How To Start Using Your Data

Optimization Group Blog

8 Things You Need To Know About Concept Testing

Posted by Isaiah Adams

September 16, 2014

Whether you’re new or experienced with concept testing, it’s always nice to be familiar with some of the “tricks of the trade” or best practices. Below, in Q&A format, you’ll find insight into some of the frequently asked questions around concept testing.

Topics: Messaging, Idea Optimization

What The Apple Watch Means For Market Research

Posted by Isaiah Adams

September 11, 2014

Smart watches are nothing new. They even date back to as early as 1972. On Tuesday, Apple’s highly anticipated iPhone 6 launch party unveiled their “next big thing” – the Apple Watch. Other powerhouse companies such as Samsung, Sony, Motorola are already players in the smart watch space. So why are people flipping over cars in the streets with excitement over Apple’s latest announcement? Besides the fact that Apple has an incredible track record for creating products that revolutionize our daily lives, Apple’s latest release is exciting because it shows us that they still understand what it takes to make “magic” happen.
When the iPhone was first released it was not ‘great’ because it had a clean design, intuitive user interface, and new apps; but rather it furthered our ability to integrate and sync our lives together. Not only could we now automatically sync our phone’s treasured files seamlessly with our desktop computer but apps were now communicating with each other better than ever before. That’s where the magic happened. Apple gave us the ability to sync what were previously separate worlds into one, unified universe.

Topics: Marketing Research

An Introduction To Using Prediction Markets For Market Research

Posted by Isaiah Adams

September 8, 2014

Prediction markets, a.k.a. predictive markets, collect and aggregate the knowledge and judgment of a random, diverse group around a specific event or concept for the purpose of making predictions. Prediction markets are most commonly associated with political elections or the stock market. In recent years, prediction markets are becoming more prevalent in the market research industry. Let’s look at some of the fundamental questions surrounding this exciting methodology.

Topics: Prediction Markets

Social Media ROI: Understanding Social Data

Posted by Isaiah Adams

September 3, 2014


Understanding The Social Data Landscape

Social media ROI is a hot topic. As you may know, one of our strengths is rigorously measuring the return on marketing investment. Social media falls under the overall “marketing umbrella.” When we’re working with a client on measuring marketing ROI, one of the first things we do with them is sit down and figure out what data they have. Sometimes a client wants a specific question answered but they don’t have the right data to answer it. When measuring marketing ROI don’t just search for a single number that sums up your entire marketing effort. Instead, it’s better to ask specific questions like:
  • Am I spending enough or too much? 
  • Where should I be spending my marketing dollars?
The bad news is that most social media data is classified as “unstructured data” – meaning that it’s highly unorganized and hard to automatically extract meaningful insights. Let’s spend some time taking a closer look at which social metrics you should be tracking (organized by structured or unstructured), and some of the challenges, advantages, and opportunities for each of them.

Topics: Social Media

How The U.S. Military Optimized Their Marketing Investments

Posted by Isaiah Adams

August 21, 2014



Optimization Group had previously conducted analyses with a branch of the U.S. Military to estimate how media spending (both investment levels and media mix) contributed to Enlisted Personnel Lead Generation and Contract Conversion. These analyses were based on data from a timeframe before the recent recession (2003-2006).
Years later, in the middle of the recession, we re-evaluated the findings from these analyses and noted a few “blindspots”. One of the key “blindspots” was the impact of the recessionary economy. Several other important “blindspots” emerged.

Topics: Government

Optimization Group awarded GSA contract

Posted by Isaiah Adams

August 20, 2014

After years of successful contracting with federal agencies, Optimization Group is now an approved GSA vendor. What does this mean for you? Federal agencies can now order market research services from us while knowing:
  • Our rates have been pre-negotiated to give you the best rate
  • All legal obligations have been satisfied by GSA
  • Our quality has been thoroughly vetted by GSA
Learn about our government experience and capabilities by viewing our GSA Price List.
What is a GSA Schedule?
GSA Schedules are a fast, easy, and effective way for government agencies to order from vendors. GSA Schedules can be thought of as a collection of pre-negotiated contracts. Any government agency can quickly and safely order services directly from Optimization Group.
In order to become a certified GSA contract holder, GSA thoroughly evaluated our technical capabilities and negotiated our rates. Government agencies thus can be confident in our ability to provide cost-effective, high-quality services, while knowing that all legal obligations have been satisfied by GSA.

Topics: OG News

The Secret Sauce of Creative Problem Solving

Posted by Isaiah Adams

August 6, 2014

Over the last few years, we’ve combed the literature on the creative process. Our goal was to better understand how an effective creative process works in order to transform these learnings into an online research tool. Along the way, we discovered several key ingredients that continued to pop up in the literature. To save you from reading hours of academic papers, here are a few things we’ve found to be extremely important in the creative process.

Topics: Idea Generation, Crowdsourcing

Business Intelligence or Business Analytics?

Posted by Isaiah Adams

July 30, 2014






By Jim Kenyon


Business Intelligence and Business Analytics vendors have their definitions. Consultants have theirs. Senior management has yet another understanding. You just want to get answers to the problems you face and make better decisions. Business Intelligence and Business Analytics, or BI and BA as they are commonly abbreviated, have been around for some time. The term Business Intelligence has been with us since 1865 when Richard Millar Devens wrote his definition in the Cyclopædia of Commercial and Business Anecdotes. Business Analytics has early roots in the late 1800s but only became something we would recognize today in the 1960s in the form of computer-based Decision Support Systems.

To be sure, the terms have morphed over time. Traditional Business Intelligence vendors, like SAP, Oracle, and IBM, have extended their BI platforms to include predictive analytics features that were formerly the sole purview of Business Analytics tools, further blurring the lines. Let’s explore the terms a bit more, find the overlap and differences, and, hopefully, help you understand how these tools can inform and improve your business decisions.


Topics: Data Analytics

Best Applications of Conjoint Analysis

Posted by Isaiah Adams

July 25, 2014


We talk about Conjoint Analysis quite often. Partly because it’s something we know very well but mainly because it’s such a powerful technique. The core principle behind Conjoint Analysis is that purchase decisions are not purely rational. There is often an emotional or irrational component. It’s very hard to measure the irrational side of decision making with direct question approaches such as those used in surveys or focus groups. Optimization Group’s CEO, Jeff Ewald, says it best, “If you ask a rational person a rational question, you’ll get a rational answer.” Studies have shown that people struggle to accurately communicate what is driving their purchase behavior when asked a direct question.


Topics: Conjoint Analysis

Does Your Marketing Data Tell The Whole Story?

Posted by Isaiah Adams

July 15, 2014


“What is the ROI of my Marketing?” – every CMO


A great way to start answering this question is by looking at the data you already have. Things like TV ad buy records, lead data, social media, sales data, etc. If you’ve been tracking these sorts of metrics, particularly for at least 3 years, you’re in pretty good shape. However, does your internal marketing data tell the whole story behind the ROI? Not at all. Marketing doesn’t operate in a vacuum, so why should we assume it does when we’re measuring ROI?

External variables have a significant impact on marketing success. By way of example, let’s look at some of the external variables that have been statistically proven to impact the ROI of some of our clients. As you read through these examples, think about which external variables might have an impact on your business.


Topics: Data Analytics, Return On Marketing Investment

Related Posts:

Subscribe via E-mail


An NGMR Top Blog

Follow Us on Linkedin