Elizabeth Horn, Ph.D. Blogs
Elizabeth Horn is an expert in advanced analytics, such as choice and MaxDiff modeling, regression and predictive modeling, GIS analysis, and market segmentation. Below is a collection of blogs she has written.
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.
Driving Results: Bringing Qualitative and Quantitative Together for Better Outcomes (pdf file)
Integrating qualitative with quantitative can lead to more actionable insights.
The Winter of Our Discount Tent
Choice modeling research yields insight into consumers’ future purchasing behavior.
How Many Segments Are Optimal?
Here are some guidelines on how to decide on the number of segments needed.
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.
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.
Are Your Price Increases Causing Customer Confusion and Resentment?
Pricing evaluation can be complex, so where should your company start?
Does Your Segmentation Need A Refresh?
A relevant segmentation scheme is important for new product development and marketing communications.
Reliability and Validity from a Scientific Perspective
These words are not identical, and understanding the difference is important when interpreting research.
The Bridging Model:
Connecting A Segmentation To Customer Databases
Leverage the power of segmentation by applying it to your company’s customer database(s).
Optimizing Parts Of A Whole
So what do we do with those products that are not wholes, but rather some individual component or ingredient?
Is That New Product a Cannibal?
Companies that expect to survive must introduce new or improved products regularly.
Optimal Pricing Is in the Eye of Corporate Strategy
Pricing strategies should encourage product purchase, promote customer goodwill, and, ultimately, maximize profit.
Risky Business, Statistically Speaking
Although there are several potential pitfalls associated with statistical significance testing, there are two main mistakes.
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.
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.
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%?
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.
Comparison of Segmentation Approaches
We will explore four such methods: factor segmentation, k-means clustering, TwoStep cluster analysis, and latent class cluster analysis.
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.
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.