Competitive Marketing Intelligence | Crayon
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  • Qualitative Answers that Lead to Quantitative Questions
    In contrast to quantitative research studies, which are often designed with a pre-formed hypothesis in mind, qualitative research studies are developed from a pretty open mindset. Qualitative research is about casting your net deeply, rather than widely.
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Actionable Research
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  • Screening: How to Recruit Great Qualitative Candidates
    Qualitative research is a very useful methodology for an in-depth understanding of a number of questions, especially when it comes to product development, whether it be for an existing product with incremental changes or a novel product that will change the industry. The main concern with qualitative studies, however, is the relatively small number of respondents who will participate, ...
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Actionable Research
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  • When Should I Use One-on-One Interviews Over A Survey?
    In countless meetings and conference calls to discuss potential research projects, one of the most common questions I receive is, “Should I do focus groups or a survey for this project?” or, “Are interviews better than focus groups?”
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Actionable Research
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  • Insights at Your Fingertips: Harnessing the Power of Social Media
    Social media offers an opportunity to get real-time feedback into the mind of the consumer. The sheer number of regular internet users today is staggering. It is estimated that 88% of Americans are online, and of those, at least 8 out of 10 are using some form of social media.
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Actionable Research
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  • Do You Know What Marketing Insights Look Like? Take Our Quiz!
    In preparation for our marketing insights series, I took a look at a lot of insight content out there. And let me tell you, while there is a lot of content out there, it seems to be rather light on insight. My big takeaway from all this research? “Insights” is a word that gets thrown around frequently, but it’s very often used inaccurately, out of context, or at best, imprecisely.
Actionable Research
Actionable Research
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  • When Insights Aren’t Enough: How to Waste Your Marketing Research
    In our last blog post, we defined marketing research insights as the application of human thought and reasoning to analyzed data. When conducted properly, research studies can lead to insights that are actionable, are able to be monetized, and enable your company to pursue transformative change.
Actionable Research
Actionable Research
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New blog articles detected.

  • What ARE Marketing Insights?
    In the world of marketing today, the term ‘insights’ has become something of a buzzword. And like most buzzwords, has lost a bit of its original meaning and intent. So as we dive into our newest blog series on Marketing Insights, it seemed a good place to begin would be defining the term.
Actionable Research
Actionable Research
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Actionable Research
Actionable Research
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New blog articles detected.

  • Scientific Solutions for Complicated Situations
    When Things Get Complicated Sometimes our clients come to us with pre-formed hypotheses to test and sometimes they come equipped with questions they need answered. Either way, things in the world of market research are often complicated. 
Actionable Research
Actionable Research
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New blog articles detected.

  • Brand As a Component of Broader Research Goals
    A Component of Broader Research Goals Over the past several weeks, we’ve covered many aspects of brand research, from the pillars that support brand research to the potential benefits of conducting a brand study. Now, we turn our focus to brand research in action. We’re giving you an inside peek at a few of the methods we’ve used to focus on brand measurement in the past.
Actionable Research
Actionable Research
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Actionable Research
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New blog articles detected.

Actionable Research
Actionable Research
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  • Name Connection: 9 Products & Services that are Virtually Synonymous with their Brand
    Name Connection When we conduct brand measurement research, evaluating name connection is a staple of each study. Name connection measures how strongly your target audience relates your brand with your product or service. Name connection represents the value a brand can offer a product or service, and vice versa. Obviously, the stronger the connection, the greater the value. The ulti...
Actionable Research
Actionable Research
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  • Brands - Does Yours Measure Up?
    Often when we think about a brand, we associate it with a physical product. On any given day, you can listen to your iPod while jogging across the street in a pair of Nikes to pick up some Jamba Juice. I don’t have to say that an iPod is an mp3 player, Nikes are sneakers, and Jamba Juice is a really delicious fruit smoothie. We are all familiar with these brands because they have becom...
Actionable Research
Actionable Research
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New blog articles detected.

  • Brand Value and Corporate Value: Joined at the Hip for Eternity
    Continuing on in our brand measurement blog series, this week we explore how brand value is indeed company value, and how every company should concern itself to some degree with increasing the value that can be derived from its brand.
  • Achieve More Effective Marketing through Brand Measurement
    Brand and Marketing: Two Peas in a Pod Like peas and carrots, brand and marketing go hand-in-hand. In some cases, the two terms are written together; Brand Marketing. Think McDonald’s and “the golden arches”. We all recognize them, even these small children: https://vimeo.com/144579332. It may, however, be difficult to identify whether we know these two so well as a result of a strong...
  • Enabling Brand for Product Success
    Brand communicates the values and motivations of a company. It represents the emotional and practical drivers of purchase decisions for customers. With such a significant opportunity for influence, it’s critical to analyze the messaging and positioning associated with your products relative to the messaging and positioning associated with your brand. If these two are not in alignment, ...
  • Audience Engagement in Brand Measurement
    As we dive into the idea of brand, it is important to remember that if brand value is measured the right way, it will enable marketing and product development results that far exceed any investment made in the brand measurement process. The first of these resulting benefits is improved audience engagement. 
  • The Basis for Brand Value - And How to Measure It
    Since the printing press made its debut onto the scene circa 1440, the value of a name or mark to distinguish your message or cooperative has steadily increased. In today’s digital marketplace, where impressions only require a source server, a network and a screen for viewing, being strategic about how you invest in your company’s brand has never been more important.
  • Fast, Fun, Factual New Year Stats
    Each year on December 31st we say our goodbyes to the current year and, with great anticipation, usher in the new year - counting down by the second.
  • Concept Testing through Qualitative Research
    We’ve covered the overall benefits of concept testing and how quantitative research research, such as surveys and conjoint, can be utilized in a concept test study. But what about qualitative research like focus groups and in-depth interviews? Qualitative research allows for a personalized, comprehensive conversation that can provide deep, meaningful answers to your concept testing que...
  • Concept Testing through Quantitative Research
     As described through this series, concept testing is the process of evaluating, understanding (and sometimes predicting) consumer response and reaction to a proposed new product or service. The value of concept testing lies in minimizing risk and increasing potential profits, helping companies to ensure their concept will have enough appeal and value to spur customer purchase.
  • Creating an Effective Concept Stimulus for Market Research Testing: Three Simple Rules
    As a primary marketing research firm focused on product development and innovation research, we are often required to present stimuli to test new concepts in both quantitative and qualitative research environments. This is an absolute necessity in many projects; it serves as an intervening event designed to elicit, then measure potential changes in behavior or product preference. 
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Actionable Research
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  • Maintaining and Refreshing Personas
    Throughout our blog series on personas, we have effectively covered the development process from data collection to successful utilization. To wrap up the series, we address the importance of maintaining and refreshing personas.
  • The Collaborative Persona Development Process
    Throughout our series so far, we have discussed the many reasons to develop personas for more effective and efficient marketing and product management, and several elements of a tactical plan to create them. What we have not addressed, however, is the optimal way to engage with different departments and functions within your organization to develop these personas.
Actionable Research
Actionable Research
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New blog articles detected.

  • How to Use Personas Effectively
    In recent years, many companies have put an emphasis on the persona development process as we look for new and more effective ways to reach out to our customer base. There is a slew of step-by-step guides about the “best” or “right” way to go about persona development, but fewer articles address what comes next.
  • Geographic and Culture Impacts on Persona Development
    When we talk about the importance of geography in market research, it is often in terms of segmentation. Common concerns include: where to initiate a product launch, open a new branch, or where and how to focus one’s marketing efforts. It’s all about location, distance, and proximity.  
Actionable Research
Actionable Research
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