We are excited to announce that Dr. Kyle Rawn and Dr. Lindsay Roberts, Senior Research Managers at IMS Legal Strategies, are the authors of the cover article in the July/August 2025 issue of Quirk’s Marketing...
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Using Choice-Based Market Segmentation to Improve Your Marketing Strategy
Want your segmentation studies to guide the strategic development of brands and businesses?
Recipe for a Better Brand Strategy: 5 Ways Brand Image Research Helped a Brand of Cooking Appliances
How do you keep your brand strategy relevant as the market evolves? Here are 5 ways brand image research helped an Italian brand of cooking appliances that is more than 130 years old. Ten years...
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Can You Measure a Longitudinal Variable in a Cross-Sectional Survey?
Survey research can be classified into two categories, according to the time period being studied. Cross-sectional surveys take measurements at a single point in time. Longitudinal surveys take measurements at multiple points in time. These...
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Three Questions to Ask Before Introducing a Brand Extension
Many companies seek to capitalize on profitable brands and exploit their brand equity by introducing brand extensions, which are new products introduced under an existing brand name