Coleman Insights Looks Into 'Audience Research Disruption'

Warren Kurtzman

In this week's TUESDAYS WITH COLEMAN blog, COLEMAN INSIGHTS Pres. WARREN KURTZMAN delves into the sample and methodology challenges to generating good research. In "Adapting to Audience Research Disruption,” KURTZMAN addresses the roadblocks in the research field, then offers three suggestions of how to be an educated research customer. 

The three keys to optimizing research are 1) "work with research partners who are 'methodologically agnostic';" 2) realize that "Simply moving online is far from a panacea;" and 3) "understand that research must be tailored for each collection platform." 

"If you grew up in the NEW YORK area in the '60s and '70s, you’ll recall an advertising campaign for SYMS, a men’s clothing store chain, that featured the legendary tagline, 'An educated consumer is our best customer',” he wrote. "Those seven words are just as true today when applied to the fast-changing world of market research."

Read the entire post here.

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