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Harvard Professor Shoshana Zuboff said that every century or so, fundamental changes in the nature of consumption create new demand patterns that existing companies can’t meet unless they applied imagination to see beyond what they’re selling today. Indeed, consumers have never been savvier, well connected, and value conscious. Meet Mike, your customer in 2015. Mike

Sometimes you need a survey that will only be used once, such an ad concept test. Many surveys, however, are meant to be repeated – either on an on-going basis, such as the surveys that are included with product registration materials, or on a periodic basis, such as quarterly or annual surveys. One thing to

Not a week goes by without us publishing something here at HBR about the value of data in business. Big data, small data, internal, external, experimental, observational — everywhere we look, information is being captured, quantified, and used to make business decisions. Not everyone needs to become a quant. But it is worth brushing up

Digital marketers have one goal in mind: boosting sales and revenue through their company’s online presence. This laser-focused goal creates the temptation to base campaigns on short-sighted information that doesn’t address their bigger picture goals. You should instead be focused on the long-term insights you can gather about your audiences. Too many campaigns are built

The latest Research Professionals’ survey suggests financial sentiment for the year ahead is the strongest for a number of years and that more researchers are feeling confident than anxious and are increasingly adopting emerging methods.  The most interesting part of this ‘state of the industry’ study, which has been going for over ten years, is

As a small business, running rigorous research on target audiences does not always squeeze its way into the budget. It always seems better to spend scarce dollars actually attracting prospects than learning more about them. One would argue that even the tightest marketing budget needs to find room for research (especially with all the affordable

This article is part of our five-part series for developing an effective market research process. It’s a framework based on our 40+ years of experience helping organizations like yours turn data into confident, informed action. Since each phase builds on the last, I recommend checking out the previous articles if you haven’t already: Series Introduction

On April 26th, Make-A-Wish® Orange County will host the fourth annual Walk For Wishes® event at the Orange County Great Park in Irvine. MacKenzie is excited to be participating in this amazing event again this year. More than 2,000 walkers will participate in this event to support Make-A-Wish in their mission to grant wishes of

According to research by the Corporate Leadership Council, highly engaged employees were 87 percent less likely to leave their companies than their disengaged counterparts. That’s a winner no matter how you look at it. Why would you want to keep having to hire, train, fire, rehire and retrain over and over again? Ask yourself another

It’s that time of year again!  Predictive modeling plays an important role in what actions your customers may take. Another great way to leverage this data is harnessing information for filling out your NCAA tournament March Madness bracket. ”The Power Rank” has provided statistical odds on teams in the big dance. Probabilities are calculated based