You’ve likely heard researchers use the term “statistical significance” when talking about market study findings.  Unfortunately, the term is not always clearly defined, and some clients are inadvertently mislead. 

While “significant” in normal conversation means “important”, in the world of statistics it means “probably true” rather than due to chance.  It conveys how likely it is that a relationship between two data points under study really exists.  Additionally, the higher the level of significance, the more likely it is that the statistic is reliable.  Equally notable, when researching a large sample size, very small differences will surface as significant.  Read the rest of this entry »

A multi-award contract comes with no specific promise of business. So winners have to continually refine their strategies in order to maximize their wins and income from the contract.  As such, marketing within a contract becomes just as important as the original sales pitch.

Building the specific sales and marketing savvy needed to maximize contract income requires an explicit understanding of the perceptions and needs of those who have the ability to purchase off the contract.  To that end, many government contractors turn to market research to help answer questions critical to contract success, including: Read the rest of this entry »

Thank you to everyone who attended the April 8th Government Marketing Forum event; and a special thanks to all of you who offered feedback through our post-event online evaluation.  I am sure you will agree that our distinguished panelists offered great insight into Successful Marketing: Resonating with the Government Buyer.

It was an engaging discussion filled with humorous anecdotes about what works and what doesn’t when marketing to the government.  The room was packed before and after the program, with a great buzz of networking, which I know I found quite beneficial. This is not the end – only a start to a string of GMF events.  So, be on the lookout for future announcements.