Segmentation demystified: what, why and how.

In market research, segmentation projects are some of the most rewarding projects. I can particularly remember one such project involving a workshop with more than 50 client staff to present a new segmentation.

Demystifying Driver Analysis

What is this…‘Driver Analysis? Business decision makers often rely on driver analysis to assess what is REALLY important to their customers.

Top Data Analysis tool fails

Many of us love to dig deep into our data and DIY the basics, and with the tools available today in programs like Excel it’s easy for everyone to get involved.