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Ideas & analysisVideo Dial Testing with Personalized Follow-Up Questions
Turn each respondent's video dial ratings into targeted follow-up questions. Explore their reasons with relevant frames and consistent research rules.
Ideas & analysis
Ideas & analysis
Conjoint and HB Without the Stats Bottleneck
Conjoint and MaxDiff should not sit on the shelf because the production pipeline is too heavy. Build the method into the platform and the rigor stays while the bottleneck goes.
Ideas & analysis
From Quarterly Tracker to Always-On Brand Signal
A quarterly brand read turns live market movement into old news. When brand measurement runs continuously, awareness and perception become signals you can still act on.
Ideas & analysis
MMM Is Back. Here's the Survey Layer It's Missing.
Marketing mix modeling returned because tracking-based attribution lost its reliability. But MMM tells you what moved, not why. A fast survey layer fills the gap.
Ideas & analysis
Segment x Message x Creative: The Combinatorial Trap of A/B Testing
Use segment, message, and creative research to narrow a live experiment. Includes reproducible combination arithmetic, illustrative segment results, and limits on survey-to-conversion claims.
Ideas & analysis
What Happened to Confirmit and Decipher? The Forsta and Qualtrics Timeline
Confirmit, FocusVision, and Decipher became Forsta, then part of Press Ganey, and are now part of Qualtrics. Follow the ownership timeline and the questions to ask if you run studies on these platforms.
Ideas & analysis
The Location-Data Cliff: When Your Targeting Signal Degrades
Regulators have spent two years forcing the location-data market into retreat. If your targeting or measurement assumes that signal will hold, it is time to add a more durable read.
Ideas & analysis
What a Standard Study Actually Costs, and Where 80% of It Hides
An illustrative production-only comparison of $20,000 and $4,150, with reproducible task totals, sample exclusions, and a separate explanation of current quote-based platform pricing.
Ideas & analysis
Research Program Costs in CPM: An Illustrative Campaign Budget
Calculate research allocation CPM with a hypothetical campaign budget, distinguish quoted study fees from program spend, and evaluate return separately.
Ideas & analysis
Why Your Attribution Model Over-Credits What It Can Still See
Multi-touch attribution doesn't just have gaps. It has a direction. It systematically over-credits the channels it can still see, and that bias is steering your budget.