup" rel="noopener" target="_blank" style="color: #06bfa0;">Get started today!</a>

Have you ever wondered how companies determine the price of their products or services?&nbsp;

Van Westendorp Explained: What it is & how to use it in market research

Van Westendorp is a popular pricing methodology used in market research to evaluate a range of acceptable prices for a product or service.  

Pricing is a crucial factor that often determines the success (or failure) of an offering. But without solid data on what consumers are willing to pay, businesses are left with best guesses and gut feelings.&nbsp;

That's why many organizations turn to market research methodologies like Van Westendorp's Price Sensitivity Meter to create a pricing model driven by customer data. Here's how it works:&nbsp;
&nbsp;
<h2 style="font-size: 23px;">What is Van Westendorp?&nbsp;</h2>
Since its introduction in the 1970s, the Van Westendorp Price Sensitivity Meter has been a popular pricing methodology used in market research.&nbsp; Instead of simply asking consumers to identify a dollar amount, this experiment evaluates a range of acceptable prices for your product and offers an optimal price point. It does this by asking four key questions:&nbsp; 
<img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" alt="Type=Default, Size=sm, Color=Success" width="24" height="24" loading="lazy" style="height: auto; max-width: 100%; width: 24px; float: left; margin: 0px 3px 0px 0px;">"At what price would you begin to consider the product so inexpensive that you would question the quality and not purchase it? "&nbsp; <img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" alt="Type=Default, Size=sm, Color=Success" width="24" height="24" loading="lazy" style="height: auto; max-width: 100%; width: 24px; float: left; margin: 0px 3px 0px 0px;">"At what point would you think the product is a bargain?"&nbsp; <img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" alt="Type=Default, Size=sm, Color=Success" width="24" height="24" loading="lazy" style="height: auto; max-width: 100%; width: 24px; float: left; margin: 0px 3px 0px 0px;">"At what price would you say this product is starting to become expensive- to the point that you’d have to give some thought to buying it? " <img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" alt="Type=Default, Size=sm, Color=Success" width="24" height="24" loading="lazy" style="height: auto; max-width: 100%; width: 24px; float: left; margin: 0px 3px 0px 0px;">"At what price point would you consider the product to be so expensive that you wouldn’t consider buying it?" 
 While the questions themselves are quite simple, the output is powerful.&nbsp; After running a study, the visualization will reveal an acceptable range of prices (highlighted in green in the visualization below).&nbsp; 
<img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Van%20Westendorp%20Example%20Blog.png" alt="A sample Van Westendorp graph used for pricing in market research" width="905" height="502" loading="lazy" style="height: auto; max-width: 100%; width: 905px;">
This range of prices is end-capped by the point of marginal cheapness (PMC) on the left and the point of marginal expensiveness (PME) on the right. If you price your offering any lower than the PMC, shoppers would likely find your product too cheap and question the quality. Similarly, any price above the PME would be considered too expensive for most of your market.&nbsp;
But that’s not all it will show you.&nbsp;
Directly in the center, you will see the intersection of the “too cheap” and “too expensive” lines. This is your optimal price point.&nbsp;
What makes it optimal? It minimizes the number of people who are dissatisfied with your price one way or the other.&nbsp;
While there are <a href="https://sightx.io/blog/guide-to-pricing-research" style="color: #06bfa0;">many pricing methodologies to choose from</a>, we would recommend using a Van Westendorp for your pricing if: 
<img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" alt="Type=Default, Size=sm, Color=Success" width="24" height="24" loading="lazy" style="height: auto; max-width: 100%; width: 24px; float: left; margin: 0px 8px 0px 0px;">You don’t have a price range for your offering and would like to explore your options.&nbsp; <img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" alt="Type=Default, Size=sm, Color=Success" width="24" height="24" loading="lazy" style="height: auto; max-width: 100%; width: 24px; float: left; margin: 0px 8px 0px 0px;">You would prefer to run a simpler study that will yield straightforward results.&nbsp; 
&nbsp;
If you already have a price range, but are looking to find your optimal price point- <a href="https://sightx.io/blog/how-to-use-gabor-granger-in-market-research" rel="noopener" target="_blank" style="color: #06bfa0;">check out our blog on Gabor-Granger.&nbsp;</a>
&nbsp;
<h2 style="font-size: 23px;">Van Westendorp with SightX</h2>
With SightX, gauging price sensitivity and solidifying an optimal pricing strategy is simple.&nbsp;
After creating a new project, you’ll start in the BUILD section. There you can select “Van Westendorp Pricing” from the add item menu.
<img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/VW%20blog%201.png" alt="A preview of the &quot;Add Item&quot; menu is SightX's market research platform." width="997" height="637" loading="lazy" style="height: auto; max-width: 100%; width: 997px;">
The experiment will immediately populate, giving you space to add a description and image of your product or service. You can also set a currency and minimum and maximum prices if you have them.&nbsp;
Below, you’ll find the study. The first question we suggest is a purchase intent screener. This question allows you to disqualify respondents who have little or no intent to purchase your product.&nbsp;
From there, the four&nbsp; Van Westendorp questions are pre-filled and set for launch. You’ll just want to include a welcome page and some demographic questions.&nbsp;
<img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/VW%20Blog%203.png" alt="A preview of the Van Westendorp experiment within the SightX market research platform. " width="1047" height="782" loading="lazy" style="height: auto; max-width: 100%; width: 1047px;">
After you’ve fielded your survey and gotten the results,&nbsp; you'll see something like the graph below.&nbsp;The green box in the center of the graph highlights the range of acceptable prices.&nbsp;
On the left, you'll see a red dot that indicates the point of marginal cheapness (PMC). On the right, you'll see a green dot indicating the point of marginal expensiveness. And directly in the center of highlighted area is your optimal price- also displayed to the right of the graph.&nbsp;
<img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/VW%20Blog%204.png" alt="A sample Van Westendorp Graph for pricing market research. " width="812" height="507" loading="lazy" style="height: auto; max-width: 100%; width: 812px;">
<h2>Evaluate Price Sensitivity with SightX</h2>
If you’re ready to level up your insights, we’ve got the tools to make it happen!&nbsp; The SightX platform is the next generation of market research tools: a single unified solution for consumer engagement, understanding, advanced analysis, and reporting. But, SightX isn’t just great tech. Our Research Services team knows all of the best practices, along with some tips and tricks for getting the best data out of your surveys and experiments. Remove the guesswork from your strategy by going directly to the source. <a href="https://app.admin.sightx.io/signup" rel="noopener" target="_blank" style="color: #06bfa0;">Get started for free!</a> 
&nbsp;

Pricing is a crucial factor that often determines the success (or failure) of an offering. But without solid data on what consumers are willing to pay, businesses are left with best guesses and gut feelings.&nbsp;

What is Agile Market Research?

Agile market research is a methodology that emphasizes flexibility, collaboration, and rapid iteration to produce consumer insights quickly and effectively. 

Agile market research is synonymous with flexibility, collaboration, and iterative learning.&nbsp; 
In today's market, where brands need to make decisions quickly to get (and stay) ahead, traditional market research methods just aren't cutting it anymore.&nbsp; Enter the agile research movement.&nbsp; Today, we'll explore how an agile market research approach can quickly deliver deep and actionable insights through a flexible and iterative process.&nbsp;
&nbsp;
<h2 style="font-size: 23px;">What is Agile Market Research?&nbsp;</h2>
Agile market research emphasizes flexibility, collaboration, and rapid iteration to deliver quality insights quickly. Allowing you to test different ideas before making critical decisions on your products, marketing, design, or service.&nbsp; How does it work?&nbsp; Agile market research involves conducting research in short, iterative cycles, or 'sprints', using technology (like AI and/or machine learning) to automate time-consuming processes.
Once a study is complete, the insights are used to inform the next round of testing. But it's not just the data that gets picked apart- teams will often use the end of each sprint to look back at the process and remove roadblocks to improve efficiency.&nbsp; The result?&nbsp; When done right, an agile methodology will help you explore, test, iterate, and refine ideas quickly, gaining the insights you need to make critical business decisions faster.&nbsp;
&nbsp;
<h2 style="font-size: 23px;">Why Should I Use an Agile Market Research Approach?&nbsp;</h2>
Not only is agile market research considerably faster than traditional methods, but it also affords you much more flexibility.&nbsp; By conducting your research in short cycles- instead of large one-off studies- you can quickly act on learnings and avoid wasting time and resources on low-potential ideas.&nbsp;
An agile approach can also free up the budget for research and insights departments. Bringing your insights in-house and using tech to automate the heavy lifting allows you to screen ideas quickly with smaller audiences without committing significant resources to any one project.&nbsp;
&nbsp;
<img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Explore.png" alt="Explore" width="360" height="317" loading="lazy" style="height: auto; max-width: 100%; width: 360px; margin-left: auto; margin-right: auto; display: block;">
&nbsp;
<h2 style="font-size: 23px;">How Can I Use Agile Market Research?&nbsp;</h2>
<img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" alt="Type=Default, Size=sm, Color=Success" width="24" height="24" loading="lazy" style="height: auto; max-width: 100%; width: 24px; float: left; margin: 0px 7px 0px 0px;">Test Your Product Ideas- Conduct small-scale tests with target markets to rapidly iterate on your product design and quickly identify the elements that work.&nbsp;
<img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" alt="Type=Default, Size=sm, Color=Success" width="24" height="24" loading="lazy" style="height: auto; max-width: 100%; width: 24px; float: left; margin: 0px 7px 0px 0px;">Keep a Pulse on Customer Satisfaction- Use surveys, online reviews, and other feedback mechanisms, to seamlessly gather and analyze customer satisfaction data to improve your processes in real time.&nbsp;
<img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" alt="Type=Default, Size=sm, Color=Success" width="24" height="24" loading="lazy" style="height: auto; max-width: 100%; width: 24px; float: left; margin: 0px 7px 0px 0px;">Perfect Your Marketing- Test&nbsp; your marketing collateral with small-scale audiences to swiftly identify which messages, graphics, and channels are most effective.&nbsp;
<img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" alt="Type=Default, Size=sm, Color=Success" width="24" height="24" loading="lazy" style="height: auto; max-width: 100%; width: 24px; float: left; margin: 0px 7px 0px 0px;">Identify Emerging Trends- Use consumer sentiment data from brand tracking and customer satisfaction studies to stay ahead of the trends in your space.&nbsp;
<img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" alt="Type=Default, Size=sm, Color=Success" width="24" height="24" loading="lazy" style="height: auto; max-width: 100%; width: 24px; float: left; margin: 0px 7px 0px 0px;">Optimize Your Pricing Strategy- Test different pricing strategies with small groups of customers to quickly identify the most effective pricing model for your products or services.
&nbsp;
<h2 style="font-size: 23px;">Agile Market Research with SightX</h2>
The SightX platform is the only tool you'll ever need for agile market research: a single, unified solution for consumer engagement, data collection, advanced analysis, and reporting. While powerful enough for insights teams at Fortune 500 companies, the user-friendly interface makes it simple for anyone to start, optimize, and scale their research.&nbsp;
Plus, with SightX's research team, you can gain access to the best thinking in the insights field. Our in-house experts will guide you through every step in the market research process, from survey scripting to analysis support, and everything in-between.&nbsp;
If you're ready to get started with agile market research, <a href="https://app.admin.sightx.io/signup" rel="noopener" target="_blank" style="color: #06bfa0;">sign up today!</a>
&nbsp;

Agile market research is synonymous with flexibility, collaboration, and iterative learning.&nbsp;

11 Questions to Add to Your Brand Tracker

Brand tracking is the measurement of your brand-building efforts over time across key metrics. Here are 11 questions you should be asking in your brand tracker. 

Building and maintaining a healthy brand is easier said than done.&nbsp;

4 Tips for Iterative Market Research

Iterative market research aims to balance speed and agility with depth and quality of insights. Get started with iterative research using tips from our team.

In its traditional form, market research takes time. It takes time to build studies. It takes time to collect responses. And it takes time to thoroughly analyze the results.&nbsp;  But even though research is a driving force for intelligent decision-making, we don't always have time.&nbsp; This challenge has given rise to an iterative approach.&nbsp; For those unfamiliar with the term, iterative market research is a circular process. One that uses data from a study to inform the questions and goals of the next. This approach balances the need for speed and agility with the need for deep and relevant insights.&nbsp; Instead of trying to run a single study packed tightly with objectives, you run multiple, smaller surveys. Each providing the insights that guide your next project.&nbsp; When done right, iterative market research enables you to act on insights quickly and make more impactful decisions. But the key is moving fast; without sacrificing quality.&nbsp; As iterative market research continues to gain popularity, we’re sharing some of our tips to help you get started.&nbsp;
&nbsp;
<h2 style="font-size: 21px;">1. Begin with the end in mind.&nbsp;</h2>
Much like any research study, you need to lay out your goals and objectives at the start. Here it can be helpful to work backward, thinking about the insights you need and the story you want to tell.&nbsp; Gather the stakeholders involved and ask yourself some questions like; how exactly will we use this data once we have it? What metrics matter most? And what decisions will be informed by our findings? By laying out the goals for each study, it will be easier to write effective questions and design experiments that produce actionable insights.&nbsp;
&nbsp;
<h2 style="font-size: 21px;">2. Try flexible templates.</h2>
If you're looking for a way to reduce the build time for your surveys and experiments, templates can be a great option! Not only will a good template make your workflow more efficient, but you may also discover some questions and techniques you hadn't previously considered.&nbsp; But when looking for templates, you’ll want to keep an eye out for two factors: level of detail and flexibility.&nbsp; It’s important to find a survey template that includes the questions and experiments you need while still having the flexibility to add, remove, re-order, and edit where necessary. Check out the links below for a few of our most popular templates:&nbsp;
<img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" alt="Type=Default, Size=sm, Color=Success" width="24" height="24" loading="lazy" style="height: auto; max-width: 100%; width: 24px; float: left;"><a target="_blank" href="https://sightx.io/blog/brand-awareness-survey-template" rel="noopener" style="color: #5856d6;"> </a>
<a target="_blank" href="https://sightx.io/blog/brand-awareness-survey-template" rel="noopener" style="color: #06bfa0;">&nbsp;Brand Awareness Survey Template</a>
<img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" alt="Type=Default, Size=sm, Color=Success" width="24" height="24" loading="lazy" style="height: auto; max-width: 100%; width: 24px; float: left;"><a href="https://sightx.io/blog/a-brief-guide-to-logo-testing-with-free-template&nbsp;" rel="noopener" target="_blank" style="color: #5856d6;"> </a>
<a href="https://sightx.io/blog/a-brief-guide-to-logo-testing-with-free-template&nbsp;" rel="noopener" target="_blank" style="color: #06bfa0;">&nbsp;Logo Testing Survey Template</a>
<img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" alt="Type=Default, Size=sm, Color=Success" width="24" height="24" loading="lazy" style="height: auto; max-width: 100%; width: 24px; float: left;"><a href="https://sightx.io/blog/how-to-test-your-messaging-and-claims-free-survey-template&nbsp;" rel="noopener" target="_blank" style="color: #5856d6;"> </a>
<a href="https://sightx.io/blog/how-to-test-your-messaging-and-claims-free-survey-template&nbsp;" rel="noopener" target="_blank" style="color: #06bfa0;">&nbsp;Messaging &amp; Claims Testing Template</a>
<img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" alt="Type=Default, Size=sm, Color=Success" width="24" height="24" loading="lazy" style="height: auto; max-width: 100%; width: 24px; float: left;"><a href="https://sightx.io/blog/competitor-analysis-survey-template" rel="noopener" target="_blank" style="color: #06bfa0;"> </a>
<a href="https://sightx.io/blog/competitor-analysis-survey-template" rel="noopener" target="_blank" style="color: #06bfa0;">&nbsp;Competitor Analysis Template</a>
<img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" alt="Type=Default, Size=sm, Color=Success" width="24" height="24" loading="lazy" style="height: auto; max-width: 100%; width: 24px; float: left;"><a href="https://sightx.io/blog/ad-testing-survey-template" rel="noopener" target="_blank" style="color: #5856d6;"> </a>
<a href="https://sightx.io/blog/ad-testing-survey-template" rel="noopener" target="_blank" style="color: #06bfa0;">&nbsp;Ad Testing Template</a>
&nbsp;
<h2 style="font-size: 21px;">3. Lean on automation.</h2>
While templates can save you time on the front end, automation can do the heavy lifting on the back end.&nbsp; Automated analysis functionalities allow you to ditch tedious manual tasks like data cleaning, organizing, exporting, and reporting. Not only does this cut down on your overall time-to-insights, but it also gives you time back for mission-critical objectives, like digging into your data and finding ways to use insights to better your organization. &nbsp;&nbsp;
&nbsp;
<h2 style="font-size: 21px;">4. Report on the insights that matter most.&nbsp;</h2>
In iterative market research, the key findings from each study are directly applied to the next round of experimentation. So when you look at your data, you'll need to distill your findings into key learnings. The simpler, the better.&nbsp; Sure, it may be interesting that females under 30 were the most likely to prefer your indigo packaging concept. But is that insight really going to help inform your next study? Probably not.&nbsp; Dig deep into your data, but keep focused on the metrics and outcomes that will have a direct impact.&nbsp;
&nbsp;
<h2 style="font-size: 23px;">Iterative Market Research with SightX</h2>
The SightX platform is the only tool you'll ever need for iterative market research: <a href="https://sightx.io/capabilities" rel="noopener" target="_blank" style="color: #06bfa0;">a single, unified solution</a> for consumer engagement, data collection, advanced analysis, and reporting. While powerful enough for insights teams at Fortune 500 companies, the user-friendly interface makes it simple for anyone to start, optimize, and scale their research.&nbsp;
Plus, with SightX's research team, you can gain access to the best thinking in the insights field. Our in-house experts will guide you through every step in the market research process, from survey scripting to analysis support, and everything in-between.&nbsp;
If you're ready to get started with iterative market research, <a href="https://app.admin.sightx.io/signup" rel="noopener" target="_blank" style="color: #06bfa0;">start a free trial today!</a>

In its traditional form, market research takes time. It takes time to build studies. It takes time to collect responses. And it takes time to thoroughly analyze the results.&nbsp;

How to Draft Survey Questions - The Do’s and Don’ts

Writing effective survey questions is critical for high quality survey data. Our in-house Research Team gives you top tips on how to draft survey questions.

If you want the best data from your surveys, you have to know how to write effective questions.&nbsp;  While simple enough in theory, developing relevant survey questions takes some intention and a bit of practice. But that doesn't mean it has to be complicated.&nbsp; Today, we’ll share some simple yet powerful tips from our in-house research team to help elevate your next survey.&nbsp; 
<h2 style="font-size: 23px;">What is a “Good” Survey Question?&nbsp;</h2>
Before we go any further, let's take a step back and investigate what a "good" survey question really is.&nbsp;
Definitionally, a good survey question is:&nbsp;
<img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=lg%2c%20Color=Primary.png" alt="Type=Default, Size=lg, Color=Primary" width="24" height="24" loading="lazy" style="height: auto; max-width: 100%; width: 24px; float: left; margin: 0px 5px 0px 0px;">
&nbsp;Clear and direct in meaning.&nbsp;
<img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=lg%2c%20Color=Primary.png" alt="Type=Default, Size=lg, Color=Primary" width="24" height="24" loading="lazy" style="height: auto; max-width: 100%; width: 24px; float: left; margin: 0px 5px 0px 0px;">
&nbsp;Considerate of user experience.&nbsp;
<img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=lg%2c%20Color=Primary.png" alt="Type=Default, Size=lg, Color=Primary" width="24" height="24" loading="lazy" style="height: auto; max-width: 100%; width: 24px; float: left; margin: 0px 5px 0px 0px;">
&nbsp;Free from bias.&nbsp; 
<img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=lg%2c%20Color=Primary.png" alt="Type=Default, Size=lg, Color=Primary" width="24" height="24" loading="lazy" style="height: auto; max-width: 100%; width: 24px; float: left; margin: 0px 5px 0px 0px;">
&nbsp;Focused on achieving the goal of the survey.&nbsp;
&nbsp;
If that sounds incredibly simple, you’re not wrong!&nbsp;But, it does require some forethought.&nbsp;
By focusing your energy on writing clear, unbiased questions that point back toward your objective, you can set yourself up for high-quality insights.&nbsp;
&nbsp;
<h2 style="font-size: 23px;">How to Write Better Survey Questions</h2>
Here are some guidelines to consider when drafting your next survey:&nbsp;
<h3 style="font-size: 19px;">Do Begin with an End in Mind</h3>
Before you even begin a rough draft, you need to know the purpose of your project, the objectives you want to achieve, and the topics you'll need to cover.&nbsp;
A great way to do this is by asking yourself (or your team) some basic questions, like; how will this data be used? What metrics matter most to us? And what decisions will be made based on the insights we've found?
Nailing down these details early on will ensure your questions are relevant and the feedback you collect is reliable.&nbsp;
&nbsp;
<h3 style="font-size: 19px;">Do Use Simple and Direct Language</h3>
Unless your sample is highly targeted at a specific group (think Ph.D. students or IT decision-makers) you need to keep your language simple and free of jargon, undefined acronyms, or buzzwords.&nbsp;
A general best practice is to write questions at your audience's level of understanding. So, if the sample for your survey is the general public, you’d want to write for a 6th-grade level of comprehension. That means keeping your vocabulary and sentence structure simple and straightforward.&nbsp;
&nbsp;
<h3 style="font-size: 19px;">Do Keep Your Survey Short</h3>
We know, we know- this one is much easier said than done. But research has shown that long, monotonous surveys only lead to respondent fatigue and poor-quality data.&nbsp;
Because surveys are highly personalized to the use case they serve, it's impossible to give a precise question limit.&nbsp;
Instead, we like to think about it in terms of time. Try to keep your surveys no more than 7-10 minutes long to avoid respondent fatigue.&nbsp;
And if your survey has to be longer, consider providing a good incentive- they can be especially useful in these situations!
&nbsp;
<h3 style="font-size: 19px;">Do Add Screening Questions Upfront</h3>
If you have any screening questions that may terminate or disqualify a respondent, you’ll want to ask them early in your survey.&nbsp;
For example, let's say you're targeting consumers who have used products from your competitors. You would need to include a question at or near the start of your survey asking which products respondents have tried.&nbsp;
This ensures that no one's time is wasted, and ensures you can more quickly fill your survey with qualified respondents.&nbsp;
&nbsp;
<h3 style="font-size: 19px;">Do Provide Alternative Answer Options</h3>
It's impossible to list every potential answer to a question.&nbsp;
That's why you should always provide alternative answer options for multiple choice questions, like; "none of the above" and "other- please specify."&nbsp;
Including these additional options gives respondents an out in situations where they would otherwise be compelled to select a choice that didn’t reflect their feelings.&nbsp;
&nbsp;
<h3 style="font-size: 19px;">Do Vary Your Question Types</h3>
Multiple-choice questions aren’t the only (or best) way to collect feedback!
Adding rank order, matrix, rating scale, and even heatmap questions can make your survey more engaging and provide interesting insights. A win-win for everyone.&nbsp;
Plus, rating scale/slider questions work seamlessly with SightX’s automated persona tool- which uses Machine Learning to uncover buyer personas you might be missing. If you’re interested in this topic- check out the blog&nbsp;<a target="_blank" href="https://sightx.io/blog/doing-it-better" rel="noopener" style="color: #06bfa0;">Consumer Segmentation: Maybe You Could Be Doing it Better.&nbsp;</a>
&nbsp;
<h3 style="font-size: 19px;">Do Limit the Number of Open-Ended Questions Your Include</h3>
Text analysis can give you some honest and intriguing insights. However, open-response questions come with drawbacks.&nbsp;
Specifically- the toll they take on respondents.&nbsp;
Not only do people get tired of typing out long answers, but this question type can often carry a heavier mental load than simply selecting, rating, or ranking answer options.&nbsp;
So, use open-ended questions strategically and only when needed.&nbsp;
&nbsp;
<h3 style="font-size: 19px;">Do Keep Your Scales Balanced and Consistent&nbsp;</h3>
We’ve said it before, and we’ll probably say it again: do NOT use even-numbered scales. Instead, stick to a 3, 5, or 7-point scale.&nbsp;
Why? Because even-numbered scales do not leave room for a neutral option. And without a neutral option, truly neutral respondents can be forced to select a rating that doesn't reflect their feelings.&nbsp;
You also need to make sure your scales are consistent.
&nbsp;If the first scale question you ask begins at “Very Negative” and ends with “Very Positive” you will want to keep this structure throughout your entire survey.&nbsp;
&nbsp;
<h3 style="font-size: 19px;">Do Consider Adding an Attention Checker</h3>
Sometimes people’s attention can stray from the task at hand. Unfortunately, that isn’t ideal if you're looking for high-quality survey data.&nbsp;
To combat this, add a simple attention-checking question in the middle of your survey. They can look something like the example below:&nbsp;
&nbsp;
<img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Untitled.png" alt="An attention-checking question in the middle of a survey to keep survey participant’s attention for high quality survey data" width="994" height="255" loading="lazy" style="height: auto; max-width: 100%; width: 994px;">
&nbsp;
Short surveys will only need one. But, if your survey is on the longer side you may consider adding multiple.&nbsp;
&nbsp;
<h3 style="font-size: 19px;">Do Test Your Survey</h3>
This one might seem simple, but we’ve included it for a reason.&nbsp;
Before you send your survey off to thousands of people, give it a try yourself. You may catch spelling, grammar, or survey flow issues you would have otherwise missed. So never overlook the power of a good test.&nbsp;
&nbsp;
<h2 style="font-size: 23px;">What to Avoid to Write Better Survey Questions</h2>
Now, for the other side of the coin.&nbsp;
<h3 style="font-size: 19px;">Don't Write Leading Questions</h3>
Leading questions steer respondents in a specific direction with an implication that there is a correct answer.&nbsp;
For example, if you wanted to get some metrics on your customer satisfaction you might include a question like “How satisfied are you with our product?”&nbsp;
However, this phrasing assumes the customer was satisfied.&nbsp;
Instead, you might want to rephrase the question to: “Please rate your experience below, with 1 being “not at all satisfied” and 5 being “very satisfied."&nbsp;
&nbsp;
<h3 style="font-size: 19px;">Don't Ask Double-Barreled Questions</h3>
When writing your survey questions, the word “and” isn’t your friend.&nbsp;
For the most reliable data, you want to only ask about one metric at a time.&nbsp;
For example, if you were to ask a respondent “How would you rate the performance and value of our product?” you’d be putting them in a tricky situation. Maybe they found the performance stellar but felt differently about the value.&nbsp;
Instead, you would want to separate the performance and value metrics into two questions to properly evaluate each.&nbsp;
&nbsp;
<h3 style="font-size: 19px;">Don't Place Demographic Questions in the Middle of a Survey</h3>
If you’re using any demographic questions as screeners, you’ll need to include those upfront. However, the rest you can split between the beginning and end of your survey. That way you can still collect the data you need without requesting too much personal information up-front.&nbsp;
&nbsp;
<h2 style="font-size: 23px;">Surveys with SightX</h2>
The SightX platform is the next generation of market research tools:&nbsp;<a target="_blank" href="https://sightx.io/capabilities" rel="noopener" style="color: #06bfa0;">a single, unified solution</a>&nbsp;for consumer engagement, understanding, advanced analysis, and reporting. It allows insights, marketing, and CX teams to start, optimize, and scale their insights workflow.
But, SightX isn’t just great tech. Our Research Services team&nbsp;knows all of the best practices, along with some tips and tricks for getting the best data out of your surveys.
Remove the guesswork from your current strategy by going directly to the source. <a href="https://app.admin.sightx.io/signUp?utm_campaign=Monthly+Newsletter&amp;utm_source=hs_email&amp;utm_medium=email" rel="noopener" target="_blank" style="color: #06bfa0;">Start a free trial today!</a>

If you want the best data from your surveys, you have to know how to write effective questions.&nbsp;

TURF Analysis Explained: What It Is & How To Use It

a TURF Analysis is widely used in consumer research to maximize reach. Find out how SightX's new TURF simulator makes the process easier than ever before. 

It can be tempting to try and give your customers every single product, feature, or service they ask for. But no matter how ambitious your brand is, the fact remains; you can’t do it all.&nbsp;

In fact, trying to fulfill every whim will only end up straining your time, capital, and energy. Instead, you&nbsp;have to strike a delicate balance of providing just enough variety without overextending your resources.&nbsp;
That’s exactly why many companies turn to TURF analysis to help them carefully choose the right combination of products, features, or messaging to maximize their reach.&nbsp;
Sound interesting?
Keep reading to learn how to you can use TURF analysis in your own consumer research to expand your appeal within your target market.&nbsp;
&nbsp;
<h2 style="font-weight: bold; font-size: 23px;">What is TURF Analysis?</h2>
TURF stands for Total Unduplicated Reach and Frequency.&nbsp;
It's a statistical methodology used in consumer research to find an optimal mix of offerings (like products, features, or message points) that appeal to the maximum number of people in the most efficient and cost-effective way.
If that sounds a bit complicated initially- don't worry. It’s actually quite simple! 😎
In survey research, TURF is used to analyze questions where respondents select options they prefer from a set. It uses that data to uncover the combination of options that has the highest unduplicated reach.
Unduplicated being the keyword.&nbsp;
Whether the options you’re testing are new products, features, or messaging- some options will likely appeal to similar audiences or even overlap with your existing offerings. The goal of TURF is to identify which options have the least overlap, so that the combination you select appeals to the largest number of people.&nbsp;
&nbsp;
<h2 style="font-size: 23px;">Why is TURF Analysis Useful?</h2>
If you’re still a bit unclear on TURF's practical use cases in consumer research- let's take a look at an example.&nbsp;
Say your company makes hand soap. You already have 5 high-selling scents, but you’re ready to expand your SKUs. So, your innovation team comes up with 15 new scents:&nbsp;
<img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Blog%20image%20.png" alt="Blog image " width="460" height="460" loading="lazy" style="height: auto; max-width: 100%; width: 460px; margin-left: auto; margin-right: auto; display: block;">
No matter how great all of the new scents are, you know you can’t develop them all.&nbsp;&nbsp;
Why? Because it would be incredibly time-consuming and cost-prohibitive to manufacture and ship each individual product. Not to mention the marketing and messaging lift.&nbsp;
Looking at the logistics, you can feasibly move forward with 3 new scents out of the 15.&nbsp;
So now, you’ve got to choose.&nbsp;
You could just pick your favorites- but that wouldn’t be all that helpful.&nbsp;Realistically, you need to select the scents that will help you expand your customer base.&nbsp;
So, you turn to research.&nbsp;
Running a survey with your target market, you include a multi-select question presenting respondents with all of your current and proposed scents, asking them to select all they would consider purchasing.
Now, if you were to just look at purchase intent scores, you might find that Watermelon Mint, Orange Ginger, and Warm Vanilla Almond came out on top.&nbsp;
But if you chose those scents, you’d be missing out on a big opportunity to expand your reach.&nbsp;
Why?&nbsp;
It turns out that people who preferred Warm Vanilla Almond also liked your Vanilla Bean scent. Cucumber Mint and Watermelon Mint were also preferred by the same respondents. And- you guessed it- the same goes for Citrus Burst and Orange Ginger.&nbsp;
So instead of expanding your market, you would likely just cannibalize the sales of your most popular products- had you selected the three original winners.&nbsp;
But a TURF analysis could tell you a very different story.&nbsp;
While adding the Vanilla Bean, Watermelon Mint, and Orange Ginger scents to your current lineup would appeal to 75% of the consumers you surveyed, it turns out there is a better combination for optimal reach.&nbsp;
In fact, by instead adding the Fig &amp; Honey, Cedarwood &amp; Frankincense, and Coconut scents to your inventory your appeal score rises to 94%- greatly expanding the reach of your hand soap portfolio.&nbsp;
 
<h2 style="font-size: 23px;">When Can I Use a TURF Analysis?&nbsp;</h2>
When it comes to applying TURF analysis to your research, the possibilities are (nearly) endless.&nbsp;
For marketers, TURF analysis will give you insights into the combination of message points that will appeal to the greatest number of people. Similarly, you can use it to understand which channels would work best for reaching new or larger audiences.&nbsp;
In product development, TURF analysis enables you to pick the perfect mix of product features that will attract the most potential customers.&nbsp;
And if you’re a consumer goods brand that deals with product flavors, colors, or other variations-&nbsp; TURF analysis can help you understand the market appeal to expect when launching something new. It will also tell you whether your newest product will encroach on the market of any of your existing offerings.&nbsp;
&nbsp;
<h2 style="font-size: 23px;">Automated TURF Analysis with SightX</h2>
We’ve made TURF analysis more intuitive than ever before with our latest feature drop!
Whether you're testing new products, features, or messaging- it's now easier than ever to experiment with different scenarios and identify a winning combination to expand your reach.&nbsp;
After you’ve run a survey, you can head over to the TURF analysis section of SightX and choose one of the multi-select questions you included in your project. The applicable questions will auto-populate in the dropdown menu that appears:&nbsp;
&nbsp;
<img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/1-2.png" alt="1-2" width="1115" height="267" loading="lazy" style="height: auto; max-width: 100%; width: 1115px;">
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Next, you can use the Optimal Combination Simulator to choose the number of options you’d like to include in your combination. If you're not quite settled on a number yet, you can see the unduplicated reach for each number of options to help you better decide.&nbsp;
Below, you can see that the jump in reach between 4 options and 5 is quite large (21%) compared to the difference between 5 and 6 (1%). This will help you quickly evaluate the reach associated with each number of options.
&nbsp;
<img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/2-1.png" alt="2-1" width="1082" height="343" loading="lazy" style="height: auto; max-width: 100%; width: 1082px;">
&nbsp;
For this example, let’s say we’ve chosen 5 options.&nbsp;
From there, the Optimal Combination Simulator will give you a breakdown of the five top combinations and their reach. In the example below, you can see that the top combinations for our data would be combination 1 or combination 2. Meaning we could select either.
&nbsp;
<img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/3-1.png" alt="3-1" width="962" height="841" loading="lazy" style="height: auto; max-width: 100%; width: 962px;">
&nbsp;
Now, for situations like our first use case, where we are testing the reach of both our current AND new scents- we’ll want to handle things a little differently.&nbsp;&nbsp;
When looking at the optimal combinations, we’ll want to use the dropdown on the right-hand side and select “always include” for our 5 current scents. This will ensure that each combination shown will always have Vanilla Bean, Spiced Pear, Cucumber Mint, Eucalyptus, and Citrus Burst incorporated.&nbsp;
And, if for some reason after running our study, we decide that one of the new scents is just too difficult or expensive to manufacture, we can hit “always exclude” next to that option to remove it from contention.
&nbsp;
<img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/4-2.png" alt="4-2" width="961" height="348" loading="lazy" style="height: auto; max-width: 100%; width: 961px;">
&nbsp;
<h2 style="font-size: 23px;">Getting Started with TURF Analysis</h2>
If you’re ready to level up your insights, we’ve got the tools to make it happen!&nbsp;
The SightX platform is the next generation of market research tools: a single unified solution for consumer engagement, understanding, advanced analysis, and reporting.
With the new addition of our TURF Analysis Simulator we have made it easier than ever to get insights on the products, features, and message points that will expand your reach.&nbsp;
Whether you are ready for a total DIY experience or prefer a little more support and guidance- we’ve got you covered. <a href="https://app.admin.sightx.io/signup" rel="noopener" target="_blank" style="color: #06bfa0;">Start a free trial today!</a>
&nbsp;

It can be tempting to try and give your customers every single product, feature, or service they ask for. But no matter how ambitious your brand is, the fact remains; you can’t do it all.&nbsp;

What is Ad Testing? Is it Important? [With Free Survey Template]

Ad testing is a crucial step in your advertising strategy. Here’s an ad testing guide for market research along with a free survey template to help.

From differences across platforms, formats, and audiences- creating ads that deliver ROI is no easy feat.&nbsp;

With all of the effort that goes into developing copy, layouts, and design, wouldn't it be nice to know you're on the right track before you hit "publish"?
That's exactly why many brands use ad testing to screen and perfect their advertising concepts prior to a campaign launch.&nbsp;&nbsp;
&nbsp;
<h2 style="font-size: 23px;">What is Ad Testing?&nbsp;</h2>
Ad testing is simply the process of vetting your ad concepts with a sample of your target audience. The process is quite flexible and can be adapted to test any aspect of your ads or campaigns. For example, you can run ad testing on fully formed ads, ads still in the storyboard stage, an entire ad, or just specific aspects of an ad.&nbsp; With ad testing, you can find out how memorable and engaging your advertisements are, how strong the call to action is, and whether they resonate well with your target audience.&nbsp;
&nbsp;
<h2 style="font-size: 23px;">Why is Ad Testing Important?</h2>
Consumers are constantly bombarded with advertisements from an endless string of brands competing for their attention. Whether it’s commercials on streaming services, paid results on google searches, or branded content on social media; advertisements are everywhere.
And with all of that noise, sometimes it can be tempting to take a risk. Try something a bit outside of the box in an attempt to stand out.&nbsp;
But, without testing that risk grows exponentially larger.&nbsp;
Don't believe us? Just take a look at some of the ads below. Each was likely thought of as "catchy", "clever", or "attention-grabbing" internally...
<img src="https://ichef.bbci.co.uk/news/602/cpsprodpb/12BC9/production/_95454767_3cdede48-3449-496e-9096-f7681119ca6f.jpg" alt="Nivea removes 'white is purity' deodorant advert branded 'racist' - BBC News" loading="lazy" width="258" height="286" style="width: 258px; height: auto; max-width: 100%; margin-left: auto; margin-right: auto; display: block;">
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<img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/reebok%20.jpg" alt="A copy of the controversial Reebok ad saying to cheat on your girlfriend, not on your workout" width="306" height="336" loading="lazy" style="height: auto; max-width: 100%; width: 306px; margin-left: auto; margin-right: auto; display: block;">
Need we say more?&nbsp;
Even if you steer clear of risky concepts and language, that doesn't mean you shouldn't test your ads.&nbsp;
No matter your strategy, ad testing allows you to see past your blind spots and get direct feedback from those that matter most: your target market.
&nbsp;
<h2 style="font-size: 23px;">Tools for Ad Testing&nbsp;</h2>
&nbsp;
<h3 style="font-size: 18px;">Concept Testing&nbsp;</h3>
<a href="https://sightx.io/blog/what-is-concept-testing" rel="noopener" target="_blank" style="color: #06bfa0;">Concept testing</a> is a great do-it-all tool for ad testing. You can use it to evaluate your copy, graphics, formatting, placement, or any combination of these. While many just consider concept testing useful for comparing ideas and selecting a winner, it's so much more than that! You can use the insights to take your winning concept from good to great!
&nbsp;
<h3 style="font-size: 18px;">Heat Mapping</h3>
<a href="https://sightx.io/blog/get-creative-with-heatmaps" rel="noopener" target="_blank" style="color: #06bfa0;">Heat maps </a>are a fantastic exercise in visual storytelling. While it technically can be used to test a variety of assets, you'll find using it on graphics to be especially helpful. It works by organizing data about an image using color-coded zones to represent the frequency of activities, interactions, and sentiments. This leaves you with key insights into the ads that garner the most frequent and positive interactions.&nbsp;
&nbsp;
<h3 style="font-size: 18px;">Text Highlighter&nbsp;</h3>
If you're specifically interested in perfecting the text-based aspects of your advertisements, look no further! <a href="https://sightx.io/blog/text-highlighter-question-for-survey-market-research" rel="noopener" target="_blank" style="color: #06bfa0;">Our text highlighter question </a>gives you targeted insights on your copy quickly and effectively. It does this by having respondents highlight specific sections of your text to rate how interesting, clear, engaging, or good/bad it is. With a wide variety of rating scales to choose from, you can customize your test to get the exact feedback you need to perfect your copy!
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<h3 style="font-size: 18px;">Automated MaxDiff Analysis&nbsp;</h3>
This one might sound complicated, but it's actually quite simple! <a href="https://sightx.io/blog/maxdiff-vs-conjoint-analysis" rel="noopener" target="_blank" style="color: #06bfa0;">MaxDiff analysis </a>allows respondents to rate the importance of different aspects of your product, service, or brand as a whole. This gives you clear data on the features that matter most to consumers, allowing you to center your messaging on them.&nbsp;
&nbsp;
&nbsp;
<h2 style="font-size: 23px;">How to Test Your Ads More Effectively</h2>
To get actionable insights from your ad testing, you’ll need a well-designed experiment. Starting with a concept test, you can focus on a few key areas like:&nbsp;
<img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" alt="Type=Default, Size=sm, Color=Success" width="24" height="24" loading="lazy" style="height: auto; max-width: 100%; width: 24px; float: left; margin: 0px 5px 0px 0px;">How well respondents retained the product and brand info in your ad.&nbsp;
<img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" alt="Type=Default, Size=sm, Color=Success" width="24" height="24" loading="lazy" style="height: auto; max-width: 100%; width: 24px; float: left; margin: 0px 5px 0px 0px;">The uniqueness, relevancy, and believability of the ad messaging.
<img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" alt="Type=Default, Size=sm, Color=Success" width="24" height="24" loading="lazy" style="height: auto; max-width: 100%; width: 24px; float: left; margin: 0px 5px 0px 0px;">Respondents' likelihood to purchase from your brand based on the ad they viewed.
And to dig a bit deeper, you can <a target="_blank" href="https://sightx.io/blog/get-creative-with-heatmaps" rel="noopener" style="color: #06bfa0;">add heatmaps to your concept test. </a>
Using heatmaps, you can get visualized feedback on the aspects that catch respondents’ attention, whether that attention is positive or negative, and understand what elements (if any) would drive them to engage with your Call to Action (CTA).
Here's an example of the output from our own ad testing:&nbsp;
&nbsp;
<img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Untitled%20design-Feb-17-2023-05-36-58-6806-PM.png" alt="Untitled design-Feb-17-2023-05-36-58-6806-PM" width="1920" height="535" loading="lazy" style="height: auto; max-width: 100%; width: 1920px;">
&nbsp;
If you're ready to start testing your ads, click the button below for our free template:&nbsp;
&nbsp;
{{cta('201936ed-21a0-408c-8e52-fe3a6deb1b47','justifycenter')}}
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&nbsp;
<h2 style="font-size: 23px;">Ad Testing Best Practices</h2>
What’s the biggest mistake an advertiser can make?
Making too many assumptions.
Just because you’ve always used a certain brand voice, copywriting style, or ad layout, doesn’t mean it is your best option.
Ad testing is the perfect time to think outside the box and explore your copy and creative options.
Maybe your usual style comes off as overly “salesy” for a large segment of your target market. Or, perhaps the language you use to describe your product or service is not the same natural language your customers would use.
Conversely, just because you assume your latest idea is funny or clever,&nbsp; doesn't mean it actually is. So it's best to run it by your target market to confirm - or deny- your hypothesis.&nbsp;
And when it comes to the study itself, make sure to keep your survey short, direct, and to the point. All of the questions you ask should point back to the main goals you want to accomplish.&nbsp;That will help to keep the survey brief and your insights poignant.&nbsp;
Thankfully, our template does most of the heavy lifting for you 😉
&nbsp;
<h2 style="font-size: 23px;">Ad Testing with SightX</h2>
The SightX platform is the next generation of consumer research tools: a single, unified solution for consumer engagement, understanding, advanced analysis, and reporting. Allowing you to take the guesswork out of your decision-making.
But, SightX isn’t just great tech. All of our survey templates are expertly crafted by our team of research and insights pros, who know the tips, tricks, and best practices to get the best data from your surveys.
If you're ready to take your advertising to the next level, <a href="https://app.admin.sightx.io/signup" rel="noopener" target="_blank" style="color: #06bfa0;">start your free trial today!</a>
&nbsp;

From differences across platforms, formats, and audiences- creating ads that deliver ROI is no easy feat.&nbsp;

How to Run a Better Competitor Analysis [with Free Survey Template]

A competitor analysis survey will help you better understand the competitive landscape of your market. Use our guide and free survey template to automate the process. 

If you want your business to thrive, you've got to understand the competitive landscape. But if you're on the outside looking in, it might be difficult to tell what's working for your competitors and where they fall short.&nbsp;

This is precisely where competitor analysis surveys come into play- allowing you to analyze the competitive landscape for your market.
Ultimately, this type of research will help you learn which brands in your space are doing well and how you can better compete against them. So we're sharing some resources to help you get your own competitor research off the ground!
&nbsp;
<h2 style="font-size: 23px; font-weight: bold;">Why Competitor Research Matters</h2>
Before we dive in, let's get one thing straight. &nbsp; No- doing a deep dive on your competitor's website and social channels doesn't quite count as a thorough competitive analysis.&nbsp; While that approach may give you some surface-level information, it won't tell the full story.&nbsp; In fact, if you want actionable intel on your competitors, it's best to go straight to the source- their customers.&nbsp; By collecting feedback directly from consumers in your target market, you can get a deeper understanding of the strengths and weaknesses of the players in your space. This will help you to recognize gaps, identify selling points, and find new ways to differentiate yourself.&nbsp;
&nbsp;
<h2 style="font-size: 23px;">When Should I Use a Competitor Analysis Survey?&nbsp;</h2>
Competitor analysis surveys are multi-functional and can be used at different times depending on your goals. Some popular use cases include:
<img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=lg%2c%20Color=Primary.png" alt="Type=Default, Size=lg, Color=Primary" width="24" height="24" loading="lazy" style="width: 24px; float: left; height: auto; max-width: 100%; margin: 0px 4px 0px 0px;">
During product development- By understanding how consumers perceive brands or products in your category, you can design a product that better meets (and exceeds) their expectations.
<img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=lg%2c%20Color=Primary.png" alt="Type=Default, Size=lg, Color=Primary" width="24" height="24" loading="lazy" style="width: 24px; float: left; height: auto; max-width: 100%; margin: 0px 5px 0px 0px;">Just before launching new a marketing or ad campaign- A better understanding of the competitive landscape will help you to find ways to differentiate and message more effectively to your target market.
<img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=lg%2c%20Color=Primary.png" alt="Type=Default, Size=lg, Color=Primary" width="24" height="24" loading="lazy" style="height: auto; max-width: 100%; width: 24px; float: left; margin: 0px 5px 0px 0px;"> 
As part of your ongoing brand research- Whether or not your industry is prone to periodic turbulence, external factors (like the COVID-19 pandemic) can cause major disruptions. Running regular competitive research can help you stay up-to-date on your core competitors and new companies entering your category.&nbsp;
&nbsp;
<h2 style="font-size: 23px;">How to Create an Effective Competitor Analysis Survey</h2>
To get actionable insights on your competitors, you'll have to ask the right questions. We would suggest focusing on a few key topics, like:&nbsp;
<img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=lg%2c%20Color=Primary.png" alt="Type=Default, Size=lg, Color=Primary" width="24" height="24" loading="lazy" style="width: 24px; float: left; height: auto; max-width: 100%; margin: 0px 5px 0px 0px;">
Brands: When digging into the brands in your category, you will want to know which are top of mind for respondents, which they have used before, and which they are currently using.&nbsp;
<img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=lg%2c%20Color=Primary.png" alt="Type=Default, Size=lg, Color=Primary" width="24" height="24" loading="lazy" style="width: 24px; float: left; height: auto; max-width: 100%; margin: 0px 5px 0px 0px;">Products: Here, you will want to investigate respondents' experiences with your competitor's products. How satisfied were they? Did they feel the product was a good value? And are there any needs being left unmet?&nbsp;
<img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=lg%2c%20Color=Primary.png" alt="Type=Default, Size=lg, Color=Primary" width="24" height="24" loading="lazy" style="width: 24px; float: left; height: auto; max-width: 100%; margin: 0px 5px 0px 0px;">Consumer Behavior: While the study may be focused on your competitors, it's important to understand how their customers shop and what motivates their purchases.&nbsp;
 To get our full competitor analysis template, use the button below:&nbsp;
&nbsp;
{{cta('a5d3d1d3-a266-4c04-93bb-528771c147e9','justifycenter')}}
&nbsp;
<h2 style="font-size: 23px;">Competitor Analysis Surveys with SightX</h2>
The SightX platform is the next generation of market research tools: <a href="https://sightx.io/capabilities" rel="noopener" target="_blank" style="color: #06bfa0;">a single, unified solution</a> for consumer engagement, understanding, advanced analysis, and reporting. It allows insights, marketing, and CX teams to start, optimize, and scale their insights workflow.
But, SightX isn’t just great tech. All of our survey templates are developed by in-house research and insights experts. Our research team knows all of the industry best practices, along with some tips and tricks for getting the best data out of your surveys.&nbsp;
If you're ready to launch your own competitor analysis,<a href="https://app.admin.sightx.io/signup" rel="noopener" target="_blank" style="color: #06bfa0;"> start a free trial today!</a>
&nbsp;

If you want your business to thrive, you've got to understand the competitive landscape. But if you're on the outside looking in, it might be difficult to tell what's working for your competitors and where they fall short.&nbsp;

What is Message and Claim Testing? How to Effectively Do Both [Bonus: Free Survey Template]

Message or claim testing is important for your product or service to cut through the noise and reach your audience effectively. Learn how to do it.


We live in a noisy world, constantly bombarded by advertising and branded content. This makes finding a way to cut through the noise and effectively communicate with your target market harder than ever before.&nbsp; 
Whether you're drafting copy for an upcoming ad campaign or developing claims for your product, you've got to find language that intrigues, entices, and engages consumers.&nbsp; Message testing allows you to do just that, by eliciting direct feedback from those you want to reach. Ultimately helping you discover the most appropriate messaging for your branding, sales, and marketing collateral.
&nbsp;
<h2 style="font-size: 23px;">What is Message and Claim Testing?&nbsp;</h2>
Message and claims testing is a type of market research aimed at evaluating how the language you use to communicate about your product, service, or brand resonates with an audience. And much like the name implies, it allows you to test your messaging (or copy) for your product, advertising, website, and more.&nbsp;
&nbsp;
<h2 style="font-size: 23px;">Why Should I Use Messaging Testing?</h2>
As any marketer would tell you: not all copy is created equally.
While your marketing, product, or sales teams may use certain words or phrases to describe and promote your offerings- that doesn’t necessarily mean it's the same language used by your target market.&nbsp; Message testing allows you to break out of your internal echo chamber and evaluate the messaging and product claims your teams create. The data you gather can give you insights into your customers' actual pain points, challenges, and preferences- allowing you to better speak directly to each.&nbsp;
In the long run, message testing will help you understand what actually resonates with consumers and what falls flat.
&nbsp;
<h2 style="font-size: 23px;">How to Effectively Test Your Messaging&nbsp;</h2>
There are many ways to test your message, like:&nbsp;
<h3><img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" alt="Type=Default, Size=sm, Color=Success" width="24" height="24" loading="lazy" style="height: auto; max-width: 100%; width: 24px; float: left; margin: 0px 5px 0px 0px;"></h3>
<h3 style="font-size: 18px; font-weight: normal;">Live A/B testing your ad, landing page, email, or website copy</h3>
<h3><img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" alt="Type=Default, Size=sm, Color=Success" width="24" height="24" loading="lazy" style="height: auto; max-width: 100%; width: 24px; float: left; margin: 0px 5px 0px 0px;"></h3>
<h3 style="font-size: 18px; font-weight: normal;">Concept testing your copy with a panel of your target buyers</h3>
<h3><img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" alt="Type=Default, Size=sm, Color=Success" width="24" height="24" loading="lazy" style="height: auto; max-width: 100%; width: 24px; float: left; margin: 0px 5px 0px 0px;"></h3>
<h3 style="font-size: 18px; font-weight: normal;">And for apps or SaaS products, user testing is a great way to evaluate your copy</h3>
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Both live A/B and user testing have their place, but concept testing is especially helpful as it allows you to test your messaging or product claims before investing significant time or ad budget.&nbsp;
When running a message testing concept test, you’ll need to include the right mix of questions and experiments. We'd suggest starting with a concept test and focusing on areas like:&nbsp;
<h3><img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" alt="Type=Default, Size=sm, Color=Success" width="24" height="24" loading="lazy" style="height: auto; max-width: 100%; width: 24px; float: left; margin: 0px 5px 0px 0px;"></h3>
<h3 style="font-size: 18px; font-weight: normal;">Likes and dislikes for each of your messaging options&nbsp;</h3>
<h3 style="font-size: 18px; font-weight: normal;"><img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" alt="Type=Default, Size=sm, Color=Success" width="24" height="24" loading="lazy" style="height: auto; max-width: 100%; width: 24px; float: left; margin: 0px 5px 0px 0px;">The believability, uniqueness, and clarity of your claims and copy</h3>
<h3 style="font-size: 18px; font-weight: normal;"><img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" alt="Type=Default, Size=sm, Color=Success" width="24" height="24" loading="lazy" style="height: auto; max-width: 100%; width: 24px; float: left; margin: 0px 5px 0px 0px;">How well the messaging fits your brand or product</h3>
<h3 style="font-size: 18px; font-weight: normal;"><img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" alt="Type=Default, Size=sm, Color=Success" width="24" height="24" loading="lazy" style="height: auto; max-width: 100%; width: 24px; float: left; margin: 0px 5px 0px 0px;">And how relevant the brand messaging is to respondents</h3>
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Once your survey data is collected, you can check the results to see which concepts respondents preferred.&nbsp; And, in cases where the results aren't quite so clear-cut, you can use tools like automated <a target="_blank" href="https://sightx.io/blog/an-intro-to-significance-testing-for-consumer-insights" rel="noopener" style="color: #06bfa0;">significance testing</a> to pick out the truly meaningful differences between your messaging concepts. Your results might look something like this:&nbsp; 
<img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/image-png-Nov-17-2023-12-29-00-1028-AM.png" loading="lazy" width="823" height="204" style="width: 823px; height: auto; max-width: 100%;">
You can also use <a target="_blank" href="https://sightx.io/blog/doing-it-better" rel="noopener" style="color: #06bfa0;">automated segmentation analysis</a> to create personas based on data from behavioral or psychographic questions- allowing you to tailor your messaging based on consumers beliefs, values, or habits instead of using traditional demographic segmentation methods.&nbsp;
&nbsp;
If you're ready to optimize your messaging and claims, use the link below to get our expertly crafted messaging testing template:&nbsp;
&nbsp;
{{cta('29f5caea-72e9-4c5b-9002-2d00123e00cf','justifycenter')}}
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<h2 style="font-size: 23px; text-align: left;">&nbsp;</h2>
<h2 style="font-size: 23px; text-align: left;">Common Questions for Testing Messaging</h2>
When it comes to running a message testing survey, there are many questions you can ask your audience. Some of the most popular include:&nbsp;
<h3 style="font-weight: normal; font-size: 18px;">"Do you feel this message is believable?"&nbsp;</h3>
No matter how great your messaging sounds, it has got to be believable for consumers to engage. This question will help you understand whether the messaging you're testing would be credible in the real world.&nbsp;
&nbsp;
<h3 style="font-weight: normal; font-size: 18px;">"How unique is this message?"</h3>
Uniqueness is another important factor to consider in your messaging. This question will give you a better understand of how unique your messaging points are to your target audience.&nbsp;
&nbsp;
<h3 style="font-weight: normal; font-size: 18px;">"What adjectives would you use to describe the message? "&nbsp; </h3>
For this question, you will want to pre-fill your answer options with both positive and negative adjectives, like; boring, innovative, exiting, modern, etc. This will help you understand how consumers perceive your messaging style. 
&nbsp;
For more message testing questions, use the button above to get our free messaging testing survey template!
<h2 style="font-size: 23px; text-align: left;">&nbsp;</h2>
<h2 style="font-size: 23px; text-align: left;">Message testing with SightX</h2>
The SightX platform is the next generation of market research tools: a single, unified solution for consumer engagement, understanding, advanced analysis, and reporting. It allows insights, marketing, and CX teams start, optimize, and scale their insights workflow.
But, SightX isn’t just great tech. All of our survey templates are developed by in-house research and insights experts. Our research team knows all of the industry best practices, along with some tips and tricks for getting the best data out of your surveys.&nbsp;
If you're ready to test your messaging and claims, <a href="https://app.admin.sightx.io/signup" rel="noopener" target="_blank" style="color: #06bfa0;">get started with a free trial</a> today!
&nbsp;
&nbsp;

We live in a noisy world, constantly bombarded by advertising and branded content. This makes finding a way to cut through the noise and effectively communicate with your target market harder than ever before.&nbsp;

7 Tips to Optimize Your Next Concept Test

Concept testing is one of the most versatile market research tools. Let our insights experts share their tips to help you optimize your next concept test. 

We've said it before, and we'll say it again: Concept testing is one of the most versatile tools in your insights toolbox.

Whether you are in product development, marketing, branding, or customer experience- concept testing is invaluable for eliciting direct feedback from your target market.&nbsp;
And the data won't just save you from making costly mistakes- like launching a poorly designed product or publishing a confusing ad. The insights you gain from concept testing can actually help you further develop, perfect, and iterate on your ideas.&nbsp;&nbsp;
But before we dive into the nitty-gritty, let's define a few terms we'll be using:
<img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" alt="Type=Default, Size=sm, Color=Success" width="24" height="24" loading="lazy" style="height: auto; max-width: 100%; width: 24px; float: left; margin: 0px 5px 0px 0px;">Concepts- Simply put, these are the ideas you will be testing. Concepts can come in many forms, from logos and ad creative to product prototypes and messaging.&nbsp;
<img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" alt="Type=Default, Size=sm, Color=Success" width="24" height="24" loading="lazy" style="height: auto; max-width: 100%; width: 24px; float: left; margin: 0px 5px 0px 0px;">Concept Test- This is the experiment you use to test the concepts you have developed. Think of a concept test as a bucket and the concepts as the items that go into it.&nbsp;
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<h2 style="font-size: 23px; font-weight: bold;">Why Concept Testing is Crucial&nbsp;</h2>
Concept testing plays a major role in the trajectory of a new idea, providing critical insights and minimizing potential risks. While your team might think their latest idea is genius, the opinions of your target market are the only opinions that really matter. And if that target market doesn't see the value in your idea during testing, they definitely won’t see the value once it’s released. By concept testing your ideas first, you can better understand consumers' likes and dislikes and adjust course accordingly, repeating the process until you hone in on the best possible version of your concept. While this process can extend development timelines, it also eliminates the time you would have wasted chasing the production of a poor idea. Because most concept tests can be done via online surveys there is a high degree of flexibility. This means you can easily gather feedback on many facets of your idea, allowing you to perfect every last detail before launch.
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<h2 style="font-size: 23px;">Our Top 7 Tips for a Better Concept Test</h2>
A good concept test is one that gives you precise feedback from your target market. By taking the time to thoughtfully design your experiment, you're more likely to get reliable data and usable insights. To help you do just that, we've put together our best tips: 
1. Establish goals early on in the research process.&nbsp;
While it might be tempting to load up your concept test with any and every question you've thought up, you should instead focus on the key insights you want to gain.
Gather your team and any other colleagues that may have a use for the data and ask yourselves some basic questions: What kind of responses would be most useful? How will we use the data once we have it? What metrics matter most to us?&nbsp;
Nailing down these details early in your concept testing process will ensure the data you collect translates to impactful insights.&nbsp;&nbsp;
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2. Pick the right methodology for your needs.&nbsp;
Next up, you’ll need to pick a methodology that best aligns with your goals and project parameters. Two of the most commonly used are&nbsp;monadic&nbsp;and&nbsp;sequential monadic&nbsp;testing.
With a&nbsp;monadic&nbsp;design, the pool of respondents is split into groups, one for each concept. Each group is shown a single concept and asked a series of follow-up questions. Once the data is collected from all groups, you can compare the results and choose a winner.
Because each respondent is only shown a single concept, this design allows you to ask more in-depth follow-up questions while keeping the overall experiment short. This keeps things simple for respondents and eliminates potential interaction effects or bias.
However, there are some drawbacks. 
Monadic testing requires a larger sample size, which can drive up the cost and time to insights.
That being said,&nbsp;we would suggest a monadic design if:
<img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" alt="Type=Default, Size=sm, Color=Success" width="24" height="24" loading="lazy" style="height: auto; max-width: 100%; width: 24px; float: left; margin: 0px 5px 0px 0px;">You only have a few concepts you would like to test. <img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" alt="Type=Default, Size=sm, Color=Success" width="24" height="24" loading="lazy" style="height: auto; max-width: 100%; width: 24px; float: left; margin: 0px 5px 0px 0px;">You have the budget to capture feedback from a larger sample. <img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" alt="Type=Default, Size=sm, Color=Success" width="24" height="24" loading="lazy" style="height: auto; max-width: 100%; width: 24px; float: left; margin: 0px 5px 0px 0px;">You require detailed feedback on each of your concepts.
On the other hand,&nbsp;sequential monadic&nbsp;testing exposes respondents to two or more concepts in a single test. Each concept is presented in random order and followed by a short set of questions. After the data is collected- you can compare the concepts within a single test to find your winner.
Sequential monadic design is often the more efficient choice. 
Because each respondent evaluates multiple concepts, you can use a smaller sample- reducing both the cost and lead time. Similarly, having respondents compare and rank your concepts can give you a deeper understanding of your audiences’ true preferences.&nbsp;
Additionally, if you want to use significance testing in your analysis- a sequential monadic design is optimal. This will allow you to compare the scores between concepts within the same test, helping you to quickly spot meaningful insights in your data.&nbsp;
But of course, there are some disadvantages. 
Sequential monadic testing greatly limits the number of follow-up questions you can ask about each concept. And even if you curb the number of follow-up questions you include, testing multiple concepts can lead to respondent fatigue, jeopardizing your data quality.&nbsp;
With all that in mind,&nbsp;we would suggest using a sequential monadic design if:
<img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" alt="Type=Default, Size=sm, Color=Success" width="24" height="24" loading="lazy" style="height: auto; max-width: 100%; width: 24px; float: left; margin: 0px 5px 0px 0px;">There are several concepts you need to test- usually, this is the case during early rounds of testing when you need to screen a batch of ideas without a large panel. <img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" alt="Type=Default, Size=sm, Color=Success" width="24" height="24" loading="lazy" style="height: auto; max-width: 100%; width: 24px; float: left; margin: 0px 5px 0px 0px;">You are limited by your schedule or budget. <img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" alt="Type=Default, Size=sm, Color=Success" width="24" height="24" loading="lazy" style="height: auto; max-width: 100%; width: 24px; float: left; margin: 0px 5px 0px 0px;">There are only a few questions you need to ask about each concept. <img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" alt="Type=Default, Size=sm, Color=Success" width="24" height="24" loading="lazy" style="height: auto; max-width: 100%; width: 24px; float: left; margin: 0px 5px 0px 0px;">You want to use significance testing to compare concept scores.
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3. Give respondents some context.&nbsp;
No matter what type of concepts you're testing, it’s important for respondents to have a clear idea of what they are evaluating.&nbsp;
You can use any combination of text, images, or videos to give them clarity on what your concepts are&nbsp;exactly&nbsp;and what their purpose is.&nbsp;
If you are testing a product concept, describe the problems your product solves and why it’s better than other solutions on the market. Or, if you are screening ad concepts, explain where these ads will be placed- are they digital banner ads? Or will it be featured in a print magazine?&nbsp;
And make sure to avoid technical jargon or buzzwords. While it may make perfect sense to you and your team, it's likely to confuse your respondents.
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4. Ask the right questions.&nbsp;
You’d be forgiven if the first question you ask is: Do you like this concept? But that shouldn’t be where you stop. Of course, you’ll want to investigate the classics- like which elements respondents liked and disliked. But take the time to circle back to the goals and objectives you previously outlined to be sure that each key metric is evaluated. If you want to know how appealing each of your ad concepts are and how they impact a consumer's purchase intent, you will need to include some questions on both. If you are looking to understand the associations that your product concept invokes, you might consider using an open-ended question. You can analyze the data with Natural Language Processing (NLP) for insights on common themes, topics, keywords, and sentiments.
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5. Avoid hidden triggers of bias.
While we all know bias is detrimental to data quality, you might be surprised to learn some of the triggers. One major trigger of bias comes from scale questions, specifically cases where you force neutral respondents to make choices that don't accurately reflect their feelings. When using rating or Likert scale questions, you should always opt for a 5- or 7-point scale. This allows you to add a neutral option so that those who are indifferent or unsure can give authentic feedback. Similarly, the way you word your questions and order the answer options can also trigger bias. Make sure to use neutral language when writing your questions. And for your answer options, opt for randomization whenever possible. You could also consider adding a free-response option to your multiple-choice questions to capture any alternatives you might have missed.
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6. Get creative with heatmaps.&nbsp;
Heatmaps are an excellent tool for visualizing concept testing data. By adding them to your concept tests, you can get granular feedback on the specific areas that respondents liked and what wasn’t quite working for them.
Whether you are testing packaging, advertising, prototype, or shelf-placement concepts-&nbsp;<a target="_blank" href="https://sightx.io/blog/get-creative-with-heatmaps" rel="noopener" style="color: #06bfa0;">you can't go wrong with heatmaps.&nbsp;</a>
And while images may be an obvious use case, heatmaps also work well for copy. They allow you to see which areas were the most engaging to the reader and which may need a few more rounds of editing.
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7. Use automated significance testing to pick out meaningful insights.&nbsp;
Sometimes concept tests won’t give you a clear-cut winner.
Let’s say you ran a concept test for your upcoming ad campaign. After exposing respondents to both ads, you asked them how likely they were to purchase your product. 
But once the data came in, you found that 64% were likely to buy your product after viewing the first ad, while 72% said the same thing after seeing the second.
So you find yourself wondering, is that 8% meaningful? <a href="https://sightx.io/blog/an-intro-to-significance-testing-for-consumer-insights" rel="noopener" target="_blank" style="color: #06bfa0;">That's precisely why significance testing is so important.&nbsp;</a>
No matter what your key metrics may be- from appeal to purchase intent scores- significance testing gives you a way to quickly and easily understand whether the slight differences in your data are in fact meaningful.&nbsp;
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<h2 style="font-size: 23px;">Concept Testing with SightX</h2>
The SightX platform is the next generation of market research tools:&nbsp;<a target="_blank" href="https://sightx.io/capabilities" rel="noopener" style="color: #06bfa0;">a single, unified solution</a>&nbsp;for consumer engagement, understanding, advanced analysis, and reporting. It allows insights, marketing, and CX teams to start, optimize, and scale their insights workflow.
But, SightX isn’t just great tech our&nbsp;Research Services team knows all of the best practices, along with some tips and tricks for getting the best data out of your surveys.
Remove the guesswork from your current strategy by going directly to the source.
 If you're ready to put your ideas to the test, <a href="https://app.admin.sightx.io/signup" rel="noopener" target="_blank" style="color: #06bfa0;">start a free trial today!</a>
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We've said it before, and we'll say it again: Concept testing is one of the most versatile tools in your insights toolbox.

Consumer Holiday Spending Insights: What Brands Need to Know in 2022 and Beyond

We're diving into consumer sentiments this holiday season to bring you the latest insights on gift spending, holiday travel, and more. 

2022 dealt some turbulent economic circumstances for US consumers.&nbsp;

 From price hikes and inflation to talks of a recession, conditions haven't necessarily made for happy and confident consumers.&nbsp; So as people finish up their holiday shopping, we were curious to know how they're feeling heading into the holidays, what their budgets looked like this year, and how inflation impacted their purchasing behavior. Keep reading for our key takeaways.&nbsp;
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<h2 style="font-size: 23px;">Consumer Sentiments</h2>
When surveying our sample, we found that more than half (51%) reported their price sensitivity is higher this holiday season than last. With the majority&nbsp;rating their sensitivity a 4 out of 5.&nbsp;
But this doesn't appear to be a holiday-induced spike. In fact, we've been tracking price sensitivity since July with our <a target="_blank" href="https://sightx.io/blog/insights-consumers-inflation-what-brands-need-to-know" rel="noopener" style="color: #06bfa0;">inflation study</a>.&nbsp;
Our data shows that current numbers are right on par with what consumer's reported just 5 months ago. Confirming that while inflation may have slowed, consumer confidence has yet to bounce back.&nbsp;
And all of this has led to some mental strain, with half of consumers reporting their stress levels are higher&nbsp;than last holiday season.
So what does that mean for brands?&nbsp;
Meet consumers where they are- this holiday season and beyond.
Keep your ear to the ground and take the time to understand what is affecting your core customer base and use that information to inform your messaging and marketing campaigns.&nbsp;
Right now, people are concerned about their financial futures and they are more likely to be cautious with their spending.&nbsp;
So take this time to prioritize your customer relationships over transactions.
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<h2 style="font-size: 23px;">On Consumer Gift Spending</h2>
Despite signs that inflation is slowing, it still looms large over many consumers. With&nbsp;73% saying inflation has or will impact their 2022 holiday shopping.
So, it should surprise no one that 47% of consumers are spending less on gifts this year.&nbsp;
But how will they be using that budget? A few categories took the lead.&nbsp;
The data below shows the percentage of people who plan to purchase gifts in a given category:&nbsp;
<img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Copy%20of%20Add%20a%20heading-2.png" alt="Copy of Add a heading-2" width="1920" height="1080" loading="lazy" style="height: auto; max-width: 100%; width: 1920px;">
<h2 style="font-size: 23px;">Splurging&nbsp;&nbsp;</h2>
Even with a tight budget- some things are worth spending a little more.&nbsp;
This year, quality is king, with&nbsp;67% of people saying they would gladly spend more on higher quality gifts.&nbsp;
Convenience and fast delivery are also key drivers, with 33% willing to pay more for an easier shopping experience and speedy shipping.&nbsp;
And of course, we brand loyalty is still a factor. Nearly a third of people are willing to spend a bit more on gifts if the product is from a brand they know and trust.&nbsp;
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<h2 style="font-size: 23px;">BONUS: Holiday Travel Snapshot</h2>
While we doubt the airports will be anything remotely resembling empty this winter, people are reporting lower rates of holiday travel due to financial stress.&nbsp;
In fact, the majority&nbsp;(58%) of consumers have no plans of traveling this holiday season.&nbsp;
And for those that are,&nbsp;only 12% say they will be flying to visit friends and family&nbsp;or take a holiday vacation.&nbsp;
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<h2 style="font-size: 23px; font-weight: bold;">Getting Insights with SightX</h2>
The SightX platform is the next generation of automated market research tools:&nbsp;<a href="https://sightx.io/capabilities" rel="noopener" target="_blank" style="color: #cb2c30;">a single, unified solution</a>&nbsp;for consumer engagement, understanding, advanced analysis, and reporting.
Remove the guesswork from your growth by going directly to the source. Whether you are ready for a total DIY experience or prefer some support and guidance- we’ve got you covered. 
Reach out today to <a href="https://app.admin.sightx.io/signup" rel="noopener" target="_blank" style="color: #06bfa0;">start a trial!</a>

2022 dealt some turbulent economic circumstances for US consumers.&nbsp;

What are Brand Insights?

Conducting your own brand research can give you a better understanding of what your target audience wants and expects from you. 

Branding is more than just color schemes and logos.&nbsp;
It's often how your business makes a first impression with potential customers. And you know what they say- you don’t get a second chance to make a first impression.&nbsp;
In a competitive market, taking the time to fully develop your brand will not only help you stand out in the crowd, but it can also give customers a reason to choose (and be loyal) to your company. 
But, if you’re not quite sure where your brand stands with consumers it can be difficult to know what you’re getting right and what you’re getting wrong.
That’s where brand insights come into play.
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<h2 style="font-size: 23px;">What Are Brand Insights?</h2>
In simple terms, brand insights are the result of brand research.&nbsp;
These insights can be related to metrics like <a href="https://sightx.io/blog/brand-awareness-survey-template" rel="noopener" target="_blank" style="color: #06bfa0;">brand awareness</a>, brand usage, brand perception, brand preference, brand loyalty, or even your net promoter score (NPS). 
But, they aren’t just limited to these common KPIs. 
Brand insights can also be derived from the feedback you receive on the messaging or creative elements of your brand, or through research that compares your brand against competitors.
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<h2 style="font-size: 23px;">Why Brand Insights Matter</h2>
Conducting your own brand research can give you a better understanding of what your target market&nbsp; wants and expects from you.
While helpful at nearly every stage, insights on your branding are crucial early on in your organization's development. Rebranding after you have already established yourself- although totally doable-&nbsp; can be difficult and quite expensive.&nbsp;
As your company grows, brand insights can act as the glue that holds it all together- providing every consumer-facing department with guidelines on the look and feel of your brand. Without limiting creativity, these insights will create parameters for content creation, social media messaging, ad campaigns, and so much more.
Plus, consistently tracking brand health and KPIs that matter most to you will allow you to identify benchmarks and measure your brand’s popularity, loyalty, and usage over time.
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<h2 style="font-size: 23px;">How to Effectively Conduct Brand Research</h2>
Understanding how the market sees your brand is not as simple as just watching your sales rise or fall.
Conducting effective brand research will give you the opportunity to grow your business consistently and sustainably. Here are a few best practices to get you started:&nbsp;
<h3 style="font-size: 18px;">Set Goals and Metrics Early</h3>
Before you start conducting any research, you’ll need to define what exactly you’re hoping to learn.&nbsp; Otherwise, you may end up with a pile of information and no clear way to draw insights from it. Work with your team to define the parameters of your study, the types of data that would be useful, and how you actually plan to implement the insights once you have them. This will save you a lot of time and work on the back end.
<h3 style="font-size: 18px;">Find a (Great) Research Tech Partner&nbsp;</h3>
To get your brand research up and running, you’ll need to pick a platform that meets the needs of your current (and future) studies. Finding an option that not only has a wide array of capabilities but also offers support and services is key. And, if you plan on running more complex research studies (now or in the future) like MaxDiff or Conjoint analysis, automation will be incredibly helpful- and will save you a lot of time and stress.
<h3 style="font-size: 18px;">Develop High-Quality Experiments&nbsp;</h3>
No matter the kind of brand insights you’re looking to get, surveys will be the foundation of your research. Try to remember, people will be taking time out of their busy days to answer your questions and give you their thoughts. The best way to respect their time is by keeping your survey brief and direct. Check out our blog <a href="https://sightx.io/blog/effective-survey-design" rel="noopener" target="_blank" style="color: #06bfa0;">All About Survey Design</a>, for an in-depth look at building better surveys.
<h3 style="font-size: 18px;">Distill Your Findings into Actionable Insights</h3>
Once you’ve got the data, you’re going to want to do a deep dive to find the insights that matter most to your brand. If that sounds difficult and time-consuming- don’t worry, it doesn’t have to be! Using <a href="https://sightx.io/capabilities" rel="noopener" target="_blank" style="color: #06bfa0;">automated tools</a> you can more easily test for significance, find correlations, spot patterns, and segment your respondents by demographic, geographic, behavioral, or psychographic data. After that, you’ll want to be sure that all of your relevant findings are shared with the teams who impact your brand strategy. This will make implementing them much easier.
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<h2 style="font-size: 23px;">Get the Brand Insights You Need with SightX</h2>
The SightX platform is the next generation of consumer insights tools: a single, unified solution for consumer engagement, understanding, advanced analysis, and reporting. While it's powerful enough for insights teams at leading companies, its user-friendly interface makes it simple for anyone to start, optimize, and scale their research.&nbsp;
Plus, with SightX's research support team you can gain access to the best thinking in the insights field. Our team of in-house experts will guide you through every step in the market research process, from survey scripting to&nbsp; analysis support, and everything in-between.&nbsp;
If you're ready to remove the guesswork from your decision-making. Reach out to the SightX team to get started.
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Branding is more than just color schemes and logos.&nbsp;

What is Logo Testing? How to Do It with Our Free Template

Logo testing is a crucial step for your brand presence. Learn more about logo testing, how to do it, and use our free template to streamline your efforts.

As any branding expert knows- your logo says a lot about you.

But what exactly makes an effective logo? It's actually quite simple: one that consumers can instantly recognize.&nbsp;
Think of brands like Apple, Nike, Target, or Coca-Cola. I can almost guarantee that with just a mention, you pictured the unique and iconic logos of each.&nbsp;
The key is developing something memorable that is engaging, simple, and (most importantly) fits your brand persona.&nbsp;
But it won't just happen by chance.&nbsp;
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<h2 style="font-size: 23px;">What is Logo Testing?&nbsp;</h2>
Logo testing is simply the process of having your target market evaluate your logo concepts. It works by placing different logo options in front of respondents and asking them to provide specific feedback.&nbsp;
 Logo testing will give you key insights into many metrics, it just depends on what you want to know! You can collect feedback on your logo's appeal, effectiveness, clarity, and even how memorable it is to consumers.&nbsp;
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<h2 style="font-size: 23px;">Why You Should Test Your Logo</h2>
Throwing together a logo based on some general design preferences won't get you very far. While it might be a hit internally, there's no guarantee it will intrigue or resonate with your target market. That's why we logo test. Logo testing gives you and your team the space to think outside the box and consider your brand's purpose, values, and key differentiators. And while ideating internally is a crucial part of the process, taking the concepts you create directly to your target market for feedback is what sets decent logos apart from those that stick in the minds of consumers. By testing your logos you can remove the guesswork in your design process and collect insights on the colors, imagery, typography, shapes, and styles that work best. Not only will logo testing help you choose the best concept to represent your brand, but you can also learn why consumers have the preferences they do- giving you vital insights to further guide your branding efforts. 
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<h2 style="font-size: 23px;">How to Test Your Logos More Effectively</h2>
To get the most actionable data from logo testing, you’ll need to&nbsp;<a target="_blank" href="https://sightx.io/blog/effective-survey-design" rel="noopener">ask respondents the right questions.</a>&nbsp;A few key areas you should focus on are:&nbsp;
<img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" alt="Type=Default, Size=sm, Color=Success" width="24" height="24" loading="lazy" style="width: 24px; float: left; height: auto; max-width: 100%; margin: 0px 5px 0px 0px;">
Respondent's current level of familiarity with your logo 
<img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" alt="Type=Default, Size=sm, Color=Success" width="24" height="24" loading="lazy" style="width: 24px; float: left; height: auto; max-width: 100%; margin: 0px 5px 0px 0px;">The uniqueness, likeability, and brand/product fit of your logo <img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" alt="Type=Default, Size=sm, Color=Success" width="24" height="24" loading="lazy" style="width: 24px; float: left; height: auto; max-width: 100%; margin: 0px 5px 0px 0px;">How your logo impacts a respondent's likelihood to purchase 
Aside from a concept test, multiple-choice and rating scale questions, we'd also suggest <a target="_blank" href="https://sightx.io/blog/get-creative-with-heatmaps/" rel="noopener" style="color: #06bfa0;">using heatmaps in your experiments.</a>
Heatmaps will give you a clearer idea of how respondents react and engage with your logo on a more granular level. Your output would look something like this:&nbsp;
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<img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/hm-png.png" loading="lazy" width="609" style="width: 609px; margin-left: auto; margin-right: auto; display: block;">
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If you're ready to transform your logo, use the link below to get our expertly-crafted logo testing template.&nbsp;
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<h2 style="font-size: 23px;">Start Logo Testing with SightX</h2>
The SightX platform is the next generation of consumer research tools: a single, unified solution for consumer engagement, understanding, advanced analysis, and reporting. Allowing you to take the guesswork out of your decision-making. But, SightX isn’t just great tech. All of our survey templates are developed by our team of research and insights experts<a href="https://sightx.io/capabilities/assistedResearchServices" rel="noopener" target="_blank" style="color: #cb2c30;"></a>, who know the tips, tricks, and best practices to get the best data from your survey research. If you're ready to take your branding to the next level with logo testing, <a href="https://app.admin.sightx.io/signup" rel="noopener" target="_blank" style="color: #06bfa0;">start your free trial today!</a>
&nbsp;

As any branding expert knows- your logo says a lot about you.

Talk is Chirp: What Twitter Users & Advertisers Really Think of Elon’s Takeover

With all of the noise surrounding Twitter’s content moderation policies and advertiser’s apprehension, we decided to find out what consumers really think. 

Brand Twitter. Also known as the wild west of social media. A place where brands are known to get a little (or very) rowdy, firing off Tweets that would make any legal department blush.

Here are just a few examples to illustrate what I mean:&nbsp;
<img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/radioshack%20tweet%201.png" alt="radioshack tweet 1" width="494" height="272" loading="lazy" style="height: auto; max-width: 100%; width: 494px; margin-left: auto; margin-right: auto; display: block;">
<img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Screenshot%202022-11-08%20163812.png" alt="Screenshot 2022-11-08 163812" width="531" height="606" loading="lazy" style="height: auto; max-width: 100%; width: 531px; margin-left: auto; margin-right: auto; display: block;">
<div>&nbsp;</div>
While this risky strategy might raise some eyebrows, Twitter users love it. In fact, some people go to brands like Wendy’s, Netflix, RadioShack, and Taco Bell specifically for this type of content. So it came as quite a surprise when some brands began pulling their ad budgets from Twitter only days after Elon Musk’s takeover of the platform. And while no one can deny Elon’s controversial nature, the uproar over his new ownership stake in Twitter rapidly grew deafening before any changes were even announced. This left us wondering, with all of the noise surrounding Twitter’s content moderation policies and advertiser’s apprehension: what do people really think about Elon’s Twitter takeover? How would advertisers actually respond to content moderation changes? And is all of this talk just that- talk?
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<h2 style="font-size: 23px;">What Advertisers Have to Say</h2>
First, let’s take a look at our sample. Who were the advertisers we surveyed?
<img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=lg%2c%20Color=Primary.png" alt="Type=Default, Size=lg, Color=Primary" width="24" height="24" loading="lazy" style="height: auto; max-width: 100%; width: 24px; float: left; margin: 0px 5px 0px 0px;">Most (83%) managed Twitter accounts for&nbsp; brands in-house. <img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=lg%2c%20Color=Primary.png" alt="Type=Default, Size=lg, Color=Primary" width="24" height="24" loading="lazy" style="height: auto; max-width: 100%; width: 24px; float: left; margin: 0px 5px 0px 0px;">Their budgets varied greatly, but the majority (87%) reported spending between $1k and $7k per month. <img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=lg%2c%20Color=Primary.png" alt="Type=Default, Size=lg, Color=Primary" width="24" height="24" loading="lazy" style="height: auto; max-width: 100%; width: 24px; float: left; margin: 0px 5px 0px 0px;">And nearly half have been managing Twitter advertising accounts for the last 1-3 years
Now, let’s dig into the data.
When it comes to the new Twitter CEO himself, you might be surprised to know that&nbsp;most (72%) of our advertisers are actually quite optimistic about Elon’s takeover of the platform.
In fact, when presented with his recent statement on plans to make Twitter “the most respectable advertising platform”&nbsp;60% believe he will succeed, and&nbsp;32% think he will at least try&nbsp;to live up to that statement.
But there are two sides to every coin. Despite their optimism, advertisers are still worried.
Over half are concerned about their brand safety.&nbsp;Specifically when considering potential reductions in content moderation.
While the&nbsp;majority would prefer Twitter keep its current level of content moderation, it's worth noting that a large contingent&nbsp;(35%) wouldn’t mind seeing it reduced.
For those that wanted content moderation to stay the same or increase, nearly 70% said that lowering the amount of content moderation on the platform would cause them great concern for their campaigns. And 40% said that type of change would likely mean they would have to&nbsp;more closely monitor their campaign targeting and associated hashtags.
&nbsp;
<h2 style="font-size: 23px;">What Twitter Users Have to Say</h2>
First, a little background on the Twitter users we surveyed:
<img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=lg%2c%20Color=Primary.png" alt="Type=Default, Size=lg, Color=Primary" width="24" height="24" loading="lazy" style="height: auto; max-width: 100%; width: 24px; float: left; margin: 0px 5px 0px 0px;"> Most (nearly 70%) are very active on the platform, checking their feeds multiple times a day. <img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=lg%2c%20Color=Primary.png" alt="Type=Default, Size=lg, Color=Primary" width="24" height="24" loading="lazy" style="height: auto; max-width: 100%; width: 24px; float: left; margin: 0px 5px 0px 0px;">The average user we sampled tweeted a few times a week. <img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=lg%2c%20Color=Primary.png" alt="Type=Default, Size=lg, Color=Primary" width="24" height="24" loading="lazy" style="height: auto; max-width: 100%; width: 24px; float: left; margin: 0px 5px 0px 0px;">And they use the platform for two main reasons: to keep up with or update those close to them and as a news source.
When it comes to platform positioning,&nbsp;60% agree that Twitter is a good platform&nbsp;for sharing thoughts and discussing ideas. However,&nbsp;over half believe it is divisive&nbsp;and actively deepening ideological rifts in our society.
And when it comes to hate speech,&nbsp;54% believe Twitter has given bigotry, racism, and anti-Semitism a place to fester.
So, what about Elon Musk's vision for Twitter's future?
Much like their advertising counterparts,&nbsp;the majority are optimistic about Elon's takeover of the platform.
When it comes to freedom of speech (one of Elon’s key concerns), we found that people are quite split.&nbsp;Just over half believe that Twitter has actively limited free speech.
But interestingly enough, when asked whose speech is being limited...no one can really say. In fact, 60% think the platform is fair to both conservative and liberal viewpoints.
When it comes to the content allowed on the platform,&nbsp;nearly half would like the level of moderation to stay the same. While the remaining users were&nbsp;split between wanting more relaxed moderation (26%) and stricter moderation (24%).
Clearly, the issues surrounding Twitter are complex and often cause a bit of doublethink.&nbsp;
It seems, at its best, Twitter can be a force for good and a tool for healthy debate. But, at its worst, is harboring hate speech and driving further cultural and political divides.
No matter where your opinions may lie, it's clear that the platform's tumultuous history and uncertain future have advertisers and users alike on their toes.&nbsp;
&nbsp;

Brand Twitter. Also known as the wild west of social media. A place where brands are known to get a little (or very) rowdy, firing off Tweets that would make any legal department blush.

An Intro to Significance Testing for Market Research

Significance testing is a crucial tool in market research. Learn the ins and outs of significance testing to apply to your market research efforts.


If you work in the market research and insights space, you've likely come across the terms "significantly different", "confidence level", or "margin of error"&nbsp; used to describe and compare data sets.&nbsp; 
And for good reason!
Significance testing is one of the most widely used tools by research and insights pros to better understand whether the differences they see between segments (groups of data) are statistically significant or simply just noise in the data.&nbsp;
Today, we'll be exploring the ins and outs of significance testing and giving you some ways to more easily use it in your own research!
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<h2 style="font-size: 23px;">What is Significance Testing in Market Research?&nbsp;</h2>
In market research statistic significance is used when comparing sets of data. It's a measure that allows you to understand whether those differences you're seeing are truly "significant", or if they are caused by a random sampling error.&nbsp;
&nbsp;
<h2 style="font-size: 23px;">Why Significance Testing Matters in Market Research</h2>
There will always be variations in your data. Even if you run identical studies hours apart- chances are, you're results would not look exactly the same.
Significance testing allows you to understand if those variations are notable or if they are merely chance.&nbsp;
For example, let’s say you’re running a <a href="https://sightx.io/blog/what-is-concept-testing" rel="noopener" target="_blank" style="color: #06bfa0;">concept test</a> for your upcoming ad campaign. After exposing respondents to your ads, you ask them how likely they are to purchase your product. But once the data rolls in, these are your results: 64% of respondents were likely to buy your product after viewing the first ad, while 72% said the same thing after seeing the second ad.&nbsp;
So, you ask yourself, is that 8% difference meaningful?&nbsp;
This is precisely where significance testing comes in to play.&nbsp;
&nbsp;
<h2 style="font-size: 23px;">What Significance Testing in Market Research Does Not Do</h2>
The term "statistically significant" is often misunderstood, causing it to be applied to things that cannot actually be statistically significant (like an entire survey, for example). If a set of data has "low significance" that doesn't necessarily mean that what you tested is bad for your product or brand.&nbsp;
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<h2 style="font-size: 23px;">A Few Significant Terms to Know</h2>
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<h3 style="font-size: 18px;">P-Values</h3>
To fully understand any of the significance tests you run, you'll need to be able to read the outputs, also known as p-values.
These are values between 0 and 1 that tell you whether the results are statistically significant or random chance. The closer the value is to 0, the greater its significance.&nbsp;
So, a p-value of 0.01 would mean there is only a 1% chance that the differences you see are from a random error. Or put plainly, you can be 99% sure that the results reflect significant differences.
&nbsp;
<h3 style="font-weight: bold; font-size: 18px;">Confidence Levels&nbsp;</h3>
We all know that nothing in life is 100% certain. But, because our insights crucially guide branding, product, and marketing strategies, we need to be as close to 100% certain as one can be.
When calculating statistical significance, you are doing so at a specific confidence level.&nbsp;
That confidence level shows you just how sure you can be that the results are indeed significant. So, if you choose a confidence level of 95%, that means you can know with 95% certainty that your results are statistically significant.
&nbsp;
<img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/academic-siggy@2x-1.png" alt="academic-siggy@2x-1" width="52" loading="lazy" style="width: 52px; float: left; margin: 0px 7px 0px 0px;">We always suggest using the industry standard 95% as the confidence level default. However, you can change your confidence level when needed in the SightX platform.&nbsp;
&nbsp;
<h2 style="font-size: 23px;">Types of Significance Testing&nbsp;</h2>
There are many types of significance tests you can run depending on the outputs you want, the data you have, and what exactly you're comparing. All this to say- things can quickly get confusing, even for those familiar with the topic.&nbsp;
So, to keep things simple, we'll discuss the main types of significance testing we use on the SightX platform, helping you better understand what happens on the backend.&nbsp;
Researchers use&nbsp;Analysis of Variance (ANOVA)&nbsp;when investigating whether there is a significant difference between three or more groups of data. You might use ANOVA to understand whether age, gender, and region are related to how much someone spends on your products. But it's important to note- this test will only tell you whether or not a significant difference exists within the data set.&nbsp;
On the other hand,&nbsp;Chi-Square&nbsp;is used to examine the difference among two categorical variables. You might use a Chi-Square test to learn whether income level and preference for a specific brand are related. But similar to ANOVA, Chi-Square tests will only tell you IF there is a significant difference.&nbsp;
If your ANOVA or Chi-Square test indicates the presence of a significant difference, then you've got to find out where it is in your data. Using a&nbsp;Post-Hoc&nbsp;test, you can quickly see which sets of data have significant differences.&nbsp;&nbsp;
If all of this sounds a bit overwhelming- you're not alone! And it's precisely why we automated the entire process.&nbsp;
<h2 style="font-size: 23px;">&nbsp;</h2>
<h2 style="font-size: 23px;">Significance Testing Made Simple with SightX</h2>
While we love manual math as much as the next insights pro, we’ve significantly (😉) simplified the process.&nbsp;
With our automated significance testing, you can quickly evaluate whether the differences in your consumer data are significant or could have occurred by chance. In your analysis dashboard, open the toolbox and select the yellow Significance Testing icon, choose your confidence level, and click “apply”.
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<img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Untitled%20design%20(1).gif" alt="Untitled design (1)" width="1920" height="1080" loading="lazy" style="height: auto; max-width: 100%; width: 1920px;">
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All of the visualizations will automatically update with the corresponding significance testing data. The options with statistically significant data will appear with a star, and the significant insights are displayed to the right.&nbsp;
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<img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Screenshot%202023-05-05%20134604.png" alt="Screenshot 2023-05-05 134604" width="750" height="214" loading="lazy" style="margin-left: auto; margin-right: auto; display: block; width: 750px; height: auto; max-width: 100%;">
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And, for your cross tabs and pivot tables, automated significance testing is just as simple. Once you’ve generated your table, simply toggle the “Sig Testing” option at the top of the page to get immediate insights on which of your data points are statistically significant.&nbsp;
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<img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/unnamed-1.png" alt="unnamed-1" width="755" loading="lazy" style="width: 755px; margin-left: auto; margin-right: auto; display: block;"> 
Plus if you’re looking for more details, you can hover your cursor over the cell with a significance indicator (⭐) to see p-values and which cells are significantly different from the cell you're hovering over.&nbsp;
&nbsp;
<img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/sig%20test%20hover-1.png" alt="sig test hover-1" width="564" loading="lazy" style="width: 564px; margin-left: auto; margin-right: auto; display: block;">
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As you can see in the example above, our p-value is 0.060. This means that we can be 94% confident that our data is statistically significant, and there is only a 6% chance that the difference is due to chance.&nbsp; 
&nbsp;
<h2 style="font-size: 23px;">Getting Started with Significance Testing</h2>
If you’re ready to level up your insights, we’ve got the tools to make it happen!&nbsp;
The SightX platform is the next generation of market research tools: a single unified solution for consumer engagement, understanding, advanced analysis, and reporting.&nbsp;
Whether you are ready for a total DIY experience or prefer some support and guidance- we’ve got you covered. <a href="https://app.admin.sightx.io/signup" rel="noopener" target="_blank" style="color: #06bfa0;">Start a free trial today!</a>
&nbsp;

If you work in the market research and insights space, you've likely come across the terms "significantly different", "confidence level", or "margin of error"&nbsp; used to describe and compare data sets.&nbsp;

What is Market Research? And How to Conduct Market Research as a Startup

Starting a new business is no easy feat. Learn how to use market research and insights to successfully power your startup through every stage of growth. 

Coming up with a new business idea is often the start of a great adventure. But much like any significant journey, a little prep work goes a long way. Maybe you've thought up an innovative way to fill a market gap or have ideated a product that will entirely change the landscape of your industry. Whatever your story may be, the same question will always arise: "Will people buy it?" While you can choose to take your chances in the market, there are tangible ways to set yourself up for success early on in your development. By taking the time to understand your market, ideal customers, and the competitors in your space, you'll likely find that breaking into your industry becomes that much easier. Read on to learn more about market research for startups- and thank us later 😉
<h2 style="font-size: 23px;">&nbsp;</h2>
<h2 style="font-size: 23px;">What is Market Research?</h2>
Market research is the gathering of information about your target audience, competitors, and industry trends to guide your business decisions. But it's not something that you do just to confirm your idea is indeed a good one. Good market research allows you to evaluate what is already available to consumers and how it is (or isn’t) meeting their needs. It provides you with a window into consumers' minds, allowing you to discover the real challenges they face and what you might be able to do to ameliorate them.
&nbsp;
<h2 style="font-size: 23px;">Why is Market Research Important for Startups?</h2>
The goal of any business should be to delight its customers. But if you’re not asking your customers what they want how will you ever know? When you’re entering a new industry, you’ve got to understand the current landscape so that you can hold your own against the larger players in your space. And market research allows you to do just that through the exploration of your audience's thoughts, feelings, and opinions. This will help you remove the guesswork in your decision-making and open the lines of communication between your business and your customers. Ultimately, the insights you glean will inform your product or service development and help you discover the messaging and branding that resonates best.
&nbsp;
<h2 style="font-size: 23px;">Types of Market Research for Startups&nbsp;</h2>
While the prospect of conducting your own market research may seem daunting, it is becoming increasingly accessible regardless of your time, budget, or expertise. This means you won’t need to hire an entire insights team or find an agency to outsource your research to. Instead, you can use DIY tools that make it simple to research aspects of your business like:
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<h3 style="font-weight: normal; font-size: 18px;">Product Development</h3>
Great products don't happen by accident. Their development is often the result of thorough research and testing. Understanding what your prospective customers are currently using and what they feel is missing is key to product adoption. This type of research is ongoing and iterative, allowing you to insert your insights directly into your product development cycle.&nbsp;Concept tests, heatmaps, conjoint analysis, and MaxDiff experiments can all be incredibly helpful here.&nbsp;
&nbsp;
<h3 style="font-weight: normal; font-size: 18px;">Branding</h3>
Building a strong brand is crucial for startups. But unlike sales and marketing KPIs, brand metrics can feel intangible if you're not sure what to look for. Early in your journey, you'll want to experiment with your brand's look and overall identity. Long-term, conducting brand research that tracks awareness, perception, usage, loyalty (and more)&nbsp;can help you optimize as you grow.&nbsp;
&nbsp;
<h3 style="font-size: 18px; font-weight: normal;">Market Segmentation / Personas</h3>
You will learn quickly that not all customers are the same. While some may seek out your products or services for one reason, others may come to you for entirely different reasons. By identifying the segments within your potential customer base you can better understand the specific needs, problems, and motivations you'll need to speak to.&nbsp;&nbsp;Using segmentation tools you can create robust personas for each of your buyer types, allowing you to deliver more impactful messaging, ads, and collateral.
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<h3 style="font-weight: normal; font-size: 18px;">Marketing &amp; Advertising&nbsp;</h3>
We've all seen ads that fell flat. Sometimes the result is a (relatively) harmless low ROAS. But other times it can ignite a fierce consumer backlash (looking at your Kendall Jenner + Pepsi). Testing your&nbsp;advertisements and marketing material&nbsp;with your target audience before launching can make all the difference for your messaging, visuals, audio, placements, and more.&nbsp;
&nbsp;
<h2 style="font-weight: bold; font-size: 23px;">How Startups Can Conduct Their Own Market Research</h2>
There are many ways to go about conducting your own market research but your results will vary based on the methodology and tools you choose. Here are a few quick tips to get you started:
<h3 style="font-size: 18px;"><img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=lg%2c%20Color=Primary.png" alt="Type=Default, Size=lg, Color=Primary" width="24" height="24" loading="lazy" style="width: 24px; float: left; height: auto; max-width: 100%; margin: 0px 5px 0px 0px;">Set Goals and Objectives Early</h3>
Before beginning any market research project you’ll need to clearly identify the questions you are trying to answer and how you plan to use the data. If you've got a team, this is a great time to collaborate and define what you want to learn and how you'll use the insights once you have them. The more specific you are here, the better!
<h3 style="font-size: 18px;"><img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=lg%2c%20Color=Primary.png" alt="Type=Default, Size=lg, Color=Primary" width="24" height="24" loading="lazy" style="width: 24px; float: left; height: auto; max-width: 100%; margin: 0px 5px 0px 0px;">Find a (Great) Tech Partner</h3>
Picking the right platform is crucial for your long-term research success. But signing up for too many disparate tools will only fragment and silo your data. So, you’ll want to find a beginner-friendly platform that has all the capabilities you need in one place. For more intricate studies like MaxDiff or Conjoint, automation is another consideration that can save you time and stress. And, consider providers that offer supportive services that can guide your research as needed.
<h3 style="font-size: 18px;"><img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=lg%2c%20Color=Primary.png" alt="Type=Default, Size=lg, Color=Primary" width="24" height="24" loading="lazy" style="width: 24px; float: left; height: auto; max-width: 100%; margin: 0px 5px 0px 0px;">Design Your Survey with Respondents in Mind</h3>
Long monotonous questionnaires often lead to respondent fatigue and - thus- data degradation. You'll want to keep your surveys short, sweet, and to the point, if you want actionable results. Check out our blog<a target="_blank" href="https://sightx.io/blog/effective-survey-design" rel="noopener" style="color: #cb2c30;">&nbsp;All About Survey Design</a>, for an in-depth look at building better surveys.&nbsp;
<h3 style="font-size: 18px;"><img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=lg%2c%20Color=Primary.png" alt="Type=Default, Size=lg, Color=Primary" width="24" height="24" loading="lazy" style="width: 24px; float: left; height: auto; max-width: 100%; margin: 0px 5px 0px 0px;">Distill Your Findings into Actionable Insights</h3>
When analyzing your data, you’ll want to do a deep dive, not a shallow skim. If that sounds difficult- don't stress- it’s not. Using automated tools, you can easily test for significance, find correlations, spot patterns, and segment your respondents by demographic, geographic, behavioral, or psychographic data. And if you've got a team or investors on board, you will want to share these findings with them. This will make implementing your insights that much easier.
&nbsp;
<h2 style="font-size: 23px; font-weight: bold;">Getting Insights for Your Startup with SightX</h2>
The SightX platform is the next generation of consumer insights tools: a single, unified solution for consumer engagement, understanding, advanced analysis, and reporting. While it's powerful enough for insights teams at Fortune 500s, its user-friendly interface makes it simple for anyone to start, optimize, and scale their research.&nbsp;
Plus, with SightX's assisted research services you can gain access to the best thinking in the consumer insights field. Our team of in-house experts will guide you through every step in the market research process, from survey development, scripting, analysis support, and everything in between.&nbsp;
If you're ready to remove the guesswork from your decision-making, <a href="https://app.admin.sightx.io/signup" rel="noopener" target="_blank" style="color: #06bfa0;">start a free trial today!</a>
&nbsp;

Coming up with a new business idea is often the start of a great adventure. But much like any significant journey, a little prep work goes a long way.

Getting Started with DIY Market Research

DIY market research shaves valuable time and resources without compromising quality. Learn what it is, how to do it, and when to use it.

As both research departments and budgets shrink, it’s becoming increasingly difficult to get the same level of insights with far fewer resources.&nbsp;
Thankfully, DIY market research has the solve.
&nbsp;
<h2 style="font-weight: bold; font-size: 23px;">What is DIY Market Research?&nbsp;</h2>
DIY market research simply means that you (the "y" in DIY) do the research yourself, instead of outsourcing it. This can include coming up with a strategy, developing questions, distributing the survey, and analyzing the data.&nbsp; Generally, this is done online with the help of market research software that streamlines the process.&nbsp;
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<h2 style="font-size: 23px;">Who Is DIY Market Research For?&nbsp;</h2>
Whether you're a small start-up or a well-established brand, consumer insights can mean the difference between standing out in the crowd or just blending in.&nbsp; But for some, spending a heavy chunk of their budget to outsource a few research studies isn't an option. This doesn't just apply to small businesses or start-ups, it can also apply to large or mid-market organizations with small insights teams.&nbsp; While DIY research was once an arduous process full of menial tasks, it has since become an elegant solution to the "do more, with less" problem that so many companies face.
&nbsp;
<h2 style="font-size: 23px;">How to Use DIY Market Research</h2>
When it comes to practical applications, there are innumerable ways to utilize a DIY approach to market research. Some of the most popular areas of experimentation include:
 
<h3 style="font-size: 18px;"><img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" alt="Type=Default, Size=sm, Color=Success" width="24" height="24" loading="lazy" style="width: 24px; float: left; height: auto; max-width: 100%; margin: 0px 5px 0px 0px;">Product Research</h3>
Product research allows you to investigate and test every aspect of your product, from MVP to post-launch upgrades. Evaluate whitespace opportunities, test concepts, and optimize features through experiments like <a href="https://sightx.io/capabilities/concept-testing-software" rel="noopener" data-sider-select-id="625a87ff-61cd-4596-997e-ebaffd073c72" target="_blank">concept tests</a>, <a href="https://sightx.io/blog/conjoint-analysis-optimize-your-product-pricing" rel="noopener" target="_blank" style="color: #06bfa0;">conjoint analysis</a>, <a href="https://sightx.io/blog/before-running-a-maxdiff" rel="noopener" target="_blank" style="color: #06bfa0;">MaxDiff</a>, and more.&nbsp;
&nbsp;
<h3 style="font-size: 18px;"><img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" alt="Type=Default, Size=sm, Color=Success" width="24" height="24" loading="lazy" style="width: 24px; float: left; height: auto; max-width: 100%; margin: 0px 5px 0px 0px;"></h3>
<h3 style="font-size: 18px;">Brand Research</h3>
This type of research helps you measure the overall performance of your brand through metrics like brand awareness, usage, purchase, loyalty, and net promoter score (NPS). Similarly, you can use studies like <a href="https://sightx.io/blog/the-guide-to-brand-health-tracking" rel="noopener" target="_blank" style="color: #cb2c30;">brand tracking or brand health tracking </a>to keep a pulse on the market and understand how your brand performs over time.&nbsp;
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<h3 style="font-size: 18px;"><img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" alt="Type=Default, Size=sm, Color=Success" width="24" height="24" loading="lazy" style="width: 24px; float: left; height: auto; max-width: 100%; margin: 0px 5px 0px 0px;"></h3>
<h3 style="font-size: 18px;">Pricing Research</h3>
Pricing Research enables you to <a href="https://sightx.io/blog/guide-to-pricing-research" rel="noopener" target="_blank" style="color: #06bfa0;">test price sensitivity in the market </a>and discover what consumers are willing to pay for your offerings through experiments like conjoint analysis, price rating, Gabor-Granger, or Van Westendorp’s Price Sensitivity Meter.&nbsp;
&nbsp;
<h3 style="font-size: 18px;"><img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" alt="Type=Default, Size=sm, Color=Success" width="24" height="24" loading="lazy" style="width: 24px; float: left; height: auto; max-width: 100%; margin: 0px 5px 0px 0px;">Marketing &amp; Advertising Research</h3>
Just as the name implies, marketing and advertising research allows you to <a href="https://sightx.io/blog/ad-testing-survey-template" rel="noopener" target="_blank" style="color: #06bfa0;">test your messaging, copy, visuals, and other collateral</a> through ad concept testing, <a href="https://sightx.io/blog/get-creative-with-heatmaps" rel="noopener" target="_blank" style="color: #06bfa0;">heat mapping</a>, conjoint analysis, and more. Receiving&nbsp; feedback directly from your target audience will help you refine your collateral and create more impactful marketing campaigns.
<h3 style="font-size: 18px;">&nbsp;</h3>
<h3 style="font-size: 18px;"><img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" alt="Type=Default, Size=sm, Color=Success" width="24" height="24" loading="lazy" style="width: 24px; float: left; height: auto; max-width: 100%; margin: 0px 5px 0px 0px;">Customer Experience Research&nbsp;</h3>
Also known as user experience research, these studies involve diving into customer feedback to better <a href="https://sightx.io/blog/transforming-your-customer-experience-with-agile-insights" rel="noopener" target="_blank" style="color: #06bfa0;">understand their experiences </a>with your products and brand. Explore user preferences, sentiments, and key drivers of loyalty through <a href="https://sightx.io/blog/key-methods-to-optimize-your-market-segmentation" rel="noopener" target="_blank" style="color: #06bfa0;">market segmentation</a>, Voice of the Customer (VoC) research, customer satisfaction surveys, and more.
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<h3 style="font-size: 18px;"><img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" alt="Type=Default, Size=sm, Color=Success" width="24" height="24" loading="lazy" style="width: 24px; float: left; height: auto; max-width: 100%; margin: 0px 5px 0px 0px;">Content Research</h3>
For those in marketing, media, or entertainment, content research allows you to <a href="https://sightx.io/blog/how-to-deliver-more-engaging-content" rel="noopener" target="_blank" style="color: #06bfa0;">analyze and integrate audience feedback into your content to maximize its effectiveness. </a>Through experiments like concept testing and conjoint analysis, you can better understand the topics that resonate with your audience(s) and deliver content that expands your influence.
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<h2 style="font-size: 23px;">&nbsp;</h2>
<h2 style="font-size: 23px;">Best Practices for DIY Market Research</h2>
While experienced research and insights professionals can often jump right into DIY techniques- it's not exclusive to experts! Even newcomers can thrive with a bit of guidance and support:
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<h3 style="font-size: 18px;">Choose the Right Platform</h3>
Picking the best platform for your research is crucial for long-term success. An end-to-end solution that allows you to build projects, distribute surveys, and visualize the results in a single hub will significantly simplify and streamline your operations. And if you plan on running more complex research studies in the future, like MaxDiff or Conjoint analysis, <a href="https://sightx.io/capabilities" rel="noopener" target="_blank" style="color: #06bfa0;">automation is key</a>- and will save you a lot of time.&nbsp;
<h3> Do Your Homework Before You Begin</h3>
Before you dive into any project, you'll need to outline your goals and objectives. Whether it's your first or 101st project, think carefully about what (exactly) you want to find out and how you plan to do so. Similarly, work with all stakeholders involved to lay out your goals, timelines, and roadmap. Presenting all of these items upfront can save you a lot of stress on the back end.
<h3 style="font-size: 18px;"> Take Your Time on the Design</h3>
A poorly designed survey with poorly worded questions will get you nowhere. But writing effective and unbiased questions is not quite as simple as you'd think. As a general rule of thumb, don't make your surveys too long and keep the questions straightforward. It can also help to have your co-workers test (and retest) your survey until the language and user experience are flawless. If you're looking for some additional guidance on this topic, check out <a href="https://sightx.io/blog/effective-survey-design" rel="noopener" target="_blank" style="color: #06bfa0;">our blog on survey question design here</a> or <a href="https://sightx.io/blog/designing-intuitive-surveys-with-logic" rel="noopener" target="_blank" style="color: #06bfa0;">see our guide to SightX survey logic here.</a>&nbsp;
<h3 style="font-size: 18px;"> Don't Be Afraid to Ask for Help</h3>
When in doubt- ask the pros! Whether you need simple survey scripting or analysis assistance- take advantage of supportive research services to guide your experience. Not only will this make your projects more effective in the short team, but you can also fill your own knowledge gaps long term.
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<h3>Test Frequently</h3>
Whether you're running a brand tracker or developing a new product, frequent testing can help you verify your data and keep a pulse on the market. While every project will require a different level of iterative testing, it's important to consider how outside factors may be affecting your respondents. Volatile markets, pandemics, and political turmoil can all have a massive effect on consumer psychology. Plus, the more often you flex your research muscles, the stronger they will become.
<h3 style="font-size: 18px;"> Take Time for Continuing Education</h3>
Grow your basic understanding into a solid foundation with educational content and resources. There are many ways to go about it- be it attending industry trade events, catching relevant webinars, or perusing the <a target="_blank" href="https://sightx.io/blog/" rel="noopener" style="color: #06bfa0;">SightX Blog</a>- you can’t go wrong.&nbsp; 
<h2 style="font-weight: bold; font-size: 23px;">DIY Market Research with SightX</h2>
The SightX platform is the<a href="https://sightx.io/capabilities" rel="noopener" target="_blank" style="color: #06bfa0;"> only market research platform you'll ever need</a>: a single, unified solution for consumer engagement, data collection, advanced analysis, and reporting. While powerful enough for insights teams at Fortune 500 companies, the user-friendly interface makes it simple for anyone to start, optimize, and scale their research.&nbsp;
With our new Generative AI research consultant, you can have studies generated in a matter of seconds and get key insights pulled from your data instantly.&nbsp; Whether you are ready for a total DIY experience or prefer some guidance and support- we’ve got you covered. Reach out today to get started!
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As both research departments and budgets shrink, it’s becoming increasingly difficult to get the same level of insights with far fewer resources.&nbsp;

Transforming Your Customer Experience with Agile Insights

Customer experience is everything. Find out how to use CX insights to transform your customer experience to drive loyalty, engagement, and satisfaction. 

Customer experience (CX) is everything.&nbsp;

When done right, it can help you to turn casual buyers into full-fledged brand evangelists. But delivering a truly stellar experience doesn’t just happen by chance.
In fact, it requires a deep understanding of your customers, using research to uncover their experiences with your brand, and the ways you can better meet (if not exceed) their expectations. These efforts will ultimately help you grow your customer lifetime value, boost brand loyalty, and drive additional revenue.
Today, we’ll explore how you can use insights to transform your customer experience for the better. Diving into CX research, the importance of overall agility, and sharing some tips from our experts on ways to get better CX insights.&nbsp;&nbsp;
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<h2 style="font-weight: bold; font-size: 23px;">What is Customer Experience Research?</h2>
To put it simply, customer experience research seeks to understand the experience your customers have with your brand, products, or services. Its reach is far, extending to everything from your branding and advertising to your product design or store layout.&nbsp;
In practice, there are many ways to go about your CX research. You can collect data through strategically timed surveys delivered to correspond with your customer journey milestones, <a href="https://sightx.io/blog/what-is-a-net-promoter-score-and-why-does-it-matter-for-you-business" rel="noopener" target="_blank" style="color: #06bfa0;">calculate your Net Promoter Score</a>, and/or use <a href="https://sightx.io/blog/beyond-buzzwords-nlp" rel="noopener" target="_blank" style="color: #06bfa0;">natural language processing</a> to analyze product reviews. Through your research, you will be able to better understand your customer's actual pain points, the challenges they face, and any needs that may be going unmet. Using that information to create as frictionless an experience as possible.
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<h2 style="font-weight: bold; font-size: 23px;">Why Does Agility Matter?</h2>
Agility may just be the key to successful CX research. IF you’re going to create a frictionless environment for your customers, you should also try to operate in one. And, it comes into play two ways: in how you conduct your research and how you apply the findings. We’ll start with the former.&nbsp;
Customer experience data is far from static. This means instead of conducting large-scale studies a few times a year, you’ll need to approach your research a bit differently. Instead, opting for small-to-medium-sized projects at a more regular cadence. Using online surveys distributed to your own audiences or panels is a popular approach for agile research. Similarly, using <a href="https://sightx.io/capabilities" rel="noopener" target="_blank" style="color: #06bfa0;">research platforms that automate the analysis</a> process also makes frequent testing much more frictionless.&nbsp;
Now, for the latter.&nbsp;
Once you're getting insights on your customer’s experience regularly, you’ve got to apply them in a way that makes a real impact. Avoid data silos and work cross-functionally within your organization to make sure your insights quickly make it to every team or department that may be necessary to facilitate changes. This will help you to cut through any initial roadblocks, allowing you to act on your insights quickly.&nbsp;
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<h2 style="font-weight: bold; font-size: 23px;">How to Conduct Agile Customer Experience Research&nbsp;</h2>
Conducting agile CX research may seem daunting, but following this 6-step workflow can help you to get started.&nbsp;
<img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" alt="Type=Default, Size=sm, Color=Success" width="24" height="24" loading="lazy" style="width: 24px; float: left; height: auto; max-width: 100%; margin: 0px 5px 0px 0px;">Define Your Goals &amp; Set Research Objectives:&nbsp;Before conducting any customer experience research, it’s essential to gather all parties involved. Take time to set clear expectations for your project; what exactly are you looking to find out? How do you plan to use those insights once you have them? This will make all of the subsequent work much simpler.&nbsp;
<img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" alt="Type=Default, Size=sm, Color=Success" width="24" height="24" loading="lazy" style="width: 24px; float: left; height: auto; max-width: 100%; margin: 0px 5px 0px 0px;">
Ask the Right Questions:&nbsp;To get actionable data,&nbsp;<a target="_blank" href="https://sightx.io/blog/effective-survey-design" rel="noopener" style="color: #06bfa0;">you'll need to develop a good survey</a>. One of the easiest ways to do that is to keep your audience in mind throughout the entire process. You’ll want to keep things concise- remember people are taking time out of their day for this. So, the best way to respect that time is by not taking up too much of it! In return, you’ll get a higher completion rate and better data. (<a target="_blank" href="https://sightx.io/blog/the-dos-and-donts-of-writing-survey-questions" rel="noopener" style="color: #06bfa0;">For info on creating user-friendly surveys, check out this blog).&nbsp;</a>
<img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" alt="Type=Default, Size=sm, Color=Success" width="24" height="24" loading="lazy" style="width: 24px; float: left; height: auto; max-width: 100%; margin: 0px 5px 0px 0px;">Reach Your Audience at the Right Time:&nbsp;Before sharing your survey far and wide, identify some of the best touchpoints in your customer journey. These touchpoints can then serve to inform when you share your survey with customers. Maybe that time is post-trial activation, or after a customer service call. This will ensure you get more responses and users aren’t put off by a seemingly random survey. 
<img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" alt="Type=Default, Size=sm, Color=Success" width="24" height="24" loading="lazy" style="width: 24px; float: left; height: auto; max-width: 100%; margin: 0px 5px 0px 0px;">Dig into Your Data: When analyzing your data, you’re going to want to do a deep dive- not a shallow skim. If that sounds difficult, don't worry- it’s not. Using automated tools you can more easily <a href="https://sightx.io/blog/an-intro-to-significance-testing-for-consumer-insights" rel="noopener" target="_blank" style="color: #06bfa0;">test for significance</a>, find correlations, spot patterns, and <a href="https://sightx.io/blog/key-methods-to-optimize-your-market-segmentation" rel="noopener" target="_blank" style="color: #06bfa0;">segment your respondents</a> by demographic, geographic, behavioral, or psychographic data. Analyze the areas where your customer experience lacked to start improvement plans and look into the areas where you succeeded to understand what you’re doing right. 
<img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" alt="Type=Default, Size=sm, Color=Success" width="24" height="24" loading="lazy" style="width: 24px; float: left; height: auto; max-width: 100%; margin: 0px 5px 0px 0px;">Implement Your Insights Effectively: Make sure that all of your relevant findings get to each department that has played a role in your success or will need to be included in an improvement plan. And the sooner the better. By addressing customer feedback swiftly, you can avoid further negative experiences.
<img src="https://7724433.fs1.hubspotusercontent-na1.net/hubfs/7724433/Type=Default%2c%20Size=sm%2c%20Color=Success.png" alt="Type=Default, Size=sm, Color=Success" width="24" height="24" loading="lazy" style="width: 24px; float: left; height: auto; max-width: 100%; margin: 0px 5px 0px 0px;">Go Back to Square One: The key to agility is ensuring you regularly conduct customer experience research, allowing you to constantly improve and adapt your CX strategy. Because customers are (hopefully) always having new experiences with your brand, this type of research is fluid and ongoing. So, make sure you take the time to revisit your goals every now and then to better serve your organization.&nbsp;
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<h2 style="font-weight: bold; font-size: 23px;">Getting Agile Customer Experience Insights with SightX</h2>
The SightX platform is the next generation of consumer insights tools: a single, unified solution for engagement, understanding, advanced analysis, and reporting. It helps insights and CX teams in any field to deliver unforgettable experiences tailored specifically to their customers' needs.&nbsp;
Remove the guesswork from your current CX strategy by going directly to the source. <a href="https://app.admin.sightx.io/signup" rel="noopener" target="_blank" style="color: #06bfa0;">Start a free trial today!</a>
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Customer experience (CX) is everything.&nbsp;

Content Research Tools

Increase your influence

Benefits of Content Research

Remove the Guesswork

Drive Engagement and ROI

Gain a Competitive Advantage

Content Research & Analysis Tools

Concept Testing

Heat Maps

Text Highlighter

TURF Analysis

Automated Conjoint Analysis

Automated MaxDiff Analysis

Content Research Survey Templates