Consumer & Market Research

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The Purchase Loop

Laura Salant, director of research at About.com, identified the six types of consumer behaviors that form a web-like path to purchase, and shared how brands can leverage these insights by category.

Cross-Screen Engagement: New Patterns of Multi-Screen Behavior

Ivy Esquero, global consumer insights at Microsoft Advertising, unveiled key findings from Microsoft’s Cross-Screen Engagement Study that can help marketers provide flexible, portable, and engaging content that can resonate across devices.

Cross-Screen Engagement: New Patterns of Multi-Screen Behavior

In this presentation, Ivy Esquero, global consumer insights at Microsoft Advertising, unveiled key findings from Microsoft’s Cross-Screen Engagement Study that can help marketers provide flexible, portable, and engaging content that can resonate across devices.

Research Report: 2013 ANA Q2 Member Benchmarking Survey

This report is based on questions posed by ANA members. Topics covered in this survey include: marketing accountability (measurement & ROI), sponsorship and event marketing (event marketing), agency relations (agency selection), research (market research), and media (yellow pages and digital place-based media).

City of Hope: Cause Marketing 101

Mary Sadeghy, senior director of marketing and business development at City of Hope, shared best practices, success stories, and the fundamentals that organizations should explore in cause marketing.

City of Hope: Cause Marketing 101

In this presentation, Mary Sadeghy, senior director of marketing and business development at City of Hope, shared best practices, success stories, and the fundamentals that organizations should explore in cause marketing.

PowerPresentation: 2013 ANA Q2 Member Benchmarking Survey

This collection of data charts represents findings from the 2013 ANA Q2 Member Benchmarking Survey. These charts are based on questions posed by ANA members. Topics covered in this survey include marketing accountability, agency relations, research, and media (print and out of home).

Consumers Who Care

Do consumers care if the companies they buy products and services from are socially responsible? The models that companies adopt for their corporate social responsibility efforts continue toe evolve, but what impact do the varied strategies have on consumer sentiment?

Consumer Neuroscience-Based Advertising: Making the :15 the New :30

Often treated as an afterthought my markets and agencies alike, the :15 TV spot is usually just a cut down version of the :30, rarely copy tested, but assumed to be at least 50 percent as good as the :30 from which it's derived.

Buyer Persona Template

Use this template to create buyer personas for the key buyers that you intend to target.

Buying Process Stage Template

A template to document "buying stages" for each of your buyer personas.

Case Analysis Research Report

Use this template to record case details, observations, insights and interpretation of the analysis.

Customer Profile Template

Use this to create fictional personas for the key audiences you intend to target.

Exploratory Research Plan

A template to help you create a plan for your upcoming exploratory research initiative.

Facilitating Insightful Focus Groups

This guide provides practical advice for conducting insightful focus group sessions.

Facilitator Evaluation Template

A tool to help you evaluate a focus group facilitator.

Focus Group Facilitator Selection Tool

A tool to help you evaluate potential focus group facilitators (moderators).

Focus Group Report Template

Use this tool to help you communicate the findings of a focus group.

Hypothesis Testing Tool

This template will help you test a hypothesis as part of a market research effort.

In-Depth Interview Guide

Use this template to create a plan and guidelines for conducting in-depth interviews to gain insight into a market research problem.

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