Client Education

Demand research is the most technical and science-based type of research we do in life science insights.  This session covers basic considerations for setting up and succeeding with a demand study.  It covers stimulus creation for simulation of future markets, types of demand tasks and data quality considerations.

No prior demand experience necessary.

This session takes demand study design to a different level, covering more technical issues such as the pros & cons of different experimental designs, specialized case-weighting, complex futures and how to adapt your tasks to them.  Participants will come away with an array of practical ideas and focused tools to help ensure that their suppliers are executing their demand work with precision.

Prior experience with demand research strongly recommended.

There are many ways to segment a market and no one “style” is best.  This session is designed to introduce researchers to the different major types of segmentation, where they tend to work best and key watch-outs associated with segmentation design and pull-through.

No prior segmentation experience needed.

Taking our cues from applied psychology applied to medicine, we provide a set of essential and powerful organizing tools for customer journey research.  Because there are 1,000 ways to do these studies, our goal is to help reduce complexity and help clients zero-in on the aspects of customer experience that can be leveraged by marketing efforts.

No prior customer journey experience needed.

Do you wish you knew in advance if a customer was more analytical vs. more emotion-centered in how they make decisions?  Would it help you to know that some customers are massively disposed to avoiding bad decisions?   Most marketers and salespeople prize the idea of having a built-in lens into the minds of customers, but in practice, we are not taking advantage of the decades of research on the psychology of individual difference, an area of science that is laser-focused on finding out the patterns of thinking and preference that people carry with them from one situation to another.

No prior research experience needed.

Thinking in statistical terms is not just for bench scientists anymore.  If you are a consumer of data and information, or a have responsibility for any kind of decision-making, you can benefit from becoming better at statistical thinking.  This course introduces a family of extremely simple, practical statistical concepts that have general applicability to business.  No computation is expected and the use of formulas is minimized.  Our goal is to train people to become better statistical thinkers without ever opening up a spreadsheet.

No prior research experience needed.

TURF. MAXDIFF.  Conjoint.  Validity.  The world of message evaluation is full of technical jargon and diverse methods.  Which one is best for your brand and current situation?  Our goal in this session is to lay out the basic styles of message evaluation, discuss where and how each can be applied, and give clients rules of thumb about how to evaluate messaging methodologies.

No prior research experience needed.