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Conference Season Not About to Slow Anytime Soon – Looking Ahead to Fall

ux / conferences / usability

On July 22 and 23, Fors Marsh Group sponsored and attended the DC Chapter of the American Association of Public Opinion Research (DC AAPOR) Summer Conference. In addition to poster presentations, there were three panels that provided some great information worth sharing. The first panel focused on incentives and adaptive design, in which the speakers discussed new findings, such as the fact that a $5 dollar incentive results in a 16% increase in response rate compared to no incentive at all. That number increases to 22% with a $10 dollar incentive. In other words, spending money up front to incentivize your respondents to complete the survey leads to a dramatic increase in response rate, and the more you incentivize, the better response you’ll... more

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The ROI of UX Research

ux / featured / usability

It would be tough for anyone to argue that user experience (UX) testing prior to launching a product is not beneficial – we only need to look at Healthcare.gov and Lawn Darts to see why. The success of design changes following a UX study can be easily assessed with traditional metrics like error rates and Likert scale satisfaction ratings. These traditional metrics make it easy for UX researchers to pinpoint successful and troublesome areas of a product. However, how do traditional metrics of user experience, like errors and satisfaction, impact the bottom line?

To see how tough that question is to answer, imagine you are proposing a usability study to a CEO. He has heard your spiel on assessing the user experience. You’ve... more

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Fors Marsh Group Partner Leaves to Pursue New Opportunities

featured / news

Arlington, Virginia – July 16, 2014 – Fors Marsh Group (FMG) Chief Operating Officer and co-owner Jason Fors is leaving to explore other entrepreneurial ventures. Although a partial namesake of the company, once he departs, the Fors Marsh Group name and brand will remain intact.

“Founding and growing Fors Marsh Group to become the successful company it is today has been the most rewarding endeavor of my life,” Jason Fors said. “I’m grateful to have worked with such an insightful leadership team and impressive group of employees. As a result of our rigorous research efforts and consulting, we’ve been able to provide information that helps clients shape policies and improve intricate programs. I am extremely confident FMG will continue expanding their offerings and reach... more

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Focus Group Best Practices: Homework

qualitative / focus group / blog

Typically, a qualitative research interview or focus group consists of strictly the data that is collected from your participants during a focus group or interview. But you can also ask participants to complete a “homework” assignment before they even get to the group. Homework assignments can be assets to your project, because they can help you:

  • Collect additional data without taking up time during the group or session itself.
  • Gets your participants engaged with the topic matter before they get to the group. As a result, you may be able to jump more quickly into the main discussion once the actual group or interview starts.
  • Weed out participants that won’t be engaged, or tip you off to who might be... more
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Another Big Move by Big Tobacco: More E-cigarettes Go Nationwide

blog / tobacco / social marketing / health research / featured

If you’ve been following our blog, you may have read several blog posts over the past few months on electronic cigarettes (more commonly known as e-cigarettes). These e-cigarettes are in the middle of a long-standing debate between tobacco companies and public health advocates. Do these e-cigarettes offer a less dangerous alternative to using combustible cigarettes or is there insufficient evidence to state these as a tool to help smokers quit? Or are they another way to get nonsmokers addicted to nicotine?

To add fuel to the debate, a subsidiary of Reynolds American announced June 23 that it will start distributing its Vuse e-cigarettes nationwide. NuMark, a subsidiary of Altria, also plans to distribute MarkTen, its e-cigarette brand, nationwide by the end of 2014.... more

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What’s in a Name? Highlights from 23rd Social Marketing (Not Media!) Conference

featured / conferences / social marketing / blog

Something I love about social marketing is that it frames difficult challenges in a manner that encourages optimism, energy, and action. One challenge that seems to generate more frustration than optimism though is the common mix-up of social marketing with social media (or social media marketing). In fact, last week’s 23rd Social Marketing Conference was kicked off with a tongue-in-cheek disclaimer: if you’re here to learn about social media, you’ll be disappointed (Get out. Just kidding. But, seriously). Despite the angst over the confusion, social marketing does use social media as a tool. Which got me curious – what were social marketers abuzz about on social media during the conference last week? Twitter Topics at USF

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