Path-To-Purchase Segmentation

Integrating Path-to-Purchase in Segmentation Analysis   Situation Traditionally, B2C and B2B marketers base segmentation on different criteria that may include: target audience attitudes, category behavior, benefits sought, occasions and...

Pain Points Method and Analysis

Many surveys include positive brand attributes. By shifting survey focus instead  to customer pain points, research provides guidance to enhance trial and usage of goods and services. Three measures are the basis for assessing pain points and problems for their...

Non-Traditional Scales in Market Research

This is a Sampling of Non-Traditional scales being used in Market Research today. They were created to be superior over more traditional scales in terms of discrimination, reliability, and validity. Most of these scales tend to be more qualitative in nature than the...