Category: Pathfinder Text Science

Influencer Marketing: The Connection Between Brand and Customer

July 25, 2022

Social media marketing is a beast, but can it be tamed? 82% of the United States population is on social media today. That includes most businesses, small and big. There are an unlimited number of ways to market on social media, combining different strategies with different platforms. Influencer Marketing has been taking off the past Read more

Employee Spotlight: Rob Pascale

July 8, 2022

            Rob Pascale, the President of MAi Research and the Chief Analytics Officer of sister company Pathfinder Analytics, is not only our fearless leader but one of the most interesting people you will ever meet. The definition of a problem solver, he is inventive, enjoys a variety of the most Read more

Prices on everything are climbing.  What do businesses need to know now, and how do they flex to meet changing consumer priorities?

April 8, 2022

The Problem: Manufacturing costs across the board have been increasing as global commodity prices and the cost of labor increase.  Combined with supply chain issues, manufacturers’ profit margins are becoming strangled.  This has created the perfect storm for manufacturers who are already facing labor shortages and geo-political turmoil, negatively impacting post COVID recovery plans.  What Read more

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

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

Bored and Anxious, but Holding onto Hope – Consumers’ Emotional Response to the Coronavirus Pandemic

April 9, 2020

As part of our continuing exploration of consumers’ behaviors and attitudes during the current COVID-19 outbreak, MAi/Pathfinder has used our unique methods to explore the emotional impact the current situation is having on the public. In our tracking study we are asking consumers to describe in detail their current feelings and state of mind as 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