Feature Prioritization
TURF: Methods for Implementation
TURF stands for Total Unduplicated Reach and Frequency. The analysis runs through every possible combination of products and records for each combination...
White Paper Library
White Paper Library
AI Research
The Case for Synthetic Data
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...
Segmentation
Segmentation - Less Art, More Science, Please
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...
Pricing Research
April 6th, 2023How to Conduct Pricing Research
“How much should I charge for my product?” This is one of the most important and difficult questions facing a marketer.
General Research
June 27th, 2022A How-to-Guide for Market, Brand and Advertising Tracking Studies
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, ...
General Research
December 2nd, 2021Sample Size Matters in Marketing Research
“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...
General Research
October 6th, 2021Less like Spock, More like Darwin
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...
General Research
August 2nd, 2021Understanding, Mapping, and Disrupting the Digital Customer Journey
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...
General Research
July 7th, 2021Understanding, Mapping, and Disrupting the Customer Journey: Traditional Journey Mapping
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...
General Research
Lessons from Malcolm Gladwell’s "Talking to Strangers"
“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...
Qual & Quant Integration
Lessons from The Black Swan - A Follow-up
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...
Satisfaction & Loyalty
An Alternative Method of Reporting Customer Satisfaction Scores
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
Segmentation Success
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...
Conjoint Analysis
Looking Back vs. Forward: When to Consider Conjoint over Key Driver Analysis
Collection and analysis of customer satisfaction data is a widespread practice in companies. What purpose does it serve?
Product Development
Conjoint Analysis Primer: Why, What and How
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.
General Research
You May Get More than You Pay For
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.
Satisfaction & Loyalty
Asymmetry Analysis
Before examining the question of asymmetry, we need to think about symmetry.
Segmentation
How to Improve Your Segmentation with Max-Diff
When conducting segmentation analysis there are several issues to consider, not the least of which are the questions used for analysis.
Conjoint Analysis
How to Determine Sample Size in Conjoint Studies
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.
Segmentation
Cluster Analysis for Segmentation Gets Complicated
Cluster analysis is widely used in segmentation studies for several reasons. First of all, it’s easy to use.
General Research
Survey of Analysis Methods: Key Driver Analysis
Key driver analysis is a broad term used to cover a variety of analytical techniques.
Feature Prioritization
Two-Dimensional Max-Diff (2DMD)
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
General Research
Show and Tell: Applying Behavioral Economics to Surveys
“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...
Segmentation
7 Steps for Segmentation Success
You have a major segmentation project to execute and are beginning to panic...
Conjoint Analysis
Behavioral Conjoint: Measuring Impact of Conscious and Subconscious Factors on Choice
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.
Feature Prioritization
A Dynamic Approach to Feature Prioritization
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.
Qualitative
Qualitative Data in Surveys: Lessons from The Black Swan
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
Database Scoring with Object-Based Segmentation
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...
General Research
September 25th, 2020Situational Use of Data Weighting
The most important criterion in determining the validity of findings is the extent to which the data collected represents the actual population under study.
Feature Prioritization
Asymmetry in Product Features: Use of the Kano Method
Research in psychology and practical experience in marketing research suggest that product features are not always perceived to be symmetric.
Pricing Research
Monadic Price Testing vs Price Laddering
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...
Product Development
New Product Development: Stages and Methods
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...
Pricing Research
Product Configurator
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...
Conjoint Analysis
Understanding Choice in Banking: Use of Discrete Choice Conjoint Analysis
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...
General Research
Non-Response Bias in Survey Sampling
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.
Feature Prioritization
Identifying Feature Importance: A Comparison of Methods
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...
Product Development
September 25th, 2020Conjoint Analysis vs Self-Explicated Method: A Comparison
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...
Segmentation
September 25th, 2020Better Questions for Segmentation: Use of Max-Diff
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
November 21st, 2016Survey of Analysis Method: Segmentation Analysis
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.
Brand Research
November 21st, 2010The Brand Insulation Effect: Toyota Customers Remain Loyal in the Face of a Recall
Despite its recall trouble since last October, Toyota owners remain loyal to the brand, our authors' research discovered. Toyota steers clear of reputation damage.
General Research
December 21st, 2004Scale Conversions
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.
General Research
The Use, Misuse and Abuse of Significance
Researchers often misuse and abuse the concept of significance. They tend to associate statistical significance with the magnitude of the result.
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