Hallmark’s online research success story

Hallmark, the Kansas City-based greeting card company, has employed online consumer research for three years now. Based on a comparison of the results with those of traditional research (i.e., focus groups), the online efforts are now a regular part of the company’s research effort. In a Marketing Sherpa interview,  Tom Brailsford, Manager of Advancing Capabilities, notes:

“You can do three focus groups and hear from about 24 consumers and it’ll cost you two or three weeks and $10,000. We can hear regularly from 150 consumers in 36 hours on a particular issue. We have evidence from linguistic analyses that suggests that the content we…

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