Lightspeed Blog

Eddie Hertz

Client Development Manager

Eddie is a Client Development Manager with Lightspeed looking after a broad portfolio of clients including research media and advertising agencies as well as universities, FMCG groups, Government and more.

Beginning as a telephone interviewer 16 years ago, Eddie has had a variety of roles in the market research industry across a range of methodologies, primarily in online here he has worked for close to a decade.

In his current role Eddie focusses on developing, growing and retaining relationships with clients, consulting on the right approach to meet each unique brief, maximise the output and ensuring that projects are delivered in a timely and effective manner across all areas of operation.

Recent Posts

What's In a Word? The Power of an Open-Ended Question

Posted by Eddie Hertz on May 16, 2017

Open ended questions generally serve a specific purpose:

  • What products/brand/advertisements do you recall?
  • You said X, why did you say that?
  • Would you purchase/recommend X? Why/why not?

These open-ended questions generate a wider spectrum of codes than the usual standard close-ended questions, especially when the codeframe is kept to a small list, a key aspect in any mobile first survey. However, open-ended questions can also produce less impactful data (sometimes termed as gibberish data) when stock standard question wording is used, as illustrated above. The key to making an open ended question valuable is to frame the question wording to be thought-provoking, making it meaningful for the respondents and making them want to share their views fully, in an environment where this is easy to do.

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Topics: Data Quality, Video

A Look at Insurance Providers in Australia

Posted by Eddie Hertz on Jan 25, 2017

Insurance is applicable across many facets of consumers lives and therefore for many groups. It is an overcrowded space in Australia with multiple providers from banking institutions extending their offer to small online newcomers.

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Topics: Market Research

UNCERTAINTY IN THE AIR, WILL THE AUSTRALIAN FEDERAL ELECTION CONFUSE AS MUCH AS BREXIT?

Posted by Eddie Hertz on Jun 29, 2016

With the Federal Election fast approaching, Lightspeed GMI took a look at the outlook and viewpoints of Australian’s ahead of voting this year…because everyone has an opinion on the topic and everyone wants a finger on the pulse of which way this might swing.

Starting with the fundamental in any political study, we asked panellists which party they intend to elect. Labor was the clear front runner with 45% stating this is where they would be putting their vote. This was followed, not surprisingly, by the Liberal Party/ Coalition at 30%. 13% suggested their vote would fall outside of any of the major parties.

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Topics: Market Research Trends, Marketing Research Data

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