Importance of question sequence in MR questionnaire design

One of the most important aspects in designing a market research (MR) questionnaire is the sequence of the questions. Each question that you ask poses a potential danger to sensitize or condition the respondent, and thereby bias the respondent in the subsequent questions. One example is that asking a question like ‘Have you heard of Brand …

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The Smartphone Boom in India

India has about 600+ million mobile phone users with about 800+ million subscriptions (SIM Cards base). About, 60% of these users are in Urban India. Now, imagine converting all those mobile users to smartphone users. Thanks to its population, India is a huge market for smartphone manufacturers. In the coming 2 years, smartphone manufacturers look …

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Analysis of New Triers, Repeaters, and Lapsers of a Brand – ecommerce and fmcg

At any period of time, the consumer base of a brand is comprised of two sets of buyers:  New Triers, and Repeat Purchasers. The terms are self-explanatory. To put it simply, Repeat Purchasers are consumers (or households) who repeated the purchase of the brand, and New Triers are consumers (or households) who bought the brand …

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Entertainment in Television Advertisements

As I mentioned in earlier blog posts, to communicate something to a recipient one has to command the recipient’s attention and then be relevant to the recipient. Communication:  Command Attention (Clutter breaking) ->  Be Relevant This holds true even for communication among two individuals or two groups of people or for television commercials (TVCs). For the …

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Choice based Conjoint (CBC) and Brand Price TradeOff (BPTO)

Choice based Conjoint Choice based Conjoint (CBC) is a research technique based on the observation that consumers always choose products among a set of products in the marketplace, and a simulation of it is the closest to the real consumer behaviour. CBC is a technique wherein the respondent is shown a set of concepts (with …

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AdStock GRPs

AdStock is a simple mathematical model of how advertising builds and decays. It is invented by Simon Broadbent as he studied Milward Brown’s ad awareness data. AdStock helps to: Optimize your advertisement scheduling Used in marketing-mix modelling to come up with advertising ROIs, etc. Helps you decide when to be off-air and when to be …

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