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EVENTS

Advanced Quantitative Methods Workshop

 @ ESOMAR Congress

September 10, 2023

Instructor: Megan Peitz

During this day long training, Megan Peitz will teach you how to delight your clients and
execute outstanding research in this consultative guide to using advanced quantitative methods.
In this tutorial, you'll walk through the entire project life-cycle from proposal to deliverable -
and offer insights around keywords to determine the suitable methodology, designing your questionnaire, questions to ask your clients, pitfalls to avoid, and what to look for in the results.  Topics include:

Defining your Target

  • Market Sizing and Segmentation

Finding What's Important to Them

  • Key Drivers Analysis, MaxDiff

Getting Your Price Right

  • Gabor Granger/Price Laddering, Van West/Price Sensitivity Meter, Conjoint Analysis

Optimizing Your Product Line

  • TURF, Market Structure, and more



 

Analytics & Insights Conference
May 4-5, 2023

How Sparse is Too Sparse?

Jon Godin, Abby Lerner & Megan Peitz

Clients often want to test many items using MaxDiff. Previous research shows that Sparse MaxDiff
is a valid technique for testing these conditions; however, these designs typically include many
alternatives per task (5 or more). What happens when the items are extremely wordy or long?
With triplets or, even worse, paired comparisons, we get much less information per task -
can Sparse approaches still work under these more extreme conditions?

 

Building Designs for Individual-Level Estimation: Considerations, Implications and New Tools
Trevor Olsen & Megan Peitz

Marketing practitioners choose to run individual-level models (HB) to capture heterogeneity

in preferences when it comes to trade-offs. But the majority of designs built for choice research

are focused on improving the insights at the aggregate level. Our hypothesis is that there are better

design strategies to capture individual heterogeneity and ultimately improve model predictions,

particularly when it comes to looking at subgroups within the data. This paper will explore several

methods of optimizing designs including relabeling-swapping routines and utility balanced

designs and give the audience access to an open-source package, built in Julia by the

Numerious team, to build these types of designs. 

Not able to attend the conference and want to learn more?

Click below to sign up for virtual access.

TRAINING TESTIMONIALS

"We place tremendous value in our partnership with Numerious Inc.  The team is on the cutting-edge of all things marketing science, and we rely on them to bring the best advanced analytics so we can maximize the value of the research.  Via training sessions, Megan ensures we’re in-the-know on the latest happenings in her world and uses case studies to bring the information to life.  We’ll continue to partner with Numerious for their creative thinking, collaboration, client-friendly

nature and all around data rockstars."   

– EVP, Corporate Strategy & Innovation

 

"Megan, and her team, are experts in marketing science and translation. They possess the ability to not only run complex data analyses but then interpret them and boil them down to key insights. I never feel like I’m speaking a different language or left confused. The Numerious team has the ability to pass their knowledge along to others. Through training sessions, they educate people about the various data analytics Numerious uses. We value Numerious’s knowledge and appreciate the partnership!"  

- Marketing Insights Project Director

"Megan recently conducted a training on advanced quantitative methods for our team. She quickly established comfort and rapport, making the training engaging, relevant, and even fun. Megan was able to demystify methods we don’t use often as we would like. The training had a positive impact on those from a variety of backgrounds and experience-levels – introducing ideas and laying the ground work for our newest employees, instilling confidence and know-how in our research managers, and bringing new ideas to our most veteran consultants.

We look forward to having Megan back to conduct future trainings, as well as partnering on upcoming research projects."

- Amanda Delzer, Psyma International 

"The training had a positive impact on those from a variety of backgrounds and experience-levels – introducing ideas and laying the groundwork for our newest employees, instilling confidence and know-how in our research managers, and bringing new ideas to our most veteran consultants." 

"I work in a market research company, but do not have a background in psychology or statistics and was really scared of Conjoint and the math behind it. You have shown to me how interesting, fun, challenging and useful it can be and successfully inspired me to want to learn more about it!"

INTRO TO CONJOINT ANALYSIS

Insights Association Webinar

Watch this 6 minute clip of a recent webinar from Megan Peitz, for the Insights Association to get a brief overview of Conjoint Analysis and why we like it.

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