Think differently

Written by: sid simmons

Too much choice

Can you have too much choice?  It would appear you can.  A jam producer ran a simple experiment to understand how many varieties should be offered.  During one week, a total of 24 different types of jam were available and customers were offered a discount coupon to encourage them to buy – sadly only 3% of customers bought any jams.  During the following week, the range was cut to just 6 jams, with the same

When You Don’t Know What You Want to Know

Are you frustrated with getting the same old responses from your surveys.  Especially when you don’t know what you want to know.  Maybe you should try CCR. Customer or constituent case research (CCR) is a new research method that avoids the pitfalls of traditional research. Instead of asking participants pre-determined questions that reflect your assumptions about what’s important, CCR asks people to tell—in their own words—the stories behind their involvement with your organization. It lets

We live in a post modern world, so why do we still use modernist ideas?

Market Research, as we currently understand it, started in the mid-20th century as TV advertising began to evolve.  This was the end of the modernist period when consumers were assumed to be rational human beings and everything could be measured. Truth was thought to exist independent of human consciousness – it could be known through the application of reason. Since this time, however, the world has moved on to a post modernist perspective (and some believe

Competitions within surveys

Is it possible to increase a respondent’s involvement in a survey with a competition?  We think it is. In a recent survey we asked participants to generate as many words as they could in 2 minutes from a list of 12 letters.  The task was repeated three times, but on the third occasion participants were offered a prize of 500 Supermarket Loyalty Card points (worth £2.50 – yes, £2.50!) to the person who was able

Unconscious Thought Theory

The premise of Unconscious Thought Theory is very similar to the idea of sleeping on a decision or taking a break from trying to solve a difficult problem and was recognised long ago by Wallas  in 1926. In research by Dijksterhuis and Nordgren (2006), participants were asked to choose between a number of apartments, each of which was described by different binary attributes (either positive or negative). One group of participants were invited to make