Michael Lieberman’s Quirk’s Marketing Research Review article, Using NodeXL to Visualize Social Media, demonstrates how to leverage social networks for promotion using the NodeXL open-source Excel add-on tool.
Correspondence Analysis-Perceptual Maps is a statistical visualization method that takes a snapshot of a brand’s position at any given moment.
Corporate Image Chart is a graphic display of two-levels of regression which show Brand Images and Brand Drivers.
Regression Analysis Positioning uses the most common predictive analytic method to distinguish between two types of customer and maximizes how to communicate to each.
A Choice Model maximizing advertising effect is shown in Using Conjoint Analysis in Political Communications. This analysis, when used properly, can provide insight to the governor when he sets policy priorities or assesses main concerns dominating the voter’s mind as the election nears, or it can gauge the strength of the position ‘soup’ a given campaign will stir when it goes to press.
What’s in a Name? It all starts with a name. Just as each of us has a name at the core of our individual sense of identity, so brands have names as the basis of their visual and verbal identities. Specific methodology tests and validates naming choices.
Design Performance – The Kano Model, published in Quirk’s Marketing Research Review, offers insight into product attributes perceived to be important to customers. The purpose of the tool is to support product specification and discussion through better development team understanding on differentiating product features, as opposed to focusing initially on customer needs, then forming strategic communications to meet those needs.