Marketing Research Library by Decision Analyst

Direct Comparison Product Testing

Many inhabitants of the marketing world have heard of the term “paired comparison” product testing, and some may have heard of the term “triangle testing,” or “triangle taste testing,” and some are familiar with the term “Product Clinics.” All three of these methods involve direct comparison of one product to other products.

07 July 2026

How To Get The Best Results From Your Concept Test

by Maria Garza

In an era where market windows are shrinking and consumer attention is fragmented, the standards of concept testing matter more than ever. A reliable online concept test is your first defense against costly market failures.

23 June 2026

Market Segmentation Question Types

by Segmentation Video Series

While some segmentation models only look at one type of question, the most effective analysis uses a variety of five question types to build a holistic view of the consumer.

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16 June 2026

Beyond Tactical: Why Concept Testing is a Strategic Imperative

by Julie Trujillo

Rather than entering the B2B marketplace with an adapted consumer offering and a set of assumptions, a structured research framework can provide clearer guidance on the new market.

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Market Segmentation Videos

These videos outlay the basics a successful market segmentation project from the initial planning phase to applying the results to your business.

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Press

Keep up to date with what is going on at Decision Analyst, learn about the latest consumer trends, and read up on the Decision Analyst's Economic Index.

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Marketing Research Glossary

DecisionSimulator™

A Decision Analyst computer model that allows clients to engage in “what if” games by inputting various values for economic, business, and marketing variables. The results for each combination of inputs can be viewed instantly. This model allows hundreds of decision scenarios to be explored within a short period of time. Also known as a Marketing Decision Simulator.

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