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What to use instead of the Net Promoter Score

15/1/2018

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Net Promoter Score, user research, customer research
Have to give a shout out to Jared Spool ​over at UIE for his recent blog post about the Net Promoter Score. 

Even though the NPS metric has been debunked there are many businesses still using it.

Jared's post is nicely detailed for anyone looking to educate themselves about the issues associated with using NPS. 


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Qualitative Market Research: When enough is enough

15/6/2016

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qualitative, market, research, interviewing, sample
Trying to decide your qualitative sample size can be a tricky. In academic circles researchers say that you stop interviewing when you start hearing the same stories. Unfortunately commercial researchers don't have that luxury. They need to plan and cost for sample sizes ahead of fieldwork and given how costly qualitative fieldwork can be, getting the sampling right can mean the difference between a project being commissioned or being passed over. 

In the whitepaper below, Donna outlines how market researchers can judge ahead of time how many interviews they will need in order to get reliable and valid results.  

​Download your copy of the whitepaper - Qualitative Interviews: When enough is enough.

Qualitative_interviews_when_enough_is_enough.pdf
File Size: 3373 kb
File Type: pdf
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Is it the real truth or social desirability talking?

23/3/2015

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social, desirability, research, consumers, bias, market
Social desirability bias isn't often discussed in depth in the context of market research, but it deserves more of our attention. By 'our' I mean those who design and conduct research and also those who examine and use it. Failing to consider and account for this type of bias places a huge question mark over the validity and reliability of market research and the decisions made from it.

What is social desirability bias?
Social desirability bias reflects people’s efforts to present themselves to others in a positive manner. 


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Why projective techniques are so important in consumer research

12/4/2013

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consumer, research, market, pyschology, projective, rorschach, test
Having a background in psychology I possess great respect for the tools and methods clinicians have developed to infer people’s underlying motives, attitudes and intentions. As a consumer researcher I use some of these tools to obtain valuable insights about brands, products and services. 

One popular group of tools spanning the clinical and consumer research worlds are known as projective techniques. The most well-known projective test in the clinical world would have to be the Rorschach Inkblot Test (pictured) where a series of 


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    Author

    Donna Bonde is the Owner and Director of Rapture Consulting. She consults to agencies and brands who want to better understand the way consumers think and behave. She bases herself in Sydney, Australia.

    View my profile on LinkedIn

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