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LOYAL CUSTOMERS ARE ENGAGED CUSTOMERS Over the past month I’ve been deep in survey design thought, absorbing material from Coursera, Marketing Profs, and Research Rockstar. I’m playing with the idea of a Brand EnSat study model that provides a robust picture of the engagement and satisfaction of a company’s customers. Part of this thinking was […]
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Confession time. Five years ago I did not know the difference between a bipolar and a unipolar rating scale. What I knew about my job I learned on the job from my peers and managers. If they knew the difference between these types of scales, they did not share that information with me. And I […]
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I love it when I see market research featured in late night talk shows. In January 2015, Conan O’Brien surprised one of his employees by taking him on a field trip to the Taco Bell headquarters in California to receive the Superfan experience. They met with marketing manager, Katie Garner, who defined the Superfan as […]
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I just had a question on Google+ that I thought I would also post here: So….what IS unipolar (defined) and when would I ever use it? Thanks for the question: Unipolar scales measure an attribute across one dimension. For example let’s use hunger: not at all hungry, slightly hungry, moderately hungry, very hungry, extremely hungry. […]
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