Market Research Blog

Welcome to the Canadian Viewpoint Market Research Blog & Trends, your trusted resource for staying informed and gaining deeper insights into the world of market research. Our blog is your portal to explore the latest trends, discover innovative solutions, and learn from success stories that drive the industry forward.

Conducting research is easy… if you understand hundreds of cognitive biases!

Conducting research is easy… if you understand hundreds of cognitive biases!

Posted on June 14, 2018

If you’re equipped with excellent written or interpersonal communication skills, conducting research is easy. You identify hypotheses, develop questions or discussion guides to address them, and you’re done! Except you’re not done. People come prewired with literally hundreds of cognitive […]

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The good, the bad, and the ugly of the NPS score

The good, the bad, and the ugly of the NPS score

Posted on June 4, 2018

The Net Promoter Score (NPS) is a common metric used by management to gauge customer relationships. It consists of a single question that asks about likelihood to recommend. But there is wide disagreement about whether the Net Promoter Score is […]

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Can market researchers ditch the p-value?

Can market researchers ditch the p-value?

Posted on May 28, 2018

Among quantitative researchers, p-values are a much desired yet disputed topic. P-values help us by identifying the likelihood that two (or more) numbers in our research results would be different by chance, thereby allowing us to identify which products and […]

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What are the different types of marketing segmentation?

What are the different types of marketing segmentation?

Posted on May 22, 2018

In the marketing world, segmentation research involves identifying subgroups of people within a larger population so that each subgroup has similar needs or desires. Understanding the various segments of people within a product or service category allows marketers to design […]

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Survival Guide for Attending Market Research Conferences

Survival Guide for Attending Market Research Conferences

Posted on May 15, 2018

Conferences can be exhilarating and tiring but if you do a bit of planning ahead, you just might survive. Here are 9 tips to help you survive your next conference! Register early. Ideally, pick up your registration package the day […]

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Chunking: What shall we do with a questionnaire that’s too long?

Chunking: What shall we do with a questionnaire that’s too long?

Posted on May 9, 2018

You have many options when a questionnaire is simply too long to start programming and fieldwork because it will generate poor response rates and poor data quality. You can cut answer options. You can cut questions. You can vastly increase […]

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Correlation vs Causation and the Battle for Relevant Brand Research Conclusions

Correlation vs Causation and the Battle for Relevant Brand Research Conclusions

Posted on April 30, 2018

The difference between correlation and causation seems fairly straightforward. Correlation means there is some kind of relationship between the variables but it’s impossible to determine if one is the root cause of the other. Causation means there is a predictable […]

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Why are Twitter Polls a Bad Idea?

Why are Twitter Polls a Bad Idea?

Posted on April 24, 2018

To be fair, we occasionally run Twitter polls. We’ve asked about brand trackers, personal use of cannabis, Thanksgiving food, and a variety of other research topics. Twitter polls are a fun way to encourage people to think about a topic, […]

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How Will StatsCan’s New Definitions of Sex and Gender Affect Your Research?

How Will StatsCan’s New Definitions of Sex and Gender Affect Your Research?

Posted on April 18, 2018

Though some cultures have long appreciated the fluidity of gender, it’s only been in recent years that Western cultures have considered it more broadly and with more acceptance. Some people continue to feel that sex and gender must mean the […]

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Which subway goes from Toronto to Vancouver?

Which subway goes from Toronto to Vancouver?

Posted on April 9, 2018

Canada is a pretty great place to visit. We’ve got poutine, polar bears, igloos, maple syrup, and a whole lot of other stereotypes that are quite fun to chat about but not particularly relevant to most Canadians if you dig […]

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