Author Archives: Emily Goon

Unethical or just smart marketing? Piggybacking on the popularity of March Madness

It’s the second full day of games of the 2013 NCAA men’s basketball championship tournament – otherwise known as March Madness – and I, like many other sports-loving Americans, have had my head swimming with all things bracket-related. (Thanks, Marquette, … Continue reading

Posted in Advertising Research, Brand and Image Research, Marketing Best Practices | Comments Off

Admitting defeat: JCPenney abandons ‘Fair and Square’

In past blogs, I’ve written about the advent and subsequent struggles of JCPenney’s Fair and Square pricing system. Through Quirk’s reader comments, JCPenney’s executive restructuring and, you know, general public outcry, it’s been no secret that Fair and Square wasn’t … Continue reading

Posted in Brand and Image Research, Company News, Consumer Research | 1 Comment

If crowdsourcing can work in North Korea…

In the past when I’ve written about crowdsourcing, it’s typically been pointing out its flaws, not extolling its virtues. While crowdsourcing failed for Kraft’s vegemite offering iSnack 2.0 and Mountain Dew’s “Dub the Dew” contest, it proved to be a … Continue reading

Posted in Market Research in the News, Market Research Techniques, Research Industry Trends, The Business of Research | Comments Off

The many ways research finds us

You know how it is when you hear a new word for the first time or learn an actor’s name and then suddenly, you’re hearing it or seeing it at every turn? Working in marketing research has had that effect … Continue reading

Posted in Customer Satisfaction, Online Surveys and Research, Telephone Interviewing, The Business of Research | Comments Off

Do elections bring out the worst in research?

Two weeks ago, I received a call on our landline phone from a local number and woman’s name I didn’t recognize. When I answered, a man said that he was conducting a nationwide political poll. Without identifying himself or the … Continue reading

Posted in Political Polling, Public Opinion/Social Research, Quantitative Research | 2 Comments

Smash Mute: What is shutting up the ads worth to you?

With the debates leading up to Decision 2012 behind us, it’s only a few short weeks until all is settled at the polls on November 6th. In that time, however, TV viewers can expect the campaign ads and mudslinging therein … Continue reading

Posted in Advertising Research | 1 Comment

Final reflections on the CRC 2012

It’s been a week since I returned to the office from the Corporate Researchers Conference (CRC) in Dallas and there are just a few more observations I wanted to share with the Quirk’s audience. Since the economy tanked, everyone’s been … Continue reading

Posted in State of the Research Industry, Training/Research Education | Comments Off

Reporting from CRC 2012: Advice from another CEO who gets it

I’m blogging today from the second-annual Corporate Researchers Conference in Dallas. With the first day under our belts, I wanted to share some juicy nuggets from Wednesday’s closing keynote speaker, former Southwest Airlines CEO Jim Parker (2001-2004). Anyone who has … Continue reading

Posted in Consumer Research, Customer Satisfaction, Market Research Best Practices, Marketing Research Jobs, State of the Research Industry | Comments Off

Mountain Dew crowdsourcing project goes off the rails

Crowdsourcing is a growing trend in the research industry, garnering praise for facilitating true collaboration and for engaging fans and consumers by letting their voices be heard – unfiltered. And while crowdsourcing has worked for Ben & Jerry’s, vitaminwater and … Continue reading

Posted in Brainstorming Research, Brand and Image Research, Concept Research, Market Research Humor, Name Development Research, Product Research, Social Media and Marketing Research | 3 Comments

Good enough for us? My family’s flawed foray into research

The first weekend in August, my family hosted the bi-annual reunion for my late maternal grandmother’s family. She was one of 14 siblings and many of them stayed close to the small Wisconsin town where they grew up. As I’m … Continue reading

Posted in Data Collection/Field Services | Comments Off