Publications

Two Ways to Visualize ‘Small Data’

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

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

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?

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

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

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

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.

Marketing Research Insights: 22 Visual Displays

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

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

The Power of Segmentation

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

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.

Tacos in Tel Aviv

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.

Two Ways to Visualize ‘Small Data’

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.

Counterintuitive Marketing

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.