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.

Getting to know all about you: An introduction to the Shop-Along research methodology

Getting to know all about you: An introduction to the Shop-Along research methodology

Posted on July 25, 2018

Shop-alongs are a type of qualitative research wherein a trained researcher conducts observational research and one-to-one, in-depth interviews in-situ, during consumers’ shopping trips. In essence, the researcher “shops along” with the person. This methodology allows the researcher to gather in-the-moment […]

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Experiential Marketing 101: How to ensure the success of your brand activation event

Experiential Marketing 101: How to ensure the success of your brand activation event

Posted on July 18, 2018

Whether you’re a retailer, restaurant, or industry event, experiential marketing is a great way for brands to create unique, hands-on, and engaging experiences that attract new customers and generate more loyal existing customers. And with the help of social media, […]

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Donuts delivered and popcorn procured: What does a fieldwork company think about food delivery services?

Donuts delivered and popcorn procured: What does a fieldwork company think about food delivery services?

Posted on July 11, 2018

There’s nothing new about food delivery. We’ve been ordering pizza delivered to our front doors for decades and it usually arrives pretty hot within 40 minutes or so, depending on whether you’ve got 1 inch or 3 meters of snow […]

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Market Research Myths: Market research is questionnaires

Market Research Myths: Market research is questionnaires

Posted on July 6, 2018

This is a fortunate myth! Quantitative questionnaires are certainly one of the most common techniques used by market and social researchers. They have a prime advantage of allowing researchers, brand managers, market managers, and others who wish to understand their […]

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Market Research Myths: Public data offers everything we need

Market Research Myths: Public data offers everything we need

Posted on June 29, 2018

Public data is a valuable resource for market and social researchers. For those who have limited budgets, public data may form the bulk of data available to them. On the other hand, even researchers who have commendable budgets eagerly wait […]

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Market Research Mythbusters: Research reports aren’t useful!

Market Research Mythbusters: Research reports aren’t useful!

Posted on June 20, 2018

When you’ve invested thousands of dollars into a research study, the report should be useful and actionable, one that is regularly studied and referred to. And, if there is a paper version, dog-eared and bookmarked, and weathered with love. With […]

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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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