Predictive analytics: Is there a price to pay?

Predictive analytics is very much in demand these days. What exactly is it? Predictive analytics is the same as the multivariate analysis we have been doing all along. The only difference is that in traditional analysis we have to explain the relationships we identify and in predictive analytics we don’t. Suppose we find that when […]

Who speaks for market research?

This post is courtesy of MRII Board member Charlotte Sibley.    I was the first MBA Pfizer hired into market research in 1970. The research we did then was pretty basic: focus groups, conventional questionnaires, and analyzing IMS data. I was on product teams, but R&D, sales – and to a lesser degree, marketing –really […]

Survey Design Improvements Are the Key to Better, Faster, Cheaper

Better, cheaper, faster.  That’s what buyers want from sellers.  And guess what?  It’s what sellers want from buyers.  Here’s the catch… These shared objectives are inextricably linked by the survey instrument.  Because there is a third partner in this relationship that is often ignored – the survey taker.  If buyers want better, cheaper, faster data, […]