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…
Avant de fonder MACRO, M. McCullough a été le vice-président de Cheskin Associates, leader mondial en stratégies de recherche marketing. Il a ensuite poursuivi sa carrière en tant que directeur de recherche marketing d’une division de Levi Strauss & Company qui fait un chiffre d'affaires de plus 300 millions de dollars.
M. McCullough a également eu l’occasion de faire des conférences et des présentations sur différents sujets de marketing avec l’American Marketing Association (AMA), la Marketing Research Association (MRA) et diverses universités. Il a également siégé au conseil d'administration de l'Association Américaine de Marketing, branche de San Francisco et a été cité dans le Canadian Packaging Magazine. Durant plusieurs années, il a fait des conférences et animé des colloques sur l’application des analyses statistiques multivariées. Il est également membre de diverses autres associations professionnelles.