Marketing Research Library by Decision Analyst

Ensuring Actionable Segments

by: Creating Winning Strategies Newsletter

Market segmentation studies have a bad reputation for getting put on a shelf and ignored due to the lack of actionability. If the segments aren’t actionable, then the segmentation is irrelevant.

24 March 2026

DIY Research: Who (or What) Is Taking Your Survey?

by: Deirdre Hart

Do you know who—or what—is actually taking your survey? This article highlights the hidden risks of fraudulent data and why traditional screening methods often fail to catch modern AI bots and click farms.

17 March 2026

Soggy Socks and Smart Decisions: How AI Is Changing the Way We Shop

by: Audrey Guinn, Ph.D.

How AI is transforming these moments of cognitive fatigue by acting as a highly personalized shopping assistant.

10 March 2026

Mapping the Why, Measuring the What: Formulating Claims for High-Stakes Decisions

by: Stephanie Trevino

Effective communication isn’t about saying more, it’s about saying the right things, informed by human insight and supported by data.

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Marketing Research Glossary

Decision-Tree Model

A data-mining tool and/or a decision-support tool which constructs diagrams made up of nonterminal nodes at test/decision points and at decision outcomes (terminal nodes). The resulting tree shows all possible outcomes from an initial set of conditions, based on the assumed decision criteria. A “decision tree” calculates the expected values (or expected utility) of competing alternatives, and/or the conditional probabilities of outcomes. Algorithms for decision-tree analysis include CHAID, CART, and Random Forest Regression, among others.

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