Publications

The magazine article titled Using Perceptual Map for Political Branding explains how to use this graphical marketing research technique to uncover wedge issues for political campaigns.

map
The article How Nate Silver Did It looks at how probabilistic models, which use weighted averages to predict election outcomes, can be used in state and local races as well as in presidential ones.

Measuring and Using Employee Satisfaction, a piece that illustrates ‘Within human resources the dependent variable should not only be defined by the HR goals of the employer … It should also include an evaluation of the impact on customer satisfaction,’ outlines a data-driven method to predict which attitudes will lower employee turnover.

The article in Admap Magazine, Loyalty is the Big Enchilada, discusses how raising their Net Promoter Score can exponentially increase visit frequency and sales for restaurants and retail outlets.

tgif-150x150Grow Restaurant Dining Visits, in Admap Magazine, contrasts brand ratings with operational attributes to determine which factors are most important for increasing visits.

Regression Analysis – Predicting Key Drivers analyzes a studies in which the client sought to uncover the attribute or attributes among those you measured that best define your client’s customer satisfaction, usage drivers, or leading cause of switching to a competitor’s brand.

A Look Inside the Choice Toolbox examines how to select the most appropriate choice model from these five most commonly used ones: Paid-comparison Analysis, Conjoint Analysis, Discrete Choice Modeling, Max-Diff, and Adaptive Choice Analysis.

Small Data Visualization by Michael Lieberman presents two examples for examining primary research – a two-step cluster analysis and a data-mining example that takes existing consumer purchase data and reports the items in which the client should specialize to connect to the greatest number of other products.

A Compendium of Brand Measurement discusses various Branding measurements, such as Brand Awareness, Brand Image, Brand Equity, Brand Reputation, Brand Mindshare and Point Allocations.

Brand Equity and Discrete Choice Models as explained in this Quirk’s Magazine article, is an example of a method by which we are able to assign an exact dollar-value to a brand name and replicate brand performance is a real-world marketplace.

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.

Building and Measuring Brand Personality differentiates brand image, denoting tangible benefits and attributes, from brand personality, the emotional associations of a brand.

Mining the Silent Evidence discusses intricacies of brand funnels and filters for discovering opportunities and consumer groups to target.

A Step Further – Measuring Improvement of NPS explains how to discover which factors improve the Net Promoter Score metric which reflects consumers’ recommendations of a product or brand.

Michael Lieberman is the co-author of Marketing Research Insights: 22 Visual Displays, a compilation of practical, real-world visual display examples for enhancing market research data reports and presentations. The ebook includes sections such as Research Process, Customer Satisfaction, Competitive Analysis, Win/Loss Research, and Brand Awareness, and the charts are accompanied by usage tips.

The Price Toolbox is an article published in Admap Magazine summarizing various pricing methods and their effectiveness.

The Power of Segmentation examines the price differences various segments of drivers are willing to pay for gasoline.

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.