POPULUS

POPULUS possesses a heritage of methodological and technological innovation based upon solid research principles. The company regularly participates in industry-level research forums to validate and share its insights. These papers come from a variety of research venues and are presented for informational purposes. For further information on these topics, please contact POPULUS.

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Market Structure Analysis

Market Structure Analysis
Describes Market Structure analysis including cluster analysis and perceptual mapping.

Market Figmentation
There has been much discussion regarding choice of variables to be used in clustering. Many practitioners simply take an entire battery of individual items and -throw them all into the pot. Others, perhaps more thoughtfully, first transform the data to principal component or factor scores. Still others use subsets of individual items, one subset chosen to represent each factor or principal component. This paper examines the relative effectiveness of those three approaches to the selection of variables for clustering.

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Conjoint Analysis

Conjoint Analysis
Description of Conjoint Analysis including collection of trade-off data through a questionnaire, statistical analysis of the data, and market simulation.

Conjoint Analysis on the Internet
Discusses 12 steps to successful data collection via the Internet for business-to-business research.

Condominium Design and Pricing: A Case Study in Consumer Trade-off Analysis
Presents a classic description of Conjoint Analysis and the determination of consumer utility values.

Conjoint Predictions: 15 Years Later
Validation of the application of conjoint measurement to condominium pricing by comparing the utility values owners ascribe to features to the dollar value the market place ascribes to these same features.

An Empirical Comparison Of ACA And Full Profile Judgments
Compares the predictive validity between Adaptive Conjoint Analysis and full-profile conjoint analysis.

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Perceptual Mapping

Perceptual Mapping
Describes basic procedures and techniques for generating and reading perceptual maps.

Current Practices in Perceptual Mapping
This paper uses data from a proprietary Hughes survey to demonstrate the principles which underlie current practices in perceptual mapping using discriminate analysis-based maps. The paper discusses the advantages of using discriminate analysis in creating perceptual maps, criteria for selecting brands and products for respondents to evaluate, and principles for optimizing a perceptual space.

Comparing Perceptual Mapping and Conjoint Analysis
Examines the similarities and differences between an individual-level perceptual map and conjoint analysis.

Perceptual Mapping and Campaign 2000
Perceptual Mapping and Campaign 2000

A Comparison of Correspondence Analysis and Discriminate Analysis-Based Maps
This study compares the abilities of Discriminate Analysis and Correspondence Analysis to recover the true structure of data, using an easy-to-understand data set featuring 20 U.S. cities as products, and 16 compass directions as attributes.

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Laddering

Laddering
This paper discusses the application of Laddering techniques in the development of the advertising strategy for the 1984 Reagan-Bush presidential campaign.

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Brand Stretch Analysis

Predicting Brand Equity: Using Discriminate Analysis-Based Perceptual Mapping
MDA-based mapping is utilized to measure the extent to which subjects can readily transfer the benefits associated with a brand's core franchise to line extensions and other new product opportunities.

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