Take a questionnaire written last week and place it side by side with one written 20, 30 years ago. Chances are they will look identical. Same logic. Same skip patterns. Same batteries and scales. Same limitations. Even though today’s questionnaire is most likely being programmed on the web, with all the new question formats and controls web surveys offer. Yet…
ImageQ© is a unique approach to consumer segmentation which offers several advantages over other methods: Consumers are grouped together based not on how each of them perceive various brands but rather on which brand imagery attributes are most important to their individual purchase decisions The most important brand perceptions (as well as the least important) are clearly identified for each…
The MACROModel© is a unique approach to new product screening which offers several advantages over other methods: A large number of concepts (50 or more) can be screened at one time Price sensitivity can be calculated for every new product concept screened First year sales can be estimated for every product concept and over a range of prices Price/volume can be individually optimized for…
There are two basic approaches to marketing research: quantitative and qualitative. Quantitative research involves large numbers of respondents, typically 100 or more, and yields results that are representative of the total population. Qualitative research is generally done in the form of focus groups, that is, groups of six to ten respondents at a time carry on a group discussion which…
Segmentation: The Key to Conducting Successful Segmentation Research The goal of segmentation is to divide the total marketplace into subgroups whose members are similar to one another and different from members of other subgroups. The key to conducting successful segmentation research is to define “similar” and “different” in terms that are relevant to the client’s business. For example, a segmentation…
Design elements such as colors, shapes, typefaces, photographs and vignettes can have a powerful effect on the behavior of people exposed to them. There are numerous brand identity and packaging examples which illustrate this. Often, those exposed to the designs are not aware of the effects the designs have on their behavior. The Association Test has been designed to measure…
The Cake Method© is a unique, proprietary approach to trade-off analysis, developed by MACRO Consulting, Inc., which offers several advantages over other conjoint methods: A large number of product features (50 or more) can be included in the model First order interactions can be estimated at both the disaggregate and aggregate levels There is complete control over the experimental design,…
The Logit-Cake Method© is a unique, proprietary approach to choice-based trade-off analysis, developed by MACRO Consulting, Inc., which offers several advantages over other trade-off methods: A large number of product features (50 or more) can be included in the model The heterogeneity problem long associated with aggregate logit models is avoided The traditional advantages of logit models over conjoint models…
Prior to founding MACRO, Mr. McCullough was the senior vice president for a leading international strategic consulting and design research firm. Before that, he was market research manager for a $300 million division of Levi Strauss & Company.
Mr. McCullough has spoken before the American Marketing Association, the Marketing Research Association and various universities on a wide range of marketing topics. He is a past board member of the American Marketing Association, San Francisco chapter, and has been quoted in Canadian Packaging Magazine. He has chaired and lectured at applied multivariate statistics seminars for several years and is a member of numerous professional associations.