Marketing Research Library by Decision Analyst

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. This is true whether the focus is a new product or service, a customer or user experience, packaging, or a tech platform.

06 May 2026

Design Thinking For The Rest Of Us

by: Felicia Rogers

Originated by the Stanford University Institute of Design, this is a development pathway for use by designers and innovation specialists. Design Thinking is a process in which steps help guide innovation in virtually any area of discipline. That is, the process helps develop new products and services, new advertising or promotions, new package functionality or presentation, etc.

29 April 2026

The Art and Science of Actionable Segments: Putting Your Plan into Action

by: Creating Winning Strategies Newsletter

Ensuring that the segmentation meets your strategy and business needs determines if the segmentation becomes a transformative business tool or merely an expensive exercise with pretty charts.

23 April 2026

Market Segmentation: Common Mistakes

by: Jerry W. Thomas

Segmentation studies tend to be large and complicated, so it’s easy for errors and mistakes to be made. Some of the most common mistakes.

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Marketing Research Glossary

Awareness, Trial, &Usage Study (ATU)

A quantitative survey to measure consumer awareness, trial, and product usage for a product category and/or brand. These same measurements are often incorporated into tracking studies.

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