Author Archives: Angeline Martin

About Angeline Martin

As Marketing Manager, Angeline has more than 20 years of marketing management experience. She holds a BA (hons) Business Studies degree, specialising in marketing, from the University of Ulster. A Chartered Marketer, Angeline is also a member of the Chartered Institute of Marketing.

  1. Customer surveys: Why in-store customer surveys are crucial to retailers

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    Why in-store customer surveys are crucial to retailers

    What is the best way to get a customer’s true opinion? An online survey a few days after a shopping experience? A follow-up telephone call? Or is it a face-to-face customer survey the moment they finish their shop?

    At CARD Group, a UK based market research agency, we have found that one of the most effective methods of surveying customers is to speak to customers as they finish their shopping experience. At that moment the shopping experience is fresh in the customer’s mind, unimpeded by memories, perceptions or opinions. Waiting even a few days before sending out a survey or making a follow up phone call means that a customer’s memory of the event becomes slightly skewed.

    Online and telephone research have their own strengths but for the purpose of extracting accurate customer thoughts on their shopping experience, on site face-to-face customer surveys are the best method.

    Face-to-face customer surveying has the additional benefit of finding exactly the correct people for the sample. Your store contains your customers on the day that you need their opinions – there is no need to source these people online.

    With in-store customer surveys the interviewers are tasked with asking certain customers the questions. Customer surveys may be designed to find out the opinions of a broad spectrum of customers visiting the store. Alternatively the opinions of a specific demographic may be sought.

    If you are looking for a market research company to assist you with addressing a retail challenge, please contact CARD Group. We operate through Northern Ireland, Ireland, the UK and beyond. Highly experienced in retail issues, we have worked both national and international brands. Read more about CARD Group market research services for retail.

     

  2. Useful Evidence in Policy Making

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    Evidence in Policy Making: A Market Research Society NI and the Alliance for Useful Evidence Meeting

    The Market Research Society NI met in the Senate Room at Queens University Belfast for a session on useful evidence in policy making.

    The session commenced with a presentation from Albert Hamilton Chief Executive of CARD Group and Chair of the Market Research Society NI. A key message from Albert’s presentation was the importance of avoiding bias and perceptive errors when analysing research.

    Peter O’Neill of The Alliance for Useful Evidence then presented on using research evidence in policy making and practice.

    Central to Peter’s presentation was the need for an improved understanding of research quality. He emphasised the importance of quality research as research is needed for such a broad spectrum of tasks such as making the case for new policies and strategies, developing funding bids, creating communications campaigns, information for speeches and media interviews and much more.

    Peter stated that evidence is only as good as the research that collected it. In order to develop accurate insights and understanding to improve policy making, the structure and design of the research must be correct as well as ensuring the right research tools are used to collect the right information.

    A very interesting question and answer session followed with key points raised by a number of delegates. These points included fact checking, levels of public apathy towards facts and the responsibility of key figures to ensure they use facts rather than fiction.

    The Market Research Society NI meeting is planning to host a session on the new data protection legal framework regulations. The session will explain key differences between the UK Data Protection Act 1998 (DPA) and the new General Data Protection Regulations (GDPR).

  3. The Market Research Society Northern Ireland

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    The Business of Evidence:  A Market Research Society NI Event (Belfast)

    The UK research market is larger than the music industry according to a Market Research Society industry report.  The business of evidence market currently generates £4.8 billion in GVA and has been growing at a astounding rate of 65% since 2012.

    Guests at the Market Research Society NI event (located in Belfast), discovered that despite the sector already employing nearly 73,000 full time equivalents, attracting high calibre talent is one of the key challenges for the future.  Certainly more than one third of those surveyed believe the market research sector will face a future skills shortage, particularly in areas such as data science.

    The discussion panellists, following The Business of Evidence presentation, debated the need for the general public to demand evidence to support statements made to the media.  With recent Brexit and US election campaigns criticised for the inaccuracy of the information used, it appears that false or misleading public statements enable manipulation of the media are without consequences.  This misinformation, regardless of whether inadvertent or deliberate, is creating a society where the general public does not know what news sources to trust.

    Massive thanks to PwC for hosting the event and to Julie McClean for presenting the findings of their report.  Thanks also go to Market Research Society NI Chair and CARD Group Chief Executive, our own Albert Hamilton as well as panellists Fiona Rooney of Ipsos MORI, Jeff Peel of Quadriga Consulting and Honor Mallon of PwC.

  4. Market Research Society Northern Ireland

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    CARD Group Chief Executive Albert Hamilton elected as chairperson of the Market Research Society NI

    We are delighted to announce that our Chief Executive Albert Hamilton has been elected as Chairperson for the newly formed Northern Ireland branch of the Market Research Society.

    Albert is keen to promote the market research sector within Northern Ireland.  During the meeting he established several objectives for the new Market Research Society network.

    – To give market research a stronger presence with Northern Ireland media

    – To protect the reputation of market research in Northern Ireland

    – To support the growth of the sector

     

    Ruth Flood, Managing Director of RF Associates, was elected as Vice Chairperson and Angeline Martin, Marketing Manager from CARD Group was elected as Secretary.

    Following the appointment, Albert Hamilton said, ‘The new Northern Ireland network gives a voice to a highly talented sector.  I very much look forward to working with current and future MRS members to increase awareness of our offer both domestically and further afield.”

    The next meeting for the Market Research Society Northern Ireland will take place at the end of August.  We will confirm the details for the next meeting closer to the time.