Archive for the ‘Marketing research and information’ Category

Young people ‘easily duped’ by sponsored content

Friday, November 25th, 2016

Simple test to assess reliability of information

Friday, November 25th, 2016

Use this simple test to help you to evaluate the information that you are looking at or have sourced:

Test for reliability and validity

5 Common Mental Errors That Sway You From Making Good Decisions

Tuesday, November 15th, 2016

It’s good to talk

Wednesday, October 26th, 2016

Demographics are dying

Monday, October 17th, 2016

Even experts in behavioural economics find it hard to avoid their own biases, but there are ways to improve decision-making, even in the long term, says Crawford Hollingworth.

Wednesday, October 12th, 2016

Bax to run a segmentation workshop at the isbi schools conference for Prep Schools

Tuesday, August 6th, 2013

As a school’s marketer, what’s your greatest challenge?

The isbi schools Marketing and Admissions Conference for Prep Schools 2013 is to be held at St. George’s, Ascot on the 20th September 2013.

The focus for this year’s conference is – Differentiate Innovate Influence Engage

The theme

“Successful organisations are realising that the traditional ways of differentiating from the competition no longer propel growth, but will simply allow parity with the competition. The demand on schools to be seen to stand out from the crowd, identify their unique selling point and develop a competitive positioning has never been greater.

This year’s conference will tackle three specific areas of differentiation, with a focus on practical solutions and transportable knowledge. We know that schools are struggling to articulate what makes them the ideal choice for their target market….”  isbi schools

Steve Bax, MD of Bax Interaction. will deliver a workshop entitled

How to segment your target market for the best results

For more details on the workshop click here


How to design engaging questionnaires webinar mp4

Thursday, July 18th, 2013

Summer Camp Banner


You can view the SNAP Surveys summer camp webinar delivered by Steve Bax here.

“This webinar explored the key principles behind effective questionnaire design. Steve discussed current thinking on how best to engage potential respondents and improve completion rates.” SNAP

You can view other Summer Camp webinars from SNAP here.

SNAP Surveys Summer Camp 2013

Friday, April 19th, 2013

19th June – 12th September 2013

Snap Summer Camp is a series of 10 free webinars taking place between the 19th June and 12th September 2013. They will be covering the principles and practice of questionnaire design, report writing, analysis and insight.

Last year over 600 delegates attended the Snap Summer Camp webinar series. Join SNAP this year for more hints, tips and interactive Q&A sessions.


Steve Bax from Bax Interaction will be delivering the following session:-

Designing engaging questionnaires to deliver high response rates

Wednesday 19th June 2013 14:00 – 14:45 UK BST / 09:00 US EDT

Presenter: Steve Bax, Managing Director of research company Bax Interaction and tutor at Cambridge Marketing College.

The webinar will explore the key principles behind effective questionnaire design. Steve will discuss current thinking on how best to engage potential respondents and improve completion rates.

Steve will cover the following aspects of designing engaging questionnaires:

  • Key design principles. The fundamentals of good questionnaire design
  • Ensuring relevance to the audience
  • Selection of delivery mechanisms
  • Question and response construction
  • Initial engagement
  • Layout
    • Instructions, use of sections, sequencing, routing, piping and response mechanisms.
    • Which response mechanisms to use for which audiences?
  • Use of video, images and documents as stimuli
  • The mix of closed and open questions to use
  • Volunteered versus market research questioning
  • The importance of pilot testing
Register for Snap Summer Camp 2013


When you click on the register link you’ll be taken to the WebEx webinar system where you will be able to choose which Snap Summer Camp webinars you want to register for.

Tip: To register for more than one event, click on the relevant boxes on the left hand side of the WebEx registration screen and then click register – you will only need to enter your details once.



What are focus groups? Research techniques article 4

Thursday, March 28th, 2013

We get asked this a lot. What are focus groups? What are discussion groups? Are they the same thing? Are they still relevant in an online age? What are they used for? And so on…

Perhaps we need to clear up some confusion around this powerful research technique.

1. What are focus groups and discussion groups and is there a difference? Viewing facility for groups


“Participants unknown to each other are brought together in a neutral location, for the specific purpose of discussing an issue, or responding to ideas and/ or materials of interest to the client of the research.
The term ‘focus group’ originated in the USA. It is useful to retain a distinction between this and the term more widely used in the UK, ‘group discussion’. This is because the two terms carry implications of two quite different approaches to group interviewing within market research. Focus groups tend to refer to the cognitive model (perception, intuition and reasoning) and ‘group discussions’ tend to refer to the conative model (desire to perform an action – voluntary or purposive action) of qualitative research.”

Source: Glossary of terms compiled by Melanie Tibbs – The Marketer Magazine April 2006

In practice in the UK, like market and marketing research, the terms tend to be used interchangeably.

2. Why undertake ‘groups’?

Groups represent a, powerful, qualitative research technique that can deliver real insight from the synergies created in a group environment.

Although comparatively costly as against quantitative techniques, they provide a level of detail and a depth of exploration not easily available from other methodologies.
It is important to remember that the findings are qualitative so about what people ‘feel’, their perceptions, views and attitudes. These are things that are hard to quantify but just as important as numbers in many ways. The techniques to gather this data tend to be largely unstructured enabling respondents to talk about things in the way that they wish to.
The findings are therefore indicative only. The purpose of groups is not to attempt to quantify outcomes.

Groups fill ‘gaps’ with likely meaning
3. What should they be used for?

Groups are used mainly for:–

  • Exploratory research. Discovering the parameters of an area to be researched further, for example.
  • New product or services development research. Similar to the above, discovering more about what is needed or wanted by the target audience(s).
  • Creative development research. Testing what target audiences are likely to respond to, what their preferences are and what they are unlikely to react to.

4. How do groups work?

Groups typically comprise of 8-10 respondents and last approximately 1 ½ hours. Any more than this number and they can become difficult to run and control due to group dynamics. For example, with more than 10 or 12 people a group will tend to split into 2 with a leader/ spokesperson for each element.
Groups are run by an experienced moderator. The moderator introduces topics for discussion and directs and controls the group. The overall aim is to enable the participants to discuss topics as they would like to discuss them. So from the attendees’ perspective, the discussion should appear to be largely unstructured.
The moderator uses a discussion guide containing the following elements and phases:-
i) Introduction phase

• Outline the objectives of the session

• How a group discussion works is explained to participants

• An agenda of topics to be covered is given

• Participants  are prompted to introduce themselves
ii) Discussive phase

• This is where the general topic areas to be discussed are covered. This is where most of the time is spent.

• Prompts and stimulus material are used to encourage discussion

• Projective techniques may be used to elicit respondents’ deepest feelings and motivations by getting them to  “project” those feelings and motivations into an unstructured and undefined situation (these may include word or picture association, sentence completion, role-play, personification, storytelling and so on).
iii) Summarising phase

• Participants are prompted to summarise their understanding of what has been covered and what they see as being the key outputs from their perspective.

• This is where any other comments that each participant would like to add can be captured. Often, one of the richest sources of insight from the group.

Incentives to attend are normally provided. It is usual to undertake at least 3 groups to avoid the danger of atypical responses.


5. Are they still relevant in today’s environment?

Without a doubt. Groups remain a powerful research technique to enable exploration of people’s views and attitudes towards a range of subject matter. Being able to; direct discussion ,benefit from synergy within the groups and observe non verbal signals means that groups are still one of the best ways of gaining real depth of insight from those that your organisation wants to interact with.

Online discussion groups are also widely used and provide all the above benefits with the exception of observing non verbal signs from participants.