August 2016
Marketing Research Articles, Webinars, Blogs
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Decision Analyst
Driverless Cars or Safer Cars for Drivers? by Stan Hazen
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.
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Choice Modeling
"Choice Modeling, The Science of Marketing Optimization" Webinar
Choice modeling can be used to measure the importance of factors that go into consumer decision-making. Several real-world examples will be covered. This webinar will be presented August 10th, 2016.
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Optimizing Messaging Article
Optimizing Messaging & Positioning With Choice Modeling
Messaging and positioning choice modeling is recommended when the primary research objective is to obtain information that would allow a company to develop the most effective communications message to consumers, maximizing attraction to its specific brand, product line, store, or department within the store.
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Product Usage Studies
Money On The Table: Product Usage Studies by Jerry W. Thomas
Product usage (or product consumption) studies should be thought of as foundational research to be conducted on a periodic basis. It is very difficult to market a brand without detailed knowledge of how the product is used or consumed.
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Diary Research
Diary Research Case Study
A personal-care-product manufacturer wanted to understand and quantify consumers’ personal hygiene routines in order to identify new opportunities or marketing campaigns for an existing product. To obtain this level of detail, Decision Analyst recommended that diary research be conducted “in-the-moment.”
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