2022 Blogs

  • 27Sep
    I ♥ Product Testing by Tom Allen
    Product Testing

    Product tests are, at their most basic, some of the simplest types of marketing research that can be done.

    Which cola do you most prefer the taste of? The one on the left or the one on the right? Take it no further than that and you have something that is arguably insightful. Take it even one step further and the tests can be very revealing. Why do you prefer the one on the left? Just adding that one simple question (and the probes that should normally follow it) takes the implications to the next level.
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  • 12Sep
    Does Your Segmentation Need A Refresh? by Elizabeth Horn, Ph.D.
    Market Segmentation

    Segmentation initiatives are expensive and exhausting. Done properly, by including stakeholder interviews, qualitative exploration, quantitative segmentation, qualitative persona development, and an activation workshop, segmentations can take months and require the ongoing attention of internal business partners.

    When the research and the initial activation process is finished, there remains the big job of socializing the segments throughout the organization.
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  • Virtual Ideation Workshops

    Hearing directly from consumers can be invaluable, but what if your research initiatives are a bit more creative in nature?

    By including creative people, such as the Imaginators, as part of a hybrid (or multi-method) approach to your research often provides a more comprehensive perspective which translates into strategic action.
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  • Virtual Ideation Workshops

    Research can be a little bit like the game of hopscotch. You take the first hop, then the second (maybe the third at the same time), then the next, then the next, and so on.

    All the while, you’re gaining momentum and working hard to stay focused on the outcome: THE FINISH LINE! Here are the steps for successful shopper research.
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  • Virtual Ideation Workshops

    Ideation workshops are a great way to generate innovative ideas for new products, services, or experiences—or enhancements to any of these.

    Most companies have grown very comfortable with in-depth interviews and focus groups conducted via webcam, an option that provides flexibility and has been relied on heavily since the pandemic began. But what about ideation workshops? When does it make sense to take these virtual? And how can you do so successfully?
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  • Willingness to pay

    Times like these undoubtedly lead to changes in consumer spending.

    Facing this 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, and at what point do you start pushing your customers out of your brand? Understanding Willingness To Pay (WTP) can help businesses answer these questions.
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  • Employee Research

    Employees are the lifeblood of any business. Fostering employee relationships is much like planting and caring for a garden.

    We want to create, maintain, and nurture each relationship between the company and its managers and its employees. Investing in employees’ growth and training as they take on new tasks and challenges is a crucial element of cultivating a successful company.
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  • Research in the Metaverse

    Admittedly, I’m no expert on the metaverse. Yet, here I am, raising questions and starting the conversation.

    I think this is a conversation that needs to start now because we are already here. "Here where?", you ask. Here, conducting research in the metaverse. For better or for worse, it has begun.
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  • 11May
    Make Me Comfortable, Please! by Felicia Rogers
    Home Comfort

    What makes a home comfortable?

    You’re likely to find a wide variety of answers to this question, ranging from soft goods to structural improvements. Based on our recent research, things like home entertainment systems, furniture, and a good heating and cooling system top the list.
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  • 11May
    The Eye Of The Beholder by Clay Dethloff
    Innovation

    Throughout my career in marketing research, I’m constantly reminded of the importance of stepping back and seeing the world through the eyes of the consumer.

    To better understand the consumer perspective, and make sure that we do understand the world from the “eye of the beholder” (i.e. consumer), we at Decision Analyst have found an overall approach of going in-depth and in-the-moment in our qualitative research endeavors often provides richer insights and a better understanding of the consumer.
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  • Structural Equation Modeling

    Structural Equation Modeling is a flexible multi-use tool in the marketing researcher’s pocket.

    Researchers benefit from using SEM due to its multi-functional capabilities. SEM’s benefits are many, such as managing many independent and dependent variables, examining different types of models, accounting for measurement error, and analyzing all relationships simultaneously.
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  • Innovation

    Let’s face it—talking to doctors can be intimidating.

    The weight of physicians’ work responsibilities and their collective intelligence can be quite intimidating, even for a seasoned researcher. If you lack experience with interviewing physicians, this article includes six questions to ask yourself in preparation for an interview with physicians.
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  • 12Apr
    What’s New, Pussycat? by Sara Sutton
    Innovation

    Yes, I like the music of Tom Jones and other crooners.

    However, I bring up this tongue-in-cheek, somewhat old-fashioned song for another reason: “What’s new?” is a question that product-oriented companies face all the time. For service-oriented companies, that question is often “What’s different or unique about the services your company offers?”
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  • Knocking off the Rust

    Life feels like it may be returning to normal.

    How do we dust off our rusty social skills? ‘Social rust’ is to be expected after dealing with the uncertainty of the pandemic. Activities that we never thought twice about may now feel awkward or anxiety-inducing. Even those who are willing to step back into live social situations may still want to adhere to some social boundaries.
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  • Marketing Research

    Decisions are among the key elements of our lives. Regardless of who you are or where you’re from, you make thousands of decisions every day.

    Any time you design a space where a human must make a choice, whether it be a product website or a retail store, you are creating what behavioral scientists call the “choice architecture.” And no matter how you design your choice architecture, you will be influencing people’s decision making—intentionally or not.
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  • 22Feb
    Brand Equity Tracking Models by Jerry W. Thomas
    Marketing Research

    All other factors being equal, Brand Equity is the very best predictor of a corporation’s probability of long-term success.

    In well-managed corporations, senior management stays focused on building and maintaining Brand Equity for all of their brands among the most important target audiences (customers and prospective customers). Once a sound brand strategy is in place, it’s important to track the cumulative effects through repeated surveys of target consumers, employees, and other target audiences.
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  • Marketing Research

    Your company has done the hard work of defining sustainability in your arena, researched the topic, and set goals and created initiatives that have the full support of the board. How do you best communicate your plan to your customers?

    Does the word "sustainability" mean the same thing to your customers as it does to your organization? How can you assure that your initiatives are seen as more than merely lofty ideals?
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  • Consumer Insights and Strategy

    It seems so simple but brilliant at the same time. Messaging strategy, like any other strategy, should have a singular focus.

    If the recipient takes away just one key idea from your message, what should it be? High quality? Sustainably produced? World’s most comfortable pants? Guaranteed fun? When we think about brand-building campaigns, whatever your brand’s core promise is, that’s where the messaging strategy should be focused.
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  • Consumer Insights and Strategy

    Recently I was thinking about the similarities between coffee made with a French press and great consumer insights.

    To manage a successful business, you will need customer insights in order to inform the decisions that are being made on a daily basis regarding products, advertising, messaging, pricing, packaging, distribution, shelf displays, promotions, etc.
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  • Multicollinearity

    What is Multicollinearity?

    Multicollinearity (also known as collinearity) occurs when two or more variables are very highly correlated. Singularity, a more serious form of multicollinearity, occurs when two or more variables are redundant, where one variable is a linear combination of the others.
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2021 Blogs

  • Home Comfort Data

    It’s no secret that when COVID-19 hit the U.S., life changed swiftly and dramatically. Most people began spending so much time in their homes that desires to spruce things up emerged almost immediately.

    What exactly were homeowners doing? Here’s a summary of activities from our ongoing Consumer Reactions to COVID-19 research.
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  • Out of Stocks

    Shock’ supply shortages are nothing new to the country, especially in times of war or oil embargoes, but this is a mostly new experience for today’s younger- to middle-aged consumers.

    So how do today’s consumers feel when their favorite brand of English muffins is out of stock for the first time ever? What action do they take when there is little selection of new pickup trucks at the dealership, and the less-desired model is available—but costs 10% more than it did last year?
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  • Reliability and Validity

    Different words can be synonymous in a casual conversation, but take on different meanings in a scientific context. Both “reliable” and “valid,” for instance, are used to mean “robust” or “accurate” in everyday speech.

    The concepts of reliability and validity are not interchangeable from a scientific perspective, however. These two words are not identical, and understanding the difference is important when interpreting research outcomes.
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  • Supply Chain and Logistics

    How can your organization manage the craziness in this world, given all the supply chain and logistics challenges? So how is a business supposed to succeed in the midst of all this chaos?

    Given all of these outside “unusual demands and supply chain constraints” on business, over-delivering on the customer experience can really pay off. Here are a few ideas to help you surprise and delight your customers during these times.
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  • In-home Product Testing Research (HUTs)

    Environmental, social, and corporate governance (ESG) issues have been at the forefront of the news in recent times.

    With environmental consciousness rising, social movements finding greater audiences, and corporate boards being held more accountable for how businesses are run, assessing, planning, and enacting new policies for ESG issues has become increasingly important.
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  • In-home Product Testing Research (HUTs)

    Have you heard that the average person has the attention span of a goldfish?

    While that’s an exaggeration, it’s true that marketers have just a few seconds to capture a person’s interest in buying or recommending your product. To do this, companies will often use marketing claims, which are typically short, snappy phrases that pack a punch! Including impactful claims, using words and phrases that resonate with consumers, is an easy way to increase your product’s stopping power and ultimately increase sales.
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  • Marketing Research

    This is an article about how to think like a squirrel. The inspiration of thinking like a squirrel came from witnessing their behavior, oddly enough.

    How should you think like a squirrel? Don’t take the shortest path to your destination. Look for new ways to accomplish your personal or business goals that might lead you to new experiences, relationships, sights, or locations.
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  • Marketing Research

    Like its in-person counterpart, an online focus group allows businesses to use a moderator to talk directly to consumers to ask key questions, to show a variety of stimulus types, to capture group interaction, and more.

    But, in conducting online qualitative, don’t forget the role of, and the importance of being a backroom observer. Here are four ways to use the backroom as a means to get the most from your qualitative research.
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  • 21Jul
    Restaurant Research

    Social, economic, political, and technological advancements made a mark on Gen Z.

    Understanding their generational mindset is vital to helping marketers better understand how to reach and communicate with consumers. Currently, Gen Z represents $44 billion in direct buying power in the U.S. – and most don’t even have jobs yet. As you read the details that follow, I challenge you to think about your brand and how Gen Z’s perspective on these events and societal norms may impact it.
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  • 13Jul
    Advertising Claims

    Is it a good idea to make a head-to-head comparative claim against a competitor?

    Before you rush off to create that great head-to-head commercial, a recommended best practice is to test a number of different advertising claims or messages, to see which types of claims resonate with your target audience. Here are some tips an advice for advertising claims substantiation.
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  • 6Jul
    Bridging Model

    Republicans, Democrats, and Independents seem to be drifting further apart and these differences are noticeable not only within political ideology but also within more mundane aspects of life.

    Decision Analyst’s monthly “Consumer Reactions to COVID-19” tracker finds that these divisions exist within beliefs about COVID-19 and the vaccine, feelings surrounding the pandemic, concern about the pandemic, and even comfort levels with gathering in different situations.
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  • 29Jun
    Insights, Not Oversights! (A Market Research Checklist) by Sara Sutton and Stephanie Trevino
    Bridging Model

    As market researchers, our goals and responsibilities are to deliver thoughtful, accurate, data-driven insights to our partners.

    To do this successfully, we should always ask ourselves these questions: Is this methodology right for the audience, topic, and objectives? Am I being too narrow or making assumptions about my target population? Am I screening and including a representative set of respondents?
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  • Bridging Model

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

    Organizations that successfully classify their customers into segments increase the likelihood that their brand communications and new products will meet the needs of those customers. This makes the time, effort, and investment to build the “bridge” worthwhile.
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  • Marketing Research

    Personal characteristics and situational circumstances are potential explanations for why some people receive the vaccine while others do not.

    Therefore, we wanted to understand differences in ethnicity, age, political affiliation, income, gender, area lived in, and occupation with regards to vaccination. To examine these potential demographic differences, we analyzed the data from Decision Analyst’s monthly “Consumer Reactions to COVID-19” tracker.
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  • Marketing Research

    Consumer feedback. There’s the good, the bad, and the ugly.

    When you’re seeking feedback through a survey, the good news is that you’re in control. A well-designed survey can help you answer the “whys” behind negative feedback and even help you understand which low-rated areas to prioritize. Here are three simple but effective ways to get the most out of survey feedback of all kinds.
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  • Marketing Research

    As of May 20th, 48% of the population has had at least one dose. However, that leaves a little over 50% of the population unvaccinated.

    Using the data collected in Decision Analyst’s monthly “Consumer Reactions to COVID-19” tracker, we did examine what impact, if any, beliefs about COVID-19 and its vaccine have on the decision to get vaccinated.
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  • Marketing Research

    Delivering bad news is an unpleasant task, but learning to do it effectively (and tactfully) can prevent a costly disaster in the marketplace.

    It can also provide you an opportunity to boost your credibility and improve your professional relationship with the client. So, how do you tactfully relay bad news? Here are six tips to ensure your results are not just heard but accepted and acted upon.
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  • Marketing Research

    What if you are one of the many companies whose product or service goes through an intermediary?

    And, what if that intermediary has a strong influence on your brand’s relationship with the end customers? Operating in a business-to-business-to-consumer environment creates extra complexity to consider.
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  • Marketing Research

    Like many of you, I spend a good part of my day thinking about all the ways the near future will (hopefully) be different from the past year.

    But what will the future look like? I’m no futurist, but I see a short-term demand boom coming for many industries. This list is not all-inclusive but just a few examples.
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  • 4Apr
    Sins of the Fathers by Jerry W. Thomas
    Marketing Research

    The Fathers of Marketing Research invented a number of extremely powerful and valuable tools, methods, questions, and concepts that we all use and benefit from every single day.

    But no one is perfect, and our industry Fathers committed sins that blight our industry to this day.
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  • Customer Loyalty

    Customer loyalty directly improves the bottom line by increasing the lifetime value of each customer.

    This is true in any industry, but particularly in those where the customer will interact with the brand (and its agents) over and over, such as in healthcare, insurance, financial services, travel, etc. Think about the following steps when optimizing the customer experience (and thus, the lifetime value of your customers).
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  • Customer Loyalty

    Understanding the experience consumers have with brands is more important than ever, especially when attempting to get them to return to an abandoned brand and stick with it.

    Traditionally, brands that win have always placed customer experience before everything else, but now understanding the changing, lasting expectations of post-pandemic consumers is more important than ever.
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  • Research Objectives

    Clear, well thought out study objectives are critical to any market research project's success, no matter the size, scope, or cost.

    FA well-written background and a clear set of business objectives establish your study's tone, pace, and direction and ultimately lead to better outcomes as you navigate the different research phases. Here are five guidelines you should follow when writing your research objectives.
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  • User-Centric Innovation

    Focusing on the consumer is a critical step to ensure new products meet the needs and expectations of end-users.

    From a research perspective, there are several ways to engage with potential customers to help guide the innovation process. We’ll address three broad research tactics that many companies use to accomplish their goals: Qualitative Research, Concept Testing, and Choice Modeling.
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  • B2B Research

    In an effort to catch survey cheaters, researchers use negatively worded attributes placed in groupings of positively worded attributes.

    This context switching causes respondent confusion, which creates error. It may be time for researchers to relinquish negatively worded attributes. So, how can researchers catch cheaters, speeders, and straight-liners if negatively worded attributes are no longer included in the survey?
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  • B2B Research

    2020 and its challenges have been extremely difficult to navigate!

    Despite the long list of negatives from 2020, there are several positive trends from the year, including: Strengthening relationships, Connecting with loved ones, Improving communication between teachers and students, Focusing on self-care and mental health, Continuing work-from-home/work remotely, etc.
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Contact Decision Analyst

If you would like more information on Marketing Research, please contact Jerry W. Thomas by emailing jthomas@decisionanalyst.com or calling 1-817-640-6166.

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Blogs By Advanced Analytics Team

 

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