Blogs by Clay Dethloff


  • 11May
    The Eye Of The Beholder by Clay Dethloff

    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.


  • B2B Research

    Newton’s law of inertia: this law basically states that an object at rest will stay that way and that an object in motion will continue with the same speed and in the same direction unless that object is acted upon by an unbalanced force.

    The COVID-19 pandemic has been an unbalanced force that has acted on two objects: consumers and organizations.

  • Online Survey Sample

    Regardless of the “when,” watercooler (or more correctly, Zoom) conversations are turning to what the normal will be like in the future.

    A key part of our life that may be changed in the future is what a consumer group is, and their associations with “groups.” People by nature seek to belong to groups, and a general sense of community is important and needed, but what will it look like in the future?


  • 18Sep
    Path to Purchase

    At Decision Analyst we have found that conducting workshops with internal stakeholders after the presentation of the marketing research results can be one of the most effective conduits for change that a business can employ.

    Workshops allow all of the relevant stakeholders involved in a brand, a new concept, an existing product line, etc., to come together at one time to begin the process of moving decisions and behaviors through the organization.

  • Qualitative Research

    What is Information Polarization…

    I think of it as basically giving precedence or importance to information or things that you like, things you are associated with, or things that closely match your own values or desires; and sometimes ignoring or discounting those things you don’t. But what happens when Information Polarization is taken out of the consumers’ hands?


  • Helping Business Grow

    Business, like gardening, is not static; it’s a living and changing thing.

    With both, you have to expect the unexpected and be prepared for it. An early frost as well as various insects can derail or completely wipe out a garden. Similarly; recalls, poor product launches, new competitors, the threats of trade wars, etc., can cause businesses to perform below expectations. We do quite a bit of work helping our clients understand and wade through the changing environment they find themselves in, and I believe that several of the principles and rules of thumb used in gardening can apply in a corporate setting.


  • Shopping Research

    In today’s world, what role do retail stores and establishments play in the consumer’s purchase journey?

    What are your customers actually doing inside your retail store or establishment when they purchase a product or service? As a retailer, how do your “brick and mortar” establishments fit into the consumer’s purchase journey, compared to online shopping?

  • 26Jul
    Keep an Outward Focus
    Posted by Clay Dethloff
    Customer Horizon

    Throughout history, we have looked toward the horizon to see what is before us as we chart our ways through the seas.

    We are trying to find the smoothest course or, at the very least, trying to avoid the hidden reefs. In business, we too often look inward within our “ships”  (or companies or organizations) and focus on the here and now, rather than what may be a ways off, out on the horizon. It is not that these internally focused efforts are unnecessary, but it is critical that our organizations also continue to keep an eye looking outward in order to keep watch for paths forward, small areas of turbulence, or for gale-force storms.

  • 28Mar
    We Need to Motivate Those Segments
    Posted by Clay Dethloff
    Motivating Marketing Segmentation

    Market segmentation as a practice has been around for a while now, and companies and organizations around the world are using segmentation to identify those groups of customers who have similar wants and needs and to then try to fulfill those needs.

    As segmentation has evolved, many types of segmentation schemes have been developed; there are segments by product or service needs, sensitivity to price, geographic area, demographic segment, or psychographics and lifestyles. Each of these segmentation types can have their benefits or place.

Contact Decision Analyst

If you would like more information on Qualitative Research or Innovation Services, please contact Clay Dethloff by emailing or calling 1-817-640-6166.


Library Sections


Blogs By Decision Analyst Researchers


Blogs By Advanced Analytics Team


Blogs By Qualitative Research Team