Archive for 'Research'

Aug14

Gord Hotchkiss

1

Summer Stories: How I Became a Researcher

About 6 years ago, I had one of those life-changing moments that set me on a new path. I’ve always been curious. I’ve always had questions, and up to that point in my life, I was usually able to find an answer, with enough perseverance. But in 2003, I had a question that no one seemed able to answer. It didn’t seem to be an especially difficult question, and I knew someone had the answer. They just weren’t sharing it. The Unanswerable Question The question was this: what percentage of searchers click on the organic results and what percentage click [...]

Jun29

Jody Nimetz

0

Inside the Mind of the Searcher Five Years Later

Looks back at Enquiro””s first white paper on Search, 2004””s Inside the Mind of the Searcher. Some of the items that we concluded from our research was that it became clear that searchers have mentally divided the search engine results page into distinct sections, and many searchers will skip some of these sections completely. In general, organic listings are more likely to be seen by a greater percentage of users than sponsored listings.

Jun18

Andrew Spoeth

0

What Age Is Your Customer? June 24 Webinar Explores the Digital Age Divide

I can hardly believe we’re only a few days away from wrapping up the BuyerSphere webinar series.  It has been quite a journey.  Since the beginning of April, we’ve been building this amazing package of webinars and research papers which go to the very core of B2B marketing.  Experts from Google, Business.com, Covario, Demandbase and Marketo have all contributed their unique experience and marketing advice. If you’ve missed them so far, you can still get the recordings and white papers at www.enquiro.com/b2bresearch. Our final webinar in the series will be – in my opinion – one of the most fascinating [...]

Apr13

Andrew Spoeth

0

How Does Your Risk Fit Into My Funnel?

I had the pleasure of producing Enquiro’s recent webinar titled Beyond the B2B Buying Funnel. Being a B2B marketer myself, I’m quite fond of the funnel concept and use it to map things like lead volume vs. position in the sales/marketing cycle. An interview I conducted with Jim Sterne takes a look at funnels of different shapes and how they reveal demand generation ailments and successes. But where does the funnel fall short? One of the main messages I’ve taken away is that we shouldn’t look to the funnel model to imply a clear top-to-bottom progression in the sales process. [...]

Mar25

Chris Davies

1

Participate in Our B2B Marketing Survey and Win!

As most of you know, Enquiro Research works tirelessly to put out excellent B2B focused research. Now it’s your chance to be a part of it. We would like your input in an online survey, in order  to understand more about  your experiences when making business purchase decisions, and/or going through the process of short-listing vendors and business solutions. By completing the survey you’ll be adding valuable insight into an area of business that is undergoing tremendous change. The survey will take you 15 – 20 minutes to complete and you could win a $25 Starbucks card to thank you [...]

Oct18

Jody Nimetz

0

Do Contextually Relevant B2B Ads Provide a Bigger Lift to Your Bottom Line?

Ever wondered how contextual relevancy affects your bottom line in your online marketing campaigns?  Of course you have, in fact many if not all online marketers have wondered this at some point.  With one of our latest research projects (in sponsorship with Google (GOOG), we took 100 subjects, all of which were high-level B2B purchasers and segmented them into four testing cells.  From here, each participant read one of two articles and was exposed to a contextaully relevant or non-relevant graphic ad.  Enquiro then asked participants a series of questions to gauge brand, messaging and advertising recall and effectiveness. To see [...]

Sep07

Gord Hotchkiss

0

An Image Can Change Everything for the Searcher

For the many of you who responded to last week’s column about Nona Yolanda, I just want to take a few seconds to let you know that she passed away the evening of September 3, having fought for 5 days more than doctors gave her. She was in the presence of her family right until the end.  We printed off your comments and well wishes and posted them on the hospital door. It was somewhat surprising but very gratifying for my wife’s family to know that Nona’s story touched hearts around the world. Thank you. – G.H. The world of [...]

Aug17

Gord Hotchkiss

2

Eye Tracking on Personalized Search: A Tough Nut to Crack

I was in Seattle for the SMX show somebody asked me if we were planning on doing eye tracking studies on personalized search results.  I replied that I would love to do it, but I just wasn't sure how.  To accurately track interactions with a personalized page of results, you have to be able to have access to your participant for a significant period of time and track their click stream data. That raises some rather ugly privacy concerns.  The other problem is that Google's current implementation of personalization is so watered down, it really doesn't have much impact on [...]

Aug02

Gord Hotchkiss

0

The Strength of Weak Ties and Search

Mark Granovetter wrote a ground breaking study in 1973 called the "The Strength of Weak Ties". It later became one of the foundations for Gladwell's "The Tipping Point". I ran across Granovetter's work and a later follow up study by Jonathon Frenzen and Kent Nakamoto (Frenzen, Nakamoto: Structure, Cooperation and the Flow of Market Information, The Journal of Consumer Research, December 1993) that further explored the fascinating world of word of mouth and how it spreads through networks. When we move this into an online paradigm, it has some thought provoking implications. No Network is an IslandFirst, let's cover Granovetter's [...]

Jul19

Gord Hotchkiss

1

Personalization doesn’t have to make search perfect, it just has to make search better

For the first time in a long time I've been consistently frustrated with the result that Google's been returning for several of my searches.  It's not that Google's getting worse, it's that the nature of my searches have changed significantly.  My searches are getting fuzzier as I'm stepping into territory I don't know very well.  Google is not functioning terribly well as my "discovery" engine. Aaron's Ambient Findability Aaron Goldman wrote an absolutely fascinating column last week about ambient findability, based on Peter Morville's book.  I'll definitely be taking Aaron's advice and ordering my copy from Amazon soon.  The interesting [...]

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