Kevan Oswald
R.A.T.U.F.A Branding
Contrary to the spelling of its name, the Ratufa isn’t actually a rat, it’s a large tree squirrel. There are four species of the genus...
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Kevan Oswald
- Aug 28, 2020
- 2 min
Neuromarketing
Neuromarketing studies consumers’ cognitive responses to marketing stimuli. It enables researchers to get inside the minds of consumers...
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Kevan Oswald
- Aug 21, 2019
- 2 min
The Impact of Relatable Emotion
There are only three things that make me tear up, patriotic songs, the suffering of children, and videos of people who hear for the first...
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Kevan Oswald
- May 10, 2019
- 4 min
Writing Surveys
Survey Goals A well designed survey starts with well defined goals. When the goals of the survey can be expressed in a few clear and...
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Kevan Oswald
- Jun 7, 2018
- 3 min
Margin of Error
We often here the results to a poll or survey while watching the news, or see a graph online followed by the comment that the “margin of...
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Kevan Oswald
- Apr 19, 2018
- 3 min
Qualtrics Insight Summit
My home town of Salt Lake City has never really been on the map as a marketing research hub, but for at least a few day once a year, that...
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Kevan Oswald
- Apr 5, 2018
- 5 min
Net Promoter So So
My first encounter with the brilliant yet dubious nature of Net Promoter Score (NPS) came shortly after its “invention” by Fred Reichheld...
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Kevan Oswald
- Mar 9, 2018
- 2 min
Multidimensional Scaling
Multidimensional Scaling (MDS) is the process of representing consumer preferences and perceptions visually on a spatial map. It is...
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Kevan Oswald
- Feb 9, 2018
- 2 min
Correlation Analysis
Correlation analysis is used to identify how closely related two variables are to each other. A numeric value ranging from -1 to +1...
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Kevan Oswald
- Sep 8, 2017
- 5 min
Anchors, Halos & Triggers
One of the first rules of big box office monster movies is to not reveal the full horror of the creature until the movie is well under...
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Kevan Oswald
- Sep 1, 2017
- 8 min
Brainfluence
When I read books, I typically do so on my phone or tablet, highlighting sentences or paragraphs that make a good point. I don’t recall...
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Kevan Oswald
- Aug 25, 2017
- 4 min
Multiple Regression Analysis
Multiple regression is used to learn more about the relationship between several independent or predictor variables and a dependent or...
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Kevan Oswald
- Aug 11, 2017
- 4 min
The Pixar Pitch
Every Pixar film shares essentially the same DNA: Once upon a time____________. Every day, ____________. One day ____________. Because of...
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Kevan Oswald
- Aug 3, 2017
- 3 min
Hypotheses Testing
The first step in hypotheses testing is to form a null hypothesis and an alternative hypothesis. A null hypothesis is that there is no...
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Kevan Oswald
- Jul 15, 2017
- 2 min
Defining Generations
The oldest Gen Xers will turn 50 this year (2015). At least most consider that to be the case. Baby Boomers are widely agreed upon as...
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Kevan Oswald
- Jul 11, 2017
- 2 min
Cluster Analysis
Cluster Analysis is used to classify objects into relatively homogeneous groups called clusters. It enables marketers to target the...
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Kevan Oswald
- Jun 7, 2017
- 3 min
ANOVA
ANOVA is used to see if the difference in the means for two or more populations are statistically significant or the result of chance. ...
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Kevan Oswald
- May 27, 2017
- 3 min
Conjoint Analysis
Conjoint analysis is used to assess how much value people place on specific features when making a purchase decision. The primary...
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Kevan Oswald
- May 2, 2017
- 2 min
Growth Hacking
Peppered with several subtle, and a few not so subtle, jabs at traditional advertising and branding, Ryan Holiday’s book “Growth Hacker...
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Kevan Oswald
- Apr 27, 2017
- 1 min
Max-diff
Max-diff (also called best worst scaling) is a discrete choice model used to measure importance or preference in a list of several items...
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