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Total: 6577

  1. article

    Marketing through crisis: Part 1: Shopper insights heading into a recession

    In part one of a two-part blog looking at the recession’s impact on careers and brands, Jonathan La Greca discusses how consumer and shopper insights might change in the face of shifting in-store dynamics and increased e-commerce demand.

  2. article

    Data mining and usage for corporate profit

    Many American companies collect customer satisfaction data but one has to wonder what effect that customer information has on their businesses. Only companies that know their customers’ needs will thrive. This article shows how placing customer information front and center in the planning process can produce dramatic results and transform the way a company does business.

  3. article

    quantilope Virtual Session: The Killer Advantage: Expanding Dave's Killer Bread Through DIY Research

    On September 25, 2024, Quirk’s Virtual Sessions – DIY Research series took place with quantilope as one of the companies presenting. quantilope shared how their DIY research approached help expand product offerings at Dave’s Killer Bread.

  4. article

    VisionsLive Virtual Session: Redefining the Professional Hair Industry in Europe for a Global Industry Leader

    VisionsLive was one of the organizations that presented in the Quirk’s Virtual Sessions – DIY Research series on September 25, 2024. The speakers shared their experience working on a project within the European, specifically the DACH region, professional hair industry.

  5. article

    Trade Talk: Research consultant prescribes a little pedagogy

    This month's column focuses on Rich Vondruska, who aims to be a teacher to those who need one, offering help in understanding quantitative techniques.

  6. article

    This executive understands how to use research

    One of my favorite podcasts, movie-biz junkie that I am, is The Business, a half-hour program airing on Santa Monica, Calif., public radio station KCRW that features fascinating, long-form interviews with entertainment-industry types, often those who are behind-the-scenes. A recent ...

  7. article

    Voxpopme Virtual Session: How to Prompt Your Way to Qualitative Insight

    On January 30, 2025, Voxpopme presented tips on promoting AI to enhance qualitative research findings. The company was one of eight sessions a part of the Quirk’s Virtual Sessions – AI and Innovation series.

  8. article

    The project from hell: a cautionary tale

    This article details one research firm’s project from hell to serve as a cautionary tale for anyone about to embark on research - client or research supplier.

  9. article

    Data Use: Are global scales as easy as 1-2-3 or A-B-C?

    Survey Sampling’s Kristin Cavallaro reports on findings from a seven-country study that tested two versions of a five-point Likert scale - one verbal, one numerical - to examine country- or culture-specific differences.

  10. article

    Knit Virtual Session: ‘Knitting’ Together Quant + Qual Through End-to-End AI for More Insightful Research

    Knit sponsored one of the sessions during the January 30, 2025, Quirk’s Virtual Sessions – AI and Innovation series. The session was on the AI driven platform Knit provides that ‘knits’ together quant and qual insights.

  11. article

    Have researchers become too good at finding 
rare-disease patients to interview?

    Bj Kirschner reflects on how the marketing research industry has progressed from studying common health conditions to increasingly rare and specific ones and emphasizes the importance of adapting research methodologies and maintaining sensitivity to patient needs and circumstances.

  12. glossary

    Additive Causal Relationship

    A cause and effect relationship in which the effect of one variable does not counteract the effect of a second variable on a third variable. An additive causal relationship is a relationship in which the effect of one variable is added to the effect of another. What results is a simplified representation of how multiple factors contribute to an outcome, thus making it easier to interpret and analyze complex systems. It can indicate that the presence of both variables leads to a cumulative effect without any interaction between them. It can help avoid misinterpretations and biased conclusions. Moreover, understanding additive relationships can lead to more precise and targeted actions, then concluding with better outcomes in various domains. Who relies on additive causal relationships? Researchers, statisticians and analysts rely on additive causal relationships to determine and model the combined effects of multiple factors in relationships. Regularly, they are used in social sciences, economics, epidemiology and policy-making to study the impact of interventions or factors on outcomes. Why should marketing researchers care about additive causal relationships? Understanding additive causal relationships is critical in making impactful decisions and drawing positive conclusions in complex systems. It helps researchers, statisticians and social scientists determine the influences of individual variables on an outcome without considering any interaction effects. The results of the research are valuable for predicting outcomes and in designing effective interventions or policies to achieve desired results.