Exploring Consumer ResearchTrends & Insights

It was great to attend last week's TMRE 2024 in Orlando, FL, engage with leading insights experts, forward-thinkers, and market disruptors, and participate in some great sessions.

Molly Kaylor • 11 Dec 2024

Creating a survey might seem straightforward, but crafting one that collects high-quality, actionable data requires meticulous preparation—and that includes thorough testing. Skipping the testing stage can lead to poor response rates, incomplete data, or even biased results. To ensure your survey performs as intended, the testing stage is not optional; it’s essential. This blog delves into why survey testing is crucial, the diagnostic evaluations it entails, and a step-by-step guide to refining your survey before launch.

Naira Musallam, PhD • 10 Dec 2024

What is a Likert Scale? The Likert scale, developed by psychologist Rensis Likert in 1932, is a psychometric scale widely used in surveys to measure attitudes, opinions, or behaviors. It consists of a statement followed by a set of response options that reflect a range of agreement, frequency, or intensity.

Naira Musallam, PhD • 09 Dec 2024

Correlation is one of the most fundamental statistical concepts used in research, yet it is often misunderstood or oversimplified. Whether you’re exploring consumer behaviors, evaluating marketing campaigns, or assessing product performance, understanding correlation is key to uncovering relationships in your data. In this blog, we’ll explore correlation in depth, including how it’s measured, its types, and how tools like SightX can help you harness its power for impactful insights.

Naira Musallam, PhD • 05 Dec 2024

Market research (MR) is an important practice for any successful business. Whether the company is launching a new product, entering a new market, or refining strategy, understanding one’s audience is critical. This guide will equip you with everything you need to know to conduct market research like a seasoned professional.

Naira Musallam, PhD • 04 Dec 2024

What is Social Listening? Social listening involves analyzing online conversations and trends around your brand, industry, or competitors to glean actionable insights. It’s about looking beyond the mentions to understand the why behind consumer behaviors and opinions. By leveraging these insights, you can make informed decisions that resonate with your audience and drive results.

Tim Lawton • 27 Nov 2024

It's commonly understood that market research has been undergoing a major shift thanks to generative AI. This technology, characterized by its ability to create content, synthesize insights, and predict behavior, is reshaping how research is conducted, analyzed, and applied. From automating repetitive tasks to creating entirely new methodologies, generative AI offers unprecedented efficiency, accuracy, and creativity.

Naira Musallam, PhD • 27 Nov 2024

Regression analysis offers a robust statistical method to uncover relationships, predict outcomes, and drive decision-making. At its core is the regression model, a powerful tool that enables data professionals to analyze patterns and trends. Whether you're a business professional, a researcher, or a data enthusiast, understanding how regression models work, can empower you to make data-driven choices with confidence. This guide covers the fundamentals of regression analysis, its importance, how it works, the types of regression models, common pitfalls, and tools you can use.

Naira Musallam, PhD • 27 Nov 2024

In a crowded marketplace, where countless brands compete for attention, making a lasting impression is vital. Brand recall is a key metric that measures how well your target audience remembers your brand, which can have a profound impact on your success. But what exactly is brand recall, why is it important, and how can you measure and improve it?

Naira Musallam, PhD • 20 Nov 2024