Question 1

How well do short vertical videos balance message takeout with attention gains

Accepted Answer

Short vertical videos (think TikTok or Instagram Reels) excel at grabbing attention, but they often struggle to convey a deep message or complex information in the few seconds they have. These bite-sized, smartphone-friendly clips are designed for quick engagement — viewers tend to watch them all the way through since they're so short — so the upside is high completion rates and immediate impact. However, the trade-off is that message "takeout" (what the viewer remembers or learns) can be limited to a simple point or feeling. For example, a 15-second vertical ad might imprint the brand logo and a fun vibe, which is great for awareness, but it probably can't communicate detailed product features or nuanced benefits. To balance this, creators use tactics like bold on-screen text or catchy slogans to reinforce the key takeaway, making sure that even as the format maximizes attention, the core message isn't lost in the blink-and-you-miss-it format. Overall, short vertical videos win on capturing eyeballs, but marketers must be very deliberate to ensure the important message sticks in that brief window.

Question 2

When are innovation tournaments effective in strengthening the pipeline?

Accepted Answer

Innovation tournaments — structured competitions where many ideas vie and the best win support — are most effective when a company needs fresh ideas early in the innovation process and is prepared to back the winners. They work best when you want to cast a wide net and tap diverse perspectives internally or even externally, energizing people to contribute solutions. For example, if your future product roadmap has gaps, a well-run innovation challenge can surface a wealth of concepts, out of which a few high-potential ones rise to the top for development. This approach can invigorate the pipeline with creative options leadership alone might not have considered. Timing and follow-through are critical: a tournament should be held at the fuzzy front-end of innovation (when strategy is still malleable), and management must commit resources to refine and implement the winning ideas. If you hold a contest after decisions are mostly made, or fail to act on the winners, it will backfire by breeding employee skepticism. When done right — early, inclusively, and with genuine support for outcomes — innovation tournaments can significantly boost the quality and originality of ideas feeding into your product development pipeline.

Question 3

How do we identify bundle features that optimize margin?

Accepted Answer

Identifying which bundle features optimize margin involves analyzing customer value versus cost for each component. Research techniques like conjoint analysis are ideal here: they show which features customers truly value enough to pay for_x000D_. By running a conjoint or similar trade-off study, you might discover, for example, that Feature A and C are highly valued, while Feature B adds cost but little perceived value. Armed with that insight, you can create a product/service bundle that includes A and C (perhaps even at a slightly higher price) and drop B, thereby improving the profit margin. Additionally, examining sales data of existing bundles can highlight which features are often unused or undervalued by customers. The goal is to include the features that drive willingness to pay more than they drive cost, optimizing the bundle's profitability while still appealing to buyers.

Question 4

Is mobile research mainly useful for younger consumers?

Accepted Answer

Mobile research is valuable well beyond just young consumers, as smartphone use is now common among older demographics too. While it's true that Gen Z and Millennials are heavily mobile-centric — often preferring to answer surveys or diaries on their phones — research shows that middle-aged and senior consumers increasingly participate via mobile when the design is accessible. In fact, reaching certain groups during their daily routines (like busy parents or on-the-go professionals) may be easiest through mobile apps or texts regardless of age. The key is to tailor the mobile research experience (e.g. using clear large text and simple interfaces) so that even less tech-savvy participants feel comfortable. Mobile has become a mainstream data collection channel, so assuming it's mainly useful for younger people is outdated. Instead, researchers use mobile to capture in-the-moment feedback across age groups, deploying other modes only for those who truly can't or won't use smartphones.

Question 5

What are the pros and cons of normalizing NPS across countries or segments?

Accepted Answer

Normalizing Net Promoter Score (NPS) across countries or segments can make cross-group comparisons fairer by accounting for cultural differences in scoring, but it also muddies the simplicity of the metric. On one hand, adjusting scores (say, by using z-scores or index scaling) helps correct for the fact that some cultures or customer segments naturally give lower or higher ratings on average. This prevents teams from penalizing a region just because its customers are tough graders, allowing a more apples-to-apples view of loyalty. On the other hand, once you alter NPS, it's no longer that straightforward "percent of promoters minus detractors" figure people easily understand. Leaders might question the adjustments, and if done poorly, normalization could obscure real sentiment differences. So while normalization has its benefits in fairness, it should be used sparingly and transparently — often the raw NPS and a qualitative context are still needed to tell the full story across diverse groups.

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Market Research FAQs with Expert Insights

How well do short vertical videos balance message takeout with attention gains

When are innovation tournaments effective in strengthening the pipeline?

How do we identify bundle features that optimize margin?

Is mobile research mainly useful for younger consumers?

What are the pros and cons of normalizing NPS across countries or segments?