Archives of #Ken Mison

Man circling a group on people on a window

when normative isn’t normal

One of the most common questions asked of market research is “how do my results compare to others?”  In-survey benchmarking and normative data held by research suppliers are the most common ways to answer the question about your results relative to others. In this article we want to highlight some of the challenges that we […]

aspirational brand attraction looks like this

One of the more common ways we can misidentify a brand’s potential market share is to overestimate how many non-customers are actual prospects.  In many categories, aspirational attraction or desire is a real issue as people report wanting to or being willing to purchase a brand. We recently worked in a retailer category using the […]