Conversations for Research Rockstars (Research Rockstar Training & Staffing)

What does “big data” and “business intelligence” mean for market research careers? Will your next great market research job be titled something else? Join us for a conversation on job title trends.

Make sure to download this before you listen:

http://tinyurl.com/yb6sphny

Want a great new option for keeping up with market research concepts and skills? Without travel? Try our free 4-week membership. No credit card needed. Just your passion for advancing customer insights. Courses cover qualitative and quantitative methods, beginner levels to expert. Learn more here:

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Response rates for online surveys can be dismal. What to do about it? One option: improving our survey invitation emails. Can they be better? What specific attributes would make them more effective? In this conversation, Kathryn identifies 5 invitation attributes that have been shown (through research) to improve survey response rates. Might some of these items help with your surveys?

https://training.researchrockstar.com/

Surveys can be used to learn a lot about your target market’s attitudes, behaviors and perceptions. But only if you analyze this market research data correctly. In this real-world example, we see an-all-too common error. Don’t let this happen to you! See the case study origin here: https://bit.ly/3cgQ7KU

All market research and customer insights projects ultimately fall into one or more of these categories: Discover, experiment, measure, predict. Within each one, there are 5+ specific data sources and research methods you can use.  Listen here to amp up your data analysis and customer insights projects.

Make sure you download this PDF :

http://www.researchrockstar.com/wp-content/uploads/2017/06/Framework-Handout.pdf

As a Market Research & Insights professional, you likely have clients. They may be internal, or external—but if you design and execute projects, your work is likely funded by some kind of client. For many researchers, the client’s job role may be in insights—say, the Insights Manager at a footwear brand. Or the client may be the CMO, or a brand manager or some other business role. So regardless of how many clients you have, or their jobs, let’s think for a minute from their perspective: if I have a client who has a new need for information, for customer insights-related information, where do they go first? Do they come to me? Do they turn to another market research expert or team or agency? Do they have enough knowledge to know there are more than one possible useful data sources to answer their questions?

Let’s say your client Jane is the CMO at Cozy Footwear. She has some burning questions about the profile of their most loyal customers. Where would she get that data? Would she know where to get it? How many data sources would she think of? 2 or 3? Or 10 or more? And if she is aware of 10 or more, what implications does that have?

Here is the link to the PDF mentioned in the podcast: https://bit.ly/2DPkmaL

Learning to become a data-fluent market researcher? A good first step is learning about common data sources. In market research, we commonly use data collected from surveys, focus groups, social listening and more. But what about our colleagues on the "big data" and analytics side? What data sources do they use? At the highest level, we can talk about 5 categories of data.

In this conversation, we identify common data sources and share some examples of how companies use them to generate customer insights.

What makes a market research objective "good"? What makes it precise enough to guide a project such that, at the conclusion, the project will be likely to be perceived as successful? In this video, Research Rockstar Lead Instructor Kathryn Korostoff teaches the 4 components used to assess objectives. Too often, market research projects start with vague objectives that lead to operational delays or onerous research instrument iterations. Don't let this happen to you! Learn how to write objectives that ensure team coordination and market research success. 

Conversations for Research Rockstars is produced by Research Rockstar Training & Staffing. Our 25+ Market Research eLearning classes are offered in both real-time and on-demand formats and include options to earn Insights Association Certificates. Our Rent-a-Researcher staffing service places qualified, fully-vetted market research experts, covering temporary needs due to project and resource fluctuations. 

***We believe it: Inside every market researcher, is a Research Rockstar!***

Hope you enjoy this episode of Conversations for Research Rockstars. 
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Care about market research data quality? Lessons from the field of behavioral economics can be used to optimize market research methodology choice and design. In this conversation, host Kathryn Korostoff reference's Daniel Kahneman's famous book, Thinking Fast & Slow, to show how market researchers can use the concepts of "fast and slow" thinking.

How do you define "Market Research"? What about "Marketing Research"? Are they the same...or meaningfully different? Using 4 definitions from published sources, let's take a look and decide for ourselves. In this episode, Kathryn uses examples related to product positioning and customer loyalty to see which phrase is most accurate. Disagree with her take? Great! 

While bias can be introduced during a research project, there’s another source of bias that comes earlier: bias that comes from the methodology and data sources that we use. Before we actually start a research project are we being biased in what methods we choose? Listen here for a great option for choosing the best methodologies for each project—rather than defaulting to your personal favorites.

What is your team's position on the continuum from basic to bold of AI so far? Is the status on the basic end, with AI used for personal productivity but not much else? Or is your team looking to leapfrog conventional methods with new AI-driven customer insights-driving products and services? Hint: your team is more on the bold end if it is already piloting solutions that include components such as avatars/conversational AI, data-to-text, image analysis, or synthetic data. 

Conversations for Research Rockstars is produced by Research Rockstar Training & Staffing. Our 25+ Market Research eLearning courses are offered on-demand and include options to earn Insights Association Certificates. Our Rent-a-Researcher staffing service places qualified, fully-vetted market research experts, covering temporary needs due to project and resource fluctuations. 

We believe it: Inside every market researcher, is a Research Rockstar!

Hope you enjoy this episode of Conversations for Research Rockstars. 

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Market research career paths are changing. Are you ready? New market research skills can help you prepare for evolving career paths. First step: choosing which of several emerging career paths you want to pursue. Do you want to be a market research generalist? A specialist? or do you want to pursue adjacent opportunities?

Have you ever conducted market research in support of Thought Leadership (TL) programs? Thought Leadership programs are used by companies in many industries, especially in B2B, and can be used to establish or strengthen their visibility in their market. Within TL programs, conducting survey research is very popular, as it provides a quick and compelling way to showcase data-driven insights. After all, there's nothing like a little data sound bite about what percentage of people have a specific attitude, need, or behavior to catch an eye or get an article in a newspaper.

But designing a questionnaire for a TL project is very different than designing a questionnaire for other market research purposes, such as market segmentation, message testing, product concept testing, or satisfaction studies. In this interview, Kathryn Korostoff speaks with Lilah Raynor, CEO of Logica Research, who generously provides practical tips for mitigating known risks when conducting TL research, as well as specific guidance for crafting questions and scales. Researchers who see Thought Leadership work in their future won't want to miss this episode!

About Our Guest: Lilah Raynor is the founder and CEO of Logica Research. Logica Research excels in creating customized marketing research solutions for complex business questions. Logica provides financial services companies, fintech companies, and growing organizations the insights they need for product development, service enhancements, and communications that will improve people's financial lives, deepen brand engagement, and drive business growth. 

Visit their website: Logica Research

Connect with Lilah Raynor on LinkedIn: Lilah Raynor

Conversations for Research Rockstars is produced by Research Rockstar Training & Staffing. Our 25+ Market Research eLearning classes are offered in an on-demand format, and include options to earn Insights Association Certificates. Our Rent-a-Researcher staffing service places qualified, fully-vetted market research experts, covering temporary needs due to project and resource fluctuations. 

We believe it: Inside every market researcher, is a Research Rockstar!

Hope you enjoyed this episode of Conversations for Research Rockstars.

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What do you hear more often: "market" or "audience"? And what's the difference?

Why are some market research & insights teams moving to R? Because as these teams become the central synthesizer for multiple data types and sources from across an organization, they choose to use the tools that their peers in related data functions are using--often especially R. And R can be as geeky or as friendly as you want--depending on what you use it with. Learn more about R and why some insights teams are making the move from SPSS to R. This conversation includes several sources for learning R, including free options.

Qualitative research demand is shifting to more rigorous methods and analysis approaches. My hypothesis is that over the next year, we will see strong demand for qualitative research…but it will skew to what we might call hard-core qual. Thus, market researchers will be expected to deliver projects that meet the ever-increasing needs for scale and speed, while also being rigorous. What do you think? Are you seeing something similar...or different?

In this conversation, Kathryn Korostoff shares her observations on this important market research trend...and its implications.

This episode relates to a detailed article, Rigor, Speed & Scale for Hard-core Qualitative Research, published last week: https://www.researchrockstar.com/qual...

Surprise! Contrary to popular belief, many clients LIKE slide-deck style reports. In this Conversations episode, Research Rockstar Lead Instructor Kathryn Korostoff shares two important reasons why many clients like slide-style reports, and insider tips for how to structure a slide-style report (including 3 options for structuring qualitative research reports in a way that will show your clients that you understand their needs and aren’t just generating a cookie-cutter report). So let’s jump in and make sure your next qual report really shows your clients and colleagues that you are a Research Rockstar.  This Conversation is an excerpt from the Research Rockstar eLearning course on Writing Qualitative Research Reports, available at Training.ResearchRockstar.com.

Conversations for Research Rockstars is produced by Research Rockstar Training & Staffing. Our 25+ Market Research eLearning classes are offered in an on-demand format, and include options to earn Insights Association Certificates. Our Rent-a-Researcher staffing service places qualified, fully-vetted market research experts, covering temporary needs due to project and resource fluctuations. ***We believe it: Inside every market researcher, is a Research Rockstar!*** Hope you enjoy this episode of Conversations for Research Rockstars. http://www.researchrockstar.com/ Facebook - https://www.facebook.com/ResearchRockstarTraining Twitter - https://twitter.com/ResearchRocks LinkedIn - https://www.linkedin.com/company/2038750 877-Rocks10 ext 703 for Support, 701 for Sales Info@ResearchRockstar.com

7 reasons why writing qualitative market research reports is hard, and what you can do about it. As a market research professional, you may need to write reports based on your focus groups, online focus groups, IDIs, ethnography or online qualitative methods. And it's a tough job. 

Check out the diagram on page  6 of this PDF for a great example of how to simplify your reporting process by jump-starting your analysis and synthesis.

https://goo.gl/AuCfhr

In this episode, Kathryn covers important considerations for senior-level market research & insights professionals who are planning the next phase of their career. If we want to advance and become a consultative advisor to c-suite executives, we have to be able to address their sources of pain. And a big source of pain for c-suite executives is achieving ROI on their many and varied investments in data-driven decision making. You can help them. Here's how.

Conversations for Research Rockstars is produced by Research Rockstar Training & Staffing. Our 25+ eLearning classes are offered in both real-time and on-demand formats, and include options to earn IA Certificates. Our Rent-a-Researcher staffing service places qualified, fully-vetted market research experts, covering temporary needs due to project and resource fluctuations.

We believe it: Inside every market researcher, is a Research Rockstar!

Market Research & Insights professionals can apply for jobs in various types of companies. Often, the first decision is: should you pursue "client-side" or "supplier-side" openings? Here are some decision criteria to help you choose.

Planning your first multinational survey research project? Let's make sure you avoid 3 common newbie mistakes that can cost you money, time, and (frankly) credibility. These are three common, REAL WORLD mistakes-- let's help you to avoid them! Multinational market research projects are always fascinating learning opportunities, but they can be a bit tricky. Start by making deliberate decisions about how to maximize data quality on a per-country basis (hint: the best options for data collection mode may not be universal for your populations of interest).

Enjoy this conversation to learn more about global market research. 

Conversations for Research Rockstars is produced by Research Rockstar Training & Staffing. Our 25+ Market Research eLearning classes are offered in both real-time and on-demand formats and include options to earn Insights Association Certificates. Our Rent-a-Researchers staffing service places qualified, fully-vetted market research experts, covering temporary needs due to project and resource fluctuations. 

***We believe it: Inside every market researcher, is a Research Rockstar!***

Hope you enjoy this episode of Conversations for Research Rockstars. 

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Ready to add a new market research methodology to your toolchest? Mobile ethnography is an option for scalable qualitative research. Using a recent case study, Kathryn reviews the key benefits. Also, Happy Anniversary! We celebrate the 1 year anniversary of the Conversations series with a gift for our fans.

Market Research & Insights teams are under constant pressure to be efficient. To do more with less, or at least more with “the same.” But how? By evaluating our resources and processes.

Today we focus on resources—the tools, people and other assets that are the building blocks of the MR&I function. One way to Identify potential efficiency boosters is by evaluating how the Market Research team is structured.

What are the roles? Who does what? Is the work process itself efficient? Or prone to time-sucking errors or roadblocks? Let's discuss two specific options for defining job roles.

Are you looking to plan training for new market researchers? Or training to help a team develop professional-level survey research skills? Or qualitative research ones? How about a training plan that would advance use of new research methods? Or advance consultative skills? In this episode, Kathryn shares training plan tips and 3 examples. Conversations for Research Rockstars is produced by Research Rockstar Training & Staffing.

Our 25+ eLearning classes are offered in both real-time and on-demand formats, and include options to earn IA Certificates. Our Rent-a-Researcher staffing service places qualified, fully-vetted market research experts, covering temporary needs due to project and resource fluctuations.

We belive it: Inside every market researcher, is a Research Rockstar!

Want to feel more confident in your ability to optimize survey data quality? In this Conversation, Research Rockstar instructors Kathryn Korostoff and Julie Worwa share some of the key steps professional survey researchers take to optimize data quality. Even if you are new to professional-level market research, or feel uncertain about your statistical knowledge, these topics will help amp up your research success. Topics in this conversation are also covered in more depth in Research Rockstar's eLearning courses on Quantitative Data Analysis, Questionnaire Design and SPSS. Conversations for Research Rockstars is produced by Research Rockstar Training & Staffing. Our 25+ Market Research eLearning classes are offered in both real-time and on-demand formats, and include options to earn Insights Association Certificates. Our Rent-a-Researcher staffing service places qualified, fully-vetted market research experts, covering temporary needs due to project and resource fluctuations.

Conversations for Research Rockstars is produced by Research Rockstar Training & Staffing. Our 25+ Market Research eLearning classes are offered in both real-time and on-demand formats, and include options to earn Insights Association Certificates. Our Rent-a-Researcher staffing service places qualified, fully-vetted market research experts, covering temporary needs due to project and resource fluctuations.

***We believe it: Inside every market researcher, is a Research Rockstar!*** Hope you enjoy this episode of Conversations for Research Rockstars. http://www.researchrockstar.com/ Facebook - https://www.facebook.com/ResearchRockstarTraining Twitter - https://twitter.com/ResearchRocks LinkedIn - https://www.linkedin.com/company/2038750 877-Rocks10 ext 703 for Support, 701 for Sales Info@ResearchRockstar.com

New market research methods are great—but I still value the tried and true. Survey research, for one, is still very important (especially for populations and research goals that can't be served through transactional data, 3rd party data, etc.). And luckily, we have more information (research on research) than ever about how to maximize survey data quality. One part? Maximizing response rates. In this conversation, we discuss 8 ways to boost your survey response rates.

For those of you who may be newer to market research, you might ask, "what is the response rate for a given project?" Here’s a simple example for email surveys: if you email out 1,100 survey invitations and 100 bounce back due to bad addresses/being non-deliverable, and 250 respond, your response rate is 250/1000= 25%. And wouldn’t THAT be nice! You might get that for employee surveys or highly engaged customer surveys, but otherwise, it’s pretty rare.

Link to the research compendium mentioned: https://www.researchrockstar.com/CompendiumofEmailSurveyInvitation

Market Research & Insights professionals often need to support business clients on projects that may benefit from more than one methodology or data source. What do we need to know about the many data options available to help our clients make informed decisions? Primary and secondary research, quantitative and qualitative, predictive and prescriptive data, cross-sectional and longitudinal data, transactional data, and many more terms need to be part of our vocabulary. Let’s get started!

How to mitigate the risks associated with rating scales in market research questionnaires? Know all your scale options. Likert scales are great for many cases, but so are semantic differential scales. Not familiar with semantic differential scales? Tune in for some quick tips that will help your professional market research instruments shine.

If you do survey research, should you learn SPSS? What if you have colleagues who normally do the data analysis for you, might it still be worthwhile for you, as a market research professional, to learn SPSS? The answer is, “it depends.” Here’s a short Conversation or those of you who have been debating it.
Not all survey researchers need to learn SPSS, but it is a worth consideration in specific situations discussed herein.
For information on SPSS Training for survey researchers, please visit: https://training.researchrockstar.com/courses/Introduction-to-SPSS

Big data isn't perfect. Unfortunately, biased experts often over-promise and often under-deliver. What do market research & insights professionals need to know about big data risk factors? In this conversation, 7 reasons why Big Data projects fail, and what we can do to help clients make data-agnostic choices.

Online qualitative research is a hot methodology and can be very powerful. But it can also be challenging, especially for market research professionals working on ideation projects. In this conversation, Kathryn shares some tips for how to get great ideation while using online qualitative methods.

Newer researchers may not realize how much of the work in Market Research and Insights is in socializing the results. We don't just send a report out by email and nothing else... not unless we want the research to be ignored. Successful researchers help their clients/stakeholders socialize the research results to influence and persuade. In this episode, Kathryn Korostoff is joined by Kory Grushka, Founder and CEO of Stories Bureau. Kory's company is a creative agency with experience helping major CPG and Tech brands harness the power of visual storytelling capabilities for insights professionals, including highlights on client & researcher risk aversion and overcoming reporting challenges. 

Kory Grushka is the Founder and Creative Director of Stories Bureau, a boutique creative agency focused on B2B content and internal creative for Fortune 500 companies. You can connect with him on LinkedIn or learn more at storiesbureau.com

Conversations for Research Rockstars is produced by Research Rockstar Training & Staffing. Our 25+ Market Research eLearning classes are on-demand and include options to earn Insights Association Certificates. Our Rent-a-Researcher staffing service places qualified, fully-vetted market research experts, covering temporary needs due to project and resource fluctuations. 

We believe it: Inside every market researcher, is a Research Rockstar!

Hope you enjoy this episode of Conversations for Research Rockstars. 

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CX is hot. We know that. And as an MR pro you know that CX intersects heavily with MR—indeed, one could argue that CX research is really just a subset of market research—using many of the same methodologies. But for various reasons, CX is hot… and getting a lot of C-Suite attention and budget. So as an MR pro—or team leader—you are probably thinking about how to align with this growth area. The first step: figuring out who is in charge. That's the focus of today's 8-minute Conversation for Research Rockstars.

Welcome to Part 1 of a 4-part series: Prepping Your Market Research & Insights Team for 2022. What did we learn in 2021 that we should leverage as we plan for 2022? Part 1 focusses on the question: “What did we learn in 2021 about research methodology choices that we should leverage as we plan for 2022?”   Hosted by Research Rockstar Lead Instructor Kathryn Korostoff, with fantastic guests, and true Research Rockstars:

• Amy Anderson, Owner of Solutions Through Research and Research Rockstar Instructor. Amy is the primary research strategist & analyst at Solutions Through Research, and regularly works with research firms and agencies as “bench” support. 
• Michelle LeGros, Insights and Marketing Consultant and Research Rockstar Instructor. Michelle is an insights leader who brings strategic and practical insights solutions to help organizations answer key business questions. ​She has spent more than 25 years on both the client and supplier sides of insights & marketing research.

The 4-part series is being released on four consecutive Tuesdays starting November 2 on YouTube, Apple Podcasts, and Audible (Amazon).

Conversations for Research Rockstars is produced by Research Rockstar Training & Staffing. Our 25+ Market Research eLearning classes are offered in both real-time and on-demand formats, and include options to earn Insights Association Certificates. Our Rent-a-Researcher staffing service places qualified, fully-vetted market research experts, covering temporary needs due to project and resource fluctuations. ***We believe it: Inside every market researcher, is a Research Rockstar!*** Hope you enjoy this episode of Conversations for Research Rockstars. http://www.researchrockstar.com/ Facebook - https://www.facebook.com/ResearchRockstarTraining Twitter - https://twitter.com/ResearchRocks LinkedIn - https://www.linkedin.com/company/2038750 877-Rocks10 ext 703 for Support, 701 for Sales Info@ResearchRockstar.com

Market Research & Insights career opportunities are shifting. Do you have the skills employers are seeking? In this conversation, Kathryn illustrates new skills trends by looking at recent job postings from leading companies.

These days, market segmentation means different things to different people. For those of us in market research, we need to be aware! And vigilant about the correct use of the language, to avoid confusing our clients and colleagues. Here is what you need to know.

If you like these conversations, we encourage you to visit our web page and have a look at our courses:

https://training.researchrockstar.com/

Opinions on the accuracy of Net Promoter Score (NPS) as a customer loyalty measure vary widely.

But like it or not, the reality is that a lot of organizations use NPS. It has become a standard key performance indicator (KPI) that many business executives embrace. So it's not going away anytime soon. The question for those of us who care about data accuracy, is how can we augment or possibly modify it to make sure that the data story told by NPS, is going to help the business improve.

Many people think they “know” NPS, but once you dive in and actually start working with it, you find there is more to making it useful than simply counting “promotors” versus “detractors.” A lot more.

In this excerpt from a guest lecture delivered to Research Rockstar students, NPS expert Paul Abel tackles burning questions about controversies surrounding NPS (is it a truly useful measure of loyalty?), and his experience in optimizing research programs that use NPS.

About the Speaker: For over 25 years, Paul Abel has led qualitative and quantitative research across a wide variety of topics and markets worldwide via his work at Blue Research, and previous work at Intel and Gartner Consulting. Paul holds a PhD in Psychology/Neuroscience from the University of Washington and BS degree from UCLA. Check out his other content and services here: www.blue-research.com 

Further NPS-related info:

• A video chat on NPS with Kathryn Korostoff and guest Jeffrey Henning of Researchscape.
• Two well-done articles on the pitfalls of NPS: this one cites a lot of very credible research and proof points, and this one has research-supported advice on how to improve NPS (access to the full article requires being a subscriber to Quirk’s, and subscriptions are free).

"Sure, big data tells you what consumers do, but you need market research to find out the WHY."

It’s a common statement these days. But is it factually accurate? Or is it a self-soothing platitude for those of us in the market research & insights professions? Factually, what are the best options for finding out the “why” behind consumer behavior these days? And which of those options are in the market research purview?

This week's conversation is a webinar recorded on October 22, 2018. The "Why" Webinar with market research pros Kathryn Korostoff, Nikki Lavoie and Evan Oster.

Rampant in the market research and insights world for a few years now: widespread misuse of a popular piece of research lingo. And recently, I notice this misuse is getting even worse. As a profession, I think we would all agree that common market research jargon should be used precisely. But when it comes to the phrase "DIY Research," all bets are off.

I commonly see the phrase used to mean 4 very different things: 1.Online surveys

2. Market research conducted by people without skills or training (a la home improvement)

3. Online surveys conducted using platforms such as Decipher, Qualtrics, SurveyGizmo, etc.

4. Market research conducted by corporate researchers

Which of these definitions is correct? They can't all be! In this conversation, I share some context about how the term "DIY" Research is commonly used and abused, and share an example from a recent trade show promotion.

Are market research professionals widely experiencing career anxiety? The feeling of stress we may have when thinking about our 5-year career path options? Of course. And a lot is due to technology trends. In this episode, host Kathryn Korostoff discusses the realities of how and why market research career paths are changing, so that we can refresh our market research career path plans without getting distracted by short-term thinking.

Related article with Pew Research and Clutch citations: https://www.researchrockstar.com/blog/

Hiring a market research company has pros and cons. But here are 4 cases when it will likely be the best (and safest) choice.

Please share this episode with anyone who may be deliberating over whether or not to hire a market research company.

The Work from Home (WFH) phenomenon has impacted Market Researchers from two very different angles: first as employees/workers ourselves, and second as research methodologists. In this episode, the discussion tackles both:

• What does ongoing full or partial WFH mean for our profession, our teams, our collaborations, our career paths? What skills may need to get amped up in 2022 to be successful in a WFH-heavy profession?
• What have we learned about doing research on WFH topics? Are some methodologies better suited for understanding hot WFH-related research topics better than others? For example, what methodologies are best for research on what new behaviors are here to stay and which ones will likely return to pre-COVID norms?

About This 4-part series asks the question, “What did we learn in 2021 that we should leverage as we plan for 2022?” This is a real-world, “brass tacks” look at what we, as Market Research & Insights professionals, learned about our own work in 2021.

The 4-part series is being released weekly starting November 2 on YouTube, Apple Podcasts, and Audible (Amazon).

• What did we learn (about research methodology choices) in 2021 that we should leverage as we plan for 2022?
• What did we learn (about improving survey data quality) in 2021 that we should leverage as we plan for 2022?
• What did we learn (about WFH as a research topic and as it pertains to our own work/teams) in 2021 that we should leverage as we plan for 2022?
• What did we learn (about our own skill/knowledge needs) in 2021 that we should leverage as we plan for 2022?

How do you prepare for big, new market research survey projects? Often, professional market researchers will do focus groups or in-depth interviews (IDIs) to generate hypotheses that will drive key content for the questionnaire design. But what if you don't have time or budget for those methods? We have a great tip.

Critical thinking is a skill market research & insights professionals use to ensure our conclusions and recommendations are truly excellent. In short, critical thinking is the objective analysis and evaluation of a topic in order to develop a factually defensible judgment. While in the field of market research we don’t often refer to the precise phrase “critical thinking”, it is widely acknowledged as one of our profession’s tenets: the pursuit of objective analysis. [The specific phrase “critical thinking” is more often used in the broader field of social sciences research, of which we are a part]. In this episode, Kathryn defines related attributes of critical thinking as they apply to market research, and guides you through a very revealing self-assessment exercise. Want to assess your own, or your team’s, critical thinking prowess? Check out this episode for the exercise!

These days we seem to find "insights" everywhere, it is defining what we do in the market research field, but, do we all have a common definition for it? let's get down the conversation about it.

As a Market Research & Insights professional, you have likely heard the term "insights democratization." The phrase invokes a vision of organizations that have numerous data sources, and data-based findings, that are seamlessly shared within and between various functional areas in a friction-free manner. Everyone with appropriate permissions has access to all the customer data they need--whether from behavioral data, transactional data, syndicated data, or primary market research data.
In this episode, Research Rockstar President Kathryn Korostoff interviews Thor Olof Philogene on this important topic, and they also discuss some of the innovative things his company, Stravito, is doing to advance this concept from aspiration to reality. 

Mentioned in this Conversation:
-- 2016 use of the term "Insights Democratization": "Keynote presentation by Ray Poynter (Excellent!) #MRIA16 #NewMR @raypoynter", https://lovestats.wordpress.com/tag/ray-poynter/
-- Thor Olof Philogene's, CEO of Stravito, LinkedIn: https://www.linkedin.com/in/thorolof/ and company Twitter: https://twitter.com/StravitoAB
-- Ray Poynter, Chief Research Officer, Platform One, LinkedIn: https://www.linkedin.com/in/raypoynter/ and Twitter: https://twitter.com/RayPoynter
-- Annie Pettit, Chief Research Officer, E2E Research, LinkedIn: https://www.linkedin.com/in/anniepettit/?originalSubdomain=ca and Twitter: https://twitter.com/LoveStats
-- Burberry study mentioned in the episode: https://www.stravito.com/resources/burberry-mixes-creativity-with-data-to-design-an-insights-driven-future
-- Forrester data mentioned in the episode: https://www.stravito.com/resources/forrester-tei-study-illustrates-stravitos-business-impact

Conversations for Research Rockstars is produced by Research Rockstar Training & Staffing. Our 25+ Market Research eLearning classes are offered in both real-time and on-demand formats and include options to earn Insights Association Certificates. Our Rent-a-Researcher staffing service places qualified, fully-vetted market research experts, covering temporary needs due to project and resource fluctuations.

***We believe it: Inside every market researcher, is a Research Rockstar!***

Hope you enjoy this episode of Conversations for Research Rockstars. 
https://www.researchrockstar.com/
Facebook: https://www.facebook.com/ResearchRockstarTraining
Twitter: https://twitter.com/ResearchRocks
LinkedIn: https://www.linkedin.com/company/2038750
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Writing great quantitative market research reports is hard! Often, we don't have as much time to write them as we would like. One strategy for being as efficient as possible? Having a precise outline ready so that once you have your data, you can write your report in a fast, logical manner. In this conversation, Kathryn Korostoff discusses three ways to organize a quantitative market research report. And one of them may surprise you. Be sure to download the provided file.

Download here: https://goo.gl/CEjMQN

Why "DIY" is the most misused term in market research today. Misuse of this term undermines credibility and business relationships.

Do your market research survey respondents speed through your questions? Does that impact data quality? In any given questionnaire, the amount of time participants spend completing it can vary. In some cases, that's legitimate. But in some cases, it's a red flag that you have bad respondents, and thus potential data quality issues. In this conversation, Kathryn Korostoff discusses how to find your speeders, how to assess the impact on data quality, and how to deal with them. Special thanks to SurveyMonkey for publishing some great data on this topic!

Qualitative data options for 2018 and beyond. Learn about 8 methods for collecting qualitative data, and examples of when to use them. Qualitative data is a hot topic these days. Many quantitative researchers are looking to gain qualitative skills, and many qualitative researchers are looking to expand beyond conventional focus groups and in-depth interviews. In this conversation, we talk about 8 qualitative research options, with examples.

Soft skills, especially those that relate to client management, may be the key to really thrilling market research & insights clients. And client management is often the hardest part of our work. Not sure if you agree? Well, have you (or someone on your team) ever experienced pain with any of the following:

--Getting agreement on sufficiently precise research objectives

--Setting and managing client expectations

--Ensuring that client interests don’t conflict with objectivity

--Facilitating collaborative (and often iterative) processes

--Leading client meetings

--Helping clients to use the research results

If so, then you know that client management can be hard. In this Conversation, Kathryn Korostoff shares research about the opportunity for market research professionals to advance their work by focussing on client management and related soft skills. This video relates to a longer article, with citations: https://www.researchrockstar.com/do-m...

As professional market researchers, one of our biggest challenges is access to quality sample. We have all had the experience of having to toss out 10% or even 20% or more of research respondents because they were likely bots, fakes, or otherwise low-quality responses. While online sample is problematic for both B2B and B2C studies, the "solutions" may be different. In this episode, our experts tackle the topic of B2B: how can we efficiently recruit authentic, qualified participants for B2B research?

Join Kathryn Korostoff and Sharekh Shaikh, CEO of CleverX, as they discuss how to optimize B2B recruiting for both qualitative and survey research projects. Sharekh has a unique POV on this topic—one that will surely challenge current assumptions about how to get access to high-quality, authentic B2B respondents!

At 05:10, Sharekh references ESOMAR research regarding the percentage of fraudulent online survey responses, so we wanted to share the source of that statistic: Technology’s role in preventing fraud.

CleverX is an audience discovery platform for market and product research teams, specializing in B2B sample. To learn more about the company and the work Sharekh does, please see the links below! 
CleverX | CleverX on LinkedIn | Sharekh Shaikh on LinkedIn | Sharekh@cleverx.com | 415-318-6857

Conversations for Research Rockstars is produced by Research Rockstar Training & Staffing. Our 25+ Market Research eLearning classes are offered on-demand and include options to earn Insights Association Certificates. Our Rent-a-Researcher staffing service places qualified, fully-vetted market research experts, covering temporary needs due to project and resource fluctuations. 

**We believe it: Inside every market researcher, is a Research Rockstar!**

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Market Research & Insights professionals face a dilemma in social situations: how do you answer the question, "What do you do?" So, how do you answer this question?

Professional survey researchers document their sampling plans to ensure a high-quality data collection process. If you want reliable survey data, you need to make careful decisions about sampling.

In this Conversation, Lead Instructor Kathryn Korostoff shows you how to document your sampling plan in a way that will thrill your clients, stakeholders and other collaborators--while mitigating data quality risks. This conversation includes content related to the Research Rockstar course, "Sampling Methods for Market Research": https://training.researchrockstar.com/courses/Sampling-Practicum-for-Survey-Researchers

Conversations for Research Rockstars is produced by Research Rockstar Training & Staffing. Our 25+ Market Research eLearning classes are offered in both real-time and on-demand formats, and include options to earn Insights Association Certificates. Our Rent-a-Researcher staffing service places qualified, fully-vetted market research experts, covering temporary needs due to project and resource fluctuations.

***We believe it: Inside every market researcher, is a Research Rockstar!***

Hope you enjoy this episode of Conversations for Research Rockstars.

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Why many marketers still love focus groups and how to make sure yours are excellent. Yes, many marketers still love focus groups as a market research method.

Today's focus groups are very different than ones you may have seen 10 or more years ago. Today, they can be online or in-person, formal or casual.

A great focus group can effectively discover customer attitudes and perceptions: what do people really think about your brand? Do people perceive your competitor's products as inferior or superior, and in which specific aspects? Do people in your target market have specific aspirations that align with your brand?

There are lots of cases where marketers need to discover customer attitudes and perceptions. In this conversation, Kathryn gives tips for making sure your next focus group project is a great one.

What happens to market research demand if major consumer brands move to Direct-to-Consumer (D2C) business models? D2C is perhaps the single most disruptive trend in consumer marketing today. In this conversation, I share some fascinating proof points about the D2C trend, and also identify potential implications for the market research and insights profession. This conversation is important for anyone who works on consumer brands—either as part of an in-house insights team or at a research agency.

Market research project management has evolved a lot over the past few years, largely thanks to the many online project management tools now available. But while tech certainly helps, it's only part of the project management success equation for market research & insights professionals. The basics of project management still apply. So how to tell if your basics might need a refresh? A good place to look for evidence is by recalling your last few kickoff meetings. In the past few months, have you found yourself in a kickoff meeting for a new market research study, and none of the attendees were well-prepared? Perhaps, alas, including yourself? The meeting was rocky, and while attendees were polite, you know it left a less-than-ideal impression. In this conversation, let's talk about making sure your kickoff meetings go great! Running great kickoff meetings is an important skill and not one that your project management tool can automate.

Episode #79.

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Question: How much do Market Research & Insights professionals need to know about data privacy? Answer: As much as most marketing-related professionals need to know these days, especially those who (like us) ever collect or store data.

In this Conversation, Kathryn shares some basic definitions and links to curated resources. Including a free instant download: https://www.researchrockstar.com/priv... and webinar playback link: www.researchrockstar.com/privacy

Conversations for Research Rockstars is produced by Research Rockstar Training & Staffing. Our 25+ eLearning classes are offered in both real-time and on-demand formats, and include options to earn IA Certificates. Our Rent-a-Researcher staffing service places qualified, fully-vetted market research experts, covering temporary needs due to project and resource fluctuations.

We believe it: Inside every market researcher, is a Research Rockstar!

Hope you enjoy this episode of Conversations for Research Rockstars. http://www.researchrockstar.com/ Facebook - https://www.facebook.com/ResearchRock... Twitter - https://twitter.com/ResearchRocks LinkedIn - https://www.linkedin.com/company/2038750 877-Rocks10 ext 703 for Support, 701 for Sales.

Qualitative research professionals often create top-line reports as a key deliverable. Sometimes the top-line is the only deliverable, and in other cases, it is a preliminary one (followed later by a more thorough, full report). Unfortunately, the term “top-line” is often misused. But as a Research Rockstar, we want you to know the correct use, and in this Conversations episode, your host, Kathryn Korostoff, shares some guidance as to how you can create a top-line with confidence. This Conversation is an excerpt from the Research Rockstar eLearning course on Writing Qualitative Research Reports, available at Training.ResearchRockstar.com.

Meetings that make an impact with special guest Carol Galvin. In this conversation, Kathryn speaks with Insights veteran Carol Galvin about how to make sure these critical end-of-project meets are successful for the researcher and the client. Carol has been in the market research and insights profession for 30+ years, most recently as a Distinguished Market Intelligence Professional and Team Lead in the IBM Market Development and Insights group.

Thinking about your market research and insights career path?Ready to refresh your career goals?

Here are some tips on how to refresh your career plans to align with current demand for insights professionals. These career coaching tips are for anyone who is planning to start or advance their market research and insights (MR&I) career in a corporate/brand environment.

If your interest is in a career working for a market research company, some of these tips will not apply to you.

Do market researchers over-rely on sample size as proof of survey data quality? Do we under-invest in other data quality contributors, such as instrument design and scale validity? In this conversation, Kathryn and special guest Ken Faro, discuss current thinking on survey research data quality.

Special guest Ken Faro, PhD. Ken is the VP of Research at Hill Holiday. Be sure to check out Ken's related (and important!) article in the October 2018 Sloan Management Review:

https://sloanreview.mit.edu/article/the-big-data-problem-that-market-research-must-fix/. You can learn more about Ken here: https://kennethrfaro.com/

Survey researchers often use online panel providers to fulfill their data collection needs. Need 500 working moms to take your survey on vacation planning? Need 2,000 luxury car owners to take your survey on brand perceptions? You might be getting those research participants from an online panel provider. In this conversation, Kathryn Korostoff interviewed online sample expert Andrew Moffatt of OpinionRoute about current and evolving challenges with online panel quality, including fraud, and the fixes that may be on the horizon.

In the world of professional-quality market research, data visualizations are not just aesthetics; they are critical to research success. You don't need to be a graphic designer, but knowing how to ensure your data captivates and convinces does reduce risk. Join us in this enlightening episode of Conversations for Research Rockstars, where Instructor Kathryn Korostoff unveils the pivotal role of data visualizations in market research reports. Learn the 5 crucial criteria vital criteria taught in our Research Rockstar eLearning courses to gauge the client readiness of data visualizations in professional-quality market research. Tune in and learn how to create visuals that are useful, interesting, and credible.

Conversations for Research Rockstars is produced by Research Rockstar Training & Staffing. Our 25+ Market Research eLearning classes are offered in both real-time and on-demand formats and include options to earn Insights Association Certificates. Our Rent-a-Researcher staffing service places qualified, fully-vetted market research experts, covering temporary needs due to project and resource fluctuations. ***We believe it: Inside every market researcher, is a Research Rockstar!*** Hope you enjoy this episode of Conversations for Research Rockstars. http://www.researchrockstar.com/ Facebook - https://www.facebook.com/ResearchRockstarTraining Twitter - https://twitter.com/ResearchRocks LinkedIn - https://www.linkedin.com/company/2038750 877-Rocks10 ext 703 for Support, 701 for Sales Info@ResearchRockstar.com

When was the last time you refreshed your PowerPoint template? Have your reports pretty much looked the same for 5+ years? The brutal reality is that people do judge a book by its cover--and they judge a market research report by its "look." Here's how to tell if your reports look current...or dated.

Join host Kathryn Korostoff and special guest Dan Braker, President of Breakthrough Research, for a deep dive into the power of authenticity in shaping consumer decisions and brand loyalty. This episode explores the critical role authenticity plays in building lasting connections between brands and their customers. Drawing on psychological research, learn how authenticity impacts consumer decision-making and brand loyalty, and how these factors vary across different demographics. Dan introduces Breakthrough Research's innovative approach to measuring brand authenticity, offering new perspectives on evaluating its impact. Don't miss this insightful discussion on the importance of genuine connections in the marketplace. For more on Breakthrough Research, visit their website.

Brands (and people) need to be authentic in order to form long-lasting connections with their customers. Traditional market research approaches may measure brand appeal or purchase interest, but they may be missing out on the important aspect of authenticity. To learn more about Breakthrough Researcher's authenticity model, check out their LinkedIn page. 

In the episode, Dan also mentioned the broader work of Breakthrough's Chief Innovation Officer, Abrahama M. Rutchick, Ph.D. We recommend learning more about Abe's work here.

Conversations for Research Rockstars is produced by Research Rockstar Training & Staffing. Our 25+ Market Research eLearning classes are offered on-demand and include options to earn Insights Association Certificates. Our Rent-a-Researcher staffing service places qualified, fully-vetted market research experts, covering temporary needs due to project and resource fluctuations. 

We believe it: Inside every market researcher, is a Research Rockstar!

Hope you enjoy this episode of Conversations for Research Rockstars. 

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For many people in the Market Research & Insights profession, the fun part of our projects is delivering the results in written reports. This is where we really get to shine: we get to show that our methodology has resulted in useful and usable information. The challenge? We're under pressure to deliver these reports very quickly. How do we write reports that are going to ignite insights when we may have as little as five to seven business days to do so?

In the quest for speed, many market researchers try to jump straight to synthesis: trying to find the golden nuggets in their results. But the brutal reality is that you have to walk before you can run. If you don't do a good job of (walking) summarizing your research results, you cannot do a thorough and objective job of (running)

 synthesizing them into usable key findings, conclusions or even recommendations. Worse, this is a career damaging choice: if you skip the step of walking before running, you run the risk of somebody else noticing that your analysis was rushed and potentially even incorrect.

In this Conversation for Research Rockstars, let's look at the steps involved that will help you to walk before you run, and end up saving you time.

Please enjoy this conversation with Kathryn Korostoff and Jeffrey Henning as they tackle the question, “What did we learn (about our own skill/knowledge needs) in 2021 that we should leverage as we plan for 2022?”  As Market Research & Insights professionals, what do we need to know to be effective in 2022?

And what knowledge gaps exist that warrant prioritization? So, what are the hot skills for Market Researchers in 2022? In this episode, Korostoff and Henning get into the details on what they see as the most-have skills to rise to the demand of 2022.

Welcome to Part 4 of our 4-part series: Prepping Your Market Research & Insights Team for 2022. Previous episodes tackled improving methodology choices, survey data quality, and WFH effectiveness.

The 4-part series is available on YouTube, Apple Podcasts, and Audible (Amazon).

Learn how to avoid analysis bias in global market research studies. Conducting global studies requires careful planning and data collection, but analyzing the results can be even more challenging. Human beings have inherent biases that can impact data analysis, compromising the quality and accuracy of research reports. In this video, we share three types of bias that can infiltrate our research reports. Enhance your market research skills and deliver an unbiased and reliable analysis of your quantitative and qualitative studies by being aware of these common analysis pitfalls.

This episode includes an excerpt from the Research Rockstar training course, Conducting Global Market Research. For more details on this course, visit bit.ly/GlobalMRX

Conversations for Research Rockstars is produced by Research Rockstar Training & Staffing. Our 25+ Market Research eLearning courses are offered on-demand and include options to earn Insights Association IPC Certificates. Our Rent-a-Researcher staffing service places qualified, fully-vetted market research experts, covering temporary needs due to project and resource fluctuations. 

We believe it: Inside every market researcher, is a Research Rockstar!

Hope you enjoy this episode of Conversations for Research Rockstars. 
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How to do professional-quality survey research? Learn the key steps in the process of planning and conducting survey research in 11 steps. Professional survey researchers know that each of these steps, in turn, actually consists of even more granular steps—but start by learning the major steps and you will be on your way to conducting survey-based market research that will yield reliable, objective quantitative data.

Market research newbies tend to rush right to questionnaire design, but there are important steps before and after questionnaire design that must be done to ensure project success.

>>> Get the survey process flowchart mentioned here: https://www.researchrockstar.com/how-to-do-survey-research-the-process-flowchart/

This Conversation is a brief version of a longer lesson taught in Market Research 101 (https://bit.ly/3k4wDLR), from Research Rockstar Training.

Conversations for Research Rockstars is produced by Research Rockstar Training & Staffing. Our 25+ Market Research eLearning classes are offered in both real-time and on-demand formats, and include options to earn Insights Association Certificates. Our Rent-a-Researcher staffing service places qualified, fully-vetted market research experts, covering temporary needs due to project and resource fluctuations.

***We believe it: Inside every market researcher, is a Research Rockstar!***

Hope you enjoy this episode of Conversations for Research Rockstars.

http://www.researchrockstar.com/ Facebook - https://www.facebook.com/ResearchRockstarTraining Twitter - https://twitter.com/ResearchRocks LinkedIn - https://www.linkedin.com/company/2038750 877-Rocks10 ext 703 for Support, 701 for Sales Info@ResearchRockstar.com

Getting your Market Research & Insights team ready for 2020? Inform your plans by considering the key strategic issues your clients face. In this Conversation, host Kathryn Korostoff shares her research on key challenges faced by marketing executives and how the Market Research & Insights function can prepare to help. The referenced infographic can be downloaded for free here: https://www.researchrockstar.com/mrx2...

Conversations for Research Rockstars is produced by Research Rockstar Training & Staffing. Our 25+ eLearning classes are offered in both real-time and on-demand formats and include options to earn IA Certificates. Our Rent-a-Researcher staffing service places qualified, fully-vetted market research experts, covering temporary needs due to project and resource fluctuations.

We believe it: Inside every market researcher, is a Research Rockstar!

Hope you enjoy this episode of Conversations for Research Rockstars.

How to write questions that best measure priorities and preferences? It's a common need: to understand customer priorities. For example, you may want to know which of 5 new color choices you should add next to your laptop case product line. Or maybe you want to know which of 6 local restaurants people see as most or least family-friendly? In this conversation, we look at two easy options that capture priorities without over-relying on over-used 5-point rating scales.

4 clues that your clients are bored with the market research they are receiving, and how to proactively manage them to mitigate this risk. Bored clients won't use your research. And are unlikely to become raving fans of research in general, or the researcher with whom they have worked. Don't let this happen to you!!

As market researchers, we often have projects where we are gathering data about emotions. But identifying and describing emotions can be tricky. This Conversation will help researchers who have experienced the common challenge of how to accurately report emotion-related research results in a way that will be useful to research clients. Emotional content relates to many types of market research studies, most commonly those related to product testing, ad testing and brand perceptions. For an image of the emotions model referenced, visit: https://bit.ly/3w0evtW

Conversations for Research Rockstars is produced by Research Rockstar Training & Staffing. Our 25+ Market Research eLearning classes are offered in both real-time and on-demand formats and include options to earn Insights Association Certificates. Our Rent-a-Researcher staffing service places qualified, fully-vetted market research experts, covering temporary needs due to project and resource fluctuations.

***We believe it: Inside every market researcher, is a Research Rockstar!***

Hope you enjoy this episode of Conversations for Research Rockstars.

http://www.researchrockstar.com/ Facebook - https://www.facebook.com/ResearchRockstarTraining Twitter - https://twitter.com/ResearchRocks LinkedIn - https://www.linkedin.com/company/2038750 877-Rocks10 ext 703 for Support, 701 for Sales Info@ResearchRockstar.com

Data-centric businesses need data-fluent advisors. Or as Mckinsey likes to call them, "translators." What professionals will meet this need? Is it a good career path option?

Market researchers seem to assume that people with big data jobs are better positioned. But that is not necessarily so. In this conversation, let's talk about why market research and customer insights professionals are actually well-positioned to take on the new role

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Will your next great market research & insights career opportunity require showing that you can work with multiple data sources? Demonstrating your ability to find and apply new methods? For many people looking to advance their careers, the answer to both questions will be “yes.” Here’s some proof, and some tips on how to prepare.

When making methodology recommendations, many market researchers find ethnography desirable but intimidating. The biggest worry is often about recruiting: how do we find qualified people from the target population of interest and motivate them to participate in ethnographic research? Join Instructor Kathryn Korostoff as she shares 5 specific ways to recruit individuals or groups for ethnographic research. 

Conversations for Research Rockstars is produced by Research Rockstar Training & Staffing. Our 25+ Market Research eLearning courses are on-demand, and include options to earn Insights Association Certificates. Our Rent-a-Researcher staffing service places qualified, fully-vetted market research experts, covering temporary needs due to project and resource fluctuations. 

***We believe it: Inside every market researcher, is a Research Rockstar!***

Hope you enjoy this episode of Conversations for Research Rockstars. 

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Social psychologist Amy Cuddy’s research on "power poses" was questioned because other researchers were unable to replicate the results. Do perceptions of “bad science” in other social science fields cast a negative halo on perceived market research reliability? What are the risk factors in survey research that reduce likely replicability and validity? As a profession, could we be doing a better job of helping clients understand survey research reliability? A conversation with Kathryn Korostoff and special guest, Jeffrey Henning of Researchscape International.

Stay tuned for our newest conversations on market research by subscribing to this podcast or to our YouTube channel:

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Thanks for listening!

Welcome to Part 2 of our 4-part series: Prepping Your Market Research & Insights Team for 2022.

As Market Research & Insights professionals, what did we learn in 2021 that we should leverage as we plan for 2022? Part 2 of our series focusses on the question: “What did we learn about improving survey data quality in 2021 that we should leverage as we plan for 2022?”   

This episode covered important survey research topics. including identifying bogus survey respondents, reducing sample quality risk, using multimode data collection and text-based survey invitations.

Hosted by Research Rockstar Lead Instructor Kathryn Korostoff, with fantastic guests, and true Research Rockstars, Jeffrey Henning and Cindy Casper (contact details below).

Studies cited in this episode:

• Jeffrey Henning cited interesting research by Pew Research about bogus survey participants. Check it out here: https://pewrsr.ch/3nRDSc5
• Kathryn Korostoff cited research on multimode surveys, conducted by the University of Bern, Switzerland: https://bit.ly/2YaJMfH

The 4-part series is being released on four consecutive Tuesdays starting November 2 on YouTube, Apple Podcasts, and Audible (Amazon).

Conversations for Research Rockstars is produced by Research Rockstar Training & Staffing. Our 25+ Market Research eLearning classes are offered in both real-time and on-demand formats, and include options to earn Insights Association Certificates. Our Rent-a-Researcher staffing service places qualified, fully-vetted market research experts, covering temporary needs due to project and resource fluctuations.

***We believe it: Inside every market researcher, is a Research Rockstar!***

Hope you enjoy this episode of Conversations for Research Rockstars.

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Secondary data can often amp up the quality of your market research work. And today, there are lots of secondary data sources. Learn more here!

If you like our content, make sure to follow us on Twitter too @ResearchRocks

How do you handle over-rationalized and contradictory responses in research interviews? For the sake of high-quality qualitative data, we strive to recognize and resolve these issues, but doing so in a real-time conversation can be tricky. In this Conversation, Lead Instructor Kathryn Korostoff shares some tips and tricks to turn these sticky situations into insights gold. 

Conversations for Research Rockstars is produced by Research Rockstar Training & Staffing. Our 25+ Market Research eLearning classes are offered in both real-time and on-demand formats and include options to earn Insights Association Certificates. Our Rent-a-Researcher staffing service places qualified, fully-vetted market research experts, covering temporary needs due to project and resource fluctuations. 

We believe it: Inside every market researcher, is a Research Rockstar!

Hope you enjoy this episode of Conversations for Research Rockstars.
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For Market Researchers being offered a long-term WFH option: should you? Many Market Research & Insights professionals are being offered the work from home or hybrid work from home/in office scenarios as long term options. What's the career-oriented market researcher to do? Would choosing a 100% work from home scenario impact your career? Your visibility with upper management? What tips and tactics can you use to make sure that the choice you make will be right for you both personally and professionally?

Check out the current episode of Conversations for Research Rockstars with special guest Maya Middlemiss, for some practical tips that market researchers can use, whether they choose to work from home fulltime or parttime.

Check out her related information: https://healthyhappyhomeworking.com/

https://www.linkedin.com/pulse/you-dreading-being-summoned-back-office-maya-middlemiss/

About Our Guest: Maya Middlemiss is a freelance writer and consultant, specializing in future-of-work and collaboration themes. Passionate about inclusivity in location-independence and the social impact of technology, she is the creator of the Healthy Happy Homeworking community and book series, and the Successfully Securing Your Remote Job training programme. Maya is an associate with Virtual Not Distant (and the 21st Century Work-Life podcast) in London, a regular contributor to a range of collaboration technology publications and operates her Estonian-based e-business as a British immigrant in Spain. Prior to freelancing full time, Maya created and led a fully remote international research fieldwork team, from 2000-2017, managing recruitment and logistics for thousands of qualitative research and UX projects.

Conversations for Research Rockstars is produced by Research Rockstar Training & Staffing. Our 25+ Market Research eLearning classes are offered in both real-time and on-demand formats, and include options to earn Insights Association Certificates. Our Rent-a-Researcher staffing service places qualified, fully-vetted market research experts, covering temporary needs due to project and resource fluctuations. ***We believe it: Inside every market researcher, is a Research Rockstar!***

Hope you enjoy this episode of Conversations for Research Rockstars.

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Market Research eLearning Options with Special Guest Stephen Griffiths. Kathryn and Stephen discuss the many options for learning about market research and advancing professional skills, including both free and paid options. Please be sure to check out Stephen’s related podcast on Digging for Insights: https://diggingforinsights.com/22-2/ And for handy links to the sites mentioned, please download our free reference sheet: https://www.​researchrockstar.​com/mrx-learning-reference-sheet/

Scale length is always a hot debate in the world of professional market research. Even versus odd? 5, 7, 10, 11 points? The best advice: do an experiment to see what provides the best data for your topics, and from your populations, of interest.

Link to the PDF mentioned on scales research HERE

Running a lean market research & insights team in 2019? While the reality of lean teams exists in many professions, market research & insights teams have some unique conflicts that exacerbate the challenges. That’s because some of the big trends for our profession in 2018 continue to be strong in 2019. Specifically, these three:

1. Advancing consultative skills

2. Advancing data fluency

3. Shrinking the “need-to-insight” lifecycle

Running lean while achieving such notable advances is no mean feat. In this episode, let's take a closer look at how some team leaders are doing so. Note: this episode was inspired by a detailed article, published HERE

Now is a great time to refresh your Market Research & Insights Career planning. Do you have a career plan? A goal? It's time to step back from the treadmill of work and deadlines and think about your 2, 3 or even 5 or 10-year career goals.

Do you currently have a clear vision of what kind of work you want to be doing 5 years from now? What types of colleagues do you want to be working with? What skills do you hope to be using? If not, no worries. We can start easy—at the highest level. And that starts with this basic question: in an ideal world, are you a market research & insights generalist? Or a specialist? Check out this episode for market research career planning tips and examples.

Planning to moderate your first online focus groups? Are you prepared for the differences between online versus in-person moderation? In this Conversation for Research Rockstars, Kathryn Korostoff describes 3 big differences moderators experience--and how to prepare for them.

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Bias can get introduced at various points in a market research project. Here is a look at an often overlooked source of bias: bias that gets introduced during analysis and reporting.

Professional researchers are often trained to mitigate bias during the research planning and data collection phases of a project. For example, survey researchers are trained to word questions and select scales that mitigate bias. And moderators are trained to ask questions and probe using techniques that mitigate bias. But what about after data collection? When data (quantitative or qualitative) is being analyzed, synthesized and reported?

Tip: This conversation is a great one for a team "lunch-and-learn." We suggest watching the video as a team, and then using the following discussion questions:

1. Thinking about the team's most recent projects, do you think there was any bias introduced during the analysis or reporting phase?

2. Is your team comfortable reporting "bad news"?

3. Does your team use any techniques during the report writing process to mitigate over-relying on researcher recall or researcher-cultural bias?

A key part of our success in the market research & insights profession is based on how well people comprehend and retain our results. And a huge aid to comprehension and retention is data visualization. That’s why we teach a course on data visualization and one on infographics. It’s also why I was thrilled for the opportunity to co-present with the amazing Daren Jackson from DisplayR. We held a free webinar on data visualization specifically for market research and insights professionals. If you missed it, some highlights in this episode, and link to the webinar playback below.

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Webinar playback: https://q-researchsoftware.wistia.com...

Research Rockstar delivers training and staffing services to busy professionals seeking Market Research excellence. Our 25+ training classes are offered in both online and on-site formats and include options to earn IA Certificates. Our Rent-a-Researcher staffing services place qualified market research experts, covering temporary needs due to project fluctuations, family leaves or other staffing needs.

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In a February 2018 HBR article, McKinsey identifies potential demand for millions of "translators." But look at the definition: sounds like market research & insights. So what is the difference between a market research and insights professional and a "translator"? And is an "analytics" professional more qualified to pursue this career path than an "insights" professional? In this conversation, Kathryn discusses the one key thing you need to do in order to be credibly positioned for this new career path scenario.

Have you noticed the rapidly rising expectations for the design and “look” of market research reports? Unfortunately, when we are working to meet project deadlines, it’s hard to take time to evaluate our current reporting style. But how long can we delay? At what point will dated-looking deliverables negatively impact perceptions of our work? Includes info on a free PowerPoint template to get you started on updating your own market research report PowerPoint template.

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A fundamental skill for all market research & insights professionals is the ability to develop and document hypotheses. We are in a field that seeks to help clients objectively understand customer attitudes and behaviors. This type of exploration requires precise thinking in order to select the right methods. And the best way to start this process? Documenting your hypotheses. Well-informed, considered hypotheses are essential to ensuring a logical research process. And if I try and realize that I don't have great hypotheses, well, that tells me something too—it tells me I need to learn more first. Often that means qualitative research, literature review and/or secondary research. Check out this video to refresh on the definition of "hypothesis" and see some specific examples.

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What's hot in survey research? Appending survey data with additional data. Appending a data file with more variables creates lots of data analysis opportunities. Learn more here.

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Need to create a market research training plan for yourself or a team? It can be overwhelming. After all, in an ideal world, you would do a needs assessment and a gap analysis before creating the plan. Alas, that may not be feasible. So how to create an effective plan, in less time? In this conversation, Kathryn Korostoff shows how to craft learning goals, gives several market research & insights examples, and also shares 2 examples of training scenarios. For more details on this topic, check out this article which includes 3 more training scenario examples for market research skill advancement: https://www.researchrockstar.com/mark...

Survey researchers know: mixed-mode data collection is gaining popularity in professional market research. And for good reason: it can address known survey data quality issues. Market researchers have several data collection options--even if most of us default to online surveys. But, ideally, once a given market research survey project’s objectives and sampling goals are finalized, the next decision is to select the data collection mode that will be the best fit. Often, we assume one mode. For example, many researchers rely heavily on online data collection, others on phone. However, there are cases where more than one mode is optimal.

The compendium is here: https://www.researchrockstar.com/mixe...

The research mentioned: 1) https://www.researchgate.net/publicat...

2: From the always amazing folks at Pew: https://www.pewresearch.org/methods/2... http://www.researchrockstar.com/

Research Rockstar delivers training and staffing services to busy professionals seeking Market Research excellence. Our 25+ training classes are offered in both online and on-site formats, and include options to earn IA Certificates. Our Rent-a-Researcher staffing services place qualified, fully-vetted market research experts, covering temporary needs due to project and resource fluctuations.

We believe it: Inside every market researcher, is a Research Rockstar! Hope you enjoy this episode of Conversations for Research Rockstars.

When confronted with superficial research participant responses, how can market researchers dig deeper? How do we design questionnaires so they uncover deeper insights without becoming lengthy? Using neuroscience-based understandings of human behavior can help uncover non-superficial demand drivers and help researchers prioritize questionnaire design.

We spoke with Hunter Thurman, founder of Alpha-Diver, a research and strategy company that taps into insights from neuroscience and psychology to uncover the deeper "why" behind consumer behavior. Through reviewing Alpha-Diver’s ‘The 9 Why’s’ model, which covers the 4 core sub-conscious drivers of consumer behavior, we can leverage these drivers to improve research design and get better, more accurate, and actionable insights."

Conversations for Research Rockstars is produced by Research Rockstar Training & Staffing. Our 25+ Market Research eLearning classes are offered in both real-time and on-demand formats and include options to earn Insights Association Certificates. Our Rent-a-Researcher staffing service places qualified, fully-vetted market research experts, covering temporary needs due to project and resource fluctuations.

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How will AI impact the work, and careers, of Market Research & Insights Professionals? Is it doom and gloom, a welcome revolutionary advancement, or does it lie somewhere in the middle? Enjoy this video of instructors Jim Newswanger and Kathryn Korostoff for a discussion about AI's current, and potentially future, impact on the entire cycle of market research projects. 

Conversations for Research Rockstars is produced by Research Rockstar Training & Staffing. Our 25+ Market Research eLearning courses are offered on-demand, and include options to earn Insights Association Certificates. Our Rent-a-Researcher staffing service places qualified, fully-vetted market research experts, covering temporary needs due to project and resource fluctuations. 

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In this episode, we explore the Jobs to be Done (JTBD) framework, a model embraced by many companies, including leading CPG brands, financial services, tech companies, and more. Your host, Kathryn Korostoff, gives you a brief overview of what JTBD is and how market researchers can use it to move beyond a superficial understanding of customer needs. Whether it's for physical products or services, understanding the real motivations behind purchases and brand choices is crucial. In professional market research, we know that customer decision-making is seldom rational and often more complex than it appears. While there are various frameworks we can use to gain deeper customer insights, JTBD is a useful framework for identifying innovation, differentiation, and segmentation opportunities. What is the customer's ultimate aspiration for using this product or service? What are they trying to accomplish? In this episode, examples illustrate the model's potential, using examples from cars, refrigerators, and coffee makers.

Conversations for Research Rockstars is produced by Research Rockstar Training & Staffing. Our 25+ Market Research eLearning classes are offered on-demand and include options to earn Insights Association Certificates. Our Rent-a-Researcher staffing service places qualified, fully-vetted market research experts, covering temporary needs due to project and resource fluctuations. 

We believe it: Inside every market researcher, is a Research Rockstar!

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How many questionnaires do you see that are full of 5-point rating scales? 5-point rating scales can be useful, but there are many other types of scales--and not all scales are rating scales at all. Unfortunately, many people know rating scales, so they default to them. In this conversation, learn about two problems with over-relying on rating scales, and about sources for expanding your scale repertoire. Great questionnaires can effectively measure attitudes and behaviors: but not if you use the wrong scales or use scales incorrectly.

Question: With all the focus on big data, what is happening with qualitative research demand? Answer: An interest in deep-dive qual. Data-centric organizations are still embracing qual, but when they do it, they want it to be rigorous, to go past the surface. And that often means ethnography.

Anecdotally, I have seen some evidence of this in job posting trends—sometimes with an intersection to UX research. Unfortunately, there’s a problem.

Even at industry conferences, I see the term “ethnography” used incorrectly. Let’s be precise---both for ourselves and our clients. Let’s use the actual definition of ethnography. In this episode, I present the factual definition of ethnographic research and even give you a little pop quiz with examples. Enjoy!