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Do You Even Data

A data-driven marketing blog

Want to learn how you can translate incredible data list information into killer marketing campaigns? Want to better understand how data research and models can enhance the data you already have?

Heather Primm

Heather Primm

Heather Primm

Heather Primm, Director of Operations, came to Data Decisions Group in 1996 in a part-time capacity as an interviewer in the call center at night while working in property management during the day. Now, nearly twenty years later, Heather has spent time in almost every functional area of the company, working in quality control, project coordination, project management, product management, and now management of the operations team that delivers high-quality data and research solutions to our clients.

In her role at Data Decisions Group, Heather wears a number of different hats: consulting at the project level, keeping the team abreast of legislative changes that impact our industry, product development, process improvement, and relationship management. What she loves best about the work she does is helping deliver high-quality, actionable results to our clients that allow them to improve their business performance…and their bottom line.

Heather received her undergraduate degree from the University of North Carolina at Chapel Hill in 1992.

Recent Posts:

The impact of multimode data collection on the survey data itself

In my previous post, I talked about the effects of different sampling approaches on the proportion of web versus telephone completes on our newly multimode customer satisfaction program.  Now let’s look at how the resulting survey data were impacted by the transition from a fully phone-only methodology to collecting some portion of the completes online.

Stop Overspending on Data Collection Use Multimode Fieldwork, Telephone, and Online

For the past twenty years, DDG has been collecting data for a massive, multi-utility customer satisfaction study. Because many of these utilities service residential customers in geographies that are heavily rural, where Internet access is not a guarantee, this study has heretofore been conducted using a telephone data collection methodology. However, as TCPA restrictions on the use of predictive dialers, decreasing penetration of land lines, and flagging telephone response rates have made meeting monthly targets more and more challenging, DDG undertook a significant redesign of the study to allow for multimode data collection. For the first time, online interviews would supplant some of the telephone interviews.

Five Advantages of a Custom Online Research Panel

  Are you conducting data-driven research? Custom online research panels continue to be one of the most effective tools to reliably reach your customers for surveys, focus groups, and online communities.  Designed and used correctly, an online panel allows you to tap your customers for quick and accurate answers to your most pressing research questions. This includes concept tests, customer satisfaction and engagement, product and package design, and more. In addition, with the advent of customer and consumer data appends, custom online research panels are transforming the way companies mine insights from their available data. As you begin to consider if a custom online research panel is right for you, consider these five advantages vs. sourcing a general online panel.

How to Keep an Online Consumer Panel Fresh, Active, and Happy

So you’ve built your custom online panel. Now, how can you make sure the resource is being used effectively? Your consumer panel functions as an extension of your brand and needs to be cared for, like any other valued resource. The most important thing to remember about your custom panel is that it is comprised of people.  They are your customers first and foremost, so it is extremely important for it to be carefully and actively maintained, without being overused.  In addition to managing the frequency of survey invitations, there are a number of other key areas that require focus and attention.

What It Means that Google Has Entered the Market Research Arena

Google’s announcement and launch this week of a market research offering has had the market research and technology industries buzzing. And understandably so. As this article from the GreenBook blog points out, the world’s biggest search engine company already has access to millions of consumer data points (thanks to Gmail and Android phones), and now they are going to ask those millions of users and their friends about their shopping, product, and marketing preferences one question at a time.

Branded Versus Blind Online Communities

The focus group (online or in person) is a tried-and-true method for gleaning qualitative insight from a subset of your target audience.  One of the most attractive benefits of the focus group is the presence of a trained moderator, who can direct and manage conversations so as to target specific questions in order to obtain the results that you are looking for.

Identity Crisis: Preventing Fraud on Your Custom Panel

Panelist X is an African American male in his early 30’s living in Seattle, Washington. He works part time while attending graduate school and is married with a young child. His hobbies include reading, racquetball, and doing work around the house.

Avoid These 10 Custom Panel Mistakes

Do you have a custom online panel, or are you considering one for 2012? Make sure you avoid these common mistakes (highlighted in the slides below) to get the data you need.

Customer Panel Best Practices: 4 Questions to Ask Before Refreshing

Conducting a refresh on your custom research panel is kind of like dragging your fall clothes out of the attic in October.  Ideally, everything you carefully put into place in the spring still fits, but in all likelihood, a few things are going to go to the thrift store and you’ll have to make a trip to the mall for new sweaters.