Tag Archives: top two box

Behind the Numbers: Market Research Isn’t a Tightrope Walk

Unlike tightrope walking, this post will dispel the suspense right away: market research differs from tightrope walking in that it’s actually a good idea to look down.

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Not brave enough to conduct market research

As I’ve said previously, I enjoy reading the eMarketer newsletter every morning because it usually has an interesting chart or two.  Usually, the headline summarizes the charts like so:

Most Mobile Banking Users Check Balances, Statements

Indeed, according to the survey, 85% check balances and/or statements.  End of story.

Except that’s not where the story ends.  Enter the tyranny of the top two box.

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