As mentioned in our recent article in Greenbook, Game Theory Market Research and Divorce, game theory models are now accessible to the marketing researcher. Moreover, core skills utilized in qualitative research are perfectly suited to enter this lucrative consulting market.
Positioning and Communications
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The Strategic Value of Regression Analysis in Marketing Research
The Strategic Value of Regression Analysis in Marketing Research explores the strategic importance of regression analysis to shed light on its diverse applications and benefits. Included are several different case studies to help bring the concept to life.
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Why I Fear the Wrath of the Statistical Gods
The article, published on MarketResearch.com, Why I Fear the Wrath of the Statistical Gods, delves into the fascinating world of statistics and the apprehension that many individuals share – the fear of incurring the wrath of the statistical gods. Statistical gods can be seen as capricious, rewarding meticulous analysis and methodological rigor, while punishing those who venture into the dangerous territories of data manipulation or misinterpretation
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Corporate Social Responsibility
Social Responsibility and Ranking Brands – A Maximum Difference Application looks at the increase in brands taking social responsibility.
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Using research to manage a brand crisis
The Quirk’s Marketing Research Review article, “Accelerating Recovery – Using Research to Manage a Brand Crisis,” offers strategies for using research as a major part of any effort to repair a brand’s reputation.
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Correspondence Analysis-Perceptual Maps
Correspondence Analysis-Perceptual Maps is a statistical visualization method that takes a snapshot of a brand’s position at any given moment.
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Corporate Image Chart
Corporate Image Chart is a graphic display of two-levels of regression which show Brand Images and Brand Drivers.
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Regression Analysis Positioning
Regression Analysis Positioning uses the most common predictive analytic method to distinguish between two types of customer and maximizes how to communicate to each.
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Using Conjoint Analysis in Political Communications
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.
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What’s in a Name?
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.
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Design Performance – The Kano Model
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.