Publications

We all think we’re great – Measuring Social Desirability demonstrates the importance of properly phrasing survey questions for validity.

Tacos in Tel Aviv, published in Quirk’s Marketing Research Review, demonstrates how a Monte Carlo simulation analyzed the primary survey research in a market forecast feasibility study about bringing a chain of upscale Mexican restaurants to Israel’s Silicon Valley.

Mining the Silent Evidence discusses intricacies of brand funnels and filters for discovering opportunities and consumer groups to target.

Building and Measuring Brand Personality differentiates brand image, denoting tangible benefits and attributes, from brand personality, the emotional associations of a brand.

Giving You the Edge – The Science of Winning Elections identifies and explains the use of key research methodology and multivariate analysis in supporting political campaign goals through the various stages of an election, including a summary chart matching objectives, analytical techniques and results.

A Walk Through Discriminant Analysis explores choosing predictor variables.

A Good Choice for Choice Modeling looks at the Max-Diff option.

How Research Can Find The Truth About Respondents’ Bad Behavior addresses how to collect accurate data which is subject to social desirability pressures.

Green? – Attitudes, Behaviors and the New Green examines environmental issues in politics.

Measure Brand Equity with Structural Equations Modelling looks at brand equity models.

How the Performance Score Can Simplify Data examines a wide range of data can be simplified.

Recession Lessons: How Research Buyers and Suppliers Can Cope was published in Quirk’s Marketing Research Review

Unearthing TURF – Totally Unduplicated Reach and Frequency Analysis – using TURF for marketing and media planning

Michael Lieberman is the co-author of Marketing Research Insights: 22 Visual Displays,  a compilation of practical, real-world visual display examples for enhancing market research data reports and presentations. The ebook includes sections such as Research Process, Customer Satisfaction, Competitive Analysis, Win/Loss Research, and Brand Awareness, and the charts are accompanied by usage tips.

Design Performance – The Kano Model, published in Quirk’s Marketing Research Review, offers insight into product attributes perceived to be important to customers. The purpose of the tool is to support product specification and discussion through better development team understanding on differentiating product features, as opposed to focusing initially on customer needs, then forming strategic communications to meet those needs.

Finding and Measuring Your Vision Thing – Political Branding: How to Manage It and Help Your Candidates Win is an article in Politics Magazine that discussing how to position your candidate’s brand.

A Choice Model maximizing advertising effect is shown in Using Conjoint Analysis in Political Communications. This analysis, when used properly, can provide insight to the governor when he sets policy priorities or assesses main concerns dominating the voter’s mind as the election nears, or it can gauge the strength of the position ‘soup’ a given campaign will stir when it goes to press.

Loyalty ROI – Maximizing Loyalty Points examines Loyalty programs and discusses a forecast method to maximize their point value.

Regression Analysis – Predicting Key Drivers analyzes a studies in which the client sought to uncover the attribute or attributes among those you measured that best define your client’s customer satisfaction, usage drivers, or leading cause of switching to a competitor’s brand.

Measuring and Using Employee Satisfaction, a piece that illustrates ‘Within human resources the dependent variable should not only be defined by the HR goals of the employer … It should also include an evaluation of the impact on customer satisfaction,’ outlines a data-driven method to predict which attitudes will lower employee turnover.

Segmenting the Burger Market is a key communication strategy for the fast-food industry.

The Power of Segmentation examines the price differences various segments of drivers are willing to pay for gasoline.

Enhanced Customer Segmentation – Targeting the Golden Egg is an application of multi-dimensional cluster analysis and water-fall direct marketing techniques.

What’s in a Name? It all starts with a name. Just as each of us has a name at the core of our individual sense of identity, so brands have names as the basis of their visual and verbal identities. Specific methodology tests and validates naming choices.

Brand Equity and Discrete Choice Models as explained in this Quirk’s Magazine article, is an example of a method by which we are able to assign an exact dollar-value to a brand name and replicate brand performance is a real-world marketplace.

A Compendium of Brand Measurement discusses various Branding measurements, such as Brand Awareness, Brand Image, Brand Equity, Brand Reputation, Brand Mindshare and Point Allocations.

Multivariate Pricing, published in Research World Magazine, explains how to base prices on consumers’ perception of value.

The Price Toolbox is an article published in Admap Magazine summarizing various pricing methods and their effectiveness.

Revenue Forecasting – Is there Money in Mouth Pain? answers the question, ‘How much money, potentially, can a new over-the-counter mouth pain relief medicine make.’

Predictive Modeling – Finding the Swing Voter is a political application of scoring voters to find the ones most likely to be undecided to be targeted in a direct mail campaign.

Campaigns and Elections – What is Driving the Vote? describes the successful employment of regression analysis to determine voter motives.