The Power of Research
"Science is the great antidote to the poison of enthusiasm and superstition."
- Adam Smith
"Never stop testing, and your advertising will never stop improving."
-- David Ogilvy
Research can identify
new opportunities, suggest new strategies and tactics, test business propositions
and the viability of product position, pricing and promotion. Formal and
informal research methods can be used to improve web site planning a decision-making.
Such efforts can include:
Surveys research can
include mail, phone, e-mail and web site surveys. Omnibus surveys allow
a number of companies to share the cost of custom research.
Focus Groups can reveal
qualitative factors they are key to success and can be useful in testing
marketing themes and concepts.
Usability tests can be effective with just five test subjects and can
reveal problems typical users might encounter in using a web site. Often
usability studies can reveal design defects or opportunities to simplify
The Web Analytics Association (WAA) unites and fosters the interests of
industry practitioners, vendors, consultants and educators who use, sell,
install, implement, consult, teach or train in the field of web analytics.
Compete.com is "a new breed of web analytics company. We have a diverse
sample of 2,000,000+ U.S. internet users that have given us permission
to analyze the web pages they visit and ask them questions via surveys.
The subscription to that can measure competitor SEM and SEO activity right down to the keywords and ads used by your competitors.
Google's Conversion University offers a wealth of information that can
be used to increase online conversion rates and now focuses on information and training for Google Analytics certification.
FutureNow founders Bryan and Jeffrey Eisenberg practically
invented online conversion research and optimization. GrokDotCom was among the first to focus on online conversion.
The blog by Bryan and Jeffrey Eisenberg, authors of Waiting
for Your Cat to Bark? have been writing on conversion research and site testing since 1998.
"MarketingExperiments is a research laboratory with a simple (but
not easy) seven-word mission statement: To discover what really works
in optimization...we test every conceivable approach and we publish the
results (at no charge) in the Marketing Experiments Journal."
Use The WayBack Machine to go back in time and see web pages as they were
months and years ago.
UseIt.com machine is a great source for information on Usability research
and testing and offers many articles and columns by Jakob Nielsen.
The Gallup Organization, a leading research company and the source of
First, Break All The Rules and Now, Find Your Strengths.
Harris Interactive is a worldwide market research and consulting firm,
best known for The Harris Poll and for its pioneering use of the Internet
to conduct scientifically accurate market research.
Nua.com is the authoritative online source for information on Internet
demographics and trends. Over 200,000 people in more than 140 countries
read our news and analysis every week.
The Pew Internet and American Life Project offers original, academic-quality
research exploring the impact of the Internet on children, families, communities,
work, schools, health care and civic/political life.
The Nielsen Company providesw online measurement services and is a leading global source of
information on consumer and business usage of the Internet.
Forrester Research identifies and analyzes emerging trends in technology
and their impact on business.
Inc. is a research and advisory firm that helps more than 10,500 clients
understand technology and drive business growth.
ComScore, which acquired Jupiter MediaMetrix, is a leading provider of
D&B (NYSE:DNB) is the world's leading provider of business information,
enabling business-to-business commerce for 160 years.
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