'Numbers and Narratives' Build a Bridge, Fill in the Blanks

Posted by Alice Greene on 12/12/17 1:06 PM

As consumers, employees, students, and Fitbit-wearing human beings, we are being provided with more and more information every day about ourselves and how we benchmark against others—seemingly to no avail. We all know why: Data alone is never enough. But I have been obsessing about how data, in combination with an individual’s own interpretation of, or story about, that data, has the potential to unlock significant personal growth and societal change.

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Topics: Market Research, Customer Experience/Customer Journey

Honoring a New Nobel Laureate: Thank You, Richard Thaler. You Changed the Way I Think Forever

Posted by A.J. Drexler on 10/10/17 5:42 PM

In the spring of 2008, I had a client who was working with the CDC. Together, they posed this question to me: "How can we get a significant mass of people to complete a diabetes risk assessment online?" Believe it or not, this had not yet been done. While there was significant online activity around diabetes education, there was no site where someone who wondered could actually complete a risk assessment and get an immediate result.

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Topics: Market Research

On the Mark! Fun with Predictive Scoring Models

Posted by Emily H on 5/10/17 3:09 PM

As data geeks, there is nothing quite as thrilling as building a predictive model that nails the EXACT outcome of an event or client initiative. We even do it just for fun.

Take this past Sunday's Pittsburgh Marathon, for example. A group of us signed up to run, and then decided, "Let's try and predict the average finish time this year!" So, we built a simple model based on eight years' worth of race data and boldly published our prediction on our blog last week: that, based on the forecasted race-day temperature of 54 degrees, the average Pittsburgh Marathon finish time would be 4 hours and 33 minutes. This week, we've got the results.

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Topics: Market Research

The Pittsburgh Marathon results are in! (...in the data, that is!)

Posted by Emily H on 5/5/17 11:50 AM

It’s that time of the year again: race season! Every year during the first weekend of May, thousands of runners from across the world take to the streets of Pittsburgh to run 13.1 or 26.2 miles through some of our favorite city neighborhoods. And this year, we thought it would be fun to predict the average finish time of the Pittsburgh marathoner. So, here it is:

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Topics: Market Research

How Optimism Can Kill You—and the ROI of Your Campaign

Posted by A.J. Drexler on 3/11/17 8:34 PM
I am captivated by the field of behavioral economics, where psychology and economics are merging to provide us with tremendous insights to be applied to our work with consumers. It’s not that marketing and advertising folks weren’t already using these principals intuitively. But, prior to its organization as a defined science with the support of research, it was much harder for us to quantify the expected results.
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Topics: Market Research

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