Analytics

Item Response Theory?

What is Item Response Theory?

ByKevin Gray

Some marketing researchers and data scientists are quite familiar with Item Response Theory (IRT) but…

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Making customized research a priority

Making customized research a priority

ByKevin Gray

Imagine a world where marketing researchers have never designed a Usage and Attitude (U&A) study,…

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What Are Case Studies?

What Are Case Studies?

ByKevin Gray

Case studies are frequently cited in the business media and blogosphere. Typically, few details are…

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Why experiment?

Why experiment?

ByKevin Gray

Marketing research is fundamentally about observing, quantifying, understanding and predicting consumer behaviour. Though it may…

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A decade of data suppliers

A decade of data

ByMiles Pritchard

I sat on a panel several weeks ago discussing a subject that is very close…

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Why Qualitative Research?

Why Qualitative Research?

ByKevin Gray

In the era of big data, AI, machine learning and Bayesian statistics, why would we…

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Why Primary Research?

Why Primary Research?

ByKevin Gray

Primary studies have always been a strength of marketing research. Many younger marketing researchers, however,…

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