METHODS PAPERS
Please let
me know if you have any problems downloading any of the following files.
Idea Generation
An organized approach for brainstorming with Nelson Research and our Creative
Development partner, CenterBrain, Inc.
Developmental Approach to Reveal New
Product Positioning Opportunities
This is a practical, direct approach for strategy development. The
methodology is deceptively simple. There are very few measures. But the
analyses are elegant and provide considerable added value. This methodology has a
qualitative phase with our Creative Development Partner, CenterBrain, Inc.
Estimating and Understanding Volume
Opportunities
If your STM's raise more questions than they answer, maybe you should be
budgeting for our intense analyses rather than a report card by a "name"
company.
Statistical Modules
This paper includes a summary of a useful (and underused) test design known
as the Latin Square; how to use the components of multiple regression to enhance the
diagnostics of your analyses; and a plain and simple explanation of multiple regression.
An Enriched Approach for Analyzing
Employee Studies
A "masked report" illustrates the scope of analyses.
The Use and Abuse of Marketing Research
This is a speech given by Ron Nelson at an ANA conference several years ago
in which he shares the abuses to research witnessed over the years. Some of our
clients have told us that the knoweldge of the abuses mentioned in his speech have proven
to be of use in convincing the "marketing folks" to "take a researcher to
lunch"! |
