Yarnell Inc.
Phone: (407) 876-8549
Email: steven.yarnell@yarnell-research.com
Personnel
 |
Steven M. Yarnell, Ph.D., President |
|
|
Paul A. Anderson, Ph.D., Senior Consultant |
|
|
Lesley Muir, MBA, Field Director |
Company Description
Global high tech companies have come to Yarnell Inc for over 25 years for new product research and guidance in hardware, software and services. We are unsurpassed at knowing technology and the industry, at knowing how IT decision-makers (e.g., IT pros; end-users; consumers) view and make decisions about their technology worlds, and at knowing and developing methods that work. We have particular excellence in qualitative research (e.g., face to face, phone, tele-web, Bulletin Board, hybrid), with extensive global experience, having conducted hundreds of projects in North America, Latin America, Europe and Asia.
Market Research Specialties
Types of Research
Research Techniques & Services
Audiences, Industries & Market Specialties
Market Research Resources
Article
Effectively Fielding International Research
by Steven Yarnell, Paul Anderson, and Lesley Muir of Yarnell Inc.
Conducting effective qualitative research outside the U.S. requires consideration of a myriad of issues. Working with a marketing research firm that has global research knowledge and expertise is critical. Read Article »
Article
The Adoption of Technological Change
by Steven Yarnell, Paul Anderson, and Lesley Muir of Yarnell Inc.
Several overlapping processes create tension between IT, their users, and outside vendors, which affect the pace of technology adoption. Why vendors see customers as tortoises and customers see vendors as hares. Read Article »
Article
What Goldilocks Can Teach You About Your Marketing Strategies
by Steven Yarnell, Paul Anderson, and Lesley Muir of Yarnell Inc.
This article discusses the two types of purchase decision behaviors consumers exhibit. Understanding these behaviours is critical to developing marketing messages. Read Article »
Article
Segmentation Woes: Avoiding Vivid Descriptors and Fuzzy Segments
by Steven Yarnell, Paul Anderson, and Lesley Muir of Yarnell Inc.
Learn how qualitative research can be more targeted and effective. Using segmentation analysis to create focus groups requires you to both understand the technical definitions of the segments and to develop statisical-based screening questions that select "pure types" for each segment. Read Article »
Article
Secondary Messaging: An Argument is Not a Confession
by Steven Yarnell, Paul Anderson, and Lesley Muir of Yarnell Inc.
When it comes to explaining or justifying buying your product, effective messaging enables your advocates. Read Article »
Article
Smaller sample sizes—money prudently saved or money foolishly wasted?
by Steven Yarnell, Paul Anderson, and Lesley Muir of Yarnell Inc.
It is common practice to reduce the sample sizes used in quant studies to save money, a tendency exacerbated by the current economic environment. Though this approach can sometimes result in prudently saving some money, it can also have a disastrous result: spending the entire budget on a study that does not accomplish its business objective. Here's how. Read Article »
Article
Effective B2B Messaging: Why the CPG model fails
by Steven Yarnell, Paul Anderson, and Lesley Muir of Yarnell Inc.
When developing a marketing strategy for consumers, consumer packaged goods (CPG) firms generally concentrate on developing a unique selling proposition (USP) to convince one person, the buyer. In an organization however, multiple people may be involved in a "buy" decision. Here are some guidelines for creating your marketing strategy and its messages. Read Article »
Article
ROI vs. Acquisition Costs
by Steven Yarnell, Paul Anderson, and Lesley Muir of Yarnell Inc.
Businesses buy hardware, software, and services based on ROI, right? Not always. Sometimes selling a product based on a low acquisition cost can be a far superior pitch to a high ROI. Which is more important and when? Read Article »
Article
Stretch Your Research Budget
by Steven Yarnell, Paul Anderson, and Lesley Muir of Yarnell Inc.
When budgets are tight the need for market research does not go away. This article presents strategies for making your marketing research budget work harder for you, including virtual research strategies such as video streaming. Read Article »
