Publications

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.

Tacos in Tel Aviv, published in Quirk’s Marketing Research Review, demonstrates how a Monte Carlo simulation analyzed the primary survey research in a market forecast feasibility study about bringing a chain of upscale Mexican restaurants to Israel’s Silicon Valley.

Small Data Visualization, published in Quirk’s Marketing Research Review, 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.

Cruise ship accidents lead to increases in customer inquiries because they expect bargain rates. Counterintuitive Marketing, published in Research World Magazine, describes additional examples of this phenomenon.