There is seemingly no end to descriptive data and reports illustrating our new mobile world both here in the US and abroad. Mary Meeker’s annual bible of online forecasting serves as the basis for many a new start-up, each hoping to capitalize on the explosion. New and often brilliant infographics detail the complexion of the new mobile user and project the billions that are…
Sawtooth Software, the leading provider of conjoint software worldwide, has just created a very cute video that introduces the basic concepts of conjoint. If you are unfamiliar with conjoint, I highly recommend this brief video as an excellent and entertaining introduction to the basic ideas behind what is arguably the most powerful technique in all of marketing research. If you…
In 1988 Macro published a position paper, Quantitative vs. Qualitative Marketing Research. A clear-eyed summary of the differences, limitations and best uses of both research approaches – these fundamentals continue to be part of every research practitioner’s DNA. In the late 80’s, pre-internet, qualitative research was largely limited to focus groups and one-on-one in-depth interviews, the best uses for which…
Macro, Consulting’s founder, Richard McCullough, will be presenting a paper on Brand Imagery measurement at Sawtooth Software’s conference on October 17th, 2013, in Dana Point, California. Sawtooth’s conferences always offer a rich forum for methodological rigor and advancement, and Richard’s topic certainly falls into those categories. The Marketing Research business has changed dramatically in recent years – even months, weeks!…
Sound planning and great teamwork often result in a very positive outcome – this goes double for research projects. Timing also helps, as well as luck. However, luck is not reliable and timing is often intertwined with luck – such is life! When making pricing decisions, it is therefore absolutely critical to do everything you can to identify your optimal…
I’m not a historian. I know little about the origin of market research, though I guess I know a little more now, but I do know that back in the late 90’s Dick McCullough and I worked together at MACRO in a little office above a Baskin and Robbins. The company was strong analytically, strong in research fundamentals and true…
This is not a story. It is an accounting of events. It is all true. Every fact, every date, every quote. The purpose of this document is simply to outline what happened. The story will come later. You are likely to recognize many of the people mentioned here because I’m using their real names and because they’re famous, at least…
Dick McCullough makes some great points. I, like him, have been a regular ART Forum attendee for 20 years, and have also attended a number of Sawtooth Conferences. We both come away from these conferences with new ideas, our careers have benefited from the people we’ve met, and we’ve gained much from the opportunities given to us to present our…
I certainly enjoyed reading Dick McCullough’s editorial and I am in total agreement with almost all of his points. Been there, done that, over and over and over again. I do think there are a few exceptions to his taxonomy, most notably the annual MRA conference, where there is a very healthy blend of activities of both the selling and…