"The results of any research are only as good as the data itself."
Even well-designed research is at risk of many biases, including sampling, non-response, or social desirability bias. They all are reflected in the data collected and if not noticed undermine and distort the results. Regardless of whether the bias lies on the side of the researcher or the respondent, it should be minimized and considered during analysis and interpretation of data. I assist other marketing researchers in identifying and avoiding biases in their studies and consequently regaining confidence in their results.
Moreover, I help to select more appropriate research designs, more reliable measurements, perform more advanced data analyses, and prepare comprehensive reports.
Examples of research: brand research, customer satisfaction, employee satisfaction.
"Communication is everything."
My knowledge of Computer Science, Math and Statistics enables me to bridge gaps between marketing and engineering teams. I communicate the voice of the customer to the development team and work closely with PhD-level engineers to develop innovative features, powerful algorithms and learning systems.
Areas: new feature design, algorithm and machine learning systems development, product testing, competitive analysis, voice of the customer analysis.
"A scientific research process is a prerequisite for the right decisions."
I design and conduct new research aimed at answering any marketing question. I carry out each step of the process diligently, from the selection of the research design and measurements, sampling, data collection up to data analysis and interpretation. This ensures that the study measured what it was intended to measure, the results can be generalized to a wider population and are a reliable basis for making the right decisions.
For the most demanding clients, I utilize implicit techniques, like the Implicit Association Test (IAT), that offer insights into the automatic and subconscious mind and how it responds to marketing activities.
Examples of research: brand research, consumer insights, campaign effectiveness.