Clare McDermott

Original Research: An Untapped Content Marketing Opportunity

By Clare McDermott / April 25, 2018 / 0 Comments

Many years ago, I was hired by a marketing research company to cold-call hospital system CEOs and conduct 30-minute interviews. The interviews were to be packaged into a research series about the emerging field of electronic medical records. My job was simple: Dial people who ran massive hospital systems, and ask them to speak to […]

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How to Design a Survey that Works for Content Marketing Research

By Clare McDermott / April 25, 2018 / 0 Comments

Are you undertaking a do-it-yourself survey and feeling stumped at the questionnaire stage? It’s not surprising. In our experience, survey design is the place where people are most likely to trip up. We’ve seen hundreds of errors over the years in survey design–some small and relatively inconsequential, others so serious they undermine the validity of […]

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From Simple to Ambitious: 6 Types of Original Research Projects

By Clare McDermott / April 24, 2018 / 0 Comments

Most people think of original research as a traditional quantitative survey that includes polling a large group within a particular segment to extract insights. This model is a powerful one, but there are in fact many types of research undertakings for content marketing, including options for those wanting to begin with a small-scope study. In […]

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