Marketing celebrates innovation, bold ideas and unconventional thinking. But effectiveness is not driven by novelty alone.  Insights leaders play a critical role in championing what actually works – ensuring marketing delivers lasting business impact.  In this session, Pam will share five evidence-based principles of effective advertising, drawn from an analysis of over 150 academic studies.
Tired of respondents rating most everything as important? Having trouble in cross-cultural research when different countries use rating scales differently? Want a better way to develop needs-based segmentation personas? MaxDiff to the rescue! Join Sawtooth’s Bryan Orme to learn how and why MaxDiff (best-worst scaling) works so well. Take aways How MaxDiff obtains high discrimination, while eliminating scale use bias How to interpret MaxDiff results and present to others Extensions of MaxDiff, including needs-based segmentation (for developing personas) and TURF optimization for optimizing sets of multiple items that reach the most people After the webinar, you can optionally create, field, and analyze your own MaxDiff study using a free version of Sawtooth’s cloud-based survey tool, Discover.