Archive for the ‘analysis’ Category

Articles

Bias in market research, social listening and Big Data.

In analysis,big data,customer insight,market research on July 5, 2013 by sdobney

Bias and the potential for bias is a fundamental concept in market research and market analysis. It’s not that we always want perfect data. In some circumstances we know we have to make do with data that has certain potential biases but that there is no other practical data alternative (and by practical we might include the expense of alternatives). However, the emergence of Big Data and ease of access to large internet panels does mean that bias has disappeared from market research agendas a little. Read More »

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Performance enhancing insight

In analysis,customer insight,market research on July 2, 2013 by sdobney

Customer or consumer insight is the area in the business that looks after monitoring, modelling and predicting customer or consumer behaviour. The difference between findings or results and insight, is that insight should carry through the business, helping managers understand why and how purchasers behave the way they do and so apply this understanding to the running of the business. Dissemination and communication is part and parcel of the insight manager’s role. Not all insight though is equally valuable. Read More »

Articles

Musings from Sawtooth/Skim European Conjoint Conference

In analysis,conjoint analysis,market research,pricing,product design,questionnaire design on April 15, 2013 by sdobney

The Sawtooth/Skim European Conjoint Conference took place in Berlin last week with papers and advice on new or best practice in conjoint analysis, hierarchical bayes analysis and related techniques. Rather than trying to follow up on any single paper, these are more musings about how conjoint is changing (or needs to change) in a world of big sample studies and changes to research¬† in general. For instance, I was struck by the relative simplification of conjoint studies in terms of attributes and levels as presented (though not at a statistical level), while more surveys are being run with extremely large sample sizes. Obviously there are moves to newer forms of conjoint (ACBC, Menu-based etc). But that left me wondering if some radical changes to the way we use conjoint are coming/needed… Read More »

Articles

Is a significant result a meaningful result?

In analysis,market research on October 13, 2011 by sdobney Tagged: , , ,

In quantitative market research it’s common to take a grand population sample for instance of consumers, then to drill down to specific subgroups and look for differences between different profiles. And via cluster analysis and other grouping algorithms analysts can identify groups with similar views or needs or attitudes within the broader population. But sometimes you have to consider if statistically significant differences between groups are significant from a business perspective.

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