Cell phones, namely smartphones are here to stay. They are ingrained in our culture, and are a staple for most 18 to 34 year olds – a demographic notoriously difficult to reach through web panels and telephone surveys.
As marketing analysts, we are always on the hunt for ways to reach out to this elusive demographic – one such technique is through mobile surveys.
Les tableaux de bord en ligne permettent de diffuser sur le Web, à des usagers multiples, des résultats régulièrement rafraîchis, sous une forme graphique, dans une approche dynamique et hautement personnalisable.
Le Super Bowl et les Jeux de Sotchi nous rappellent combien les investissements publicitaires peuvent être coûteux pour les entreprises (4 M$ pour un spot TV de 30 secondes durant le Super Bowl!). Bien sûr, il s’agit là d’un cas extrême, mais devant de tels investissements, un réflexe s’impose : mesurer l’efficacité.
Clarity assessment is a common objective in focus group testing, and rightly so. Having clients decipher your meaning is never a good starting point. How can you best find out if your message is clear? Different approaches yield varying outcomes.
Since panel respondents are offered reward points for their participation, some may be tempted to rush through the questions without regard for truthfulness or validity of their responses.
Web panel providers and market research firms work hand in hand to minimize such behaviour.
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