Question 1

When should MMM reconcile with platform conversion-lift studies?

Accepted Answer

You should reconcile your MMM with platform conversion-lift studies whenever you have credible lift data for a channel — especially if the MMM's findings differ from what those experiments show. Platform lift studies (like Facebook's or Google's conversion lift tests) provide hard evidence of incremental impact. So, for example, if your MMM says social media contributed X%, but a well-run Facebook lift test shows a different contribution, that's a flag to align the two. Typically, this reconciliation happens during MMM updates or recalibrations: you feed the lift results into the modeling process as calibration points or constraints. In practice, many firms do this annually or quarterly. After big campaigns, if a platform provided lift metrics (say, YouTube showed a 10% sales lift from ads), you'd use that to tweak your MMM so it doesn't over- or under-credit YouTube going forward. In short, whenever high-quality lift studies are available, use them to sanity-check and refine your mix model. It ensures your MMM stays anchored in experimental reality, improving its accuracy and the trust stakeholders place in its guidance.

Question 2

When do qualitative interviews provide better insights than SMB surveys?

Accepted Answer

Qualitative interviews provide better insights than small and midsize business (SMB) surveys when you need depth and context that a structured questionnaire can't capture. Open-ended conversations allow respondents to reveal the "why" behind their answers, uncovering motivations or constraints that standardized survey choices might gloss over. For example, if you're exploring how SMB owners make purchasing decisions, an in-depth interview can surface nuanced factors--like personal values or unique local market conditions--that a multiple-choice survey wouldn't catch. Interviews also let you probe unexpected answers in real time, which is crucial when dealing with complex topics or varied experiences across businesses. In scenarios where survey response rates are low or feedback comes back shallow, qualitative interviews often deliver richer, more actionable insight, even if from a smaller sample. Essentially, choose interviews over surveys when understanding nuance matters more than quick metrics.

Question 3

When should publisher logs reconcile with third-party audience estimates?

Accepted Answer

Publisher logs should be reconciled with third-party audience estimates at critical checkpoints--such as campaign reporting or ad inventory audits--to ensure consistent, trustworthy numbers. Many publishers track their own impressions and visitor counts, but advertisers and industry bodies often rely on independent measurement (like Nielsen or Comscore) to validate reach and performance. If you're preparing an end-of-campaign report or negotiating with media buyers, that's a key time to cross-check your internal data against third-party figures, and any large discrepancies should be investigated (they could stem from different counting methods, bot filtering, or privacy consent impacts). Reconciling routinely--say monthly or quarterly--helps catch issues early and maintain credibility. Ultimately, this alignment is about transparency: giving advertisers confidence that the delivered audience numbers are accurate and not inflated by inconsistent measurement approaches.

Question 4

Does higher trust in advisors always equal higher wallet share?

Accepted Answer

Generally, clients who trust their advisors more do give them a greater share of their business, but higher trust doesn't guarantee higher wallet share in every instance. Trust is a major driver: a client confident in an advisor's expertise and integrity is more likely to consolidate accounts or services with that advisor and follow their recommendations, which usually leads to a larger wallet share. However, there are exceptions. A client might have high trust in an advisor yet still spread business around for diversification or policy reasons (for example, keeping some assets with a different firm as a safety measure). It's also possible the advisor's firm doesn't offer a product or service the client needs, so the client goes elsewhere for that portion of their wallet despite the trust. In short, while trust is almost a prerequisite for growing wallet share and there's a strong correlation, it's not an automatic one-to-one equation. Advisors need both a trusting relationship and the right opportunities or offerings to truly capture more of a client's business.

Question 5

How is qual-at-scale changing stakeholder expectations for turnaround and depth?

Accepted Answer

Qualitative research at scale is raising the bar on both speed and substance, so stakeholders now expect quick turnarounds without sacrificing insight depth. With tech-enabled qual (like large online communities or AI-driven text analysis), what once took weeks can yield findings in days, and clients have noticed. They increasingly assume they can get rich, qualitative feedback almost in real time, similar to quantitative results. This means a product manager might expect key themes and quotes from hundreds of interviews just a few days after fielding. At the same time, stakeholders still want depth — nuanced insights, emotional context, and illustrative stories — not just cursory stats. To meet these expectations, researchers are using tools that rapidly analyze open-ends or video responses to surface patterns, then layering human analysis to provide context and meaning. In short, qual-at-scale has taught stakeholders that you can have both speed and storytelling, and they're beginning to demand it as the norm for qualitative projects.

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Market Research FAQs with Expert Insights

When should MMM reconcile with platform conversion-lift studies?

When do qualitative interviews provide better insights than SMB surveys?

When should publisher logs reconcile with third-party audience estimates?

Does higher trust in advisors always equal higher wallet share?

How is qual-at-scale changing stakeholder expectations for turnaround and depth?