To find out more, contact the market research specialists at Observation Baltimore by calling 410-332-0400 or click here today!
Observation Baltimore has been serving the market research industry for two decades, consistently rated “One of the World’s Best,” by Impulse Survey. Our experienced recruiting is the foundation of our mission, as well as courteous and proactive hospitality and client services.
We understand market research!
Follow us on Facebook, Twitter and LinkedIn!
Not every city has the composition to serve as an effective test market. Researchers look for markets that come as close to possible to reflecting American norms – population, average disposable income, and demographics, like age, race and gender. A good test market mirrors closely or is a microcosm of American culture.
More than any other US city, the values and attitudes of the people of Baltimore mirror those of the rest of the nation.
• 58% of Americans are married compared to 56% in Baltimore.
• In Baltimore, as in the nation, 19% of the population falls into the $50k – $75k income range, while 6% is in the $100k – $150k range.
Baltimore is the perfect market for both clients and respondents. In addition to a diverse consumer population that resides in the 5 counties surrounding Baltimore City, the variety of restaurants, Inner Harbor attractions, and cultural venues make clients happy, as well.
Rich with diversity, charmed with history and thriving with economic growth, Baltimore’s popularity goes beyond our nationally renowned sports teams. (Coincidentally, if sports are your passion, Observation Baltimore can access tickets to both Oriole Park at Camden Yards and Raven’s Stadium — tickets are merely a phone call away!)
Observation Baltimore resides on the parameter of the University of Maryland, Baltimore County’s (UMBC) Campus. UMBC was again voted “#1 Up and Coming University” by US News and World Report. Minutes from both BWI Airport and downtown Baltimore, the campus affords extremely convenient access. Clients will also appreciate no long cab rides, no rental cars, as the airport Westin and Sheraton hotels shuttle you right to our door.
Plus, we’re minutes away from the National Aquarium, shops, local boutiques or restaurants and Baltimore’s famous seafood?
In addition to our more famous celebrities like Cal Ripken jr., the Ace of Cakes, and Edgar Allan Poe, Baltimore is also a city of innovation! The umbrella, traffic light, and tea bag were all born in Charm City.
With Baltimore’s diverse population of consumers, youth, healthcare and business professionals, Baltimore is an ideal location for your next research project.
Why Baltimore? It’s more like why not Baltimore?
To find out why large corporation like Chick-fil-a, Spot On Energy™, Virgin Cola, Polaroid, and Disney choose Baltimore as their test market, contact the market research specialists at Observation Baltimore by calling 410-332-0400 or click here today!
Observation Baltimore has been serving the market research industry for two decades, consistently rated “One of the World’s Best,” by Impulse Survey. Our experienced recruiting is the foundation of our mission, as well as courteous and proactive hospitality and client services.
We understand market research!
Follow us on Facebook, Twitter and LinkedIn!
Detailed demographic information on Baltimore can be found on The Metropolitan Council’s website, www.baltometro.org.
Sources:
Ingredients, Bonuses Of A Good Test Market
Test Market
People are Using Baltimore More Often to Test New Products…
Data mining starts with the client. Clients naturally collect data simply by doing business; so that is where the entire process begins. But Customer Relationship Management (CRM) Data is only one part of the puzzle. The other part of the equation is competitive data, industry survey data, blogs, and social media conversations. By themselves, CRM data and survey data can provide very good information, but when combined with the other data available it is powerful.
Data Mining is the process of analyzing and exploring that data to discover patterns and trends.
The term Data Mining is one that is used frequently in the research world, but it is often misunderstood by many people. Sometimes people misuse the term to mean any kind of extraction of data or data processing. However, data mining is so much more than simple data analysis. According to Doug Alexander at the University of Texas, data mining is, “the computer-assisted process of digging through and analyzing enormous sets of data and then extracting the meaning of the data. Data mining tools predict behaviors and future trends, allowing businesses to make proactive, knowledge-driven decisions. Data mining tools can answer business questions that traditionally were too time consuming to resolve. They scour databases for hidden patterns, finding predictive information that experts may miss because it lies outside their expectations.”
Data mining consists of five major elements:
1) Extract, transform, and load transaction data onto the data warehouse system.
2) Store and manage the data in a multidimensional database system.
3) Provide data access to business analysts and information technology professionals.
4) Analyze the data by application software.
5) Present the data in a useful format, such as a graph or table.
This technique is a game changer in the world of statistical analysis and business. It is important in this realm because it can make predictions that older analyses techniques were simply not capable making. This visual from thearling.com may help understand the evolution and differences of data analysis through the years:
| Evolutionary Step | Business Question | Enabling Technologies | Product Providers | Characteristics |
| Data Collection (1960s) |
“What was my total revenue in the last five years?” | Computers, tapes, disks |
IBM, CDC |
Retrospective, static data delivery |
| Data Access (1980s) |
“What were unit sales in New England last March?” | Relational databases (RDBMS), Structured Query Language (SQL), ODBC | Oracle, Sybase, Informix, IBM, Microsoft | Retrospective, dynamic data delivery at record level |
| Data Warehousing & Decision Support (1990s) |
“What were unit sales in New England last March? Drill down to Boston.” | On-line analytic processing (OLAP), multidimensional databases, data warehouses | Pilot, Comshare, Arbor, Cognos, Microstrategy | Retrospective, dynamic data delivery at multiple levels |
| Data Mining (Emerging Today) |
“What’s likely to happen to Boston unit sales next month? Why?” | Advanced algorithms, multiprocessor computers, massive databases | Pilot, Lockheed, IBM, SGI, numerous startups (nascent industry) | Prospective, proactive information delivery |
Table 1. Steps in the Evolution of Data Mining.
Data Mining can be used in many different sectors of business to both predict and discover trends. It is a proactive solution for businesses looking to gain a competitive edge. In the past, we were only able to analyze what a company’s customers or clients HAD DONE, but now, with the help of Data Mining, we can predict what clientele WILL DO.
With Data Mining, companies can make better and more effective business decisions – marketing, advertising, etc – decisions that will help these companies grow.
For more information about how Data Mining can help discover trends and patterns in your market, contact the market research specialists at The Research Group by calling 410-332-0400 or click here today!
Qualitative market research utilizes the disciplines of psychology and sociology to garner emotive insights that drive behavior, and importantly influence decisions. The Research Group’s team of seasoned researchers will assist you in turning those insights into opportunities.
You can now follow The Research Group on Facebook, Twitter, and LinkedIn
Sources:
http://en.wikipedia.org/wiki/Data_mining
http://www.thearling.com/text/dmwhite/dmwhite.htm
http://www.laits.utexas.edu/~norman/BUS.FOR/course.mat/Alex/
http://databases.about.com/od/datamining/a/datamining.htm
Ad spending is projected to increase by 2.2% this year in the U.S. While this number does not seem very significant, consider that Internet based advertising/Social Media marketing is expected to grow by 13.5%, while newspapers are projected to be down 10% and radio 2.6%.
There has been a fundamental shift in the way companies are managing their advertising/marketing. The Social media boom is here and there are no signs of it slowing down any time soon.
It took radio 38 years to reach 50 million users. It took television 13 years. The Internet reached that milestone in just four years. But that is nothing compared to Facebook, which had its 50 millionth user in only nine months and is now over 500 million users worldwide.
So how is your business utilizing social media?
The 2010 Social Media Marketing Industry Report by Michael Stelzne surveyed nearly 1900 businesses, finding that 91% are currently utilizing social media for marketing purposes. Of these companies, 43% claimed to spend 4-5 hours each week on social media activities, while 56% are using these sites 6 hours or more each week. Of the companies spending 6 hours or more on social media marketing, 30% spend more than 11 hours on social media sites per week and 12.5% devote a remarkable 20 hours each week to social media.
It’s becoming apparent that if your company, large or small, doesn’t have a well-run, effective Social Media Marketing Campaign, it is most likely losing business to your competitor that does.
Companies are flocking to social media outlets in order to increase their branding. Social media allows businesses to reach a remarkable number of people in a very short amount of time for free. So the question is why wouldn’t you utilize social media?
The goal of any marketing campaign is to reach the most number of people in the most efficient way possible. Nowadays, that means using Facebook, Twitter, etc. Social media is designed to build a community of brand followers, providing you with instant feedback. Unlike print or televisions advertisements, you will actually be able to track and analyze the effectiveness of your social media marketing efforts.
More than ever before, people are interested in learning about the companies they are doing business with. Social media outlets become more than just marketing platforms; they are places in which to nurture relationships with interested stakeholders.
People want to be able to communicate with companies. This is why Observation Baltimore has embraced the social media boom and can now be found on Facebook, Twitter and LinkedIn. So go ahead and check out our social media profiles. And be sure to leave us a message!
To contact the market research specialists at Observation Baltimore, call 410-332-0400 or click here today!
Observation Baltimore has been serving the market research industry for two decades. We are one of the top Maryland Market Research Facilities, rated “One of the World’s Best,” by Impulse Survey. Our experienced recruiting is the foundation of our mission, as well as courteous and proactive hospitality and client services.
We understand market research!
Sources:
Social Media Enhances Corporate Branding Strategies Blog.MarshallStrategy.com
Social Media Enhances Your Brand BrandChampionsBlog.com
Brands and Social Media: Real Life Lessons HeidiCohen.com
Market research is a powerful tool, which can be utilized to better understand a company’s customer base– allowing these companies to optimize their advertisements, predict market trends and guide their overall decision making.
As one article put it, market research is the “science of listening.” While this paints an interesting picture, it does not completely encompass the entirety of market research. Yes the procedure involves listening, but there is so much more than that.
THE RESEARCH PROCESS
1. Defining objectives: What is the end result you are trying to achieve?
2. Developing the sample: Who should comprise the research group? In order to gain the best understanding of your situation, whom should you be talking to?
3. Developing questions: These questions should be scientific to prevent the questions from leading the respondents to particular answers.
4. Collecting data: Here is where the “listening” comes into play. You will need to choose from one of these methods: face-to-face interviews, focus groups, mail, telephone, and web-based surveys. The choice is influenced by a variety of factors, including the research objectives, cost, and timing.
5. Analyzing results: Once you have collected the data, it is time to analyze it and interpret its meaning. Analyzing results can be as simple as providing a basic summary of major themes discovered or as complicated as developing a variety of cross-tabulations.
Market research in the United States alone is a multibillion-dollar industry for one reason; it works. The benefits of market research include:
1) It will help you better communicate: Learn about your potential clients — who they are and what they want the most?
2) It will help identify opportunities: Check the competition. Are they missing something you can capitalize on? What can you do better than they can? Are your clients in need of something nobody else is offering?
3) It will minimize risk: Just like any situation, if you come prepared you will be less likely to lose and more likely to win.
4) It will create benchmarks to help you measure progress: How well are you doing? Find out what your customers think of your business; what are you doing right and what can you improve upon?
So what are you waiting for? Wouldn’t your company, large or small, benefit from market research? For more information, contact The Research Group at 410-332-0400 or click here today!
Qualitative market research utilizes the disciplines of psychology and sociology to garner emotive insights that drive behavior, and importantly influence decisions. The Research Group’s team of seasoned researchers will assist you in turning those insights into opportunities.
The Research Group: Facebook and Twitter
Observation Baltimore: Facebook, Twitter and ObservationBaltimore.com
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Sources
1) Savvy businesses realize value of market research http://relevantinsights.com/savvy-businesses-realize-value-of-market-research
2) The value of market research http://www.entrepreneur.com/tradejournals/article/102656705.html
3) Benefits of Market Research http://buzz.greatfxbusinesscards.com/benefits-of-market-research.htm
The days of a singular ad campaign – print, broadcast, billboard, etc. – are over. As the interests of Americans continue to expand, it is the creative marketers that will succeed. The average U.S. consumer listens to 20 hours of radio, watches 19 hours of cable and satellite TV, listens to 3 hours of recorded music, spends 2 hours reading magazines, newspapers and books, and surfs the internet for a remarkable 13 hours (excluding email) every week.
The average number of hours that people spend online each week has grown over the years, from 7 hours/week from 1999-2002, to 8 or 9 hours/week from 2003-2006, and 11 hours/week in 2007, to 13 hours/week in 2011. So it is no surprise that companies need to include online marketing in their efforts.
Here is a list, put together by Ad Age Digital, of the top marketing blogs, those companies who have taken advantage of the online revolution and have benefited greatly. What makes them successful and why is it appealing to marketers?
Online marketing offers cost-effective support to traditional campaigns. Perhaps just as appealing as its price tag is online marketing’s improved measurability, ability to make changes on-the-fly, and its near real-time exposure tracking and analytics, allowing company’s increased flexibility and instant feedback. If someone clicks your ad, goes to your Facebook page or visits your blog, you know about it.
As Google and other search engines change their SEO methods, digital branding has increased importance. It’s no longer effective to only have a website. Digital branding is about building equity through the online marketing channels and online visibility. These channels include: social media, blogging, search engine optimization, and online advertising.
Digital branding is critical, as 90% of searches never make it to the second page. So how can you increase your visibility?
Quick Tips for Building Online Visibility
Like it or not, online marketing and branding is now mainstream. We can help you make the transition into the digital world. For more information, contact The Research Group at 410-332-0400.
The Research Group: Facebook and Twitter
Observation Baltimore: Facebook, Twitter and ObservationBaltimore.com
AdAge.com, Ad Age Power 150 http://adage.com/power150/
News.Cnet.com, Average Net user now online 13 hours per week http://news.cnet.com/8301-1023_3-10421016-93.html
Reactorr .com, Social Media, SEO, and Advertising – A Digital Dilemma http://www.reactorr.com/blog/index.php/category/advertising/
Reactorr.com, Digital Branding – The Marketing Shift http://www.reactorr.com/blog/index.php/2010/11/digital-branding-marketing-shift/
Reactorr.com, 5 Quick Tips for Online Branding http://www.reactorr.com/blog/index.php/2010/05/5-quick-tips-for-online-branding/
It is no secret that social media sites, like Facebook and Twitter, have become incredibly popular over the last five years. A study conducted in 2010 found that people spend roughly 22% of their time online on these types of social networking sites. So it is no surprise that businesses have begun to turn to social media marketing as a way to better promote their company while also increasing their search engine rankings and overall business.
But exactly how much time do these companies spend each week on their social media campaigns and how much are they really benefiting? The 2010 Social Media Marketing Industry Report by Michael Stelzne has the answers.
Of the nearly 1900 marketers surveyed for this study, an overwhelming majority – 91% – indicated that they are currently utilizing social media for marketing purposes. Of these companies, 43% claimed to spend 4-5 hours each week on social media activities, while 56% are using these sites 6 hours or more each week. Of the companies spending 6 hours or more on social media marketing, 30% spend more than 11 hours on social media sites per week and 12.5% devote a remarkable 20 hours each week to social media.
There is a direct correlation to how long companies have been employing social media marketing and their weekly time commitment. For those just beginning with social media, the average weekly commitment was only about one hour per week. However, for those who have been utilizing social media marketing for a few months or longer, the average time commitment jumps up to 10 hours every week. This is undoubtedly because the latter group has realized the benefits that come along with a successful social media campaign.
These benefits include:
• 85% of all marketers indicated that their social media efforts have generated exposure for their businesses.
• Improving web site traffic. More than half of marketers indicated a rise in search engine rankings was a benefit of social media marketing.
• More than half of marketers found social media generated qualified leads
• 73.8% of businesses that have been using social media for years report it has helped them close business deals. Businesses selling to other businesses were more likely to achieve this benefit (51.3%) than those selling to consumers (44.9%).
• 53.1% of people who’ve only invested a few months with social media marketing report new partnerships were gained. Marketers selling to other businesses were more likely to achieve this benefit (60.8%) than those selling to consumers (49.4%).
So if your company is not utilizing social media marketing, you may be falling behind the competition. If you have any questions, contact The Research Group by calling 410-332-0400 or click here today!
Check us out on Facebook and Twitter as well!
A hybrid qualitative methodology provides multiple discovery channels to enrich learning and expand inclusive opportunities for participation.
At its core, hybrid qualitative research is based on the same fundamental principles and ideas, and designed to accomplish the same objectives, whether it is conducted using traditional methods, online, or telephone (tele-depths) assisted with an online stimulus presentation. In a focus group facility or via a virtual bulletin board system, the purpose is constant: to discover ‘POBA’s’ [Perceptions, Opinions, Beliefs, and Attitudes (penned by RIVA Market Research)].
The five prevalent electronic methods are:
While these are not the only online qualitative research options, they represent the most widely utilized approaches.
When hybrid qualitative research utilizes remote (web) data collection tools, it is important to bear in mind that its power and relevance is not a substitute for traditional methods. There is no ‘virtual’ replacement for the value of in-person exploration and the power of discovery and nuance that result from the disciplines of psychology and sociology.
Traditional methods enhanced by innovative electronic methods, however, offer significant benefits. Hybrid qualitative research provides opportunities to deliver findings for situations that might not have allowed it before, and with audiences that were previously challenging to access.
Benefits of and recommended strategies for hybrid qualitative methods:
Stimulus can be presented and evaluated electronically, using tele-depths to prove reactions. Further, clients can ‘observe’ via webcasting technologies from various locations.
Bulletin Board postings over several days/weeks yield a richness absent from traditional methods. As participants respond over time, the opportunity to contemplate subject matter and/or process stimulus, results in deep learning.
Qualitative online surveys with participants prior to a focus group study can assist in shaping discussion points and save time by gathering top-of-mind data before discussions begin. Likewise, participation in a follow-up online survey post-groups/interviews can assess nagging questions that emerged during the research process.
The primary benefits of supportive online qualitative research are:
In discussing traditional and online qualitative research it is critical to remember each hinges on the same non-negotiable fact: the results will only be as good as the respondents involved. As unique as any one tool or methodology may be, the crux of the issue is ensuring that you are speaking with qualified respondents. The same quality measures employed in traditional projects should remain with online research, as well.
Although a few industry experts disagree, online “focus groups” do not replace traditional qualitative in-person methods. That said, online “focus groups” can be conducted effectively using smaller groups (3-4 participants) and narrow objectives. Online focus groups provide valuable data, albeit within limitations for application. Significant challenges exist in a chat room-type environment where multiple participants’ spontaneous responses to questions can dilute purpose and challenge researchers to understand, interpret, and analyze who is responding to what.
The most important selection discussion for qualitative research projects is a qualified researcher. An experienced researcher will guide you to the most effective methodology for your specific research in inquiry.
If you have any questions, contact Observation Baltimore by calling 410-332-0400 or click here today!
Check us out on Facebook and Twitter as well!
As you may know, the Greenbook [GB] Research Industry Trends Report was recently released. This well-respected source indicates our beloved industry is alive and well, and importantly, evolving to best serves the needs of our clients!
In my humble opinion, traditional qualitative methods have been a marketing door mat of late used to elevate newer tools. “Tech qual” is valuable, but never at the expense of what is most effective for each study. GB survey findings indicate an industry in agreement.
Herein we highlight some of GB’s most relevant findings bringing optimistic news!
- Nearly 60% (in the overall sample) indicate that they are either now seeing stronger growth, or expect stronger growth to occur – especially for suppliers, where 65% are either now seeing stronger growth or are expecting increases.
- The emergence of newer data collection modalities is evident in both [supplier and buyer] spheres, but perhaps not surprisingly, the spheres of research most likely to be used are relatively “traditional…” Notably, online survey research and CATI on the quant side, and face-to-face focus groups or IDIs on the qual side.
-In terms of research mix…over 1/4 claim that spending will increase…more for qualitative than quantitative in 2011. About 1/2 believe that the spending relationship between them will remain unchanged.
-Positive news is that any change being reported is being fueled by greater volume, not higher prices. A shift in the mix towards qualitative is not especially uncommon, as the US economy slowly emerges from its recessionary mindset, and focuses on new business development and topline growth.
-[Technology] on the qualitative side, bulletin board (28%) or chat-based focus groups (25%), online communities (22%), and blogs (19%) are data collection methods mentioned most.
-Regardless of the technological fallout, significant change is anticipated in the marketing research industry in the next five years (two-thirds say “quite a bit”, “a lot”, or “tremendous”).
-But the news here is positive: among those who anticipate change, over 60% see more promise than threat.
If you have any questions, contact Observation Baltimore by calling 410-332-0400 or click here today!
The Research Group: Characteristics of a great moderator?
Friday, September 16th, 2011In the ever-increasingly important world of market research, focus groups continue to dominate the field of qualitative research. These focus groups reach out to potential clients/users for feedback and comment. Organizations generally use focus groups in planning, marketing, or evaluation, either to improve some specific product or service.
In order to guide the discussion in the proper direction, focus groups are typically led by at least one moderator. Besides facilitating the discussion, a moderator also keeps time, delivers the script, and establishes a trusting relationship with focus group participants.
Having a successful moderator can make a real difference in the effectiveness of a focus group. But what makes a great moderator? This article from Quirks.com outlines the 7 most important qualities inherent any every great moderator.
So what are you waiting for? Wouldn’t your company, large or small, benefit from market research? For more information, contact The Research Group at 410-332-0400 or click here today!
The Research Group’s engaging team of Master Moderators is marketing savvy, and possess intelligence in the disciplines of psychology, sociology, anthropology, and neuroscience.
With a breadth of intellect, our moderators are expert in the following industries:
The Research Group: Facebook and Twitter
Observation Baltimore: Facebook, Twitter and ObservationBaltimore.com
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