The Landmark Blog

Using Market Research to Understand the Customer Journey

Posted by Vaughn Mordecai on Mar 24, 2015 1:26:21 PM

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Topics: Market Research, Online Qualitative

Going Market Research Old-School

Posted by Vaughn Mordecai on Jan 29, 2015 10:46:28 AM

I've mentioned before that I have a fascination with music.  I'll listen to just about anything (as long as it's not obscene, racist, or sexist).  At times in my life, my musical preferences have swung from New Wave (80's) to Grunge and Metal (90's) to Blues and Classic Rock (00's) and now Pop, Hair Bands, and Country.  During this entire time I've always listened to Alternative music as well.  

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Topics: Market Research, Online Community, Online Qualitative, Market Research Industry

Market Research Phenomena

Posted by Vaughn Mordecai on Jan 15, 2015 3:07:17 PM

Edmund Husserl is a German philosopher that established a line of thinking called Phenomenology.  He once staked the claim that "We would be in a nasty position indeed if empirical science were the only kind of science possible."  Does this thought process contradict what we do everyday as marketing researchers.  I don't believe it does.  Here's why.

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Topics: Market Research, Branding, phenomenology

My Generation - Segmenting Characteristics of Generation X, Y, & Z

Posted by Kevan Oswald on Jan 8, 2015 10:35:50 AM

The oldest Gen Xers will turn 50 this year. At least most consider that to be the case.  Baby Boomers are widely agreed upon as having been born between 1946 and 1964, making 1965 the starting year for Generation X.  After that, start and stop dates for each generation start to get a little fuzzy.

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Topics: Market Research, Segmentation

Using Market Research to Define the Meaning in Emotion

Posted by Vaughn Mordecai on Dec 10, 2014 2:47:38 PM


Studying emotion is a pretty tough subject.  Most market researchers really want to understand how customers experience their brand emotionally.  The problem is, on a basic level it's not entirely clear how to define emotion.  Sure, you can look up emotion on dictionary.com and there's a definition.  It will tell you that emotion is "an affective state of consciousness in which joy, sorrow, fear, hate, or the like, is experienced, as distinguished from cognitive and volitional states of consciousness."

Huh?  At least it talks about how emotion is experienced (how we apply meaning to emotion).

Google defines emotion as "a natural instinctive state of mind deriving from one's circumstances, mood, or relationships with others."

This one is easier to understand, however this definition eliminates experience and clearly states that emotion is "a natural instinctive state."  In essence, it stakes the claim that emotion is "nature" rather than "nurture."  

The inability to clearly define emotion complicates things.  Does everyone have emotion?  Does everyone experience emotion in the same way?  Is the meaning of emotion good or bad when someone states, "he's being emotional"?  As with most things, I believe that the meaning and experience of emotion varies on the individual.  So how do you sort it out and find meaning from emotion?

Here's how we do it at Discovery Research.

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Topics: Market Research, Meaning, Emotion

What's the "Meaning" in Your Market Research

Posted by Vaughn Mordecai on Dec 4, 2014 2:32:40 PM

Whether you know it or not, meanings are difficult to get your head wrapped around.  To begin with, the word meaning can refer to at least two different things.  An object can mean something to you, as in it can have value. Additionally, the word that depicts the object also has a meaning, as in it is defined by some social construct and has come to have a linguistic representation.  

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Topics: Market Research, Sociology, Meaning

Sugging is not (good) Market Research

Posted by Vaughn Mordecai on Oct 9, 2014 11:46:11 AM

Recently I've been spending quite a bit of time following up on conference attendance, reaching out to clients and potential clients to help plan for the upcoming year, and helping design market research studies to assist businesses in making good strategic decisions.  I was speaking with an industry friend the other day about their market research plans for 2015 and we started to discuss the survey research process that gets wrapped around events (concerts, fairs, festivals, shows, farmers markets, etc.).

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Topics: Market Research, Event Analysis

The Great Food Truck Brand Strategy

Posted by Vaughn Mordecai on Oct 2, 2014 1:02:00 PM

Have you eaten at a food truck recently?  I ate at one for dinner last night.  I'm about to age myself, but I can CLEARLY remember when food trucks were a little sketchy, not the gourmet food they've turned into in the past few years.  Growing up, we used to eat at one of two food trucks in our town (very cheaply I might add).  One was bad Mexican food.  The other was even worse Mexican food.  The better of the two trucks served radishes with your meal.  You were bound to get sick from eating at either of them, but you could stuff yourself for $3.  We had a couple of names for these trucks.  When we were being nice, the trucks were called Taco Rockets; when we were mean they were Roach Coaches.  They WERE NOT very clean and I'm fairly sure that no government/food approval process ever "evaluated" them.

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Topics: Market Research, Branding

French Frying Your Brand's Selling Position through Survey Research

Posted by Kevan Oswald on Oct 1, 2014 10:03:18 AM

A much younger version of me used to play right forward on a soccer team.  And I was fast. I remember frequently racing with the ball up the sideline, past the other team’s defenders, and then centering the ball to a teammate who would hopefully put it in the net.  I recall on one occasion, after racing up the sideline, centering the ball directly to a defender instead of my teammate. I mistakenly assumed that my teammate would be there, I obviously should have looked first, but had he been playing his position, the outcome could have been very different.

Soccer, football, lacrosse, basketball, with just about every sport positioning is a critical component of success. The same can be said for any brand. As you watch football this season, notice how many big plays are made as the result of a receiver finding an open position on the field.  In business the action is far slower, but the same principle applies.  If you can outmaneuver a defender (the competition) and find or create an open position, you can make the big play.  Easier said than done, but when you have a sound game plan (a positioning strategy), the likelihood of success is much greater.

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Topics: Market Research, Survey

SWOT in Market Research

Posted by Vaughn Mordecai on Aug 21, 2014 3:26:00 PM

My work, volunteerism, and personal life contributions are out of balance almost all the time.  Most likely, it's because I really like to sleep and love to watch TV.  If I could sleep (or watch TV) less, than I could contribute more to these life foci, but as it stands one of these three areas of my life almost always dominate the other two.
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Topics: Market Research, Social Media Research, Analysis, Success Planning