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Increasing Survey Participation of Financial Advisors

  • Posted by Alex Brooks
  • On May 10, 2022
One of the largest challenges facing the market research industry is decreasing online survey participation from financial advisors, brokers, and RIAs. These declining responses rates continue to make it more and more difficult to complete studies.  The truth is this highly coveted audience is overused and mistreated. With only a few ‘good’ resources available, most […]
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Brand Measurement: Blending Sample Suppliers

  • Posted by Alex Brooks
  • On April 18, 2022
For your company to grow, it’s important to measure your brand. Brand measurement allows you to prosper because it provides vital insight into consumers’ awareness and preferences.  When conducting a study measuring brand, be it awareness, familiarity, engagement, etc., it is critical to construct a sampling plan that includes blending multiple study suppliers. Why? Because […]
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Simple Changes in Design Can Lead to Big Changes in Data

  • Posted by Jarod Johnson
  • On April 4, 2022
Last year Brookmark updated our survey templates to expand the size of open-end text boxes. It was a relatively easy adjustment specifically aimed at improving the quality of open-end responses. Provided below is the before and after view as seen by survey respondents. BEFORE: This is an example of an open end with the out-of-the-box […]
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Online Sample: Going DIY? Ten Things to Consider

  • Posted by Alex Brooks
  • On March 9, 2022
I have stated in the past that going it alone and using DIY sampling platforms is my preferred approach to managing data collection. This includes both the programmatic exchanges as well as the DIY platforms provided by sample companies to access their own “proprietary supply.” These DIY platforms are great but they are not for […]
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Online Sample: Preventing Duplicate Respondents

  • Posted by Jarod Johnson
  • On February 28, 2022
When managing online sample, it’s critical to prevent duplicate respondents.  For obvious reasons, having the same respondent answer your survey multiple times is bad for your data.  Just a few of those reasons are
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Selecting A Sample Partner: It’s STILL All About the Project Manager

  • Posted by Alex Brooks
  • On February 18, 2022
I stated in the past and continue to emphasize this – it’s all about the project manager (PM) when you select a sample provider. What’s the difference between a good PM and your basic run of the mill PM?  In many cases, it’s the difference between a successful or unsuccessful project. Good Project Manager: Understands […]
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Brookmark announces major initiatives in custom research data quality

  • Posted by Alex Brooks
  • On October 2, 2020
Brookmark is a full-service, custom market research firm. In 2020, Brookmark significantly invested in managing data quality. Programmatic buying and selling of data is a huge boost for information availability, but has brought challenges with regards to quality. As more and more fraudulent respondents enter the ecosystem via programmatic delivery, a lack of true answers, […]
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Six Criteria to Ensure an Actionable and Effective Segmentation

  • Posted by Eric Paquette
  • On June 30, 2020
You can’t talk about segmentation without hearing about how important it is that the segmentation be actionable. If you were to do a word cloud on the topic of segmentation, “actionable” would be the big word in the middle. For as many times as the word is written and said, it is a little less clear that […]
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The Humble Marketing Funnel Analysis – Understanding your Marketing Objectives

  • Posted by Eric Paquette
  • On May 28, 2020
In recent years, there has been a lot of discussion about how, in today’s omnichannel world, the traditional marketing funnel is obsolete.  It has been labeled broken, dead, and upside down with new shapes including loops, journeys, starbursts, and other alternatives that more accurately reflect how consumers interact with brands today being suggested as the […]
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