So you’re one of the estimated 80+ million viewers of the first presidential debate and you’re wondering, “Did my horse come in first?” If you’re like me, you listen to the pundits pontificate on who performed better or what did the focus groups say (Can I say that as both a researcher AND a political junkie, this time of year is like my Superbowl).

Over the years Level 7 researchers have conducted many studies that called for us to talk to people in person – either by meeting them in their home, tagging along on a shopping trip, or shadowing them during some activity.

It seems simple enough. You want to know how your customer rates you on a particular metric; let’s say how likely they are to buy your latest innovation. So what do you have them rate you on? On a scale from 1 to 5? 1 to 7? 1 to 10?

So you’re thinking about establishing a consumer panel…now what? There are many benefits to forming a consumer panel but there are concerns as well. As part of deciding whether to commit to a panel, be sure to ask yourself or your client these important questions…

So you think you stand out among your competitors – but just how different do you appear to customers? We find that as much as our clients think they are differentiated from their competitors, their prospects often…

How many times have you commissioned a research project and the results came back as a loud, dull thud? The report is full of charts and graphs and…

Like your bestie or your barkeep, it’s a lot easier to talk when you’re in your comfort zone. That’s why many of the qualitative research studies we do require a technique called ethnographies. These are field observations like meeting with participants…

It’s no surprise that mobile usage continues to rise, 68% of adults own a smartphone, which has nearly doubled in the past 4 years according to 2015 PEW Research.

Our marketing and advertising clients often ask us “Am I moving the needle with my customers? And not only that, am I making a difference?” These questions often come up after the big advertising splashes like…

The Net Promoter Score has often been touted by the Harvard Business Review as the one number you need to predict growth (which may or may not be true).

Advertising agencies often rely on market research for three primary reasons: to gain insight into their client’s customers/markets (including better understanding of agency prospects), ad concept testing and campaign effectiveness. David Ogilvy (founder of….

While reading a recent article on Uber’s backlash on its new logo (though perhaps the backlash has more to do with its questionable practices), it got me to thinking about other re-branding failures like JC Penney and New Coke – the response….

Not too long ago I was at the gym getting ready for the day. I did what I always do… I tore off a long piece of paper towel, placed it on the counter and set my makeup bag on top of it. A woman from the….

So it’s election time and poll numbers abound. Pundits will talk about virtual ties and margins of error and the like – but what does that actually mean and how is it calculated? And as a marketer, where can you be confident that the decisions you are making are valid?