Blog Articles

Qualitative Data is a Quantitative Goldmine: Evaluating Consumer Sentiment Through Pathfinder Text Science

December 27, 2021

In our recent post exploring the streaming services marketplace, our open-ended text data revealed sharp differences in how consumers perceive the content provided by Disney+ and HBO Max: Disney+ Content Associations (map detail) HBO Max Content Associations (map detail) Note: When reading a Pathfinder Text ScienceTM map, the size of a word reflects its overall Read more

What does an “ideal” Client/Supplier relationship look like in today’s Market Insights world?

December 1, 2021

The evolution of the Insights industry has accelerated and continues to accelerate.  New platforms, sources of behavioral and attitudinal data, analyses, etc. can make the landscape seem overwhelming to both clients and suppliers in the space.  Terms like ‘quick and dirty’ and ‘good enough’ have emerged as viable options for some clients while the rigor Read more

Qualitative Data is a Quantitative Goldmine: Comparing Consumers’ Brand Perceptions with Text Science

November 11, 2021

In our first post on this topic we shared some initial insights from recent research we conducted on the highly competitive video streaming services marketplace — insights gained primarily from open-ended text data via our proprietary Text Science methodology. We also explained some of the problems with current methods of analyzing unstructured text, why a Read more

Qualitative Data is a Quantitative Goldmine: Our Technique Applied to the Highly Competitive Video Streaming Services Marketplace

October 25, 2021

The Problem: Quantitative market research requires the development and fielding of a survey that contains closed ended questions developed by the researchers designing the survey.  To assist researchers in the analysis, they frequently include opened questions to solicit comments from respondents designed to help in the interpretation and analysis of the closed ended questions in Read more

Are we ready for a full reopening after COVID-19?

October 7, 2021

It’s not an understatement to suggest that a majority of the world wants to move beyond the COVID-19 crisis. The question is: Are we ready for a ‘full-throttle’ reopening? A glimpse at the large unmasked crowds filling outdoor venues and stadiums for end-of-summer concerts and NFL games might lead you to assume that the U.S. Read more

The Trouble With Twitter: Does It Really Work?

July 13, 2021

Since its inception, Twitter has become synonymous with self-expression, initially in 140 characters or less.  In 2017 Twitter opted to let people express themselves with as many as 280 characters.  Hashtags run supreme, making it easy to identify a particular topic by using a hashtag that is fitting for the topic. Although Twitter can get Read more

Retail’s Next Steps; Getting Ready for the New Normal (Part 2 of 2)

May 5, 2021

In last week’s article, we reviewed some of the ways that Tractor Supply Company used both situational advantages and corporate nimbleness to move through the pandemic with positive momentum.  Obviously, TSC had some tailwinds that other retailers did not have as the pandemic’s effects were felt.  What are the equivalent changes we anticipate as consumer Read more

Retail’s Next Steps: Getting Ready for the New Normal (Part 1 of 2)

April 28, 2021

If you follow the market, you read about the death of retail nearly every day. We are told that retail is in a constant decline, that consumers are buying everything online, and wise investors and nostalgic shoppers alike should say goodbye to these once-beloved institutions.  The pandemic has hastened trends that are impacting retailers across Read more

Brands Taking a Social Stand: The Risks and Rewards

April 15, 2021

There is no doubt that consumers like to feel connected to the brands they are buying. According to a Sproutsocial survey fielded in August 2019, 70% of consumers want brands to connect with them. All well and good, but what do we want our brands to say? Brands are building connections through social contact. Companies have Read more

Essential Considerations for Effective Brand Engagement Now

March 26, 2021

Business leaders and marketers understand that brand engagement is essential and needs to be a major component of their marketing strategy. Today, competition for brand loyalty and evangelism is increasing at a rapid pace, requiring brands to develop strategies that resonate and motivate customers on their terms, not just on the brands’ terms.  The best Read more