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Notre fondateur

Paul Richard McCullough est le fondateur et président de MACRO Consulting, Inc. qui offre, depuis sa création en 1987, des services -conseils de pointe en recherches marketing et analyses statistiques avancées.

Depuis le début de sa carrière en 1977, M. McCullough participe activement au développement et à l’évaluation d’une variété d’importants programmes en marketing, dont :

  • Segmentation de marché
  • Configuration de nouveaux produits
  • Stratégies publicitaires et de communication autour de l’emballage
  • Conception de nom de marque, modification de nom de marque et stratégie d’approbation par l’entreprise
  • Positionnement et repositionnement de la marque

Avant de fonder MACRO, M. McCullough a été le vice-président de Cheskin Associates, leader mondial en stratégies de recherche marketing. Il a ensuite poursuivi sa carrière en tant que directeur de recherche marketing d’une division de Levi Strauss & Company qui fait un chiffre d’affaires de plus 300 millions de dollars.

M. McCullough a également eu l’occasion de faire des conférences et des présentations sur différents sujets de marketing avec l’American Marketing Association (AMA), la Marketing Research Association (MRA) et diverses universités. Il a également siégé au conseil d’administration de l’Association Américaine de Marketing, branche de San Francisco et a été cité dans le Canadian Packaging Magazine. Durant plusieurs années, il a fait des conférences et animé des colloques sur l’application des analyses statistiques multivariées. Il est également membre de diverses autres associations professionnelles.

M. McCullough est titulaire d’un master en administration des affaires de l’Université Pepperdine et d’une maîtrise en sciences mathématiques de l’Université de Californie à Davis. Il a également fait des études supérieures en mathématiques à l’Université de Californie à Berkley et à Santa Barbara.

Nos clients américains incluent :

  • 3Com
  • Apple
  • AT&T
  • Autodesk
  • Bank of America
  • Bay Area Rapid Transit District
  • Best Western International
  • Bridgewater Consulting Group
  • Brøderbund Software, Inc.
  • Chevron U.S.A.
  • Del Monte Foods
  • DFS Group Limited
  • Diamond Walnut Growers of California
  • Diefenbach – Elkins

Accéder à notre liste de clients ici

Un aperçu de nos clients internationaux :

  • Agropur – Montréal, Québec, Canada
  • Auger Babeux – Montréal, Québec, Canada
  • Bleu blanc rouge – Montréal, Québec, Canada
  • Catelli, Inc. – Montréal, Québec, Canada
  • Epicier’s Metro-Richelieu – Montréal, Québec, Canada
  • Five Roses Flour – Montréal, Québec, Canada
  • Habitant Marinated Products – Montréal, Québec, Canada
  • Habitant Sauces – Montréal, Québec, Canada
  • Habitant Soups – Montréal, Québec, Canada
  • Salomon -Annecy, France
  • Télévision Quatre Saisons – Montréal, Québec, Canada

Accéder à notre liste de clients ici

Articles publiés

Articles marketing d'affaires - Technique

A Method For Handling a Large Number of Attributes in Full-Profile Trade-Off Studies, 2000 Advanced Research Techniques Forum, June 2000, Monterey, CA.

A User’s Guide to Conjoint Analysis, Marketing Research, Summer 2002.

Abbreviated Task Sets: Estimating Disaggregate Choice Models With Extremely Few Tasks Per Respondent, Canadian Journal of Marketing Research, 2003.

An Examination of the Components of the NOL Effect in Full-Profile Conjoint Models, 2000 Sawtooth Software Conference Proceedings, March 2000, Hilton Head Island, SC.

Brand Imagery Measurement: Assessment of Current Practice and a New Approach, 2013 Sawtooth Software Conference Proceedings, October 2013, Dana Point, CA.

Comment on Kilroy and Williams, 2000 Sawtooth Software Conference Proceedings, March 2000, Hilton Head Island, SC.

Comparing Hierarchical Bayes and Latent Class Choice: Practical Issues for Sparse Data Sets, 2009 Sawtooth Software Conference Proceedings, March 2009, Delray Beach, FL.

Getting the Most Bang From the Fewest Questions: A New Approach to Designing and Analyzing Conjoint Studies, 2003 PMRS Conference Proceedings, April 2003, Vancouver, B.C.

ImageQ© : An Individual-Weighted Brand Imagery Importance Approach to Consumer Segmentation, Marketing Research (textbook), by Hair, Bush and Ortinau, McGraw-Hill Companies, College Division, copyright 2000.

Putting the Why Into Conjoint: A Proposed Enhancement to Conjoint Analysis, 2004 PMRS Conference Proceedings, May 2004, Toronto, Ontario.

The Number of Levels Effect: A Proposed Solution, 1999 Sawtooth Software Conference Proceedings, February 1999, San Diego, CA.

Trade-off Analysis: A Survey of Commercially Available Techniques, Quirk’s Marketing Research Review, February 1998.

Trade-off Study Sample Size: How Low Can We Go?, 2001 Sawtooth Software Conference Proceedings, September 2001, Victoria, BC, Canada.

What’s Wrong With Larry’s Argument?, Marketing Research, Spring 2002.

Articles marketing d’affaires – Intérêt général

A High-Tech Crystal Ball: How to Predict (and Shape) Your New Product’s Future, The Advertiser, February/March 1999.
–, Quirk’s Marketing Research Review, May 1999.

A Taxonomy and Assessment of Current Market Research Conferences in North America: A Bayesian Approach to Modeling the Conference Selection Dynamic, GreenBook Blog (greenbookblog.org), October 12, 2012.

Are Methodologists Becoming Irrelevant?, Quirk’s Marketing Research Blog (researchindustryvoices.com), March 26, 2013.

Business Ethics: Where Did They Go?, East Bay Business Times, July 14, 2000.
–, San Jose Business Journal, August 25, 2000.
–, Central New York Business Journal, November 3, 2000.
–, Tinytown Gazette, February 7, 2001.
–, Springhill Review, September 2001.

Exploiting Human Nature: How to Successfully Market High-Tech New Products, Marketing News Magazine, February 1 1999.
–, Market Watch, May 1999.
–, Sales and Marketing Executive Report, February 3 1999.

Getting Back to Basics Mixed Modal is Garbage, GreenBook Blog (greenbookblog.org) March 12, 2014.

Market Research on the Web: Guidelines for Success, Strategy Magazine, 31 August 1998.
–, Communication World, October/November 1998.
–, Sales and Marketing Executive Report, 1 March 1999.

McCullough’s Laws: First Principles of Commercial Data Analysis, Quirk’s Marketing Research Review, January 2007.

The Florida Recount: Lessons in Marketing Research, Quirk’s Marketing Research Review, March 2001.

The World Wide Web: Radical Revolutionary, San Jose Business Journal, May 19, 2000.
–, Tinytown Gazette, March 7, 2001.

Three and a half Steps to Statistical Success, Quirk’s Marketing Research Review, December 1997.

Web-based Market Research: The Dawning of a New Age, Marketing News Magazine, September 14 1998.

Why Market Research Is a Waste of Money (And What You Can Do About It), Marcom Today, November, 1999.
–, Quirk’s Marketing Research Review, February 2000.

Marketing Research Magazine - Rubrique 'Beg To Differ'

A Fundamental Error, Summer 2010.

A Taxonomy and Assessment of Current Market Research Conferences in North America: A Bayesian Approach to Modeling the Conference Selection Dynamic,  Winter 12, 2012.

Brand Halo: The Elephant in the Room – The good news is that it isn’t that hard to get him to move, Spring 2012.

Bring Your Survey Design Out Of The Dark Ages., Spring 2010.

Insights and Opportunities: Focus Groups yield results that quantitative methods just can’t match, Winter 2011.

Is Max/Diff Really All That?, Fall 2010.

Single Task Choice: Pipe Dream or Possibility?, Spring 2011.

The Fall of the New Rome, Summer 2011.

The Perils of Online Surveys, Fall 2011.

The Roles and Goals of Market Research, Summer 2012.

The System Is Set Up To Reward the Appearance of Substance, Summer 2012.

The Three Little Suits: A Fairy Tale. When it comes to analyzing research findings, not every story has a happy ending,, Winter 2010.

Conférences

A Brief History of Trade-Off (Chairman’s Opening Remarks-Day 1), Conjoint and Choice Based Modeling Essentials: A Tools and Techniques Forum, IIR, May 18, 2001, Atlanta, GA.

A Method For Handling a Large Number of Attributes in Full-Profile Trade-Off Studies, 2000 Advanced Research Techniques Forum, June 2000, Monterey, CA.

An Examination of the Components of the NOL Effect in Full-Profile Conjoint Models, 2000 Sawtooth Software Conference, March 2000, Hilton Head Island, SC.

An Introduction to Multivariate Analysis, with John Wurst, PhD., Modeling For Impact: Drill-Down Tutorials for Market Researchers, IIR, December 7, 2005, Miami, FL.

Beyond Choice: How Purchase Frequency and Product Options Affect Sales Forecasts, Conjoint and Choice Based Modeling Essentials: A Tools and Techniques Forum, IIR, May 18, 2001, Atlanta, GA.

Brand Imagery Measurement: Assessment of Current Practice and a New Approach, 2013 Sawtooth Software Conference Proceedings, October 2013, Dana Point, CA.

Comment on Foytik, 1999 Sawtooth Software Conference, February 1999, San Diego, CA.

Comment on Kilroy and Williams, 2000 Sawtooth Software Conference, March 2000, Hilton Head Island, SC.

Comparing Hierarchical Bayes and Latent Class Choice: Practical Issues for Sparse Data Sets, 2009 Sawtooth Software Conference, March 2009, Delray Beach, FL.

Conjoint Workshop, Applications of Marketing Research Seminar, Universal Responses Corporation, January 2007, San Francisco, CA.

Everything You Need to Know About MaxDiff, Survey Analytics Webinar, October 28, 2014.

Factor Analysis and Segmentation Tutorial, Applications of Marketing Research Seminar, Universal Responses Corporation, January 2007, San Francisco, CA.

Factor Analysis and Segmentation Workshop, Applications of Marketing Research Seminar, Universal Responses Corporation, January 2007, San Francisco, CA.

How To Get the Most Bang From the Fewest Questions: A New Approach to Designing and Analyzing Conjoint Studies, 2003 PMRS Conference Proceedings, April 2003, Vancouver, B.C.

In Search of Covariates That Matter: Refining the Upper Level in HB Models, 2014 Advanced Research Techniques Forum (AMA), June 2014, Santa Fe, NM.

Practical Applications of Structural Equation Models, Modeling For Impact: Drill-Down Tutorials for Market Researchers, IIR, May 9, 2005, San Francisco, CA.

Putting the Why Into Conjoint: A Proposed Enhancement to Conjoint Analysis, 2004 PMRS Conference Proceedings, May 2004, Toronto, Ontario.

Seeing the Future: How to Use Conjoint Analysis for Fun and Profit, Applications of Marketing Research Seminar, Universal Responses Corporation, January 2007, San Francisco, CA.

Structural Equation Modeling: Linking Advertising Impact to Total Revenues, Modeling For Impact: Drill-Down Tutorials for Market Researchers, IIR, December 1, 2004, Miami, FL.

The Number of Levels Effect: A Proposed Solution, 1999 Sawtooth Software Conference, February 1999, San Diego, CA.

Trade-off Study Sample Size: How Low Can We Go?, 2001 Sawtooth Software Conference, September 2001, Victoria, BC, Canada.

Unexplained Variance or How to Avoid Getting Hit Over the Head by Granma, (Chairman’s Opening Remarks-Day 1), Modeling For Impact: Drill-Down Tutorials for Market Researchers, IIR, December 1, 2004, Miami, FL.

Unexplained Variance or How to Avoid Getting Hit Over the Head by Granma, (Chairman’s Opening Remarks-Day 1), Modeling For Impact: Drill-Down Tutorials for Market Researchers, IIR, May 9, 2005, San Francisco, CA.

What’s New in Advanced Quantitative Methods, Modeling For Impact: Drill-Down Tutorials for Market Researchers, IIR, December 9, 2005, Miami, FL.

Which Tool Should I Use? (Chairman’s Opening Remarks-Day 2), Conjoint and Choice Based Modeling Essentials: A Tools and Techniques Forum, IIR, May 18, 2001, Atlanta, GA.

Livres blancs

Bring Your Survey Design Out Of The Dark Ages, A MACRO White Paper, Spring 2010.

ImageMD: A superior way to measure Brand Imagery, A MACRO White Paper, ©2013.

ImageQ: An Individual-Weighted Brand Imagery Importance Approach to Consumer Segmentation, A MACRO White Paper, ©1993.

MACROModel©: A Price Sensitivity and Volumetric Approach to New Product Concept Screening, A MACRO White Paper, ©1995.

Segmentation:  The key to conducting successful segmentation research, A MACRO White Paper, ©2016.

The Association Test, A MACRO White Paper, ©1988.

The Cake Method©: A Proprietary Hybrid Conjoint Approach, A MACRO White Paper, ©1996.

The Logit-Cake Method©: A Proprietary Hybrid Choice-Based Approach to Trade-Off, A MACRO White Paper, ©1996.

Quantitative vs. Qualitative Marketing Research: A Position Paper, A MACRO White Paper, ©1988.

What are Structural Equation Models: A Brief Introduction, A MACRO White Paper, ©2012.