An extension to MaxDiff Scaling has been developed that yields substantially better brand imagery measurement than rating scales. If you would like to know how to eliminate brand halo, eliminate scale usage bias and increase both inter-item discrimination and predictive validity, please view the video below: ImageMax© Brand Imagery Measurement
Knowing the true strength of your brand may require an additional step in your analysis – the result will be better information. Brand Halo is something you might already account for in your brand imagery research, but if you don’t, and your brand equity is strong amongst your target, it is muddying the waters of your analysis. Edward Thorndike was the first researcher to empirically measure the Halo Effect – “a…
Last Fall we teased our 2013 Sawtooth Conference presentation on a new way to measure Brand Imagery – an analytical approach we call ImageMax. We have also edited a shorter overview of the conference paper and made it available for download on our website here. At Macro, we’re passionate about developing the value of research, particularly advanced analytics. ImageMax is the result…
Prior to founding MACRO, Mr. McCullough was the senior vice president for a leading international strategic consulting and design research firm. Before that, he was market research manager for a $300 million division of Levi Strauss & Company.
Mr. McCullough has spoken before the American Marketing Association, the Marketing Research Association and various universities on a wide range of marketing topics. He is a past board member of the American Marketing Association, San Francisco chapter, and has been quoted in Canadian Packaging Magazine. He has chaired and lectured at applied multivariate statistics seminars for several years and is a member of numerous professional associations.