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Customer-centricity. Listening to your customer
Stuart Cohen, VP of Sales, Ironwood Insights Group Customer-centricity. Is it a lost art or part of the natural “DNA” of the insights industry? Whether you’re on the supplier side or the client side, customer-centricity is at the heart of most insights...
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Addressing the Growing Threat of Online Data Fraud
Survey fraud has plagued the quality of online research for many years. However, the recent rise of AI—particularly Chat GPT—has undeniably and dramatically accelerated the downturn of online sample quality, online data integrity and ultimately, the...
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Safeguarding Data in the Insights Industry
Chauncy Bjork, VP of Technology, Ironwood Insights Group Safeguarding Data is a Top Priority of the Insights Industry As businesses increasingly rely on data to inform a vast array of decisions, protecting sensitive information has become paramount. This is...
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Understanding the Consumer Choice Process Using MaxDiff Analysis
Modern business schools like to teach students the standard Consumer Decision Making Process Model to better understand what goes into a purchase decision. The five steps are shown below. The problem with this model is that it doesn’t explain completely what...
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How Ironwood Insights Streamlines Vendor and Project Management
Even with a great deal of in-house capacity, your team may lack the bandwidth or specialized skills to tackle all phases of a research project. Working with multiple vendors allows you to increase your scope and capabilities, tap into new areas of expertise...
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How Market Research Pros Keep Projects Within Scope and on Budget
Business success often hinges on maintaining a competitive advantage through market feedback. Surveying your customers and prospects is an invaluable tool for gaining insights into their true wants and needs. But there are countless hurdles with the potential...
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8 IVR Benefits You May Not Know About, but Should
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...
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Online vs. In-Person: 8 Tips in Choosing the Ideal Qualitative Methodology
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...
