Kevan OswaldSep 14, 20203 minR.A.T.U.F.A BrandingContrary 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...
Kevan OswaldAug 28, 20202 minNeuromarketingNeuromarketing studies consumers’ cognitive responses to marketing stimuli. It enables researchers to get inside the minds of consumers...
Kevan OswaldAug 21, 20192 minThe Impact of Relatable EmotionThere are only three things that make me tear up, patriotic songs, the suffering of children, and videos of people who hear for the first...
Kevan OswaldMay 10, 20194 minWriting SurveysSurvey Goals A well designed survey starts with well defined goals. When the goals of the survey can be expressed in a few clear and...
Kevan OswaldJun 7, 20183 minMargin of ErrorWe 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...
Kevan OswaldApr 19, 20183 minQualtrics Insight SummitMy 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...
Kevan OswaldApr 5, 20185 minNet Promoter So SoMy first encounter with the brilliant yet dubious nature of Net Promoter Score (NPS) came shortly after its “invention” by Fred Reichheld...
Kevan OswaldMar 9, 20182 minMultidimensional ScalingMultidimensional Scaling (MDS) is the process of representing consumer preferences and perceptions visually on a spatial map. It is...
Kevan OswaldFeb 10, 20182 minCorrelation AnalysisCorrelation analysis is used to identify how closely related two variables are to each other. A numeric value ranging from -1 to +1...
Kevan OswaldSep 9, 20175 minAnchors, Halos & TriggersOne 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...
Kevan OswaldSep 2, 20178 minBrainfluenceWhen 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...
Kevan OswaldAug 26, 20174 minMultiple Regression AnalysisMultiple regression is used to learn more about the relationship between several independent or predictor variables and a dependent or...
Kevan OswaldAug 12, 20174 minThe Pixar PitchEvery Pixar film shares essentially the same DNA: Once upon a time____________. Every day, ____________. One day ____________. Because of...
Kevan OswaldAug 4, 20173 minHypotheses TestingThe first step in hypotheses testing is to form a null hypothesis and an alternative hypothesis. A null hypothesis is that there is no...
Kevan OswaldJul 15, 20172 minDefining GenerationsThe 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...
Kevan OswaldJul 11, 20172 minCluster AnalysisCluster Analysis is used to classify objects into relatively homogeneous groups called clusters. It enables marketers to target the...
Kevan OswaldJun 7, 20173 minANOVAANOVA is used to see if the difference in the means for two or more populations are statistically significant or the result of chance. ...
Kevan OswaldMay 27, 20173 minConjoint AnalysisConjoint analysis is used to assess how much value people place on specific features when making a purchase decision. The primary...
Kevan OswaldMay 3, 20172 minGrowth HackingPeppered with several subtle, and a few not so subtle, jabs at traditional advertising and branding, Ryan Holiday’s book “Growth Hacker...
Kevan OswaldApr 28, 20171 minMax-diffMax-diff (also called best worst scaling) is a discrete choice model used to measure importance or preference in a list of several items...