Helping Your Clients Understand Theirs: New options for market research for small businesses and non-profits (and others)
Traditionally market research has been unaffordable for smaller businesses and non-profits. This is rapidly changing as a technological revolution is transforming this industry. ‘Do-it-yourself’ tools like Survey Monkey are only a small part of this transformation. RPCN members are in a unique position to help their clients take advantage of these changes. This talk will describe how technology is changing what smaller businesses and non-profits can do and describe several innovative firms and approaches that you may want to add to your toolbox of resources.
THREE KEY LEARNINGS THE AUDIENCE TAKE AWAY WILL FROM THIS PROGRAM?
1. Ways in which quantitative and qualitative research are being changed by technology
2. Emerging consulting models that small business and non-profits can take advantage of to obtain professional advice in affordable and flexible ways.
3. Understanding the trade-offs between DIY, Do-It-For-Me (DIFM) and Partnering approaches to market research.
Here is a video in which Jon briefly describes his presentation.
Jon Siegel has nearly 40 years of experience designing, conducting and analyzing surveys and nearly 30 years of experience in the marketing research industry. His technical areas of expertise include survey and question design, sample design and data analytics, with particular interests in attitude formation and change and segmentation. Over the years he has conducted research in almost every substantive area you can think of from financial services to advanced technology products to public opinion and political polling.
Jon is one of the founding partners of Meliora Research, an innovative market research consultancy in Rochester NY. Meliora is committed to harnessing the power of technology to make professional quality market research available to businesses and non-profits of all sizes through a mix of creative coaching/consulting and innovative solutions.
Prior to joining Meliora, Jon was a Senior Vice-President with Harris Interactive where he held several senior management positions, most recently as head of the Marketing Sciences group, where he had been a senior consultant since 2004. From 1999-2000 Jon directed Election 2000, the largest polling effort in the history of the United States and the proof case for the validity and accuracy of Internet-based research. As head of Harris’ largest business unit from 2000-2004, Jon directed the General Markets vertical to double digit annual sales growth.
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