SPARK

Educating. Guiding. Inspiring.

Get the latest content first.

Receive The DRG Spark blog in your inbox.

  • This field is for validation purposes and should be left unchanged.
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…

Is Your Tracking Research Keeping Up with the Times?

Is Your Tracking Research Keeping Up with the Times?

There’s a delicate balancing act required when it comes to keeping tracking studies relevant. On the one hand, your tracker needs to be consistent from wave to wave. Otherwise you can’t be sure whether shifts in responses are due to your business efforts or questionnaire changes.

4 Principles of Successful Online Communities

4 Principles of Successful Online Communities

Online communities have proven to be a convenient source for collecting in-depth feedback from customers and prospects alike. What was once an emerging marketing research trend, use of online communities as a research tool has now become mainstream…

Consumer Co-Creation: Using Research to Create the Future

Consumer Co-Creation: Using Research to Create the Future

The concept of consumer co-creation has always been at the heart of marketing research. Whenever a consumer shares their opinions, experiences, or perceptions about a product or service, their feedback is helping create a new future for that brand. However, traditional marketing research maintains…

Gamification in Marketing Research – Is it Time to Get in the Game?

Gamification in Marketing Research – Is it Time to Get in the Game?

Long before the first person rigged a carrot stick in front of a horse, the motivating benefits of gaming techniques have been a part of human society. Today, the term ‘gamification’ is becoming more common in marketing discussions, but not everyone defines it in the same way.

Voices in Concert – Tune into Employees to Enhance Customer Experiences

Voices in Concert – Tune into Employees to Enhance Customer Experiences

In the same way that customer experience is no longer just about satisfaction, employee engagement is no longer solely the domain of Human Resources. According to Andrea Sullivan, CMO at Interbrand, “Branding used to be about what’s happening outside your door, but increasingly, about 75 percent…

Are You Engaging Employees in Authentic, Purpose-Driven Ways?

Are You Engaging Employees in Authentic, Purpose-Driven Ways?

Like most companies, The DRG recognizes the importance of fostering dynamic employee engagement across our organization. There are a myriad of ways to do so, but to be most effective you need to express appreciation in authentic and unique ways.

Beyond Navigation: Get the Most from Website Usability Research

Beyond Navigation: Get the Most from Website Usability Research

The role of brand websites has evolved well beyond serving mainly as information sources. They’ve become interactive communication tools that can either enhance or diminish your brand relationships. That’s why it is so critical to collect usability feedback from visitors to ensure you have the…

Keeping the “Partner” in Partnership

Keeping the “Partner” in Partnership

We’re all aware of the fact that “two heads are better than one,” but in our fast-paced work environments it can be hard to make the time for team collaboration. When it comes to working with your marketing research partners, it’s not always feasible to set aside time to share background…