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Market research has continuously evolved in response to technological change. From door-to-door surveys to telephone interviewing, and now to online and mobile solutions, each shift has brought both challenges and opportunities. Researchers have met this...

Stuart Cohen, VP of Sales, Ironwood Insights Group Customer-centricity. Is it a lost art or part of the natural “DNA” of the insights industry? Whether you’re on the supplier side or the client side, customer-centricity is at the heart of most insights...

Survey fraud has plagued the quality of online research for many years. However, the recent rise of AI—particularly Chat GPT—has undeniably and dramatically accelerated the downturn of online sample quality, online data integrity and ultimately, the...

Chauncy Bjork, VP of Technology, Ironwood Insights Group Safeguarding Data is a Top Priority of the Insights Industry As businesses increasingly rely on data to inform a vast array of decisions, protecting sensitive information has become paramount. This is...

Modern business schools like to teach students the standard Consumer Decision Making Process Model to better understand what goes into a purchase decision. The five steps are shown below. The problem with this model is that it doesn’t explain completely what...

Even with a great deal of in-house capacity, your team may lack the bandwidth or specialized skills to tackle all phases of a research project. Working with multiple vendors allows you to increase your scope and capabilities, tap into new areas of expertise...

Understanding a Brand’s Market Share is the Goal A brand is an amalgam of thoughts, feelings, associations, experiences and memories that each person has from previous encounters with the brand. Building brand strength in today’s service-oriented world takes a...

Business success often hinges on maintaining a competitive advantage through market feedback. Surveying your customers and prospects is an invaluable tool for gaining insights into their true wants and needs. But there are countless hurdles with the potential...

There is a great deal of empirical research demonstrating that customer satisfaction has a positive effect on customer loyalty and customer retention. At Ironwood Insights Group, we use several unique statistical tools to help our clients more clearly...

Understanding your customer and your industry is key to knowing what to market, who to market to and how to reach them . Without an appropriate research and market analysis strategy – and the right insights partner to provide it – brands may inadvertently risk...