How to use cluster analysis to find segments in survey data–from pre-processing and choosing K to profiling the results into something a client can actually use.
How to move from a raw interview transcript to themes through the discipline of coding and building a codebook.
A basic walkthrough of concept test design from survey architecture and stimulus construction to interpreting lift over a control condition.
Three lenses for ethical practice in marketing research.
Moving from a battery of survey items to a small set of validated composite scores using exploratory factor analysis and Cronbach’s alpha.
Moving from describing survey data to explaining it with correlation and simple regression.
A walkthrough of one-way ANOVA using real audience survey data. Covers the F-statistic, Tukey HSD post-hoc tests, and why statistical significance isn’t the same as…
When to use each tool, and what regression tells you about an experiment that a simple group comparison cannot.
A practical guide to making sense of survey data.
An introduction to latent variables and multi-item scales.
Lead with the answer, then show the evidence. A practical guide to structuring research presentations and matching the chart type to the argument you’re making.
How respondents construct answers in real time and the heuristics and biases that shape those answers.
