An optimal suite of great products offered at acceptable prices is an integral part of a company’s strategy. How does a company develop optimal products?

Everyone understands why it was done and how the organization plans to use it. And most importantly, everyone knows their individual role in making the segmentation a success.

Replicating actual market decisions in a survey choice task is an important design goal. However, given that survey respondents have moved to devices with smaller screens, it has become increasingly difficult to accomplish the goal of realism.

Adhering to the scientific method, and thus, scientific principles, helps prevent researchers from performing many unnecessary statistical tests that increase Type I Error.

Business is shifting swiftly, and the way people consume your goods and services has changed—some say in a permanent way.

Is That New Product a Cannibal? The best way to identify if a new product is a cannibal is to assess potential performance using historical data analysis, primary research, and/or test markets.

We need to design the choice exercise to allow respondents to make purchase decisions as they would in the marketplace

Choice modeling techniques should be recommended first to assess product pricing. When clients are budget-strapped and time-pressed though methods, such as the Gabor-Granger analysis, can provide sufficient guidance

Market segmentation is a very powerful tool. When possible, leverage that power by applying the segmentation to your company's customer database(s)

These are four ways to optimize your ROI on segmentation: create a bridging model, conduct an activation workshop, revise employee training procedures, and implement a typing tool.

Segmentation initiatives are expensive and exhausting. a current, relevant segmentation scheme is important to the ongoing health of an organization's new product development efforts and marketing communications.

Facing a downturn, businesses are struggling with tough decisions on whether to increase prices, and by how much. When making these decisions, it's important to know how much a consumer values your products. What are the pricing parameters for your offerings that ensure continued customer demand.

Whether your primary shoppers are using mostly System 1 or System 2 Thinking, you can diagnose the issues that are holding your product or brand back and course-correct them. Then, it will be a matter of tracking your progress over time to see how these modifications are working in the marketplace.

While the Implicit Association Test (IAT) has been considered the gold standard in accessing unconscious associations for many years, new research shows that there are more questions that need to be answered before applying the stamp of approval

one of the truly great things about my position at Decision Analyst is having access to so many experts within the company to partner with in designing and executing optimal research studies for my clients.

What steps would one take to build such a branding model based on both structured data and unstructured textual feedback from customers? What kind of modeling techniques could be used?

Building a predictive Brand Equity Tracking Model is difficult; but quantifying and monitoring a corporation’s most valuable brand assets is a wise investment for the long-term success of a business enterprise.

Typically, market segmentation uses 5 question types in the analysis so that segments differ on many facets (needs, behaviors, psychographics, personality characteristics, and demographics), not just needs.

Choice modeling makes it possible to simulate the decision-making process so a new product's sales revenue can be predicted. Choice modeling helps marketers understand the many variables that underlie that forecast.

During the course of most segmentation engagements, a typing tool is developed. This tool classifies future respondents into a segment using fewer questions than used in the original segmentation analysis.

An overview of selected marketing segmentation approaches: factor segmentation, k-means clustering, TwoStep cluster analysis, and latent class cluster analysis.

Marketing Research Article: Global Segmentation, Given cross-cultural differences in scale usage, marketing research analysts have developed ways to adjust survey responses, so values mean the same thing

PepsiCo & Decision Analyst presented the results of endcap optimization research at the TMRE. The goal was to identify endcap displays that would maximize sales of PepsiCo's snack & beverage products.

A regression modeling approach in customer satisfaction and loyalty research using time series cross-sectional (TSCS) modeling, which incorporates both across-units and across-time variation in data variables.

The purpose of segmentation is the concentration of marketing energy on a smaller group or segment. Segmentation can take many forms, more than just psychographic, or demographic segmentation. There is also Geographic, Time, Distribution, Media, and Occasion-Based segmentation methods.

To reduce the risks of new products, forecasting of year-one sales has become an established practice. This article discusses the methods used to derive year-1 sales forecasts for new consumer packaged goods.

Messaging and positioning choice modeling is recommended when the primary research objective is to obtain information that would allow a company to develop the most effective communications message to consumers, maximizing attraction to its specific brand, product line, store, or department within the store.

The focus of this paper is to examine the theories that underlie the decision processes used by consumers. The theories summaries consumer decision making theories (utility theory, Satisficing and prospect theory) and decision-making strategies

The truth is the solution to marketing and business problems and the identification of strategic opportunities often lies in the realm of little data, not big data. You don't have to boil the ocean to determine its salt content.

Marketing mix modeling can assist in making specific marketing decisions and tradeoffs, but it can also create a broad platform of knowledge to guide strategic planning.

Advanced factor analysis, regression and simulation tools enable B2B marketing researchers to quantify brand equity and predict, virtually in real-time, the impact of specific actions on the company's brand and on competitive brands.

Key driver analysis is used to understand which brand, product or service components or attributes have the greatest influence on the customer's purchase decision. It creates a prediction of the overall market performance based on attributes that influence the purchase decision.

While TURF has a place in the researcher’s toolkit, it has major limitations as a product line planning tool.

A summary of 11 multivariate analysis techniques, includes the types of research questions that can be formulated and the capabilities and limitations of each technique in answering those questions.

A perceptual map provides insight into where consumers believe different brands are positioned relative to each other along a variety of dimensions. A perceptual map identifies the positioning of your brand, and what your brand means to consumers.

Outliers can play havoc with the data. At best, these pesky data values can make individual metrics look a bit “off.” At worst, outliers can lead to erroneous business decisions.

With all the hype and hoopla over generative AI, we decided to do some experimental work to see how well ChatGPT-4 performed versus Decision Analyst’s Deep Learning Model, a multi-layer neural network classification model.

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