Library

  • Marketing Research

    We’re all moving faster and being pressured to further pick up that already-brisk pace.

    One result of this increasing speed is the tendency to settle for “good enough.” If we can accomplish a portion of what we need by the deadline, that will be good enough. If we can go through just of some of the steps in our time-tested process, that’s good enough. If we can conduct research overnight, even if we’re not representing the whole consumer base, that’s good enough. Or is it?
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  • Marketing Communications

    In this latest video, Felicia Rogers, looks at a couple of key factors in using segmentation to develop marketing communications.

    First, how do we use segmentation work to shape messages for certain audiences? And then secondly, how do we develop a winning communication strategy that will resonate with one segment without turning off others.
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  • 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.
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  • Marketing Strategy

    In this video, Bonnie Janzen, Executive Vice President, discusses applying your segmentation to strategy.

    In this video, Bonnie briefly covers positioning, new product strategy, pricing strategy, promotional stragey, and communication strategy.
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  • July 2018 Economic Index

    The Decision Analyst U.S. Economic Index stands at 116 for September 2018, a 1-point increase over the past 12 months, but a 3-point decline from August 2018.

    The U.S. Economic Index has flattened out over the past year, suggesting that the U.S. economic expansion might be reaching its apex. The overall trend of the Economic Index suggests slowing growth, and raises the prospect that the current economic cycle may be reaching a turning point—a turn toward recession.
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  • 4Oct
    The Great Proposal Wasteland by Jerry W. Thomas
    Geomapping and Micromapping

    A comparison of the proposal-bidding model versus standard-cost model when hiring a marketing research firm.

    Both bidding models provide stark contrasts in efficiency and time. The proposal-bidding model is far more common in practice, at least in the U.S.. However, the standard-cost model does provide many advantages by reducing project execution times, decreasing costs, minimizing risks, and improving the quality of the research.
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  • 26Sep
    Geomapping and Micromapping

    In this video, John Colias, Senior Vice President of Decision Analyst’s Advanced Analytics Group, discusses taking segmentation to the level of geomapping and micromapping.

    There are three stages to accomplish this: first is data fusion, then predictive modeling, and then the geographic projection.
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  • Home Comfort Study

    Decision Analyst is proud to announce the launch of the 2019 American Home Comfort Study (AHCS). This syndicated study will follow our 2016 AHCS plan, including trended data from both the 2016 and 2013 studies.

    The AHCS is a primary-research study among homeowners who made the decision to purchase HVAC equipment for their primary residence in the previous two years, including central air conditioners and furnaces, heat pumps, boilers, and mini-splits.
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  • 18Sep
    Big Data

    According to experts, the move to 5G will open new horizons for us all and almost every industry will see monumental changes, from manufacturing and services, to self-driving cars and smarter home appliances beyond the Internet of Things.

    So, what are the implications for the marketing research world? The answers to this question will be revealed over the next several years, as the full rollout isn’t expected until the 2020s. Here in the present, let’s take a quick look at some of the ways a more connected world, and lightning-fast networks, may impact data collection and other areas.
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  • Dig Data

    Coming up with and developing great product ideas can be a daunting task.

    Additionally, how can a marketer know that an idea is really “great” and will be talked about by auto shoppers and enthusiasts? These are the issues that face new vehicle product developers everywhere.
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  • 30Aug
    Segmentation: Persona Development

    In this next Segmentation Series Video, Clay Dethloff talks about personas and persona development.

    Personas are about bringing segments to life. They take those segments that have been developed in the research and bring them to life. Personas really help to diffuse the learning throughout the organization.
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  • Dig Data

    Are your consumers paying more to fill their gas tanks or cool their home lately? Are their weekly grocery bills rising? If we, as business people (and consumers too), haven’t noticed this trend yet, we will, according to The World Bank’s predictions.

    If the situation continues, we could be in for a product-quality crisis. So what’s a manufacturer to do? As soon as the market even hints at commodity prices creeping up and ingredient or component substitutions enter the realm of possibility, a plan for product testing should be activated.
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  • July 2018 Economic Index

    The Decision Analyst U.S. Economic Index stands at 116 in May 2018, the same score as last month.

    However, the U.S. Economic Index score is up 2 points over the past 12 months. The overall trend of the Economic Index continues to indicate that the U.S. economy will continue to expand throughout 2018.
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  • 20Jul
    INFORMS Marketing Science Conference 2018
    Posted by John Colias, Ph.D.
    Dig Data

    Recently, John Colias attended the INFORMS Conference, (INFORMS is one of the world’s largest analytical organizations). Here are some observations and take aways from the conference.

    To start with; Artificial Intelligence (AI), Machine Learning, and Deep Learning were the focus of much attention and emphasis.
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  • May 2018 Economic Index

    The Decision Analyst U.S. Economic Index stands at 116 in May 2018, the same score as last month.

    However, the U.S. Economic Index score is up 2 points over the past 12 months. The overall trend of the Economic Index continues to indicate that the U.S. economy will continue to expand throughout 2018.
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  • Segmentation: Uncovering Motivations & Key Drivers

    In this next Segmentation Series Video, Jerry W Thomas explains how to get insights out of segmentation data.

    He mentions cross-tabulations, factor analysis, and key driver analysis as ways of uncovering motivations.
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  • Advertising Copy Testing

    You may remember the series of ads that ran for years in the early 2000s that featured a bespectacled phone technician in various locales asking, “Can you hear me now?” while on his cell phone talking to an unknown colleague.

    The campaign ran for nearly a decade. As is the way with most things in our fast-paced, information-overload, disposable world, the television audience quickly forgot about the Verizon guy in his absence. Or did they? Here are some suggestions for both agencies and brands on advertising testing.
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  • Experience Economy

    So how should a brand or business evolve in the Experience Economy?

    It is always important to make business decisions steeped in a deep understanding of how the consumer feels and thinks about your brand or company. That is even more important today when consumers have more choices than ever.
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  • 10May
    Segmentation: Solution Criteria by Elizabeth Horn, Ph.D.
    Segmentation: Solution Criteria

    In this video Elizabeth Horn, Ph.D. discusses marketing segmentation solution criteria.

    Some general criteria for useful segments include: segments should share more commonalities with each group than they do between groups, segments should also be large enough for organizations to mount cost-effective campaigns, and segments should be reachable through most media avenues.
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  • 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. After a quant deep-dive has been conducted, qual answers the “whys” that inevitably arise — something that quant is ill-equipped to handle. In the spirit of fostering insights based on a solid foundation, I offer this friendly advice to my fellow, quant-focused researchers.
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  • 25Apr
    Design Considerations by Felicia Rogers
    Segmentation Design Considerations

    In this video Felicia Rogers discusses three high-level elements in designing your segmentation project.

    Those are the respondent sample, the questionnaire design, and some of the analytical components.
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  • 20Apr
    High Performance Research Department

    Recently at a research conference, I attended an presentation on the drivers of a highly effective research/insights function. It was a good attempt, but too many missing variables doomed the project to inconclusive results.

    The presentation did get me thinking about all of the high-performance research/insights departments, as well as the “dogs,” that I have worked with over the past 50 years. So, here is one opinion about what determines the success of a marketing research/insights function in a large corporation.
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  • Exploratory Qualitative Research

    In this video Clay Dethloff explains how using exploratory qualitative research helps create hypothesis of the segments, and gives insights for your segmentation project.

    He discusses tips for understanding both the rational and emotional underpinnings, utilizing different survey techniques, such as in-depth and/or in-the-moment to maximize understandings, and more.
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  • Marketing Research Dilemma

    Lots of people who specialize in consumer insights ask, “How can we get a seat at the table?” Of course, they’re referring to the boardroom table where high-level management-team discussions happen.

    So I think the hidden question is, “How can we gain the respect of the organizations we work with so that they include us in those discussions?” What we have to offer is critically important. The information we provide and insights we glean from great research routinely save companies money—big money. But I fear there are still few who see it that way.
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  • 2Apr
    Types of Segmentation by Elizabeth Horn, Ph.D.
    Market Segmentation Techniques

    In this video Beth Horn discusses the different types of commonly used segmentation techniques.

    Techniques mentions include historical techniques, such as; attitudinal segmentation, and needs-based segmentation, as well as newer techniques, such as; location-based, transaction-based, demand-based, and microsegmentation.
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  • Media Mix Modeling Optimization

    In this final Media Mix Minute, John Colias, talks about machine learning models, and how these models can be used to optimize the return on media spend.

    this video talks primarily about the digital space. So, imagine as in the diagram that a person is traveling, or journeying through the internet, by clicking on various websites and eventually come to, to my company’s website.
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  • 13Mar
    Introduction to Market Segmentation

    Why segmentations sometimes fail, these are common pitfalls that we see in segmentation work.

    The first question is: what is the optimal target market for our brand? or our business? The next big question is what should our product strategy be?  And then, how do we position ourselves, and what messaging, and themes support that positioning? And then what advertising strategy should we explore to try to achieve competitive advantage? 
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  • 19Feb
    Survival of the Fittest! Retail Style!
    Posted by Bonnie Janzen
    Path of Purchase

    How can you position your brand and your retail operation for success in a hypercompetitive and extremely fast-moving environment?

    As the world of retail is ever-changing and fast-paced, so must our consumer insights techniques and solutions be! Working with our retail clients, we focus on strategies in a few key areas.
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  • United States Economic index January 2018

    The Decision Analyst U.S. Economic Index stood at 118 in January 2018, two points higher than in December 2017, and up four points from January 2017.

    The past-12-month slope of the Economic Index indicates that the U.S. economy will continue to expand throughout the first half of 2018, and perhaps beyond. The Economic Index tends to lead U.S. economic activity by 6 to 12 months.
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  • 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.
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  • 7 core Questions for Brand Managers

    Brand managers live in a difficult world of constant pressure, tactical chaos, and unrelenting demands from senior executives.

    Amid all the frenzy of “agile marketing,” demands from manufacturing and operations, questions from major customers, budgetary constraints, and competitive actions, it’s easy for brand managers to overlook or undervalue the critical information they need to strategically (and tactically) manage their brands. To effectively manage a brand, every brand manager should be able to answer seven sets of core questions.
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  • 15Dec
    Marketing Strategy

    Like practically everything else, it feels like marketing—especially advertising—is changing at lightning speed. Print is out, digital is in.

    Broadcast no, Social yes. Mass messaging is passé, microtargeting is the new black. Traditional processes? Nah, give me agile please, and let’s add in some programmatic advertising. Right or wrong, these seem to be the prevailing attitudes as technology advances and consumer behavior changes.
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  • 6Dec
    The Importance of “Why”
    Posted by Stan Hazen
    Asking Why Questions

    Marketing research is about gathering, analyzing, and interpreting information to help accomplish that as effectively and successfully as possible.

    In marketing, there’s almost always a need for research—a need for information to help identify or assess challenges and opportunities, or to guide decisions and actions. There are also all kinds of questions that might be asked and the most important questions in marketing are always about “why.”
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  • Media Mix Modeling Example Simulation

    Today we’re going to talk about simulation, and how simulation is used to measure the return on investment of media activity.

    As we mentioned in an earlier episode, media mix modeling produces an equation and that equation has inputs and outputs. And the inputs are the units of activity for TV advertising and other types of advertising.
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  • United States Economic index

    The Decision Analyst U.S. Economic Index stood at 117 in October 2017, a 2-point increase from September 2017 and a 5-point increase from its October 2016 level.

    The past-12-month slope of the Economic Index indicates that the U.S. economy is likely to expand throughout 2017 and the first half of 2018.
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  • 16Nov
    Putting Your Best Face Forward
    Posted by Kathi McKenzie
    Packaging Research

    Packaging remains the last chance for a brand to influence consumers.

    With the proliferation of products, the rise of store brands, the role of online shopping, and increasingly discriminating consumers, the task of putting your “best face forward” is more difficult—and more crucial—than ever.
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  • 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?
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  • Innovation Defination

    We know innovation is important.

    Let’s say management has determined that your company needs to evaluate how Millennials currently impact your business and how they will impact your business in years to come. How can you design innovative products and services for Millennials?
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  • Media Mix Modeling

    Today we’re going to talk about the equation that’s used for media mix modeling.

    To begin the discussion, we should understand that what we’re doing is building on top of the demand equation, and as you remember from your Economics 101 class, a change in price causes a movement along the demand curve.
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  • United States Economic index

    The Decision Analyst U.S. Economic Index stood at 115 in September 2017, a 1-point increase from August 2017 and a 4-point increase from its September 2016 level.

    The past-12-month slope of the Economic Index is trending upwards, indicating that the U.S. economy is likely to expand throughout 2017 and the first half of 2018.
    more

  • Most Technologically Advanced Companies

    Apple is perceived by technology professionals to be the “most technologically advanced" company worldwide, according to a September survey by Decision Analyst, a leading marketing research and analytical consulting firm.

    Decision Analyst recently surveyed more than 1,000 technology professionals worldwide—a group that includes engineers, scientists, computer programmers, and other technology executives.
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  • 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?
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  • Media Mix Modeling

    Today we’re going to talk about the modeling method used in media mix modeling.

    To begin with, it’s very important to decompose the time-series variation, the across-time variation from the cross-sectional variation, that would be across brands, across markets, across regions, for example.
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  • August 2017 Economic Index

    The Decision Analyst U.S. Economic Index stood at 114 in August 2017, a 1-point decrease from July 2017, but a 4-point increase from its August 2016 level.

    The past-12-month slope of the Economic Index is trending upwards, indicating that the U.S. economy is likely to expand throughout 2017 and the first half of 2018.
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  • New product development

    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?
    more

  • Media Mix Modeling

    Today we’re going to talk about what data is needed for media mix modeling.

    Well, first of all, we of course need our dependent variable, which is the variable we’re trying to explain, which is the units of sales—not currency, but units.
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  • 22Aug
    Uncertainty in Marketing

    Market researchers, almost by definition, constantly deal with certainty and uncertainty. If there was no uncertainty in the world of marketing—if everything were reasonably known or certain—there wouldn’t be much need for market researchers.

    But, in fact, the world of marketing is full of uncertainty—things not known, not understood, not ever tried, or not even ever imagined. If what we know in the world of marketing would fill a cup, what we don’t know would fill an ocean.
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  • 21Aug
    Bitcoin Brilliance
    Posted by Jerry W. Thomas
    Bitcoin Brilliance

    Cryptocurrencies such as Bitcoin have captured the public’s imagination and investors’ fancy as a new pathway to wealth. Bitcoins traded as high as $4,000 last week (August 2017), but as recently as 2010 you could have purchased a Bitcoin for a few pennies.

    We might think of Bitcoin as a type of artificial currency, an imaginary currency, or even a counterfeit currency, but, of course, it goes by the moniker “cryptocurrency.”
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  • 9Aug
    Whose Brand Is It, Anyway?
    Posted by Kathi McKenzie
    Customer Horizon

    How much of your brand narrative do you control? The answer is probably “less than you think.”

    Way back when, marketers sent forth advertising messages, and consumers received them. We all knew that there was such a thing as “word of mouth,” and that it could be powerful. Honestly though, your typical consumer didn’t spend a lot of time talking to her neighbor about what toilet paper they preferred. Companies were content that they, for the most part, controlled their brand narrative.
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  • 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.
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  • Attribution Modeling

    Today we’re going to talk about the term “attribution.” Attribution is used by pundits of marketing analytics to talk about how much of a sale is attributable to different causes.

    And the first type of, there’s, the word “attribution” used in two ways. In the first way, it is used to measure, for example, the amount of additional unit sales that might be attributable to a kind of marketing activity.
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  • 17Jul
    Providing More Value
    Posted by Bonnie Janzen
    Providing More Value

    Whether we work in a corporate environment or for an agency, we are all looking for ways to discover and provide better insights to our clients (either internal or external) so that they can excel in this highly competitive environment.

    The first step is to work on your relationships with your clients. They should feel comfortable discussing all the aspects around the business issues with you, whether they are “the good, the bad or the ugly.” Your past performance on previous client projects is the foundation of your relationship with them.
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  • June 2017 Economic Index

    The Decision Analyst U.S. Economic Index stood at 115 in June 2017, a 1-point increase from its May 2017 level of 114 and a 6-point increase from its June 2016 level of 109.

    The overall slope of the Economic Index over the past 12 months is generally upwards, reaffirming that the U.S. economy is likely to expand throughout 2017. The Economic Index tends to lead U.S. economic activity by 6 to 12 months. The overall slope of the Economic Index over the past 12 months is generally upwards, reaffirming that the U.S. economy is likely to expand throughout 2017. 
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  • 29Jun
    Universe Error
    Posted by Jerry W. Thomas
    Universe Error in Marketing Research class

    The world is awash in data from surveys of all types. The rise of low-cost, do-it-yourself survey tools has added to the flood of survey data.

    We can scarcely buy a toothpick without a follow-on survey to measure how happy we are with the toothpick. All of these surveys and the data they generate (often using relatively large samples, n > 1,000) tend to create a false sense of accuracy, based on the calculated standard error. The standard error is a widely accepted measure of sampling error, and it is typically the basis for the footnote “the accuracy of this survey is 5 percentage points, plus or minus, at a 95% level of confidence” found in research reports or survey research results in newspapers, magazines, or websites.
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  • May 2017 Economic Index

    The Decision Analyst U.S. Economic Index stood at 114 in May 2017, a 3-point increase from its April 2017 level of 111.

    This increase reverses a four-month decline in the Index. The overall pattern of the Economic Index over the past 12 months is clearly upward, reaffirming that the U.S. economy is likely to expand throughout 2017, assuming events in Washington, D.C., do not deflect the U.S. economy from its upward momentum.
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  • Choice Modeling Mobile Devices

    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.

    For this reason, a summary of the most important elements of realism becomes critical, so that the choice task design can focus on incorporating only these most important elements. Where space is limited, the design must be focused on what is most important to producing realistic choice model outputs.
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  • Econometric Modeling

    I-we explained that media mix modeling uses historical data to measure the ROI of media activities, such as, digital marketing, or TV advertising. I also explained that econometric modeling is the primary traditional approach used in media mix modeling.

    Today we will discuss the key strengths and weaknesses of econometric modeling when used for media mix modeling.
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  • 24May
    Design Thinking For The Rest Of Us
    Posted by Felicia Rogers
    design thinking

    By now you’ve probably heard about Design Thinking.

    Originated by the Stanford University Institute of Design, this is a development pathway that was devised for use by designers and innovation specialists. Essentially, Design Thinking is a process in which various steps are knitted together to help guide innovation in virtually any area of discipline. That is, the process helps develop new products and services, new advertising or promotions, new package functionality or presentation, etc.
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  • Survey Data Weighting

    It often happens that a perfectly designed sampling plan ends up with too many women and not enough men completing the survey, or too many old people and not enough young people.

    In these cases, data weighting might make sense, if you want totals that accurately reflect the whole population. The term "data weighting" in most survey-related instances refers to respondent weighting (which in turn weights the data or weights the answers). That is, instead of a respondent counting as one (1) in the cross-tabulations, that respondent might count as 1.25 respondents, or .75 respondents. Here are some best practices to keep in mind when you are thinking about weighting survey data.
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  • April 2017 Economic Index

    The Decision Analyst U.S. Economic Index stood at 111 in April 2017, a decrease from its December 2016-January 2017 level of 114.

    This four-month decline in the Index may only be a statistical aberration—and nothing to worry about. Or, the recent decline in the Index could be a harbinger of a coming economic downturn. It will take another couple of months to know for sure what the Index’s decline means.
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  • Marketing Research

    Recently, I saw a spirited discussion on LinkedIn about issues that client-side market researchers sometimes have with research suppliers’ business development efforts.

    That LinkedIn post and subsequent discussion apparently touched a nerve, as it rapidly sparked hundreds of comments and suggestions from client researchers as well as suppliers. It generated follow-up discussions within our office (a research firm), as I’m sure it did in other research firms and client companies. Even as some time has passed, I’ve found myself continuing to think about it, so thought I’d share a few thoughts.
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  • March 2017 Economic Index

    The Decision Analyst U.S. Economic Index stood at 113 in March 2017, a 5-point increase from March 2016.

    This year-over-year strengthening in the U.S. Economic Index signals continued U.S. economic growth for the remaining months of 2017. The Economic Index tends to lead U.S. economic activity by 6 to 12 months. Below is the past-10-year history of the U.S. Economic Index.
    more

  • 11Apr
    On Being Frictionless
    Posted by Kathi McKenzie
    Customer Satisfaction

    Lately, there have been a number of articles written about whether a company should aim to be truly frictionless, or if perhaps the ability to offer the consumer a memorable experience is somehow at odds with being frictionless.

    In other words, does being frictionless equate to being invisible? I am going to argue no to that notion. Come on! Friction is what gets on our last remaining frayed nerve, so let’s have less of that, please!
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  • 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.
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  • 21Mar
    Business in Cuba

    Now that U.S. travel restrictions have been eased, Americans are joining the mix of Canadians and Europeans who visit Cuba every year.

    The most obvious opportunity is the one for companies in the travel and tourism industries to serve customers eager to visit Cuba for the first time. Cuba’s proximity to the U.S., its natural beauty, and the ideal weather make it a great destination. The country has much more to offer that will appeal to American travelers: beaches, diverse architecture, baseball, cigars, rum, unique dining experiences, and exciting nightlife.
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  • February 2017 Economic Index

    The Decision Analyst U.S. Economic Index stood at 113 in February 2017, a 5-point increase from February 2016.

    This year-over-year strengthening in the U.S. Economic Index signals continued U.S. economic growth during the first half of 2017—and probably the second half of 2017 as well.
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  • Digital Data

    Over the past several decades, Marketing Mix Modeling has been an important tool to assist firms in optimizing the allocation of budget to various types of media, such as television, radio, print, outdoor, and digital.

    In recent years, the digital component has grown out of proportion to more traditional media channels. As a result, digital advertising and the use of influential messaging has grown, and marketers are considering allocating new levels of spending on digital media.
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  • 10Feb
    Segmentation Re-Analysis
    Posted by Jerry W. Thomas
    Segmentation Re-Analysis

    A major U.S. restaurant chain derived substantial added value from its market segmentation study by commissioning Decision Analyst to re-analyze the segmentation data and conduct additional analyses.

    The re-analysis of the segmentation data revealed that a segment of consumers who are were far more important than senior management realized.
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  • 10Feb
    Point of Presence Research
    Posted by Heather Kluter
    Point of Presence Research

    Decision Analyst’s client was introducing informational and advertising-oriented, digital display kiosks in its stores nationwide.

    Prior to rolling out these free-standing digital fixtures, management wanted to test the overall impact of their digital display screen content, as well as the effectiveness and operations of display orientation, sound, and interactivity.
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  • January 2017 Economic Index

    The Decision Analyst U.S. Economic Index entered 2017 at 114 (January 2017), a 7-point increase from January 2016.

    This year-over-year increase in the Economic Index signals continued U.S. economic growth during the first half of 2017. The Economic Index tends to lead U.S. economic activity by 6 to 12 months.
    more

  • 7Feb
    Mother Nature’s Strategy
    Posted by Jerry W. Thomas
    Marketing Strategy

    Planet Earth’s life in its many forms has survived and thrived over a period of at least three billion years.

    During this time, living organisms have survived the most incredible extremes, from worldwide warmth to bitterly cold ice ages, from heavy rainfall to extreme drought. Somehow, through all of these monumental changes and life-threatening events, life in all its glory and beauty has flourished. Might life (or nature, or the natural world) have some lessons to teach us about strategy?
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  • 24Jan
    The Curse of the Target Market
    Posted by Felicia Rogers
    Target Market

    We often put the cart before the horse when evaluating new product ideas. How many times have you been in the midst of a new product development (NPD) effort when the conversation turned to the target market?

    Then that conversation seemed to take on a life of its own. I’m convinced that, for some in corporate America, the lens is focused so intensely on the target market that the product idea itself gets pushed into the periphery.
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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.
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  • December 2016 Economic Index

    The Decision Analyst U.S. Economic Index ended 2016 at 114 (December 2016), a 4-point increase from December 2015.

    This year-over-year increase in the Economic Index signals continued U.S. economic growth during the first half of 2017. The Economic Index tends to lead U.S. economic activity by 6 to 12 months.
    more

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