“Just because you can, doesn’t mean you should.” AI’s promises are many, and we are excited about the future of insights in an AI-impacted world. Temptations to use it inappropriately or before it has been proven are certainly enticing, but may lead down a primrose path. As marketers consider the use of synthetic audiences—which offer … Synthetic Data and The Pursuit of Authentic Intelligence
MaxDiff is a solid technique. I’ve used it, taught it, built variations of it—and I still recommend it all the time. It forces people to make real choices, it gets past the mushy middle of rating scales, and it gives you a clean, ranked list of priorities. What’s not to like? Well… maybe the way … Better results by breaking the rules: Duo MaxDiff
People make weird choices. Sometimes, it’s going with the middle of the pack rather than the premium option. Sometimes, it’s brushing over a no-brainer bundle or falling for an overlooked feature. Every time, unexpected decisions stop strategists and marketers in their tracks. But are these choices actually unexpected, or are vital pieces of information missing? … Guiding the future of choice research
A milkshake is never just a milkshake. Not when you look at the moment it’s being bought. At 7:45 AM, I’m in a McDonald’s drive-thru—not for dessert, but for something to get me through a long, quiet commute. I want something to hold, something to fill me up, something to break the monotony. In that … Uncover the context of consumer choice
A major fast-food chain faced a critical decision about changing their beverage supplier. A challenger supplier was offering them a deal to switch. Their traditional research showed customers cared about drink choice – but by how much? Using choice modeling, we uncovered that changing suppliers would cost them $0.25 per meal in value – significantly … Better decisions by design
For anyone who’s done international research, you’ve likely observed the differences in response styles across countries—standout examples are respondents in China tending to say yes to more things, Germans are generally less ‘exuberant’ in their responses than markets such as India or Brazil, Japanese more often selecting ‘middle box’ responses while Americans are often a … Managing cultural response tendencies