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Decision Analyst

On Offering A Magic Carpet Ride by Kathi McKenzie

There seems to be some confusion on what, exactly, is a brand. It is not a product. It is not a logo. It is not a bunch of personality traits that we marketers try to convey to consumers. It is much more complex than any of these. So, what exactly is a brand?

It is not enough to have a good product. Consumers have many choices, and you need to understand how they decide on a brand. You must deliver a brand experience that is somehow different from your competitors. Here are a few things to think about.
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Large Scale Qualitative Webinar
Webinar: Large-Scale Qualitative (Big Qual)
This webinar examines two different Large-Scale Qualitative Techniques. We present 2 case studies on each techique, (The topic is the consumer’s path-to-purchase preference: online vs. in-person). Each case study will include some of the insights and analysis that is possible from Large-Scale Qualitative projects. Presented by Clay Dethloff and Bonnie Janzen on April 4, 2018.
Register for the Webinar
Retail Style: Survival of the Fittest
Survival of the Fittest! Retail Style!
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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Market Segmentation Intro
Video: Segmentation Video Series
How many segments are needed? What are the main topics that a market segmentation can answer? Decision Analyst is starting a new video series discussing how to conduct a market segmentation project. In this first Episode Jerry. W. Thomas introduces the topic of Segmentation and answers the above questions.
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Omnichannel Shopper Research
What Are Consumers’ Current In-Store Shopping Behaviors
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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