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What is Predictive Analytics? A Guide to Better Market Forecasting
Predictive analytics may be one of the most talked-about terms in market research today, but the concept itself is far from new. At its core, predictive analytics uses historical data, statistical modelling and machine learning to estimate future outcomes. In other words, it helps organisations move beyond understanding what has happened to making ...
Blending quant and qual to paint a new picture…
An approach to research which challenges our traditional thinking and considers both rational and emotional elements of ...
Prediction markets: Don’t ask people about cricket when they have no idea
When forecasting future demand or making accurate assumptions about how a product or concept will perform, an emerging t...
Playing by the rules: Using gamification to improve data quality
Respondent feedback tells us time and again that some standard quantitative surveys can become long, complex, and somewh...
Get real! A deep-dive into the world of dynamic stimulus as a tool to enhance research outcomes
Do we really reflect reality when we share traditional stimulus material in the market research setting? Jess Woodhead (...