Decision Analyst

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  • Marketing Research

    Curiosity is one of the most powerful forces in the world, and asking questions is one of our most powerful tools.

    Asking questions is critical for virtually all learning and understanding. For all improvement and growth. For innovation. For identifying and solving problems. For evaluating options and making decisions. For prioritizing attention and resources.

  • 29Nov
    Clean and Pure Sampling
    Posted by Jerry W. Thomas
    Marketing Research Sampling

    Sampling, of course, has never been clean and pure. Door-to-door, in-person interviewing was one of the main data collection methods in the United States up until about 1950.

    The arrival of online data collection and the rise of online panels in the late 1990s ushered in the “Wild Wild West” of sampling practices. Many of the new sampling-panel companies were technology companies new to the world of marketing research. Often these new companies were good at building online panels, but they didn’t have a clue about how to pull representative samples. Here are the systems and practices that Decision Analyst employs in its pursuit of “clean and pure” online samples.

  • 8Nov
    E-commerce Blog

    The world of retail has always been fast-moving and ever-changing. E-commerce has accelerated this phenomenon. E-commerce is, in fact, the best thing since sliced bread!

    E-commerce is defined as commercial transactions conducted electronically on the Internet. E-commerce officially began in the United States back in the 1970s. In order to realize the promise of e-commerce, online security had to be improved. Secure socket layer (SSL) technology was introduced in 1994, followed by many other enhancements. By the year 2000, e-commerce was a $27.6 billion industry. By the year 2009, it had grown to $143.4 billion. By 2020, it is projected to be $523 billion. (Figures cited are for United States)

  • 18Oct
    The Brand Awareness Bullseye
    Posted by Felicia Rogers
    Brand Awareness

    As time goes on, building brand awareness is becoming more and more difficult. You might wonder how that is possible? Hear me out.

    Media, in seemingly endless forms, has a huge influence on our lives. We humans are inundated with messages: verbal, written, visual. Experts tell us that advertising messages alone come at us thousands of times each day. Add to those other marketing messages, personal conversations, text messages, email, news feeds, social media activity, and so on. I’m distracted just writing these words.

  • 23Sept
    ESOMAR Congress 2016 in New Orleans
    Posted by Jerry W. Thomas
    Big Data Fusions

    ESOMAR, the European Society for Opinion and Market Research, continues its movement into the U.S. marketplace.

    Historically, ESOMAR has been a minor player in the U.S. because of the strength of U.S. associations, such as the Advertising Research Foundation, the Marketing Research Association, the American Marketing Association, and CASRO. However, ESOMAR members from the U.S. now outnumber its members from any other single country.

  • 7Sept
    Known Knowns and Other Unknowns
    Posted by Jerry W. Thomas
    Marketing Research

    Several years ago, Donald Rumsfeld, then Secretary of Defense, spoke eloquently about Known Knowns, Known Unknowns, and the dreaded Unknown Unknowns. Mr. Rumsfeld omitted one category, however, and that is Unknown Knowns.

    These four sets of simple word-pairs convey powerful conceptual ideas with relevance to developing marketing plans and marketing strategies—as well as military strategies. Marketing decisions based on Knowns—truth, facts, and evidence—are far more likely to succeed than those based on hopes, wishes, and mythology.

  • Ethnographic Research

    Ethnography is the study of human races and cultures, according to Merriam-Webster.

    It is "people watching" at a very basic level. In small-town America, previous generations used to go to Main Street after dinner, especially in the summer, to people watch. Those watching (the audience) would sit on a bench and observe couples and families as they walked up and down the street, this audience would notice neighbors and friends gathering and talking. Everyone did a little window shopping and stopped in old-fashioned drugstores for soda or ice cream. It was fun, entertaining, social, and educational, and even some business was conducted.

  • Marketing Research

    When I typed the word "growth" into Google Search and I was immediately (within 0.46 seconds it says) presented with 747,000,000 results.

    There are pictures, graphs, articles, and definitions. defines growth as "the act or process, or a manner of growing; development; gradual increase."

  • 28Jul
    Automotive Marketing Research

    It seems like every week you see or hear articles or news items about driverless cars, self-driving cars, autonomous cars.

    Sometimes with a note of skepticism, but more often with a tone of excitement and of amazement with technology, and with the point of view that it’s coming, it’s inevitable, it’s just a matter of time—and isn’t it going to be great and so much better than having people drive cars.

  • American Home Comfort Study

    When was the last time you sat in a management meeting bemoaning the fact that a competitor, or someone from another industry altogether, had come with a new business practice, product, or service that set the world on fire?

    Everyone in the conference room had talked about it and each had a plan. However, the company was unwilling to commit because they lacked confidence in knowing enough of the right answers to actually make it work and the cost was too high.

  • 22Jun
    Money On The Table: Product Usage Studies
    Posted by Jerry W. Thomas
    Product Usage Studies

    Product usage (or product consumption) studies should be thought of as foundational research to be conducted on a periodic basis.

    With the reduced marketing budgets of the last decade, many traditional product usage studies have fallen by the wayside. Yet, it is very difficult to market a brand without detailed knowledge of how the product is used or consumed.

  • 1Jun
    Food Manufacturers Struggle with Right to Know GMOs law in Vermont
    Posted by Bonnie Kenoly and Elizabeth Horn, Ph.D.
    Right to Know GMO laws

    Why should consumers all over the United States care about the packaging in Vermont?

    Over time, other states may adopt the Vermont laws (or similar legislation). Food and beverage companies are scrambling to respond to the changing legal landscape. Because of manufacturing/distribution limitations, any changes made to product labels to accommodate Vermont’s new law would likely be made for all products sold in the United States. Companies actively are seeking guidance to answer key questions:

  • 18May
    Investing Our Way To Poverty
    Posted by Jerry W. Thomas
    Investing our way to poverty

    It’s surely un-American to question the huge flows of investment money flooding into technology firms and high-tech startups.

    After all, it seems like all of these high-tech investments would stimulate a high rate of economic growth in the U.S. True, some of these investments have created spectacular companies (Google, Amazon, Facebook). But are all of these investments in high tech really paying off? Are these ventures really stimulating economic growth in the U.S.?


Contact Decision Analyst

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