UPDATE: After initial publication of this post, McKinsey & Company published research findings that support the arguments in this post. According to McKinsey, 36% of consumers have tried a new brand during the pandemic, and...
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Marketing Research in the Age of Coronavirus or COVID-19
The coronavirus has impacted lives across the U.S. and the world in many significant ways. The recent projections about the possible scope of infections in our country are beyond anything most of us could have...
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How Consumer Insights Can Help You Gain Retail Support
One of the most powerful aspects of marketing research is how the consumer insights generated by research studies can result in greater retail support and distribution. In a number of projects, I have seen manufacturers...
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MaxDiff vs. Conjoint: Which is Better to Measure Consumer Preferences?
Marketers who design products, services, and ads need to know which features or elements customers prefer–which positioning is most effective, which price is optimal, and which features must be included.
Sizing the Potential of a New Market or New Product
New markets and new products provide the engine of growth for many companies. When considering a possible new category or a potential new product, oneĀ of the most important tasks is estimating the size of the...
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