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
A fairly recent extension of choice-based conjoint, MaxDiff Scaling has proven to generate better quality data than rating scales in virtually every evaluative measure. QuestionPro has unique capabilities that accommodate the very specific data collection requirements of MaxDiff, allowing users to create more accurate consumer insights than ever before. Next week QuestionPro is doing a webinar – A Beginners Guide to MaxDiff…
A month ago, MACRO Consulting, Inc. co-hosted a webinar on the use of several advanced research methods: MaxDiff, Conjoint, Structural Equation Models and Segmentation. If you would like to learn more about these techniques, here’s the link https://www.youtube.com/watch?v=H1yQqSl4mCo&feature=em-upload_owner Vxvvczv
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.