3 Sept
Maximize Your Home-Usage-Testing Success: 4 Expert Tips
Product testing is critical to the launch of new products. Here are 4 tips by Lesley Johnson that will help ensure a successful quantitative home-use test.
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Decision Analyst's experts have shared their knowledge and advice in the following white papers, blogs, and videos. The topics cover innovation, marketing research, and advanced analytics.
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Marketing Research Glossary
MANOVA (Multivariate Analysis of Variance)
A statistical analysis used to assess the significance of the effect of one or more independent variables on two or more dependent variables. Usually used when outcome measures (dependent variables) are thought to be intercorrelated.
Awareness, Trial, &Usage Study (ATU)
A quantitative survey to measure consumer awareness, trial, and product usage for a product category and/or brand. These same measurements are often incorporated into tracking studies.
SellingPower™
Decision Analyst’s proprietary mathematical model used to predict advertising effectiveness in CopyTest® and PackageTest®.
Volumetric Choice Modeling
A multivariate statistical technique that is used to simulate real-world consumer purchasing behavior. Volumetric Choice Modeling is ideal for product categories where multiple products are purchased over relatively short periods of time and repeat purchase volume is an important consideration.
Type I Error (a false positive)
Rejection of a null hypothesis when, in fact, it is true. The Type I Error rate is the probability that the null hypothesis (that there is not a difference between the experimental and control groups, for example) will be rejected when it is true.
Latest News & Blogs
26 Aug.
Key Elements to Drive Effective Advertising
Based on years of advertising testing and consulting with brands throughout many industries, Bonnie Janzen has put together a list of key elements for successful and effective advertising in the sports world and beyond.
read more22 AUG
Qualitative Package Design Research
While many quantitative methods are utilized in package design research, sometimes we overlook the importance of the softer side of research—the qualitative techniques.
read more7 AUG
Maximize Your Acquisition Success By Utilizing Strategic Marketing Research
Mergers and acquisitions can add fuel to grow a business and positively change its trajectory for many years. But sometimes there are major dangers to consider.
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