"*" indicates required fields
We offer expertise across many methodologies as well as unique, innovative products that understand consumer choice and solve business problems.
View AllAs thought leaders, speakers, authors, and influencers, we stay engaged with our research community to exchange knowledge, encourage discussions, and keep our edge.
View AllWe’re an agile, responsive insights organization with many thought leaders and experts in the field. Meet us and learn how we work.
View AllWhy 31% of Americans Call Credit Card Surcharges “Totally Unfair” - and 99% Pay Anyway A national TRC study of 959 U.S. adults on point-of-sale credit card fees, payment substitution, and the gap between consumer outrage and consumer behavior. ...
Pricing research has a reputation for being resource heavy and analytically heavy. Some studies earn that reputation. Many don't need to. Rajan Sambandam's framework for practical pricing research lays out the gamut of available methods, and plenty o...
TURF stands for Total Unduplicated Reach and Frequency. The analysis runs through every possible combination of products and records for each combination...
This article was published in Quirk's Magazine - Nov/Dec 2025 issue; co-authored by Oded Netzer, Professor of Business at Columbia Business School The use of synthetic data has generated considerable heat (but not as much light) in the consumer insi...
Published in Sept/Oct 2023 Issue of Quirk's Media. “It’s part science and part art.” I suppose this phrase can be applied to many areas, but within traditional market research, it may as well be the unofficial slogan for segmentation analysi...
“How much should I charge for my product?” This is one of the most important and difficult questions facing a marketer.
The reasons for conducting tracking research and the types commonly used. Published in May/June 2022 Issue of Quirk's Marketing Research Review Brand health, advertising, and market research tracking are still vital to the success of any business, ...
“Do I really need a sample size of 400? I was told 200 is enough.” Raise your hand if you’ve heard this one before. The Simple answer in marketing research sample size Yes, you do in fact need a sample size of 400 (or possibly more). Two sit...
The subtitle of the recent book, The Scout Mindset (by Julia Galef) is “Why Some People See Things Clearly and Others Don’t.” It is based on the idea that there is a lot of uncertainty in the world and it is impossible to account for everything...
Introduction to Digital Customer Journey Mapping Evolving from traditional journey mapping that we discussed in the first paper on the customer journey, this journey has become more complex as the marketing world changed and as multiple options have...
Introduction Today, consumers are asking for highly personalized experiences, which includes specific marketing and customer service efforts. To cite industry stats, according to Salesforce 80% of consumers now consider their experience with a com...
“Malcolm Gladwell could probably make a pencil sharpener interesting…” Imagine what he can do with a topic far more interesting than pencil sharpeners – talking to strangers. Gladwell has made a career (in writing, and now in a podcast) of...
But, the problem is in getting to those few outlier needles in a mass of hay. The argument then was that manual coding would likely be inadequate to the task on hand. Primarily, this is because manual coding focuses on categorizing comments into majo...
Though customer satisfaction evaluations are widely used, reporting of these scores has varied from one study to another. This is likely the result of each method’s advantages and disadvantages, as well as the personal preferences and habits of the...
Segmentation research can provide your organization with a unique and competitively advantageous perspective on the marketplace. In practice, however, such studies can involve significant time and effort, and what constitutes a “winning” solution...
Collection and analysis of customer satisfaction data is a widespread practice in companies. What purpose does it serve?
Let’s say your company wants to launch a new product and your job is to understand how it should be designed – that is, you want to know what consumers will value.
How often have you done surveys where open-ended questions soliciting new product/feature ideas have produced poor response? If your answer is “innumerable times,” then it is time to consider smart incentives.
Before examining the question of asymmetry, we need to think about symmetry.
When conducting segmentation analysis there are several issues to consider, not the least of which are the questions used for analysis.
What is the right sample size for a conjoint analysis study? It’s a simple, ubiquitous question that doesn’t seem to have an easy answer.
Cluster analysis is widely used in segmentation studies for several reasons. First of all, it’s easy to use.
Key driver analysis is a broad term used to cover a variety of analytical techniques.
A common problem in research is prioritization of a list of items (features, messages, etc.). With only a handful of items a ranking exercise works nicely, though it doesn’t really provide information on the spacing between the ranks
“What impact will this ad have on your purchase likelihood?” “Do you prefer to get a $10 bill credit, or two free movies?” “Do you find the current offer attractive, or this new one we are unveiling?” Have you asked these kinds o...
You have a major segmentation project to execute and are beginning to panic...
Imagine that you are a researcher for a coffee brand and you would like to know which of two ad treatments would be more effective for your brand.
Have you had this problem? You need to measure preference for the features in your product/service but there are just so many of them it seems like an impossible task.
This essay is about qualitative data obtained from quantitative studies and how to analyze them. The thesis here is that the framework used to analyze such data is different from that used for directly obtained qualitative data from methods such as I...
Segmentation studies in practical market research generally fall into two categories: those that are related to company databases and those that aren’t. The latter are often based on survey data alone and tend to primarily use attitudinal informati...
The most important criterion in determining the validity of findings is the extent to which the data collected represents the actual population under study.
Research in psychology and practical experience in marketing research suggest that product features are not always perceived to be symmetric.
Which should I use, a Monadic design or a Price Laddering technique? It’s a practical question that comes up often in pricing research. With monadic price testing respondents are shown (or read) a single concept, with a single price, and asked abo...
The new product development process has the potential to be haphazard because of the inherent uncertainty in the process, as well as the myriad methods available for product development. Setting up an organizing framework to identify the stages in th...
Consider a person who wants to buy a personal computer. A simple way to do it would be to go to the website of a computer manufacturer and essentially "build" a computer. The firm provides the options for various components such as monitor size and C...
An important consideration for banks is how customers choose them for opening checking accounts. Given that checking accounts can often be the keystone of an entire relationship with a banking customer, the importance of this decision becomes even hi...
As market researchers, we use data gathered from surveys to make informed decisions and give recommendations to clients on ways to improve their sales and standing in the marketplace.
Understanding what customers want is fundamental to the new product development process as well as to the process of keeping existing products fresh and relevant. To be successful in this area we need to be able to correctly identify what features ar...
Preference measurement can be approached in two ways: with a compositional approach or a de-compositional approach. The former is a "bottom-up" approach where feature importance is first ascertained and then used to create product attractiveness scor...
When conducting segmentation analysis there are several issues to consider, not the least of which are the questions used for analysis. More than almost any other factor, the questions asked will influence the quality of the segmentation results. The...
Segmentation analysis has been a part of marketing research for decades. It continues to be useful in a variety of different situations, even when the primary objective of the study is not segmentation.
Despite its recall trouble since last October, Toyota owners remain loyal to the brand, our authors' research discovered. Toyota steers clear of reputation damage.
A considerable amount of customer satisfaction data is collected using tracking studies. While continuity is particularly important in tracking studies, sometimes situations arise where major changes are necessitated.
Researchers often misuse and abuse the concept of significance. They tend to associate statistical significance with the magnitude of the result.
Sorry, the filter combination you selected doesn't yield a match at this time. Please try another combination.