Ask The Experts

Ask The Experts2024-01-15T13:32:31-06:00

FAQs and Market Research Insights 101

If understanding the strengths, limitations and nuances of every market research tool was easy, you wouldn’t need us. While we try to keep buzzwords to a minimum at The Olinger Group, to help you speak our language and understand our process, our experts have prepared some answers to the questions we get most.

How is MaxDiff used in market research?2022-12-15T12:25:42-06:00

MaxDiff is a market research technique that is used to understand how people make trade-offs between different options. It is often used to help market researchers understand what features are most important to consumers when they are making a purchase decision. MaxDiff works by presenting respondents with a series of choices and asking them to choose the option that is most important to them. This technique may be used in lieu of a ranking exercies and yields higher quality outcomes. It can be used to understand preferences for products, services, messaging, or even brands. MaxDiff is a powerful market research tool that can help market researchers to understand consumer behavior and make better-informed decisions.

How is Turf Analysis used in market research?2023-11-02T11:50:40-05:00

TURF (Total Unduplicated Reach and Frequency) analysis is a powerful market research technique that allows for the assessment of potential products, services, or messaging to determine where the best opportunities exist for revenue. While other methods, like conjoint exercises, may identify the optimal combination of products and services, TURF will go a step further and identify which products or services consumers are likely to purchase the most. For example, if a MaxDiff exercise were to test a list of amenities to include in a luxury hotel room (and that list could be very long), the outcome of the MaxDiff exercise would be knowing the order of importance of that list to consumers. TURF analysis could then be used to determine which of these items on the list will move the needle in revenue and attract the most customers. This targets not only the product offerings most liked but also helps project which ones will increase profits.

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TURF Analysis: Unlocking Insights for Market Success

Though TURF is an often-overlooked research methodology add-on, it is undeniably one of the most accurate and powerful data tools businesses can utilize to make informed revenue generating and product placement decisions. Also, TURF analysis cannot be utilized as a standalone research methodology. It must always be combined with data from another solution such as MaxDiff, or Conjoint Analysis

TURF analysis utilizes an array of statistical models and techniques derived from other research methodologies to gather data and information on consumer preferences that identify optimal combinations of products offerings, product features, and services. Businesses are then able to interpret this data to make decisions that forecast revenue, maximize sales and improve customer satisfaction.

The data foundation that allows for a TURF calculation to be applied is a binary indication of whether variables “reach” a respondent. It’s through this methodology that TURF analysis unlocks valuable insights in businesses seeking optimization within product portfolios, consumer preferences, and optimizing ROI.

Using TURF Analysis with Qualitative Market Research

Though primarily quantitative, TURF Analysis can complement qualitative research methods to offer a more comprehensive understanding of customer preferences and behavior. Qualitative research delves into the emotional and motivational aspects of consumer choices, providing valuable context that when combined with TURF Analysis, qualitative research enhances decision-making regarding product development, pricing, marketing, and market positioning.

How does TURF Analysis Impact Your Brand?

Product Optimization

TURF analysis offers brands a data-driven approach to enhance their profitability and overall success. It is a valuable tool that can optimize product offerings by identifying the ideal combination of products or features that resonate best with the maximum number of customers, which results in higher sales. This allows brands to focus on the preferred features of products or services, fine-tune their product portfolio, and make the most informed decisions when introducing new products or SKUs.

Marketing and Communications

When utilized for the purpose of improving marketing and communication strategies, TURF Analysis delivers data-driven results that emphasize a brand’s Unique Selling Proposition (USP). Marketing teams are able to implement TURF data into their marketing mix and appeal to the largest customer base with the highest accuracy and allocation of marketing resources.

Maximizing Market Potential

By evaluating all possible combinations of products or services within a specific category, TURF Analysis helps researchers discover which combination of products, services, or features appeal to the highest percentage of total
respondents. This comprehensive overview then enables brands to make informed decisions about product development, distribution, and marketing efforts, ultimately unlocking the full potential of the market.

To discover how TURF Analysis can benefit your brand, connect with The Olinger Group at



What does agile market research mean?2022-11-29T08:10:18-06:00

Agility in market research simply means being able to act quickly and efficiently in order to gain the most insights in the shortest amount of time. In a rapidly changing market landscape, this is essential in order to make informed decisions. Furthermore, agility also means being able to adapt your research methods on the fly in order to keep up with changing market conditions. This could involve anything from switching up your survey questionnaire to conducting real-time focus groups. Ultimately, being agile in market research means being able to think on your feet and move quickly in order to stay ahead of the competition.

How do market research insights help a brand or business?2022-11-29T08:12:04-06:00

Market research plays an important role in helping brands and businesses to understand their customers and to make informed decisions about product development, marketing, and sales strategies. By understanding the needs and wants of their target market, businesses can develop products and services that are better aligned with customer demand. In addition, market research can help businesses to identify new market opportunities and to assess the potential of new products or services. Insights from market research can also help businesses to fine-tune their marketing campaigns and to better understand how customers interact with their brands. Ultimately, market research insights can help brands and businesses to improve their bottom line by making more informed decisions about their products, marketing, and sales strategies.

What is data analysis in market research?2023-09-26T14:17:24-05:00

Data analysis is a critical part of market research. By analyzing data sets, market researchers can identify patterns and trends that can provide valuable insights into consumer behavior. Data analysis can be used to understand how customers interact with a product or service, what motivates their purchase decisions, and what factors influence their satisfaction levels. By analyzing this data, market researchers can make recommendations to businesses about how to improve their products and services. Additionally, data analysis can help businesses to understand their competition and develop strategies for gaining market share.

What should you look for in a full service market research insights company?2022-12-15T12:26:26-06:00

When you’re looking for a full service market research insights company, there are a few things you should keep in mind. First, you’ll want to make sure that the company has experience with the type of market research you need. There’s no use working with a company that specializes in qualitative when you need quantitative or both. Second, you’ll want to make sure that the company is full service, meaning they offer more than just data collection and analysis. The best market research companies will also provide insights and strategies based on their findings. And finally, you’ll want to work with a company that has a proven track record of success. Look for case studies, testimonials from satisfied clients, and interview to see if they have the experienced staff in-house or if it is farmed to another resource.

What do market research companies do?2022-11-29T08:13:58-06:00

Market research is the process of gathering and analyzing data about consumers and the market. Market research companies collect data through surveys, interviews, focus groups, and market analysis. They then use this data to understand consumer behavior, identify market trends, and assess the feasibility of new products and services. In addition, market research firms often provide consulting services to help businesses make better decisions about pricing, product development, and market strategy. As a result, market research plays an essential role in helping businesses and brands grow and succeed.

What are market research companies?2022-12-15T12:26:51-06:00

Market research companies are businesses that conduct market research on behalf of other businesses. Market research is the process of collecting and analyzing data about a target market or audience, typically in order to assess the viability of a new product or service or the level of satisfaction with a current product or service. Market research companies use a variety of methods to collect data, including surveys, focus groups, and interviews. They then analyze this data to identify market trends, insights, and understand consumer behavior. This information is invaluable for businesses/brands that are looking to launch a new product or service, as it can help them to determine whether there is demand for their offering and what pricing and marketing strategies will be most effective.

What is a shop-along and how is it used in market research?2023-12-28T13:39:16-06:00

Market research is vital for businesses to gain insights into customer behavior and preferences. A shop-along is a type of market research that involves accompanying a customer on a shopping trip in order to observe their behavior and decision-making process. In recent years, the scope of a shop-along has expanded to include mobile shop-alongs, which are completed using a mobile app and video and follows the shopper journey remotely. Shop-alongs are extremely valuable for businesses, as it provides an opportunity to see firsthand how customers interact with products and make purchasing decisions. Shop-alongs can also be used to gather data on loyalty programs, store layout, design elements, signage, and customer service. While they can be time-consuming and expensive to conduct, shop-alongs can provide invaluable insights into the customer experience that are available from an online survey.

How effective are online surveys when it comes to finding hard-to-reach populations?2022-11-29T08:15:06-06:00

Online surveys have become the go-to tool for gathering market research insights. They are often seen as a more efficient and cost-effective alternative to traditional methods like telephone surveys. However, online surveys have one potential downside: they may be less effective at reaching hard-to-reach populations. This is because people who are harder to reach are less likely to be found in panel sample. As a result, online surveys may produce a bias against these groups. There are ways to mitigate this problem, such as weighting the data or using quota sampling. Additionally, there may be specialty panels made up of this hard-to-reach population, such as patients with a condition, etc. While these specialty panels are significantly more expensive, they typically have enough of a concentration to allow for a robust sample.

When should a focus group be used over in-depth interviews?2022-12-15T12:27:32-06:00

Qualitative market research is an important tool for businesses of all sizes. It can help you uncover insights that a survey may not reveal. There are a number of different qualitative market research techniques, each with its own advantages and disadvantages. In-depth interviews are great for gathering detailed information from a small number of people. They are intimate and allow the moderator to probe on topics at an individual level, something that isn’t possible in a focus group. However, in-depth interviews can be time-consuming and difficult to recruit if the audience is one that is hard to reach. Focus groups offer an efficient way to gather feedback from a larger number of people. They also provide an opportunity for participants to interact with each other and share their insights. However, focus groups can be affected by group dynamics, and it can be difficult to ensure that everyone has a chance to voice their opinion. When deciding which market research technique to use, it’s important to consider your budget, timeline, and objectives. In some cases, a focus group may be the best option. In others, an in-depth interview may be more appropriate.

How are online panels used in market research?2022-11-29T08:57:17-06:00

Online panels are used in market research as a tool to collect information from a group of people who have been recruited to participate in the research. Panelists typically provide their contact information and demographic information, and they may be asked to participate in surveys, interviews, or focus groups. Online panels can be used to gather data about customer satisfaction, product development, market trends, and more. While online panels are a great way to collect data, they do have some limitations. For example, online panels cannot be used to reach people who do not have access to the internet. In addition, online panelists may not be representative of the general population. Nonetheless, online panels are a valuable tool for market researchers especially in being able to conduct agile research projects.

What is fielding or data collection in market research?2022-12-15T12:27:58-06:00

Fielding or data collection in market research is the process of gathering information from a targeted audience (consumers, B2B decision-makers, patients, etc.) in order to better understand their needs and wants. This can be done through a variety of methods, such as surveys, interviews, focus groups, and observation. Market researchers use this information to develop marketing, communication, or business strategies that will appeal to the target market or audience. In addition, data collected through market research can also be used to improve products and services. For example, with an improved understanding of consumer behavior companies can make necessary changes in order to better meet consumer needs. As a result, market research plays an important role in ensuring that businesses are able to prosper.

How do segmentation studies work?2022-10-20T12:47:48-05:00

Market research is an essential tool for businesses, helping them to understand their customers and make better-informed decisions. Segmentation studies are a type of market research that involves dividing the market into different groups, based on factors such as demographics, needs, and behaviors. This can be helpful for businesses because it allows them to tailor their products and services to specific groups of people. For example, a luxury brand might segment its market based on income levels, so that it can target its advertising towards people who can afford its products. Segmentation studies can also provide insights into trends and changes in the market, which can help businesses to stay ahead of the competition.

How do you use discrete choice in market research?2022-12-15T12:31:22-06:00

Discrete choice is a market research technique that allows respondents to choose between different hypothetical options. It is often used to study consumer preferences. Discrete choice experiments typically involve presenting respondents with a series of choices between two or more products or services, and asking them to select the option they would be most likely to purchase. The exercise is repeated with different scenarios offered. The resulting data can provide valuable insights into what factors influence consumer decisions. In recent years, discrete choice has become increasingly popular as a tool for market research. As marketplaces become more complex and consumers have more options to choose from, understanding consumer preferences is essential for any business that wants to succeed. While discrete choice may not be the only market research technique available, it is certainly one of the most powerful.

What are insights and how are they used in relation to market research?2022-12-15T12:33:02-06:00

In market research, an insight is defined as a deep understanding of a market, competition, or consumers. Insights are used to inform strategic decisions and guide marketing initiatives. For luxury brands and healthcare companies, insights are particularly important because they can help identify unmet needs and target underserved segments. Brands often use research that compares their brand to its competitors in order to understand how it is perceived by consumers. It can also provide valuable insights into which features are most important. By using market research to generate insights, brands can make informed decisions that help them stay ahead of the competition.

What are in-depth interviews in market research?2022-12-15T12:33:31-06:00

In market research, in-depth interviews are a type of qualitative research in which extensive one-on-one interviews are conducted in order to gather detailed information and insights about a particular topic. In-depth interviews are often used with luxury brands or healthcare companies, as they provide a more personal level of interaction that can be difficult to achieve with other research methods. The interviewer will usually ask several open-ended questions in order to encourage the respondent to share their thoughts and feelings on the subject. In-depth interviews can be conducted in person, over the phone, or online. Market research firms typically use in-depth interviews as part of a larger market research project in order to gain a better understanding of consumer or patient behavior.

What are ethnographies in market research?2022-12-13T12:57:21-06:00

Ethnographies are a type of market research that focuses on observing and documenting people’s cultures, behaviors, and lifestyles. Ethnographers typically spend extended periods of time living in the communities they study, in order to gain an in-depth understanding of their customs and beliefs. When adapting ethnographies to market research, a moderator will spend time at a participants home and may even follow them as they go about their daily routine. Some hybrid approaches to ethnographies include shop-alongs and in-depth interviews along with observation research. Ethnographies can be extremely valuable in getting a unique perspective that may have been taken for granted or not as evident in survey data or focus groups. By understanding the culture, challenges, and lifestyle of customers, patients, consumers, or members, brands can develop marketing strategies, products, or services that are more likely to resonate with them. Additionally, ethnographies can help brands to identify lucrative new market segments that may have previously gone unnoticed. As a result, market researchers who specialize in ethnography are highly sought-after by brands looking to expand their reach.

What does a moderator do in market research?2022-12-15T12:33:52-06:00

A market research moderator is responsible for conducting qualitative market research studies and focus groups in order to gather insights. The moderator is responsible for developing the market research strategy, designing the discussion guide, formulating the recruiting criteria, moderating the qualitative research study, analyzing the results, and interpreting the data into actionable insights . In addition, the moderator consults with key stakeholders to incorporate real-time feed back to the discussion guide. Ultimately, the goal of the market research moderator is to pull out the insights from the participants that tell the story of the research.

How are focus groups used in market research?2022-10-20T12:48:00-05:00

Focus groups are commonly used in market research, especially when it comes to talking about sensitive topics or introducing new ideas and concepts. This is because focus groups provide insights that surveys and other research methods might miss. For example, focus groups can help to uncover the emotional reasons behind why people purchase certain products. They can also provide insights into how potential customers might react to a new product or marketing campaign. As a result, focus groups can be an invaluable tool for brands that are looking to gain a better understanding of their target market.

What is brand awareness research?2022-11-29T08:18:39-06:00

Brand awareness research is a type of market research that helps businesses to understand how well their brand is known in the market and what associations consumers have with it. Insights from brand awareness research can help businesses to understand what consumer perceptions are around their brand, where there is scope for improvement, and how to increase brand awareness amongst their target audience. Ultimately, brand awareness research is an important tool for businesses to understand how their brand is performing in the market and to make strategic decisions about how to improve its position.

How does market research measure brand image and brand usage?2022-11-29T08:19:12-06:00

Market research is essential for understanding how customers perceive a brand. Through market research, businesses can gather insights into customer behavior and preferences. This information can then be used to shape marketing initiatives and improve the overall brand experience. One common way that market research measures brand image is through surveys. Survey respondents are asked to rate the brand on various attributes, such as quality, trustworthiness, and value. Brand usage is another important metric that market researchers track. This refers to the extent to which customers use a particular brand in their daily lives. For example, market researchers may measure brand usage by tracking the number of times a customer purchases a product or visits a store. Luxury brands, in particular, place a great deal of emphasis on market research. By understanding how customers interact with the brand, luxury businesses can ensure that they are providing an optimal experience and delivering on their promises.

How do you do market research with consumers?2022-11-29T08:19:32-06:00

Anyone who’s ever worked in market research knows that it’s a vital tool for understanding what consumers want and need. But how do you actually go about conducting market research with consumers? If you’re working with luxury brands, it’s important to be able to target the right consumers and get insights from them that will be useful for your brand. There are a few different ways to do this. One way is to use focus groups. You can bring together a group of potential customers and/or current customers and ask them questions about your brand, what they think of it, and what they would like to see from it. Another way to conduct market research is to survey them to gather insights on how to best attract and retain them. The key in all of these efforts is getting qualified consumers in the study. This is done by using screening questions in the survey and recruiting process. Only those that qualify for the study end up participating and sharing feedback on the topic. Whatever method is choosen, market research is an essential part of understanding what luxury consumers want and need.

What is primary market research?2022-11-29T08:19:54-06:00

Market research is critical for any business that wants to stay ahead of the competition and understand the needs of their target market. But what exactly is market research? Put simply, market research is the process of collecting data about the needs, wants, and behaviors of your target market or target audience. This data can be collected in a variety of ways, but the most common methods are surveys, interviews, focus groups, and observations. Brands rely heavily on market research to gain insights into the ever-changing needs of their customers, consumers, patients, or members. Primary market research is a type of market research that is collected for a brand and customized to the business objective instead of using data from a secondary information source. This means that businesses can control the focus of the study, the target audience, and tailor the insights on strategic recommendations directed at their business.

What is quantitative research?2022-11-29T08:20:12-06:00

Anyone who’s ever worked in market research knows that there are two main types of research: qualitative and quantitative. Qualitative research is all about gathering insights through tools like focus groups and in-depth interviews, while quantitative research is focused on hard data. But what exactly is quantitative research? Quantitative market research utilizes numerical data collected via a quantitative survey, questionnaire, or poll. The collected data is then analyzed (looking for patterns and insights to be able to report significant findings). The insights gleaned from quantitative studies and data can explain past behavior and preferences or predict future behavior and interest in new services. products. & messaging. Quantitative research is an essential tool for any marketer who wants to understand how to better server their customer and attract new customers.

What is qualitative research?2022-12-15T12:34:43-06:00

When it comes to market research, there are two main types of research: qualitative and quantitative. Qualitative market research is all about generating insights and understanding people’s opinions and behaviors. It’s often used to explore new ideas or to get a better understanding of sentiment towards a brand or service. It is used to gather the “why” behind human behavior. Common qualitative methods are focus groups, in-depth interviews, ethnographies, and shop-alongs. In contrast, quantitative market research focuses on measuring things like satisfaction levels and likelihood to recommend (most commonly through online and telephone surveys). While both types of market research have their place, qualitative market research is often seen as an important exercise when it comes to understanding concepts and experiences. Insights gleaned from qualitative research can be valuable in helping to shape brand strategy. As a result, qualitative market research is an essential tool for any marketer looking to gain a deeper understanding of their target audience.

What are the main ways to do market research?2022-11-29T08:20:52-06:00

Any business looking to market a product or service first needs to understand its target market. This can be accomplished through market research, which is the process of gathering information about consumers and the market. There are a number of ways to conduct market research, and the most effective approach depends on the type of product or service being offered. For example, luxury brands typically rely on market research insights to understand how to better appeal to their target market. Conversely, more mass-market brands may use focus groups or surveys to gather information about consumer preferences in general. Ultimately, the goal of market research is to gain a better understanding of the market in order to make more informed marketing decisions.

What are brand insights and how are they used?2022-11-29T08:21:08-06:00

Brand insights are the observations that market research professionals make during and after conducting market research. These observations allow market researchers to identify patterns and trends in customer behavior. Brand insights can be used by businesses to improve their products and services, understand their target market, and develop more effective marketing strategies. For example, a luxury brand might use brand insights to better understand why its target market is attracted to luxury goods. Market research firms often sell brand insights to businesses that wish to gain a competitive edge in their industry.

How is market research used?2022-11-29T08:21:27-06:00

Market research is essential for brands seeking to maintain a competitive edge. By understanding the preferences of their target market, luxury brands, healthcare, or health & wellness companies can tailor their products and marketing messages to appeal to their customers. Market research can also provide insights into customer satisfaction levels, helping brands to identify areas where they need to improve. In addition, market research can help brands to track changes in customer behavior over time, allowing them to anticipate and adapt to shifts in the market. As a result, market research is a powerful tool that luxury brands, healthcare, and health & wellness companies can use to gain a deeper understanding of their customers and stay ahead of the competition.


The Olinger Group Analytics Team draws on the full range of analytic methods to exhaust the descriptive and explanatory power of every client’s data, whether obtained from primary or secondary data collection, or gleaned from the client’s existing internal sources.

Years of teaching and research experience guarantee obtaining, scoring, analyzing and reporting the data that speaks most directly to the research objectives.

Whether your project requires advanced behavioral modeling, sophisticated econometric parameter estimation, or simple banners and tabs, The Olinger Group will know what you need, how to get it, and communicate it in ways you can understand, enabling you to appropriately act on results.

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