Marketing Research Blogs & White Papers
Decision Analyst's experts have written the blogs below on different marketing research techniques, marketing strategy, and branding. You can filter the list using the categories below:
The Joy of Innovation
You are the ‘voice of the customer’ in the organization, you are the starting point for innovation.
I Treated My Sleep Like a Market Research Study. Here’s What I Learned.
How an N-of-1 framework solved my midlife sleep crisis better than any 'magic' hack.
Direct Comparison Product Testing
Paired comparison, triangle tests, and product clinics are direct comparison product tests.
How To Get The Best Results From Your Concept Test
A reliable online concept test is your first defense against costly market failures.
Market Segmentation Question Types
The most effective Segmentation analysis uses a variety of five question types to build a holistic view of the consumer.
Beyond Tactical: Why Concept Testing is a Strategic Imperative
In the B2B marketplace a structured research framework can provide guidance on a new market.
More Than A Hot Mess: Emotions In Decision-Making
Mapping both the rational and the emotional drivers of buying behavior is needed for sustainable growth.
Winning the Shopper’s Heart and Wallet: 6 Pillars of Frictionless Retail
The retailer that demands the least amount of cognitive work from the shopper is the one that wins.
Grounding New Product Development in Consumer Reality
Here is a research journey that transforms consumer insights into market-ready products.
Beyond The Boardroom: Navigating the Complexity of Today’s B2B Research (pdf file)
Reaching the right B2B decision-makers requires intentional architecture, not just a database.
Just Because You Build It, Doesn't Mean They'll Come: Design Thinking’s Winning Formula
Grounded in the knowledge of a real need, the major advantages of Design Thinking is speed and agility.
Design Thinking For The Rest Of Us
Design Thinking is a process in which steps help guide innovation in virtually any area of discipline.
The Art and Science of Actionable Segments
A roadmap to ensuring your segments are actionable, identifiable, and operationally viable.
Driving Results: Bringing Qualitative and Quantitative Together for Better Outcomes (pdf file)
Integrating qualitative with quantitative can lead to more actionable insights.
Market Segmentation: Common Mistakes
Segmentation studies tend to be large and complicated, so it’s easy for errors and mistakes to be made.
Designing Impactful Public Campaign Research
Public ad campaigns are should be monitored for awareness, understanding, and behavioral impacts.
Market Segmentation Cornucopia
Market segmentation can be applied in many creative ways, but the purpose is always the same.
Ensuring Actionable Segments
To ensure your segmentation drives revenue, the work must begin long before the questionnaire is drafted.
DIY Research: Who (or What) Is Taking Your Survey?
Why traditional screening methods often fail to catch modern AI bots and click farms.
Soggy Socks and Smart Decisions: How AI Is Changing the Way We Shop
AI is transforming moments of cognitive fatigue by acting as a personalized shopping assistant.
Mapping the Why, Measuring the What: Formulating Claims for High-Stakes Decisions
Effective communication isn’t about saying more, it’s about saying the right things.
MaxDiff versus Choice Modeling
There are distinct differences between a MaxDiff analysis and choice modeling techniques.
Survey Error
There are many other types of survey errors that lie in wait for the innocent and the inexperienced.
When To Use Choice Modeling
Choice modeling allows marketers to see the trade-offs consumers make.
Speed of Implementation: Why It’s the Ultimate Competitive Advantage
How do you energize an entire organization to adopt a new roadmap?
Optimizing Package Designs: The Importance of Package Testing in CPG
It’s important to remember the importance of packaging—the original vehicle for advertising and messaging.
How To Avoid Doing Good Work
Fuel good decisions that drive positive changes in our organizations or those we serve.
Top Five Reasons to Prioritize In-Person Research
Don't miss the opportunity to leverage the power of being in-person for game-changing insights.
Maximizing Profits and Guest Satisfaction Through Smart Menu Optimization
Menu optimization increases profits and improves customer experience.
Before You Claim It—Test It: A Pet Industry Guide to Claim Testing
Making claims about your product’s benefits can be tricky and requires careful testing.
The Hunter’s Eye: What Market Researchers Can Learn from the Natural World
By adopting a hunter’s discipline and a naturalist’s curiosity, you can unearth true consumer insights.
Motivational Research
Unconscious motives are intertwined with conscious motives, economic variables, and fashion trends.
4 Reasons To Name Your Own Segments
It’s important to name the segments according to your company’s needs.
How the Right Part-Time Care Is Allowing Seniors to Age in Place at Home
Recently, Monisha Hatfield went through the experience of finding the right caregiver for her father.
Understanding Fast and Slow Thinking
To succeed, it's crucial to deeply understand how your customers make decisions.
“Disconnecting” the Customer-Brand Connection
What happens when a brand we love or grew up with makes a change that feels like a betrayal?
When Good Intentions Miss The Mark
Communities deserve to be seen in ways that reflect their full complexity.
Advertising Tracking
Media advertising is an opportunity to build awareness and project a powerful brand image.
Consumer Priorities: Sustainability Takes a Backseat (For Now)
The influence of product sustainability on purchasing decisions has softened.
Challenging The Status Quo: Driving Customer Experience Through Finance Innovation (pdf file)
Case study: identify pain points, develop breakthrough ideas, and a validation journey.
One Woman’s Story of An Evolving Shopper Journey
Shopper journey research can inform marketing, improve merchandising, and personalize engagement.
Consumer Research Needs Help!
Consider data from a variety of other sources to get the full picture.
Choice Modeling for New Product Sales Forecasting
Choice modeling helps marketers understand the many variables that underlie that forecast.
Evolving Healthcare for Seniors and Trends for Aging in Place
Recognizing the profound and personal shifts occurring in senior healthcare is crucial.
iHUTs (In-Home Usage Testing)
Here are some of the best practices to fully exploit the value of iHUTs.
5 Practical Tips to Boost Your Productivity at Work
When it’s time to tackle a big project setting the stage for productivity is just as important as the work itself.
Elevate a Commodity to Premium Status
Elevating a commodity to a premium brand is all about highlighting differentiation.
New Product Concept Testing (And The “Uniqueness” Paradox)
Here are some best practices to guide development of a new product concept testing system.
Segmentation Selection Criteria
Non-mathematical factors play a pivotal role in identifying the best segmentation solution.
Building Trust with a Client is Similar to Building a Little League Baseball® Team
Doing your homework and being preparing reaps dividends on initial calls.
5 Essentials For New Product Success
An organization’s ability to survive is often defined by its capacity to innovate and listen to consumers.
The Magic of Idea-Centric Creativity in New Product Development
Idea-centric creativity offers a new way for corporations to identify new opportunities.
Some of Our Questions May Not Be Working Anymore — Six Shifts to Consider
Here are six high-level shifts that have helped me get closer to what’s really driving today’s consumers.
New Product Sales Forecasting: Durable Goods
Given the characteristics of durable goods, how can a manufacturer forecast sales of a durable good?
Project Workflow: Avoiding Unhappy Little Accidents
Templates and other resources can be the foundation of our work.
4 Ways To Rescue Your Segmentation
Here are four options that can be used to rescue a failing segmentation.
Market Segmentation
A summary of the types of Market Segmentation and how to get the most out of it.
Targeting of Textual-Based Market Segments
Segments based on survey open-ended textual responses can be successfully targeted.
Why are you like that? Incorporating Social Cognitive Theory into Segmentation Research
This is a critical question for deep understanding of consumers and what drives behavior.
Pricing Optimization
So how does a company establish an optimal pricing strategy for one of its brands?
The Winter of Our Discount Tent
Choice modeling research yields insight into consumers’ future purchasing behavior.
Your Employees are The Key to Your Success!
Strong employee relationships with colleagues, customers, and suppliers are essential for business growth.
Choice Modeling to Screen New Product Concepts
Choice modeling offers is a tool to evaluate a wide range of new product concepts.
Market Segmentation Using Textual Data
A large experiment was conducted using cluster analysis of embeddings.
Will A Scarcity Marketing Strategy Drive Strong Results?
A brand considering some form of strategic scarcity should research its plans among potential buyers.
Is the Juice Worth the Squeeze? Become a Research Superhero With An Activation Workshop
Activation Workshops are extremely effective in both consumer and B2B environments.
How Many Segments Are Optimal?
Here are some guidelines on how to decide on the number of segments needed.
Making Spirits Bright: Why Concept Screening Matters for Holiday Confectionery Success
While ideation is where the journey often begins, concept screening plays a crucial role.
Are You Listening To Gen Alpha?
Brands need to pay close attention to what’s trending among this generation.
Quantitative Analytics
The purpose of this paper is to offer some suggestions for the novice researcher, but even those with experience might find one or two of the tips useful.
The Art of Pivoting
Utilizing insights and data to pick a direction to pivot to, will help to ensure a successful change.
What’s in a Name? The Importance of Brand Research in Sales Efforts
True brand health, value, personality, and associations are often left unexplored beyond surface level metrics.
Don’t Sleep on Gen X
Gen X may not be the largest, but don’t underestimate our experience and spending power.
(Full) Service With A Smile: The Anatomy of a Full-Service Consumer Insights Firm
Here is a quick look at the types of teams that support custom research and consulting efforts.
Sniffing Out The Best Option: Paw-sitively Overwhelming
What can brands do to help make purchasing decisions less stressful?
The Windy Road of Travel and Market Segmentation
The similarities and differences between conducting Segmentation research and the process, and impact, of voting.
Maximize Your Home-Usage-Testing Success: 4 Expert Tips
Here are 4 tips that will help ensure a successful quantitative home-use test.
Key Elements to Drive Effective Advertising
Key elements for successful and effective advertising in the sports world and beyond
Qualitative Package Design Research
Here is some advice on utilizing qualitative research when redesigning packaging.
Stated vs Derived Importance: What’s the Difference?
Stated importance are preferences that are directly articulated by the respondent.
Maximize Your Acquisition Success By Utilizing Strategic Marketing Research
There are major dangers to consider when thinking about mergers and acquisitions.
5 Steps To Creating A New Lease On Life For A Struggling Brand
Sometimes a brand needs a new lease on life, a new purpose, a new positioning, a new formulation, and/or a new look.
My (Mis)Adventures In AI
Tom Allen set out on a path to see how well AI can analyze unstructured data. Read about his journey.
To Boost Your Creativity, Take A More Direct Approach
Creativity is a set of thinking skills that can be learned and practiced, that can boost your career and help make your life better.
5 Tips For Planning Your Research Reporting Adventure
Consider these tips to help you plan your next big adventure in research reporting.
Qualitative Researchers Are Facing More Anxiety, Fatigue, Stress, And Burnout
Fortunately, there are things we can do individually, and as managers, to promote well-being and improved mental health.
Way Out In Left Field:
How To Manage Extreme Data Values
You need to examine the data for outliers. Changing outlier-handling midstream might lead to unintended consequences.
Trends In Qualitative Recruiting: Complexity Takes Its Toll
Qualitative recruiting is increasingly looking for needles in haystacks while quality participants are becoming harder to find.
ChatGPT-4 Versus Decision Analyst’s Deep Learning Model
We decided to do some experimental work to see how well ChatGPT-4 performed versus Decision Analyst’s Deep Learning Model.
Curious, Compassionate Listening:
3 Tips From My Yoga Practice That Make Me A Better Moderator
Curious, compassionate listening is critical for developing high-quality insights.
Four Keys For Conducting Successful Shop-Along Interviews
Shop-along research helps stores to optimize their product offerings, design layout, and placement of related products and categories.
Breaking Down Barriers
A Call For Inclusivity In Consumer Research
Inclusive consumer research paints a rich picture of human behavior by capturing diverse perspectives.
Super Bowl…
Are You Ready For Some Football? Are You Ready For Some Ads?
It is critical that the ads have a purpose and a driving strategy, and fits within the overall campaign.
Megatrends:
6 Global Shifts That Will Impact Your Business
The world around us is constantly changing.
Here are 6 megatrends being observed now that will have an impact on your business.
Unlock the Power of Advertising:
8 Steps To Creating Better Advertising
How can a client, advertising agency, and research agency work together to create effective advertising?
7 Questions for Successful Concept Testing with Healthcare Professionals
How do you elicit more productive responses from Healthcare professionals?
Global Research – Not Just A Numbers Game
True insight often goes beyond the numbers and advanced calculations—it requires a deeper understanding.
6 Strategies to Win Shoppers’ Hearts
When consulting with our retail clients, we focus on strategies in 6 key areas.
Extra! Extra! AI Will Eliminate Our Research Jobs!
…Not So Fast… We Humans Aren’t Obsolete Yet
We humans have a broad and deep understanding of the business issues—the context of the problems.
Ask the Experts:
What’s Key to a Successful Segmentation?
Expert advice on segmentation from three colleagues with varied areas of expertise.
Fancy Statistics Do Not Equal Causation
The only way to determine cause and effect is to control for all variables by utilizing an experimental design.
Branding Models With Textual Data and Deep Learning
How would one develop a branding model using text data and deep learning methods?
The IAT – A Guide for Marketing Researchers
The Implicit Association Test measures implicit associations about topics such as race, sexuality, weight, etc.
4 Keys To Optimizing ROI From Your Segmentation
Segmentation studies are a large investment, here are several actions to ensure your segmentation results.
The Type Is Right:
Maximizing The Impact Of Segmentation Typing Tools
A typing tool classifies future respondents into a segment using fewer questions than used in the original segmentation analysis.
To Be (In Store) Or Not To Be (In Store)
The main benefit of store intercept interviews is to get feedback in the moment—live, and in color.
Qualitative Analytics
Basic ideas on how to achieve the greatest learning and the most profound insights from qualitative research.
Concept Testing Among Dual Audiences To Help Drive New Product Success
Testing new product ideas among the relevant audiences is worth the commitment.
You’ve Completed A Segmentation Study. Now What?
Leveraging Segmentation To Drive Business Results
Segmentation efforts are, more often than not, successful with the right vision and good planning.
The Top 5 Question Types to Include in Market Segmentation
Analyzing the data using a variety of these 5 question types gives a holistic view of the consumer market.
Is Your Strategy Lost In The Trees Or Making A StrategicImpact™?
In today’s world it’s easy to lose sight of the destination, the strategy.
Are Your Price Increases Causing Customer Confusion and Resentment?
Pricing evaluation can be complex, so where should your company start?
Secondary Meaning
The Measure of Brand Strategy
A great brand strategy pays huge long-term dividends. Brand Strategy is built atop three powerful foundational concepts
I ♥ Product Testing
Product tests are, at their most basic, some of the simplest types of marketing research that can be done.
Does Your Segmentation Need A Refresh?
A relevant segmentation scheme is important for new product development and marketing communications.
Let Imaginators® Enhance Your Next Research Initiative
Including Imaginators in your research often provides a more comprehensive perspective which translates into strategic action.
6 Steps (Or Hops) To Successful Shopper Research
Leveraging the steps outlined here provides your team with a solid foundation upon which you can build the future of your business.
Virtual Ideation Workshops: 5 Tips For Success
Ideation workshops are a great way to generate innovative ideas for new products, services, or experience.
Your Employees are The Key to Your Success!
Employees are the lifeblood of any business. Fostering employee relationships is much like planting and caring for a garden.
An Overview Of Structural Equation Modeling (SEM) For Marketing Researchers
Structural Equation Modeling is a flexible multi-use tool in the marketing researcher’s pocket.
How To Interview Physicians When You Aren’t An M.D. Yourself
Here are six questions to ask yourself in preparation for an in-depth-interview with physicians.
Brand Equity Tracking Models
All other factors being equal, Brand Equity is the best predictor of a corporation’s probability of long-term success.
Not Wasting Words:
Identifying the Right Sustainability Message
How do you best communicate your sustainability plan to your customers?
Strategy’s Starring Role:
Don’t Let The Supporting Actors Steal The Show
Messaging strategy, like any other strategy, should have a singular focus.
Multicollinearity – A Marketing Researcher’s Curse Word
Multicollinearity (also known as collinearity) occurs when two or more variables are very highly correlated.
Survival of the Fittest
A review of Charles Darwin’s theory “survival of the fittest” and how it applies in today's business world.
Positioning
Positioning should be thought of as an element of strategy, a component of strategy, not as the strategy itself.
Reliability and Validity from a Scientific Perspective
These words are not identical, and understanding the difference is important when interpreting research.
Advertising Research
A summary of recent insights about advertising, based on the latest research findings.
Mock Juries
A look at the role of mock juries in the legal process, along with guidelines for their conduct.
The 411 About Deriving Marketing Claims From Market Research
Impactful claims is an easy way to increase your product’s stopping power and ultimately increase sales.
5 Reasons To Think Like A Squirrel
Look for new ways to accomplish your goals that might lead you to new experiences, relationships, sights, or locations.
What’s Really Going On Behind The Virtual Glass?
Four Tips For Backroom Observers
In conducting online qualitative, don’t forget the role of, and the importance of a backroom observer.
Advertising Claims Substantiation
Is it a good idea to make a head-to-head comparative claim against a competitor?
Insights, Not Oversights!
(A Market Research Checklist)
Always ask: Is this methodology right for the audience, topic, and objectives?
The Bridging Model:
Connecting A Segmentation To Customer Databases
Leverage the power of segmentation by applying it to your company’s customer database(s).
If You Don’t Have Anything Nice to Say, Come Sit Next to Me:
How Even the Worst Consumer Feedback Can Be Your Company’s Best Friend
A well-designed survey can help you answer the “whys” behind negative feedback.
Navigating Business-to-Business-to-Consumer Relationships
Operating in a business-to-business-to-consumer environment creates extra complexity to consider.
Name Testing
What are we going to call this new product? What is its name to be? Here is a little explanation of how to conduct Name Testing.
Sins of the Fathers
Operating in a business-to-business-to-consumer environment creates extra complexity to consider.
User-Centric Innovation:
3 Important Tactics To Help Ensure New Product Success
Focus on the consumer to ensure new products meet the needs and expectations of end-users.
It’s Time to Put Those Negatively Worded Items Behind Us
How can researchers catch cheaters if negatively worded attributes are no longer included in the survey?
Good Riddance To 2020 But Wait...
Eight Positive Trends Worth Keeping For The Future
Connecting with loved ones, Focusing on self-care and mental health, etc.
Newton’s Law of Inertia Has Struck:
Time to Conduct a Consumer Checkup
The pandemic has been an unbalanced force on consumers and organizations.
“I Know You’re Out There”
Engaging Hard-To-Reach Tradespeople And Heavy Industry Pros
So, what can we do to best reach hard-to-find but vital segments?
Optimizing Parts Of A Whole
So what do we do with those products that are not wholes, but rather some individual component or ingredient?
We’re Not Just A Vendor, But A True Partner (Blah, Blah)
As the business world moves faster and demands grow by the day, trusted advisors are needed.
Brand-Loyalty Roadmap
It Works for Business and Nonprofits Alike
Only in meeting and exceeding consumers/donors expectations can you drive loyalty to your organization.
Three Secrets to Product Success
When push comes to shove at the retail shelf, packaging can make or break a product.
Advertising Effectiveness
Advertising has the power to persuade, the power to influence the mind, and the power to shape destiny.
Enhancing the Customer Experience With Usability Research
Usability testing is a key part of the development process for many things beyond websites and apps.
Jumper Cables For Your Brand?
Yes, They Do Exist. 5 Things You Should Be Doing Now To Restart Your Business
The big question, as we all begin moving forward again, seems to be, “How do we jump-start our business?”
7 Steps Out of the Unknown:
Product & Branding Strategy
These 7 steps will help you focus on your product roadmap and reviewing your brand positioning.
Is That New Product a Cannibal?
Companies that expect to survive must introduce new or improved products regularly.
New Product Sales Forecasting
The methods used to derive year-one sales forecasts for new consumer packaged goods.
3 Avoidable Statistical Mistakes
Adhering to the rules of the scientific method ensures that results are valid and unbiased.
Developing Innovative Ideas: What a Pain!
An often-overlooked source for innovative ideas can come from addressing pain points.
Diving Deeper Into Diversity—Hispanic Research
The issue of representativeness deserves attention. This is particularly true in the diverse U.S. Hispanic market.
Going Off The Grid:
Not Just For Hippies & Outlaws
MaxDiff questions force respondents to make trade-offs (or choices), like they do in the real world.
Automotive Aftermarket Category Optimization
The magic formula to optimize sales and profits for a category or for a brand in the category.
Optimal Pricing Is in the Eye of Corporate Strategy
Pricing strategies should encourage product purchase, promote customer goodwill, and, ultimately, maximize profit.
Workshops: A Conduit For Change
At its top levels, workshops provide the opportunity for organizations to internalize and process information
My Path To Purchase
Quantitative path-to-purchase research, like shoppers’ purchase paths, are not one-size-fits-all studies.
TURF Analysis
TURF (Total Unduplicated Reach and Frequency) had its origins in the media planning world, long before it was adapted to marketing research applications.
Distribution Strategy
Distribution is often an unrecognized and underappreciated element of strategy, yet it is almost always an important factor in a winning strategy.
Your Secret CX Weapon:
In Managing Customer Experience, Don't Forget Your Employees
How can you ensure employees take an active role in optimizing the customer experience?
Suppressors Demystified:
The Silent Influencers of Data in Statistical Modeling
What can researchers do when encountering problem suppressors?
Key Strategy Questions
What does your brand or your company wish to be? Or what does your brand or company not wish to be?
“Segmentation Studies Never Pay Off”
Overcoming The Myth
With a process like this in place, everyone is investedand understands why it was done and how the organization plans to use it.
Risky Business, Statistically Speaking
Although there are several potential pitfalls associated with statistical significance testing, there are two main mistakes.
Product Testing Is Unnecessary—
And Other Related Myths
If a product, itself, is never put into the hands of potential users, how strong are its chances to succeed?
When Results Lie:
Tips for Overcoming Questionnaire Bias
Biased questions can return results that may be untrue which favor a specific outcome. So what can we do to avoid bias in surveys?
Upping Your Innovation Game
Encouraging learning and discovery can often be the best way to start if you want to create a culture of innovation.
Should We Care About Non-Response Bias?
Non-response bias occurs when people who participate in a research study are inherently different from people who do not participate.
Helping Your “Garden” to Thrive:
Ideas to Help Your Business Grow
Business, like gardening, is not static; it’s a living and changing thing. With both, you have to expect the unexpected.
Maintaining Product Quality In The Face Of Rising Costs
Rising component costs can wreak havoc on both pricing strategies and product quality.
Can You Hear Me Now?:
Embracing Advertising Testing
Here are some suggestions for both agencies and brands on advertising testing.
Becoming A Qual Champion:
A Short Guide For The Quant-Focused Researcher
Using well-established methodologies, qual uncovers emotions and motivations associated with human decision-making behaviors.
“How Do We Get A Seat At The Table?”
The Research Consultant’s Dilemma
The information we provide and insights we glean from great research routinely save companies money—big money.
Why 95? The Relevance of 95% Significance Level
I wonder how many beneficial scientific insights have been discounted or flat out ignored because of adherence to 95%?
Seven Sets of Questions Every Brand Manager Must Answer
To effectively manage a brand, every brand manager should be able to answer seven sets of core questions.
What Are Consumers’ Current In-Store Shopping Behaviors:
Playing in an Omnichannel World
As a retailer, how do your “brick and mortar” stores fit into the consumer’s purchase journey?
Product Testing
A summary of product testing techniques and guidelines for testing consumer products.
New Statistical Tools for Key Driver Analysis
Key driver analysis is used understand which components or attributes have the greatest influence on the customer’s purchase decision.
Pricing Research:
The Good, The Bad, And The Good Enough
A comparison of 3 different pricing research methods: Choice Modeling vs. Van Westendorp vs. Gabor-Granger.
Universe Error
It’s generally a good idea to keep your target universe as broad and inclusive as possible.
To Weight, or Not to Weight
(A Primer on Survey Data Weighting)
The term "data weighting" refers to respondent weighting (which in turn weights the data or weights the answers).
We Need to Motivate Those Segments
Regardless of how segments are developmented, once the segments are identified, the question always becomes, ‘Now what do we do?’
Potential Business Opportunities in Cuba
The most obvious opportunity is the one for companies in the travel and tourism industries to serve customers eager to visit Cuba for the first time.
Mother Nature’s Strategy
If businesses and organizations follow some of nature’s principles, they too can improve their chances of long-term success.
Optimizing Messaging & Positioning with Choice Modeling
Choice modeling defines product appeal in terms of choice behavior using a realistic setting.
Multidimensional Segmentation
Regardless of the length and complexity of a survey, the overarching task is to glean actionable business recommendations from the research you implement.
Marketing Mix Modeling
A look at how marketing mix modeling can assist in making specific marketing decisions and tradeoffs.
Marketing Optimization
Is marketing solely a game of chance, or might there be a way to bring scientific methods to the table?
Global Segmentation—Dealing with Cross-Cultural Differences in Survey Rating Scale Usage
Developing segmentation solutions that are global in scope requires dealing with cross-cultural differences in scale usage.
Comparison of Segmentation Approaches
We will explore four such methods: factor segmentation, k-means clustering, TwoStep cluster analysis, and latent class cluster analysis.
Clean and Pure Sampling
Here are the systems and practices that Decision Analyst employs in its pursuit of “clean and pure” online samples.
The Brand Awareness Bullseye
Building brand awareness is becoming more and more difficult. Media, in seemingly endless forms, has a huge influence on our lives.
Known Knowns and Other Unknowns
Marketing decisions based on Knowns—facts, and evidence—are far more likely to succeed than those based on hopes and wishes.
Ethnography:
How It Can Help You Win the Hearts of Your Customers
Ethnography is conducted with mobile devices, so that you can be in the moment of emotion of a shopping trip, or when using the product.
Worth a Thousand Words-Online Ethnography
This article describes what online ethnography is and how to analyze it.
The Great Marketing Debate: Rational Versus Emotional
Perhaps nowhere in the marketing domain is our thinking more fuzzy and flawed than the on-going debate between the Rational and the Emotional.
Choice Modeling Analytics—Benefits of New Methods
An overview of the benefits of several technical advances in choice analysis.
Strategy of Leverage
Some ideas to help underdog companies defeat their larger and better-funded competitors.
Best Practices For Private Online Panels
Basic guidelines to help you decide if a private panel is right for your company.
The Ultimate Question® And the Net Promoter® Score
The Net Promoter Sscore is not a magical formula, but a flawed formula that loses much of the information in the original answer scale.
Brand Strategy (A Constant In A World Of Change)
And how do you measure and manage brand equity to maximize profits over the long term?
Endcap Optimization
The goal of the research was to identify endcap displays (by type and mix of SKUs) that would maximize sales.
The Basics of Packaging Research
The market is changing, and the time has come to redesign the package of that old established brand.
Car Clinics (The Head-to-Head Contest)
While this white paper will focus on clinics to evaluate new cars and new trucks, the same concepts and methods can be applied to many durable goods.
Bullet Holes in Bombers: Operations Research and Management Science Applied to Marketing
OR/MS almost always involves building a mathematical model of some business process or system.
The Honesty of Online Survey Respondents: Lessons Learned and Prescriptive Remedies
This paper presents a series of preventative measures that researchers can and should take to reduce vulnerabilities of survey cheaters.
Six Marketing Silver Bullets
But while times of turmoil pose great threats to a business enterprise, turbulence also creates opportunities.
New Products for Tough Times
Every change in the marketplace creates opportunities for successful new products.
Choice Model Calibration
A look at how the calibration of survey-based choice models can make a substantial difference in predicted demand and revenue resulting from price changes.
Applying Advanced Analytics to B-to-B Branding Research
The B2B Brand Equity Monitor is a strategic tool for assessing the strength of a companies brand.
Positioning—Marketing's Fifth “P”
Positioning serves as a marketer’s bridge between the levers of the 4 “P’s” and corporate strategy.
Perceptual Mapping: What do Restaurant Brands Really Mean?
A look at using perceptual maps in determining the brand positioning in the minds of consumers.
Improving Customer Satisfaction and Loyalty with Time-Series Cross-Sectional Models
Customer satisfaction and loyalty surveys typically track brand perceptions both overall and with respect to specific performance areas.
Competitive Best Practices: Win-Loss Evaluation Research
The overall goal of the research is to determine what factors are used as decision criteria in selecting a company for a project.
It’s Not Always Your Fault…Measuring the Impact of Economic Factors on Consumer Satisfaction and Pricing Perceptions
It is helpful to understand what external market and economic factors are impacting the attitudes and perceptions of consumers.
Consumer Decision-Making Models, Strategies, and Theories
The major decision-making models, strategies, and theories that underlie the decision processes used by consumers.
Eleven Multivariate Analysis Techniques: Key Tools in Your Marketing Research Survival Kit
An executive understanding of eleven multivariate analysis techniques thier appropriate uses.
Business Segmentation: Emerging Approaches to More Meaningful Clusters
Conducting opinion research among businesses is problematic. This is particularly evident at the simplest level of analysis, customer segmentation.
