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Segmentation is the process of dividing a target market into smaller groups who share similar characteristics—demographics, lifestyles, behaviors, needs—so that a company can target the audiences that maximize the fit and opportunity for the company’s...

The exploratory nature of qualitative research provides deep insight into the who, when, why and how of a target audience's decision-making — context that is vital to informing critical business decisions. It is essential to be well informed when choosing the...

The past year has presented healthcare systems with many changes and challenges, but also many new opportunities. The need for a more integrated patient experience is central to this change. Whether grounded in new technology applications , broader network...

Written by Dave Bryant, Vice President of Data Analytics Biplots are among the most commonly used tools for describing and displaying differences of various products or group segments on multiple attributes or product features. Biplots are one of many types of...

In 2016 many of the nation’s top pollsters had Hillary Clinton several points ahead of Donald Trump right up until election day. Then, everything turned upside down for these pollsters when Trump shockingly beat Clinton. Many politicians, journalists, and...

Which Employees are Most Engaged and Why? Surprising Findings from Our National Survey. You might think that employee engagement is pretty straightforward. When employees find meaning and purpose in the work they’re doing, they tend to be more engaged right?...

With over 37 years in the market research industry, Brendan Sammon thought he’d seen it all. That is until he began a new role as Vice President of Client Relationships at Ironwood Insights Group just as the United States was going into lockdown due to...

Interactive Voice Response (IVR) is not the newest market research tool and it’s certainly not the flashiest, and as such, perhaps that’s why it’s often overlooked. But new doesn’t always mean better. IVR may offer more benefits to your research than you...

How likely is it that you would recommend [us] to a friend or colleague? It’s the question heard round the world - so to speak - thanks to the Net Promoter® Score [NPS]. Loved by management in companies large and small for its big-picture gauge, it also earns...

Some may think of in-person focus groups as a thing of the past; online anything is always better… right? Not necessarily. Turns out old dogs can still do the trick in a variety of qualitative scenarios. When group discussion is necessary, the differences...