The Importance of Brand Research in Sales Efforts
As researchers, we’re often tasked with gathering brand metrics in tracking, AA&U, and various other studies. But true brand health is often left unexplored beyond surface level metrics.
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When overlapping choices exist, TURF analysis is a technique to optimize the choices so that reach and/or frequency are maximized. Originally, the TURF technique was developed to optimize media planning and scheduling, but it has also proved to be useful in selecting an optimal product line. In fact, TURF can be applied to the solution of many problems with overlapping choices.
Decision Analyst’s proprietary, comprehensive, online advertising pretesting system to predict the effectiveness of rough to finished commercials and advertisements.
Geographical area from which the customers for a business are drawn; it can be as small as a section of a city or as large as the entire country.
Decision Analyst’s proprietary, comprehensive monadic pretesting system designed to predict the effectiveness of the finished (or near-finished) promotion ad or commercial.
The assignment of weight(s) respondents in a survey to mirror the target market. While Weighting can help offset imbalances in a completed sample, Weighting has the effect of reducing the sample size and increasing sampling variance.
As researchers, we’re often tasked with gathering brand metrics in tracking, AA&U, and various other studies. But true brand health is often left unexplored beyond surface level metrics.
read moreAs we welcome Gen Z, who are soon to be the dominant force in the minds of marketers and employers, don’t you forget about Gen X. We may not be the largest, but don’t underestimate our experience and spending power.
read moreHere is a quick look at the types of teams that support custom research and consulting efforts, and how their unique skill sets might benefit you and your company.
read moreThe growing number of choices these days for everything from dog food to TV shows to wellness can cause anxiety and decision paralysis. What can brands do to help make purchasing decisions less stressful?
read moreDecision Analyst offers two free software packages for marketing researchers: STATS™ 2.0 and ChoiceModelR™.
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