Marketing Research White Papers

Free white papers and articles on different marketing research techniques. Topics range from advertising research, to innovation, to concept testing and product testing, to win-loss evaluation. These articles detail the best practices for research. All articles were written by marketing research professionals.

Our article archives are organized into the following categories:

• Marketing Research Techniques (advertising research, concept testing, package testing, product testing, win-loss evaluation, customer satisfaction, etc.)
• Advanced Analytics (choice modeling, market segmentation, sales forecasting, analytical modeling, etc.)
• Data Collection Methodologies (online research, qualitative research, tracking research, online ethnography, etc.)
• Research Results (white papers using the data collected in syndicated and other surveys)
• Marketing and Strategy (general marketing, positioning, strategy, trends, etc.)
• Contracting Business Articles

Below is a list of the more recent articles. You can view each article by clicking on the title or you can open/download the article in pdf format by clicking on the pdf icon.

Concept Testing (and the “Uniqueness” Paradox) by Jerry W. Thomas A well-designed, new product concept testing system, overseen by experienced and knowledgeable researchers, can vastly improve a company's ability to develop successful new products or services. This article suggests some guidelines and best practices on improving new product concept testing.
Enhancing the Open Model Through the Use of Community by Gwen Ishmael & Michael Richarme Communities can be a viable open innovation source. This article contains six simple steps to making an innovation community effective.
Mobile Analytics by Jerry W. Thomas The earth is shifting beneath our feet. Smartphones, iPads, and tablet computers combined have surpassed PCs in number of units shipped annually. These highly portable devices, and the new technologies embedded in them, represent tectonic shifts in research possibilities. Despite the shock and rubble of tectonic upheaval, new opportunities are visible through the clouds of confusion.
Qualitative Analytics by Jerry W. Thomas Much has been written about how to conduct qualitative research (that is, the techniques of moderating and interviewing), but comparatively little has been published about the far more important task of analysis and reporting. The purpose of this primer is to share some basic ideas on how to achieve the greatest learning and the most profound insights from qualitative research.
Qualitative Package Design Research by Jerry W. Thomas While many quantitative methods are utilized in package design research, sometimes we overlook the importance of the softer side of research—the qualitative techniques. So, the purpose of this article is to share some basic ideas and best practices for the use of qualitative research as a component in the package-design research plan.
Quality Promise Program—Empowering Consumers as Your Quality-Control Agents by Felicia Rogers A Quality Promise system helps you establish accountability with your manufacturers and upgrade the quality of your private brands over time.
Quantitative Analytics by Jerry W. Thomas The analysis of survey data is a massive topic, and most of this exotic landscape is beyond the purview of this article. The purpose of this paper is to offer some suggestions for the novice researcher, but even those with experience might find one or two of the tips useful.
The Quantum Mechanics of Brand: What You See—and Don’t See—with Derived Importance Analysis By Susan Schwartz McDonald, Ph.D. and Michael Polster, Ph.D., National Analysts Worldwide Derived importance is a hammer that, if aimed wrong, can hit not the nail, but the fingernail. This piece discusses the assumptions and the limitations of derived importance in order to help market researchers and marketers make thoughtful decisions about whether and when to rely on them. Our focus is particularly on “professional purchase decisions”, but most of the points made here have application for consumer products research as well.
Private Online Research Panels by by Jerry W. Thomas Over the past decade or so, some companies have set up private online panels as an economical way to conduct surveys and other research projects. The purpose of this article is to outline some basic guidelines to help you decide if a private panel is right for your company.
Six Marketing Silver Bullets by Bonnie Kenoly No company or corporation can do much about the financial panic, credit contraction, or recession. But while times of turmoil pose great threats to a business enterprise, turbulence also creates opportunities. If only companies could find a Silver Bullet to solve all their woes. If you are using the Silver Bullets correctly, you improve your odds of success and also position your company for greater gains when the economic crisis draws to an end.