Brand Research 101: Following the Funnel
Ken Donaven
February 18, 2025
While the idea of a brand funnel is straightforward, proper deployment is crucial for ongoing brand tracking, development, and action.
Category: Customer Experience
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Back in Focus
Chelsea May
October 21, 2024
Modern technology has conspired with tried-and-true best practices to make “focus groups” more powerful and more effective than ever.
How to Use Customer Segmentation to Answer the Difficult Questions Driving Consumer Behavior
Emily Bielak
August 13, 2024
Customer segmentation is much more than merely “categorizing” customers along traditional baseline filters: demographics, geographics, psychographics, and prior purchase history. While those data points are useful as far as they go, they simply don’t go deep enough.
Martec’s Emily Bielak Interviewed on Customer Segmentation
The Martec Group
August 13, 2024
Director Emily Bielak was invited to the Bullhorns and Bullseyes Podcast to discuss the topic of customer segmentation and why it’s more than sorting by demographics or even psychographics.
The Use of AI in Quantitative Research: What to Adopt, What to Avoid
Ken Donaven and Chelsea May
May 7, 2024
The integration of artificial intelligence into market research processes has been embraced by some as a game-changer, promising to streamline data collection, enhance analysis, and drive informed decision-making. However, as with any technological advancement, the advent of AI brings both opportunities and challenges, prompting researchers to navigate the terrain with caution and curiosity alike.
Show Me, Don’t Tell Me.
Emily Bielak
April 2, 2024
One of our recent innovations in our ongoing pursuit to optimize and perfect Emotion Intelligence research is the use of images in a “qual-then-quant” process to gain deeper and more authentic insights into how emotions and sentiment are driving purchase decisions (or not).
