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years, there has been a lot of discussion about how, in today’s omnichannel world, the traditional marketing funnel is obsolete.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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Online Sample: A Case for Going It Alone

  • Posted by Alex Brooks
  • On March 5, 2020
The simple truth about sample today is demand far exceeds supply for any single sample provider.  As a result, the vast majority of studies will include respondents from multiple sample companies.  That is, you may be working with or purchasing sample from a single company, but behind the scenes they are blending in traffic from […]
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Press Release: America and the Coronavirus

  • Posted by Alex Brooks
  • On March 5, 2020
Brookmark Research Study On Coronavirus Preparedness Examines Americans' Fears And Behaviors. 43% of Americans Believe Impact a Bigger Threat to the Economy Than People's Health and Generally Not Prepared for Significant Spread.
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How to Check a Survey

  • Posted by Alex Brooks
  • On April 26, 2018
We often hear horror stories from new clients about survey programming errors. This ranges from simple spelling mistakes all the way to logic blunders. The reality is mistakes will occur from time to time but your survey programming vendor needs to do everything possible to minimize mistakes. As we all know, programming errors lead to […]
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Online Survey Programming QC: Stop The Madness!

  • Posted by Alex Brooks
  • On March 14, 2018
Ok, so you hire a survey programming vendor. They offer best-in-class programming software, a robust reporting package and a seemingly endless number of programmers available to work on your survey. You agree on the budget, schedule, etc. You deliver a complete and final survey instrument. Everything seems to be all lined up. All you need […]
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Survey Translations: The Challenges with Piping Text

  • Posted by Alex Brooks
  • On June 9, 2017
The Challenge: Unique Rules Piping or text insertion is commonplace in most of the surveys programmed today. That’s fine as long as the survey is conducted in English. However, when we have to translate the survey into other languages we often find the piping will not work. That is, we find the intended meaning of […]
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Selecting A Sample Partner: It’s All About the Project Manager

  • Posted by Alex Brooks
  • On April 20, 2017
If you are going to conduct online research, chances are you are going to need a partner to help you find the audience you need to complete the study. There are many sample partners in the research industry and for the most part they all seem to be selling the same product. While the product […]
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Sample 101: Incidence Rate vs. Conversion Rate

  • Posted by Alex Brooks
  • On September 6, 2016
Brookmark Research and our sample partner, OpinionRoute, have created an educational blog specifically focused on helping our clients understand several aspects of the sample/panel industry. The purpose of this post is to briefly discuss incidence and conversion rates. What is incidence? Incidence is a measurement of qualification rates for a target audience within the general population. […]
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