It has long been held – erroneously – that folks in the market research industry are dull. Maybe our conferences aren’t as lively as those in advertising or the public relations world, but we have been known to hoist multiple cold beverages during a 3-day conference. The blog that follows will, in fact, improve your historical and empirical knowledge of the MR World, so take a minute and see how you score among your most knowledgeable (dull) colleagues. Here goes:

1. By Webster’s, a blog is either a

a. Posting of an individual’s online note to inform or embarrass another person, or

b. The result of a late night party where bloodhounds, frogs and hogs became intimate.

2. Many researchers consider Cincinnati the birthplace of marketing research because

a. Procter and Gamble has relied on research techniques for many, many years, or

b. As the first professional baseball team, the Redstockings (REDS) would survey fans to determine their favorite brands of wurst, mustard and beer.

3. The term “random digit dialing” has been used in research to describe

a. A way of selecting telephone numbers to obtain a good representative sample of area households, or

b. A new wave medical procedure developed on the west coast to replace traditional PSA testing.

4. DAR came to be associated with

a. the standard method of measuring recall of television commercials in the ‘70s, or

b. represented an avid group of women in the 1700s that supported the American patriots

5. Retailers have long used the research technique known as “shop- alongs” in which

a. A trained researcher accompanies a consumer to retail outlets to observe the perceptions and behaviors of shoppers under near-normal in-store conditions, or

b. The term is often used by daughters-in-law who begrudgingly yet patiently assist their husband’s mother to the grocery store.

6. Dial-testing is a research technique in which

a. Respondents view a stimulus such as a political speech or an ad concept and note their opinions using a device that dials up their reactions

b. Is a trade secret research technique used by a global hand soap manufacturer to determine the acceptance ratings of a new hand cleansing product.

7. The memorable quote, “One small step for man, one giant leap for mankind” was the

a. Instantaneous, top-of-mind remark made famous by Neil Armstrong on the moon, or

b. Result of extensive message testing conducted among consumers by NASA.

8. Eye-tracking research has become widely accepted as a useful technique in which

a. Respondents have their visual patterns detected in website-testing or retail settings to determine how they view stimuli and react to them, or

b. Entertainment and fashion experts conduct in-depth measurements about reactions to the costumes worn by Miley Cyrus and Kim Kardashian.

9. In the Bible, during the Wedding Feast at Cana, Jesus performed his first miracle by

a. Turning jugs of well-water into wine that was then served to thirsty celebrants, or

b. Conducting a sequential monadic taste test among party-goers to choose the best wine.

10. The famous war cry that originated in the late 1700s “One if by land and two if by sea” was secretly

a. A code phrase used to identify the method by which the British would attack, or

b. The aided responses to a primitive questionnaire used by a Babylonian travel agency

Well, how does your research knowledge stack-up? Maybe it’s time for a new research seminar.

Jack Korte Blog Bio

Listening to Understand




There is a true power to listening. A power and force that goes beyond learning to deep understanding. I’m not talking about listening the way many of us think about listening today. I’m referring to real, attentive, leaning-forward-in-my-seat, I want to know you and your point-of-view listening.

When you listen in this way, you truly set yourself aside for a moment in time to receive a part of another person’s life. And, it’s the only way to truly experience what another person feels or believes.

“True listening requires setting aside one’s self.” -F. Scott Peck

In a world where you sometimes feel like you only have time to run from one meeting to the next and bounce from one device to the next, there is rarely time for this kind of listening. Conversely, there is rarely time to be heard in this way.

Many inspiring leaders of the past feel this same way. They understood something about listening that allowed them to find the success and fulfillment they were looking for.

“If there is any one secret of success, it lies in the ability to get the other person’s point of view and see things from his angle as well as your own”. -Henry Ford

“Listening is a magnetic and strange thing, a creative force. The friends who listen to us are the ones we move toward. When we are listened to, it creates us, makes us unfold and expand.” Karl A. Menninger

“Most people do not listen with the intent to understand; they listen with the intent to reply.” Stephen R. Covey

How would your life be different if you gave just 5% more of yourself to listen to others? How would your products be different? Your relationships with your team? Your customer service?


Will Krieger

Quick List Tuesday May 17, 2016

Our newest issue of the Quick List, a bi-monthly summary of what’s happening in marketing research and new happenings at REPASS.

What we are excited about this week — It’s not every day that our CEO is featured in national news coverage. Loved listening to Rex Repass share his thoughts about the changing political landscape, especially the line about Trump and Sanders being “the Uber of politics.”

Rex on Fox

What we’re sharing this week–  Remember a couple weeks ago when we told you why podcasts have become such a huge part of our culture? Pretty cool that this week Ted Talks shared this list of 45 podcasts worth checking out. It was great to see some of our favorites make the cut, as well as to get some new recommendations. Are you ready for the Invisibilia podcast? Or, how about Popo Culture Happy Hour?

What we’re thinking about — Have you ever realized that when your workspace or your desk is in shambles, that your propensity for getting distracted seems much higher? It is so important to have your office in order. Just like with everything else, your order (or lack thereof) can have a huge impact on your mindset. To perform at our best, our life (and our minds) must be organized. Don’t know where to start? Check this out.

Quote we’re pondering — “True listening requires setting aside one’s self.” – Famed Therapist, F. Scott Peck (Also, check out my recent Linkedin post – Listening to Understand – where I share a few other famous quotes on listening.)


Did you enjoy this Quick List? If so, please share with a friend or follow us on Twitter @REPASSinc.

Thanks for reading! Have a wonderful week.

To Your Success,

Will Krieger

Sr. VP, Client Engagement

We Volunteer, We Lead



This past weekend, an incredible group of marketing leaders from across North America converged in Chicago. The organization that brought us together: The American Marketing Association (AMA). We talked about why we volunteer and about how to build teams, communities, and future leaders. When we volunteer, no matter the cause or organization, we sacrifice.

Let’s break down that word, sacrifice. The first part of the word comes from the Latin root word sacrare, which means, “to make sacred or holy.”

As leaders in our community, the sacrifice we make for the AMA is not about our love for marketing, though that part is important. Industry alone doesn’t signify enough for one to treat it as sacred or holy. Rather, it’s our love for people and one another that drives us to sacrifice. Our desire to make our communities better, and more importantly, to give of ourselves to make others better.

Industry alone doesn’t signify enough for one to treat it as sacred or holy. Rather, it’s our love for people that drives us to sacrifice.

During the event, the organization recognized two inspiring leaders from Cincinnati. The first, Ric Sweeney, who has contributed so much to the organization as a volunteer that the Volunteer of the Year award was official named after him. That’s a legacy he’s leaving as a result of building into other people, including me.

The second, Dennis Devlin. Dennis has contributed to the AMA for more than 30 years. He was the first to receive the Ric Sweeney Volunteer of the Year award, and I had the great pleasure of introducing him. My intro is below:

This is such an honor to introduce Dennis. Yesterday we got to celebrate and recognize Ric Sweeney by naming this award after him. Ric and Dennis, both great marketers from Cincinnati, have been a great inspiration to me, and important mentors and friends. So, to be able to introduce Dennis Devlin, the first to receive the Ric Sweeney Volunteer of the Year award is an incredible experience and honor.

There is much to be said about Dennis. He and I have shared many conversations over the years. Some where I was able to absorb his professional advice, leveraging his experience in his current role as CEO of Consumer Clarity, or his previous roles at marketing research and strategy consultancies such as GFK.

Most of the time, though, it was about the AMA. Working with him on new initiatives, or getting his perspective. This man, as you’ll soon see, is passionate about the AMA. Some others can claim their passion. But few have truly demonstrated their passion in the way Dennis does.

Dennis has been an AMA members since his sophomore year at the University of Kentucky. In recent years, he has changed the trajectory for the Cincinnati chapter. Breathing new life into the team, the chapter, and the broader marketing community. There are far too many details about these achievements (and Dennis’ other achievements) to fit into this intro.

I once heard about the three forces that drive volunteer engagement – agenda, peer support, and a hierarchy of achievement. To me, this sums up Dennis’s tenure with the AMA. A path he both followed and created. While this award may feel like the pinnacle of that hierarchy of achievement, I know Dennis isn’t finished. I have a feeling his work has only just begun…


Will Krieger

Quick List Tuesday May 3, 2016

Best piece of advice received this week — 
To make our beds! Every single day. This advice comes from a 2014 commencement speech at the University of Texas at Austin given by Admiral William McHaven. Admiral McHaven challenges us to change lives. We think that’s important, too. We think it’s a part of our business. To change lives of employees and clients through servant leadership. To change the lives of consumers for whom our clients design products and services. This video is worth the 20 minutes to watch. Watch it this week.

What we’re sharing this week–  
We have lots of road warriors on our team. With focus groups taking place all over the country almost weekly, we are always up for making life on the road as easy as possible. When it comes to tricks and tips of life on the road, we found this article by Scott McCartney, of the Wall Street Journal, very insightful.

What we’re thinking about — 
The digital landscape is having a drastic impact on market research. It’s a constant change. And finding a way to stay current and provide quality research is something we take seriously. It’s one of our strengths. From qualboards to online video diaries, advisory boards and social media analysis, we are seeing greater use and acceptance of these methods. The ease of use and flexibility resonates with respondents and delivers a different level of insight. Interestingly, though, we’re also finding stronger embrace of non-tech client collaboration. That’s right. Less email and more face time. Ranging from ideation workshops (often with consumers), strategy workshops, and more, there is a greater realization in the value of slowing down and rolling up our sleeves for deeper thinking.  Check out one of our original blog posts on this topic.

Quote we’re pondering —
“Outstanding people have one thing in common: an absolute sense of mission.” – Zig Ziglar