Your survey might be representative… but of what?
“We need a representative sample…” These are words we at IOM hear daily. But how many people really understand what a representative sample actually means? And more importantly, how can you …
Marketing children’s clothing to mums
Marketing to mums requires more thought and creativity than ever. Today’s mums are shopping savvy, turning to magazines, websites, and blogs to find the latest must-haves, compare prices, and read …
Conducting market research with children
Until quite recently, many marketers scoffed at the idea of conducting qualitative research among children. Efforts were focused on the parents who ultimately paid for things. Today, however, products and …