SPARK

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Look How Far We’ve Come: The DRG Celebrates Turning 45

Look How Far We’ve Come: The DRG Celebrates Turning 45

We’re proud to be celebrating 45 years conducting marketing research that helps our clients create better products, improve services, and enhance their customer experiences. During that time, we’ve evolved and grown significantly, right along with our industry.

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Get to Know the Next Generation: 24 Stats About Gen Z

Get to Know the Next Generation: 24 Stats About Gen Z

Gen Z, the generation born roughly between 1997 and 2015 (ages 3 to 21 in 2018) currently make up over a quarter of the U.S. population. They are expected to be the most ethnically diverse generation and already influence over $166 billion worth of household spending. As this generation continues to mature and starts to…

5 Ways CX Is Like Dating

5 Ways CX Is Like Dating

All marketers want to create the kinds of experiences and interactions that engender loyalty and encourage customers to become brand advocates. But just like the dating experience, the customer journey from awareness to brand advocacy isn’t always predictable or easily navigated. As customers go through the stages from awareness to advocacy…

Meet The DRG Team: Shelley Ahrens

Meet The DRG Team: Shelley Ahrens

This article is the third in a series of blogs where we interview members of our DRG team to share a little bit about who we are and why we love the work we do. Here, we introduce you to Shelley Ahrens, Vice President of Research Services. Shelley has been with The DRG for over 18 years and is an important member of our Senior Management Team.

3 Ways to Create Customer-Centric B2B Buyer Experiences

3 Ways to Create Customer-Centric B2B Buyer Experiences

Inside every B2B buyer, there lives a B2C customer. It’s an obvious observation, but an important one for B2B marketers to keep in mind. As B2C customers, we have higher expectations than ever before for easy access to information, quick response to questions, and personalized brand interactions…

The Secret to Segmentation Research Success

The Secret to Segmentation Research Success

Market segmentation research sometimes gets a bad rap. For one, segment profiles tend to be more conceptual in nature than the results from other research studies. They also require careful interpretation and a fair amount of collaboration when putting them to use across your organization.

How Is Automation Transforming Market Research? 3 GRIT Report Takeaways

How Is Automation Transforming Market Research? 3 GRIT Report Takeaways

An ongoing topic in market research is how advances in automation are reshaping our industry. In fact, that’s the main focus of the latest Greenbook Research Industry Trends report (GRIT). The Q1-Q2 2018 GRIT report covers the market research trends, about the ways advances in automation impact how…

Elicit Emotion: Using Emojis in Marketing Research

Elicit Emotion: Using Emojis in Marketing Research

Emojis aren’t just for text messaging anymore. What started as a short-hand way to inject humor and emotion when texting has now entered the world of marketing communications. Why is that? According to Keith Broni, an emoji researcher and interpreter with Today Translations, “Emojis humanize business…

Meet The DRG Team: Lanie Johnson

Meet The DRG Team: Lanie Johnson

At The DRG, we are fortunate to have three inspiring individuals on our Senior Management Team who set the strategic direction for our firm and serve as mentors to all our employees. Leading that charge is our President and CEO, Lanie Johnson. Recently, we sat down with Lanie to learn what it means…

Is Your Brand Getting Gen Z Ready?

Is Your Brand Getting Gen Z Ready?

The next generation of consumers, known as Gen Z, are just beginning to enter the workforce and flex their collective spending muscles. Born roughly between 1997-2010, they represent just over a quarter of the U.S. population, with an estimated spending power of $44 billion. This creates a need for…

Listening to What’s Said and Unsaid: The Value of In-Person Qualitative

Listening to What’s Said and Unsaid: The Value of In-Person Qualitative

We live in a world where technologies like mobile apps, the Internet of Things (IoT), and artificial intelligence (AI) are becoming common place, and the world of marketing research is certainly not immune to it. For instance, mobile surveys using apps to collect data rather than via web…