Blogs by Elizabeth Horn, Ph.D.


  • 17Mar
    Is That New Product a Cannibal? by Elizabeth Horn, Ph.D.
    Avoiding New Product Cannibalism

    Companies that expect to survive must introduce new or improved products regularly.

    The reasons for this are numerous. With these pressures from purchasers, competition, and distribution channels, companies are faced with the task of rapidly introducing new products, sometimes at the expense of current ones.


  • Path to Purchase

    An optimal suite of great products offered at acceptable prices is an integral part of a company’s strategy. But what sounds like a pretty simple proposition is not that easy in practice.

    Pricing strategies should simultaneously encourage product purchase, promote customer goodwill, and, ultimately, maximize profit. Evaluating potential pricing strategies with historical or future-looking methods is critical because missteps alienate customers and damage margins.

  • 26Mar
    Risky Business, Statistically Speaking by Elizabeth Horn, Ph.D.
    Brand Strategy

    Statistical significance testing is fraught with danger. “Getting it wrong” can translate into suboptimal business decisions at best and financial loss at worst.

    Although there are several potential pitfalls associated with statistical significance testing, these are the two main mistakes: Mistake #1 is a false positive and Mistake #2 is a false negative.


  • 4Dec
    Should We Care About Non-Response Bias? by Elizabeth Horn, Ph.D.
    Marketing Research

    Non-response bias occurs when people who participate in a research study are inherently different from people who do not participate.

    This bias can negatively impact the representativeness of the research sample and lead to skewed outcomes. Basing important business decisions on research conducted using non-representative respondents is potentially disastrous. There are, however, strategies that may mitigate the impact of non-response bias that do not require large budgets and longer time periods.

  • Becoming a Qualitative Champion

    Qualitative research is fascinating. What appears to be magic is, instead, scientific and analytical.

    Using well-established methodologies, qual uncovers emotions and motivations associated with human decision-making behaviors. Qualitative insights frame and then explain quantitative insights. It is impossible to measure something without first defining and understanding it. In the spirit of fostering insights based on a solid foundation, I offer this friendly advice to my fellow, quant-focused researchers.

  • 15Jan
    Why 95? The Relevance of 95% Significance Level
    Posted by Elizabeth Horn, Ph.D.
    Significance level

    I wonder how many beneficial scientific insights have been discounted or flat out ignored because of adherence to 95%?

    And in the market research industry, what great nuggets of truth have we inadvertently missed? To its credit, market research is less rigid in its significance testing. Some companies even maintain a standard of 90%, recognizing that 95% may cause them to overlook something important.


  • 22Sep
    Pricing Research

    How do you know if a new product will be successful?

    Will people like it? Will they buy it? Will they tell others about it? Will they give positive ratings and reviews? Will they buy it a second time? And a third? Will we make a profit on it? How quickly?


  • 1Jun
    Food Manufacturers Struggle with Right to Know GMOs law in Vermont
    Posted by Bonnie Janzen 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:

Contact Decision Analyst

If you would like more information on Marketing Research or Advanced Analytic methods, please contact Elizabeth Horn by emailing or calling 1-817-640-6166.


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