Why my work doesn’t define me
After more than two years of being self-employed I was surprised to realise that the more I do what I love, the less it defines me. For…
How do I judge brand performance relative to competitors (Correspondence analysis / brand mapping)
What can I learn from correspondence analysis? Correspondence analysis reveals the relative relationships between and within two groups of variables (or data points from your survey). It’s…
How do I account for cultural differences when surveying across markets? (ANOVA)
The problem with scale questions Scale questions. They seem simple enough, but they are among the more contentious (along with ranking questions – here’s our post on…
How do I forecast market share at a given price point? (Brand price trade off)
What are my options when it comes to pricing research? We’ve already covered two popular pricing techniques – Van Westendorp’s price sensitivity meter and conjoint analysis. Van…
How do I group people together based on shared characteristics? (Segmentation)
Why segment? Classifying data makes a complex amount of information more manageable; it allows us to make more effective use of the data available to us and…
How do I reduce a large amount of data into something more meaningful? (Factor analysis)
Consumers are complicated Avid readers of the ‘How do I…’ series might have spotted a theme across many of the business challenges and research techniques we’ve been…