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About Essentials

Essentials, our free opt-in newsletter, offers thought-provoking ideas for improving the effectiveness of market research in organizations. We believe effectiveness requires two things: (1) research must be designed and executed well, and (2) research insights must be integrated into business processes and decisions naturally and consistently. We use both of these dimensions to inspire our content for Essentials. We also offer opportunities for our readers to interact by responding to an interesting polling question or telling us what they think about a broader topic or issue. Essentials is published about six times a year; subscribe today and start the flow of ideas!

Current Issue

Issue 3 - January 19th, 2010
In this issue Wayne Marks, our President, talks about how critical is it to have the proper perspective and the use of right tools to uncover what our customers really want. Also Brian Lunde, our Chief Marketing Officer, argues that customer satisfaction measurement systems are poorly designed as they don't sufficiently reflect the realities of human behavior or the marketplace. Vineet Sodhani, Associate Vice President, Marketing, from our Indian Operations offers tips to western companies for conducting successful market research projects in India.

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Essentials Archive

Issue 2 - September 1st, 2009
In this issue Hansa|GCR project director Julie Meyer Asp tells us about why we pay her to meet up with strangers in strange places, and what typically results from these encounters. Wayne Marks, President, also contributes an article about the missing ingredient of “context” in most customer satisfaction and loyalty research, and how it can explain, for example, why some customers will never be loyal no matter what you do.

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Issue 1 - June 23rd, 2009
Companies are always seeking ways to improve the relationship they have with customers; but too often (especially in B-to-B) there seems to be too little emphasis on emotional bonding. Wayne Marks explores this idea in his article, "Creating Emotional Bonds." In our second feature article Wayne poses the question, "Is Green a Fad?" and then explains why it's actually not the right question to ask from the perspective of how people actually make purchase decisions.

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