Are You Ignoring Your Customers?
May 31, 2022
Imagine a pre-pandemic corporate office: cubicles, glass-walled offices, maskless people busy being busy. Now imagine that there’s a phone ringing somewhere in that office, non-stop, all day, every day. But no one ever answers it. It just keeps ringing plaintively, endlessly. Impossible, you say? No company would ever ignore an endlessly ringing phone? Don’t be Read more
Reading Minds with Pathfinder Text Science
March 4, 2021
We recently presented at the Quirk’s Conference and wanted to share what we presented. In this case study, we applied a combination of our Pathfinder Text Science and Driver Pathways approaches to learn how people think and feel about an innovative new device: a brain-machine interface product meant for the general public to use for Read more
Interested in a better alternative to Qualitative Research?
June 2, 2020
While qualitative research can explore topics of interest in depth as well as be a springboard for developing ideas, there are significant disadvantages…the findings are not necessarily projectable to a broader audience, it is expensive, labor intensive, and slow. Further, the group dynamic encompasses a lack of anonymity, which can inhibit respondents from revealing sensitive Read more
A Shared Reaction: The Universal Response to Coronavirus
April 17, 2020
You may be familiar with the “Choose Your Quarantine House” meme that’s been making the social media rounds recently; the premise is to create different “Big Brother” type houses filled with diverse personalities that may clash with each other when forced to live under lockdown. From sports figures to philosophers, entertainers to politicians, variations create Read more
Consumers Foresee a More Cautious Future
April 1, 2020
Consumers Foresee a More Cautious Future As COVID-19, the disease caused by the coronavirus (SARS-CoV-2), continues to spread across the globe, MAi/Pathfinder have been busy conducting research to try and understand the resulting impact on the American consumer’s behaviors and attitudes. One of the topics we’re exploring is the long-term social impact that consumers anticipate Read more
The Goldilocks Principle: Finding the ‘Just Right’ Spot
February 20, 2020
Much of the human experience resembles a bell curve: things on the upward slope might not be interesting at all, while move too far to the right and things can get downright scary. This is true for brands and products as well. What is a brand’s sweet spot? How can a company assess factors like Read more
What Drives Positive Product Reviews? – Part 2: A Deep Dive Into Key Drivers
August 22, 2019
As discussed in a recent post, Pathfinder Analytics recently conducted an analysis of online reviews for the Amazon Echo Dot Kids Edition product that combined Pathfinder Text Analytics and Driver Pathways modeling. This analysis identified a number of key drivers of product satisfaction; words or phrases that, when mentioned in a review, had a notable Read more
What Drives Positive Product Reviews?
July 11, 2019
There’s no question that online product reviews are a great way to measure consumers’ reactions to a product. But while the average rating score might tell us what consumers think about a particular product, it doesn’t tell us why. And how can a company improve a product or its messaging without knowing why it’s satisfying Read more
Where Did Game of Thrones Go Wrong?
May 29, 2019
As the dust settles on the final season of HBO’s Game of Thrones fan reactions are sharply divided, with some calling the conclusion rushed and nonsensical, while others seem perfectly satisfied with it. But the numbers don’t lie — season eight is generating much lower scores on both IMDB and Rotten Tomatoes than any of Read more
Can Today’s AI Speak English?
April 25, 2019
We can communicate instantly with anyone in the world, which means quick and automatic translation has nearly become a necessity. Over the past 15 years, services like Google Translate have brought machine translation into our lives, and have improved communication across the globe. But even as machine translation technology gets better, there’s still a lot Read more
