All posts by qSample

Conferences, and Why We [Should] Love Them

Q2 is over and all of the chaos has, for now, died down. You rally all of your employees for townhall, as they’re ready to impress and show off their can-do attitudes. In reviewing your calendar, you realize a conference is approaching and you need your team to attend.

Should you?*

Conferences have become increasingly popular amongst businesses since 2010. Attendance has skyrocketed, with a projected growth of a whopping 44% by 2020. 

According to Linkedin, in the United States alone, the conference market is estimated as:  

500K events in a year

120MM people attend in a year – 60% go to more than one

Attendance growth of 5.8% per year

Worth $150B annually

Ticket price average for conferences (as opposed to trade shows/expos) of $1500, trade shows/expos average around $100

With such an expansive market size, companies have developed a clear understanding of what comes with attending various conferences. And every year many businesses globally allocate funds to mingle with the industry. But with so many other avenues to sharpen employee skills (google, podcasts, blogs, books, webinars, and now, youtube) why bother to spend the market average $1500 to attend?

Accountability.  A key reason to attend a conference is to maintain accountability with employees. Companies frequent conferences to promote new ideas while networking with other industry professionals. Because of this, attending employees will be looked to as the expert on that subject, thus holding them accountable for any information presented. In return, employees should be prepared to assist in the development of the overall direction and vision of their department. Attendees should also hold themselves accountable for nurturing key contacts, offering training outreach, and contributing valuable insight.

Value. Often times, when asked why companies should attend conferences, the first response usually sounds a lot like “for networking purposes.”And there is a lot of truth to that. But in order for a business to willingly send employees out of office for days at a time–on their dime–they must see value in attending. To recognize a need and be interested in attending a conference, of course, companies should be driven by networking and building relationships. But there are also a plethora of other reasons to attend. Maybe an important speaker, competitor, subject, or outreach method will be provided at the conference. Maybe launching new innovations to like-minded industry peers will give your company new ideas within itself. Or maybe the company simply wants to increase brand visibility amongst top-performing brands. With a market size as expansive as this one has become, companies must see value in their presence and that value should exist within three reasons: networking, information, and opportunity.

Visibility. Speaking with industry peers is probably one of the most underestimated requirements of being successful within a role. A mentor once told me that in business, wherever you aren’t, your competitor will be. So being in an environment where people who think and innovate within the same realm as you, is vital for progress. This means, having your logo and/or name in the industry’s space as you should always seek industry visibility and guidance. How will we develop ideas? How will we stay relevant? In regards to trends, what are “they” doing? Find purpose in attending to learn how trends stack up against your direction and how you can apply them to your own quarterly strategy. 

More and more, companies are finding reasons to attend conferences for team accountability, visibility, and value. So when the quarter ends and you go to work to see a conference on your calendar that you need your team to attend: should you? Yes.

QuestionPro attended the 2017 IIeX North America Conference in Atlanta, GA from June 12-14 to launch QuestionPro’s latest capabilities Canvas and Conversational Forms. To request a project quote, email


Charmin White, Marketing Manager

Email questions to

How Young Professionals Affect The Alcohol Industry [Infographic]

As millennials come to age, numerous sectors such as the alcoholic beverage industry are seeing major consumption changes.The professional millennial cohort is the agent of change in this industry.The social work culture with after hours drinks are the new norm for this non-materialistic generation. The digital natives are constantly sharing their life experiences through social media channels and these experiences are shared with alcoholic beverages, representing a social status. With these factors influencing the drinking choices of millennials, the question remain on what type of alcoholic beverage are they consuming and what drinking establishments are they visiting? qSample conducted a survey to understand millennials’ alcoholic beverage preferences. The survey was deployed to more than 500 respondents on their drinking choices and confirmed the correlation between drinking preferences and the generational mindset.

The data shows that 50% of older professional millennials, ages 27-33 are consuming alcoholic beverages in restaurants. In contrast, only 8% percent of this group is consuming alcoholic beverages at home.This highly sociable age demographic combines their social gathering with alcohol consumption.When visiting restaurant establishments, (74%) of older millennials are often ordering alcoholic beverages when dining out. As this demographic enters the peak of their careers, their disposable income increases, given them the ability to spend their income on luxury items such as alcoholic beverages. Despite having increased purchasing power, (37%) of these groups of millennials are choosing drinking establishments with drink specials and affordable drink prices. Within this affordable drinks trend, (54%) of older millennials indicated that they prefer to visit a BYOB restaurant when dining out.On the other hand, more than 48% of millennials professionals are keeping up with trends by choosing drinking establishments based on knowledgeable bartenders/mixologists, drink presentations, and exclusive in-house cocktails.  

Millennials have a wide range of alcoholic preferences, as a consequence, the alcoholic beverage market has seen several consumption changes within this generation. About (27%) of older millennials are choosing to drink beer when dining out, closely following (26%) drink wine and (24%) drink spirits. When visiting BYOB restaurants, (28%) of older millennial prefer to drink beer while the other millennial cohort (29%) prefer to drink wine.   The consumption preferences of this generation can also be seen within their purchasing selections. When asked if they would consider purchasing a bottle of the drink of their choice at a drinking establishment, (97%) of older millennials responded yes. As this group of millennials is more established within their careers their consumption preferences are shifting between drinking beer and purchasing bottles. The strong economic power of older millennials is also presented in how much they are spending on purchasing a bottle when dining out. About (50%) responded that they spend between $40 – $59 on a bottle when dining out.

The alcoholic beverage industry is exponentially growing both in volume and value.As millennials come to age, with their value-conscious behavior, they are constantly challenging the way this industry markets towards their generation. By paying close attention to millennials drinking habits, especially older millennials, alcoholic beverages companies and drinking establishments have a profitable opportunity. Factors such as knowledgable bartenders, drink exclusives, and drink specials are pivotal for millennials when choosing a drinking establishment. Understanding the shifting drinking preferences of this generation and their constant need for social functions will provide a higher value towards a brand.

Ultimately, marketing tactics that are geared towards lifestyle choices and exclusive experiences will drive millennials’ interest. The ultimate goal for alcoholic beverage companies and drinking establishment is to understand the millennial mindset in order to succeed in sales with this generation.

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Behind every trend there is a competitive market and consumer data that might unlock your next big idea. To learn more about these findings please contact 


How to Improve Data Quality for Your Research [WEBINAR]

Numerous industry reports have consistently shown that, in comparison to other research methodologies, online research remains the dominant methodology of choice for research practitioners. With nearly 90% of the US population online, followed by 76% in Europe, it’s no surprise why online data collection remains king.

When it comes to eCommerce, online sales are projected to reach $523 billion in the next 5 years, up by 56% from the previous year. Amazingly, eCommerce in many emerging market is still in its infancy. In essence, the need for companies to conduct research, whether to tap into existing and emerging markets is expected to grow significantly.

While Internet penetration is growing at a staggering rate – making it easier to find more users online to participate in research, survey data quality has been a consistent issue affecting the research industry. This burden is often placed on research participants or panel providers who supply the respondents. Join us for our upcoming webinar, as we look at other factors that have a direct impact on data quality.

This webinar will help you understand how to improve your data collection practices through better survey design methodology, tips to avoid response bias, variations in question styles and optimal data analysis. With over 20 years of research experience working with Fortune 500 companies, John Barret, CEO of Priority Metrics Group, will share strategies regarding survey design methodologies that will keep your respondents engaged and share his experience on how to optimize survey results.

Elevating In-Store Customer Experience with Market Research

Consumers enter a store and hear the sound of music, smell a fresh cologne, and see floral displays paired with the latest spring garments. These elements that enhance the shopping experience have been sewn into the fabric of the retail industry and better known as “retailtainment.” In George Ritzer’s Enchanting a Disenchanted World: Revolutionizing the Means of Consumption, the term “retailtainment” is defined as the use of ambiance, emotion, sound and activity to get customers interested in the merchandise.” This is a classic strategy almost every retailer uses to engulf the consumer into an atmosphere. Many retailers are focused on not just selling the product, but selling a lifestyle.

However, the current digital climate has made it increasingly difficult to keep retail customers engaged. According to RetailWire, over 48% of overall purchases were made online. There is an increasing focus towards the online shopping experience and mobile shopping applications. Consumers are spending less time shopping at brick-and-mortar establishment and more time online. The effect of this can be seen in massive store closing, such as Macy’s, and increasing vacancy rates for retail spaces. Despite the decline, there are retailers that are integrating the digital and in-store shopping experience to boost sales revenue. From digital shopping walls to location-centric mobile applications, retailers are getting creative. Pairing the digital shopping experience with market research can truly elevate customers’ shopping experience.

In order to develop a successful in-store shopping experience, the retailer must be familiar with their customers and targeted audience. Many retailers are deploying follow-up shopping surveys to their current customers. However, for retailers to reach other audiences they need an external tool such as online panels of respondents. Panels that consist of pre-screened respondents and collect multiple demographic and sociographic data points to complete the respondents’ profiles. This allows retailers to create a customized panels of their targeted audience. Retailers could use data collected from surveying these panels to develop a digital shopping experience for their customers.

In addition, using online panels also allow retailers to predict trends in consumer behavior. Retailers are able to collect quality data from online panels that will show what certain audiences value in their shopping experience as well as what they lack. This information can be used to craft digital experiences such as QR code scanners that allow shoppers exclusives ways to bring their online shopping experience into the physical store.  Retailers can use the geographical elements collected from online panels to identify what store locations would benefit from creating a digital shopping experience.

Ultimately, online shopping is on track to eclipsing the in-store shopping experience. However, retailers are creating innovative ways to implement a digital shopping experience inside their physical retail establishments. For retailers to enact a successful digital store experience model they need to conduct market research to understand their current customer’s preferences, gauge their target audience, track trends in consumer behavior, and evaluate the geographical location of the store that will host a digital shopping model. By using online panels, retailers can obtain data to use in the development of their digital shopping experience. It is apparent that market research has the capability to provide tools that will elevate the customer’s’ shopping experience.


Three Reasons Start-ups Need to Invest in Market Research

We are now in the period of innovations. Start-up businesses that offer social leverage, car rides, grocery delivery, and much more are skyrocketing. Everyday more new companies are emerging. However, what keeps a start-up company from stagnation is creativity and research. It is obvious that the product or service must have a unique edge to attract the client base, but what keeps the product propelling forward is market research. Although, there are many ways to conduct market research, it is beneficial for start-ups to utilize an online survey platform and a well developed panel of consumers. These platforms provide an easy way to collect data, especially in the case of newly started businesses without a large audience or access to a group of general consumers. Market research is a worthy investment that will yield dividends for start-up companies. Here are the top three reasons why conducting market research is essential for start-up business operations.

Knowledge on Target Audiences

For a start-up company, it is imperative to identify the targeted audience and learn about their lifestyle. This knowledge base allows for the company to creatively position their product to align with their audience’s lifestyle. Studies can be created to identify how the targeted consumer spend their time, perceive information, and interact with their favorite brands. This will allow a company to know where to spend their marketing funds for maximum impact. This data can also help the company generate additional areas to extend their product line or offer additional services. Knowing the needs and wants of the targeted audience can have a positive effect on product development.

Consumer Feedback

In addition to gathering data about the general consumer’s lifestyle, companies can use market research to gauge the response to their specific product offerings. For a start-up company, this is quintessential for the success of their product or service. Product feedback through the product development process can help the creators tailor the product to the consumers’ desires. It can also be used to predict the how the customer would value the product, how much they are willing to spend on it, aesthetic preference, usability, and multiple other factors that would affect the product sales.

Increase Profit

The more a company knows about their customers, the more they sell. Market research has a direct impact on the bottom line. The data collected from customized survey give insights into the consumer’s mindset and their perceptions of the product. This information can be used to map out areas to focus marketing campaigns or reveal areas to offer additional product information. Dedicated research on an audience keeps the company updated on how to interact with both their existing client base and attract new customers. Market search is concurrent with company growth.

Without a doubt market research is a pivotal element for the startup industry. In order to make better business decisions and continue with the ongoing growth of product development, conducting market research is the key to a company’s success. From start-ups business on through Fortune 500 companies utilize data from market research studies to better understand their product offerings and audience. Ultimately, these efforts lead to an enhance customer experience which translates into a successful operation. Understanding the value of research will establish a path of successful business opportunities.

Factors That Can Improve Your Data

Over the past few years, technology has changed the way research data is collected. Since this, online data collection practices have increased in popularity due to the increased access to the internet. Consequently, online panels have become the main avenue to collect data about a specific audience. Data quality encompasses several aspects, one of which is research methodology. The way research is being done highly affects the quality of the results. Survey research is one of the most common ways to conduct a study and data quality can be affected due to the design of the survey.

According to a recent study conducted by Forethought Research, survey design has a direct relationship between respondent engagement and data quality. The research also showed that survey design influences the respondents’ perception. This indicates that respondent engagement is key in order to ensure data quality since lower engagement increases the risk of unreliable data. Survey design is imperative to keep respondents engaged. Therefore, researchers need to have a better understanding of survey design, which could influence the level of engagement in a research study.

Survey design encompasses several elements such as content, question types, guidelines and survey length. The content of the survey is the foundation of the study. By delineating the content and understanding the targeted audience, the type of questions used in the study will set the parameters for the respondents’ engagement. (If you want to learn more about the types of questions to keep respondent engaged please click here.) Another element to consider in the survey design process is the utilization of clear guidelines to properly guide respondents through the study. Additionally, the survey length is a pivotal variable that could affect data quality, since tedious surveys lead to high exit rates and low response rates. Ultimately, all of these elements have an impact on data quality.

There is no single design method that affects respondent engagement. However, it has been proven that surveys that require more than 20 minutes to complete (and have very few interactive questions) lead to low response rate and high drop out rates. While it is true, survey design has a direct impact on data quality, it is important to remember that without a high level of respondent engagement data is unreliable. Companies conducting research for key business decisions need to ensure that the design of their survey is optimal in order to obtain quality data.

In summary, survey design not only influences whether respondents abandon a survey, but also impacts the quality of the data. The ability to understand survey design methods can aid survey designers maximize engagement and increase the reliability of the data. As audiences become more difficult to reach, researchers and survey designers need to implement effective practices such as dynamic questions and incentives to ensure a higher respondent engagement. In today’s global technological environment groups, people are constantly bombarded with information. It is crucial to understand that when conducting a study, the effective use of survey design can help in the data collection process.

The State of Market Research

In the late 1930s, curiosity struck John Gallup and he became interested in collecting public opinion. That was the beginning of the American Institute of Public Opinion, later known as the Gallup poll. This research institution conducts polls on a variety of topics but is well known for their political polling. The Gallup institution is centripetal in propelling the ongoing relationship between market research and the political sphere, due to their legacy of reliability in election polls and presidential approval ratings. In fact, the Gallup presidential approval poll was introduced shortly after the American Institute of Public Opinion was created. Although, Gallup was later acquired by SRI Research, their tradition of political and socioeconomic polls remains a longstanding tradition.

Gallup initiated the relationship between market research and politics, but many other market researchers have begun gauging public opinion through a variety of methods. Politicians, media officials, businesses, and several other parties are highly dependent on this data collection. This can be illustrated in the ongoing dispute regarding the election prediction polls during the 2016 Presidential Election. Public opinion allows political parties to orchestrate their marketing plans and show them what audiences to focus their attention. It can also provide a sense of assurance or urgency among the voters depending on their candidate’s status among the public. During the 2016 Election, the majority of the polls did not render the correct outcome. The 2016 Election served as a pivotal moment for market research. Conversations regarding data accuracy and survey methodology are still circulating although President Trump has already taken office.

Despite these challenges, market research is still prospering in the political sphere. President Trump and his administration are proceeding through the first 100 days and implementing their plans announced on the campaign trail. Simultaneously, market researchers are gauging the public’s response to the new implementations and measuring the public approval rating of the president. Media outlets are utilizing this data in the reporting which creates conversations between the presidential administration, the media, and the public about “the facts.” These ongoing conversations encourage more market research to be conducted in order to increase reach to specific audiences and improve data quality. As a result, the Trump presidency will substantially impact the growth of the research industry.

Although market research has always had an important role in politics, the importance of public opinion only seems to be growing. The market research industry became the center of conversation during the election. Data quality and accuracy are now being heavily considered by politicians and media outlets. Market research and public opinion data will be the tools used by political parties to validate their efforts. While media outlets are dependent on data for reporting. It is reasonable to expect that market research is an industry that will surely thrive over the next four years.

Take Valentine’s Day Marketing Off Autopilot

The holiday marketing calendar seems to function on autopilot. After the last bit of discounted Christmas decorations are cleared from the shelves, Valentine’s Day candy and stuffed animals quickly furbish the “seasonal” aisle. Pink and red advertisements grace the windows of retail stores and pop-up Valentine’s’ Day ads for flower orders appear on our digital search screens. The turnover between the holidays is automatic and consumers are acclimated to this method. Retail industry professionals know that Valentine’s day is generally a high profiting holiday and the marketing effort behind it follows a pre-fixe methodology. Valentine’s Day sales reached a record high in 2016, but that number is expected to decrease in 2017. Retailers will need to explore new opportunities to maintain Valentine’s Day sales momentum through market research.

According to the National Retail Federation (NRF) consumer spending for Valentine’s Day 2017 is expected to reach $18.2 billion this year, which is down from last year’s $19.7 billion record high. The decrease in consumer spending is congruent with the decrease in people who plan to celebrate Valentine’s Day, which has dropped from 63% in 2008 to 54% for this year. With roughly 50% of Americans considering themselves as single, retailers will have to market towards a wider audience and repackage the holiday marketing plans that move away from the cliches.

Valentine’s Day is often marketed towards couples, but consumers are also celebrating Valentine’s Day with family and friends. According to Entrepreneur, 20% of people who searched the term “Valentine’s Day Gifts For…” followed the phrase with “friends.” Also, NRF data shows that the average person is spending about $26 dollars on gifts for family members. This shows that Valentine’s Day is not just a holiday for spouse and significant others. Retailers could benefit from collecting consumer insights from their customers in order to create more effective marketing campaigns that reach a broader audience. For example, a cosmetics retailer could conduct a study to find out what are their customers’ Valentine’s day plans, how they celebrate the holiday, and their relationship status. This will help the retailer identify if they should conduct a “date night” theme campaign or one for “Valentine’s Day beauty treatments with friends.” Instead of marketing products for the holiday through traditional modules, a more inclusive approach could gain access to  a broader audience and increase sales. The “one size fits all” module needs a more creative approach to attract a broader audience.

Ultimately, marketers have grown far too comfortable with traditional Valentine’s day campaigns. In order to boost the reception of their holiday campaigns and see an upward sale trend, it is imperative to conduct market research. Research studies that gather consumer insights about how people are spending their Valentine’s Day and their shopping spending habits provide key information.  This data will help marketers develop a campaign that is relevant for today’s consumer and expand their customer base. Subsequently, retailers will see more sales during the holiday season.

If you are looking to conduct a research and need quality sample, please contact us at

Survey Accuracy For Actionable Results


On July 24th,1824 “The Harrisburg Pennsylvanian” printed a report of a straw vote taken in Wilmington, Delaware. This vote showed some of the early methods used in market research. Although, this event was not market research in itself, it used some of the early methods of market research. However, it was not until 1901 that evidence of market research became frequent enough to indicate that a new business field had made a prominent start. The need for knowledge had several businessmen looking for theories and methods to better understand the market, which ultimately created the market research industry we know today. Market research encompasses numerous methodologies, but the most common one is survey research.

In order to conduct any type of research, it is necessary to have a quality sample of the targeted audience. Reliable sample is pivotal in market research. One of the key factors involving sample is selecting the correct sample size. This is crucial when conducting a study, if a sample size is too big this will lead to a waste of resources. Consequently, not having enough sample will lead to an inaccurate representation of a population. Survey accuracy is another qualifier when attempting to gather quality data. Researchers are constantly asking questions such as, are the results accurate? Is the sample reliable?  There is no magic formula but here are a few things to consider when conducting a survey.

Margin of Error

There are two measurements that affect data accuracy. The first one is the margin of error (or confidence interval). In sum, this is the positive or negative deviation allowed on the survey results for the sample. In other words, is the difference between the opinion of the respondents and the opinion of an entire population. In order to better understand this statistical explanation, suppose that you set a margin of error of 5% on a study you are conducting about soccer. The results of this survey indicate that 90% of the respondents like to play soccer, a 5% margin of error indicates that you can be sure that between 85% (90%-5%) and 95% (90%+5%) of the entire population likes to play soccer.

The second measurement that affects data accuracy is the confidence level. This measurement indicates how often the percentage of a population actually lies between the boundaries of the margin of error. Following the example above, the confidence level tells you how sure you can be that between 85% and 95% of the population likes to play soccer. Suppose that you choose a 95% confidence level,  this interval will indicate that in 95% of the time, between 85% and 95% of the population like to play soccer. A 95% confidence level is standard in quantitative research, since a higher confidence level such as 99% indicates greater accuracy but represents a higher cost.  

After understanding the two measurements that affect data accuracy you can use an online calculator to determine the sample size of a population or you could use the formula presented below.

ss= Z 2 * (p) (1-p)


              c 2


Z = Z value (e.g. 1.96 for 95% confidence level)  

p = percentage picking a choice, expressed as decimal

(.5 used for sample size needed)

c = confidence interval, expressed as decimal

(e.g., .05 = ±5)

Screener Questions

Screener type questions are used to qualify respondents and determine if the respondents are eligible to participate in a research study. For example, when conducting a study on the consumption of alcoholic beverages, a researcher will need respondents who consume alcoholic beverages. Therefore, a screener question should be implemented to eliminate possible respondents that do not consume alcoholic beverages. Consider the question below:

How often do you consume alcoholic beverages?

a) Once a year

b) Once month

c) Every other week

d) Every week

e)  Every day

f) I do not consume alcoholic beverages?

If respondents choose option F the survey will be terminated since the respondent will not qualify to participate in the study. This type of question at the beginning of a survey helps increase data quality.

Data Sanitization

Data sanitization involves the detection and removal of errors and inconsistencies in a data set due to the incorrect entry of the data. Incorrect or inconsistent data can create a number of problems which can lead to the drawing of false conclusions. Therefore, sanitizing a data set can improve the accuracy of survey results but it has to be done with care in order to avoid problems such as, the loss of important information or valid data.  

In sum, there are several elements that dictate survey accuracy. When conducting a survey it is imperative to keep in mind the sample size, margin of error, screening questions and data collection practices to ensure data accuracy and ultimately data quality.


The Force Behind the Retail Industry

In 1852, a dry goods store was opened at 137 Lake St. in Chicago, Illinois. This store later became the great Marshall Field and Company empire. Although Marshall Field’s was later acquired by Macy’s, the birth of the modern retail industry is commonly denoted by the humble origins of Marshall Field’s. Today the retail industry exist in multiple mediums outside of the traditional brick-and-mortar structure. Consumers are now shopping online, through mobile applications, and even on social media. Simultaneously to the growth of the retail industry, market research has also made innovative strides. The driving force behind the retail industry is the trends followed by the consumers. Market research is essential to track consumer behavior, investigate the consumers’ response to new products, and identify platforms for brand engagement. Retailers can utilize online research panels that include respondents ranging in interest level – from brand loyalist to infrequent shoppers. The data can be used to promote methods that can boost sales.

Consumer behavior is constantly changing, but retailers can keep up with the trends by surveying panelist about their shopping behavior. Conducting survey through online research panels can offer insight into the consumer shopping preferences. The panels allow access to consumers that are outside of the retailer’s reach. Retailers can collect data from non-customers to learn how to attract new clients and grow their brand. The panels can also help retailers understand the general consumers’ impression of the brand and identify key factors that can be revised to attract the targeted demographic. The research panel can also be used to identify customers that already frequently visit the store or shop with that brand. The data collected from that subset of respondents can pinpoint the areas in which the brand is performing well. The research collected can serve as the cornerstone of brand promotion and awareness.

In addition to using research panels to identify brand perception, retailers can also utilize panels to collect information that assists with product development. Collecting information from consumers during the infancy of product development can provide valuable feedback and foresight into the success of product sales.  Online research panels allow access to customizable audiences that align with the goals of the study. Retailers can survey the targeted audience to identify the consumer’s product preferences. This data can help product developers design product lines around the consumer’s needs and wants. Research panels can also help retailers identify appropriate price points for their products. In return, the data collected can assist product development and boost sales.

Another way to boost product sales is to use research panels to identify how the targeted audience engages with a brand. In today’s digital landscape people are shopping using multiple platforms. Research panels can produce a snapshot of consumers’ shopping behavior patterns. This data can show retailers the areas to allocate resources and capture the attention of their targeted audiences. This information can tell retailers whether they need to open a new store, redesign their website layout, boost social media efforts, and much more.

Ultimately, the retail industry is a fast-paced world that thrives due to trends and consumer behavior. Market research is essential for retailers to stay knowledgeable of shopping preferences and brand impressions within the market. Retailers that conduct research through online research panels have access to customizable panels that target audiences ranging from general consumer to frequent customers. The information collected through this research methodology can aid brand awareness efforts, assist product development, and identify key factors in brand engagement.