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Wisconsin Things
At Advantage Research we have been proudly serving our clients’ needs since 1992. While we’ve done work all over the globe for all kinds...
Max Gutbrod
Aug 2, 2022
Research Spotlight: Segmentation
In today’s competitive landscape, companies are vying for their customers’ loyalty and share of wallet. One way to ensure that your...
Max Gutbrod
Jul 11, 2022
Research Spotlight: Agile Research
If you’ve talked to anyone in the market research industry in the past couple of years about what’s new and exciting, you probably heard...
Max Gutbrod
Jun 13, 2022
Back in 1992...
Advantage Research is proud to be celebrating our 30th anniversary in 2022! As part of the celebration, we thought it would be fun to...
Max Gutbrod
May 25, 2022
Five Facts About Our Office
This year Advantage Research is celebrating 30 years in business, partnering with companies to deliver data driven insights. And while...
Max Gutbrod
Apr 19, 2022
One Good Question, Millions of Bad Answers
It has never been so easy to find an answer to a question you have. It’s so easy, that one of the most widely accessible tools for...
Max Gutbrod
Feb 23, 2022
Critical Thinking series: False Causes
Perhaps most fundamentally, market research is in the business of drawing connections. We examine the data and look for patterns, and if...
Max Gutbrod
Jan 18, 2022
Critical Thinking series: Anecdotal Evidence
Stories are one of the most important technologies in the history of the human race. Consider that at one point, before the internet,...
Max Gutbrod
Dec 7, 2021
Critical Thinking series: The Genetic Fallacy
Can a great chef really come from anywhere? In every competitive marketplace, one of the most reliable ways to differentiate and get...
Max Gutbrod
Nov 30, 2021
To Flip Or To Flop
We want to appear definitive in our beliefs. We want to exude confidence when arguing for and defending our points of view. We fear it...
Max Gutbrod
Nov 17, 2021
Research Is Optimism
Speaking very broadly about human history, it has only been recently that we have been able to do research at all. Before the scientific...
Max Gutbrod
Oct 27, 2021
Statistical Significance: Four Simple Ways to Understand Complicated Stats
Originally published August 2021 Statistical significance: just these words alone are often enough to make marketers anxious when diving...
Max Gutbrod
Oct 13, 2021
Research Spotlight: Online Qualitative
Originally published June 2021 Qualitative research is the best approach to explore in-depth the "WHY" behind human behaviors as they...
Max Gutbrod
Oct 6, 2021
Research Spotlight: Observational Research
Originally published May 2021 As we begin to re-emerge from COVID, observing customers in person will soon be feasible again....
Max Gutbrod
Sep 29, 2021
Research Spotlight: Pricing Research
Originally published April 2021 Organizations spend countless hours developing and refining innovative new products and services to bring...
Max Gutbrod
Sep 22, 2021
Research Spotlight: Choice Modeling
Originally published February 2021 When working on launching a new product or service, there are important questions that need to be...
Max Gutbrod
Sep 15, 2021
20 Axioms For Pursuing Truth
Great analysis is as much about our perspective when we consume information as it is the content of that information to begin with. Thus,...
Max Gutbrod
Apr 6, 2021
Facing The Music
When I was young and had ambitions of becoming a singer, I sang for my mom. In preparation for this performance, I hadn’t practiced along...
Max Gutbrod
Mar 1, 2021
Creativity, Now!
In America, economic incentives are increasingly aligned to reward creativity. Automation continues to erode the human role in repetitive...
Max Gutbrod
Feb 16, 2021
The Power of Suggestion: Health Habits during COVID
Human beings are susceptible to many cognitive biases. Psychologist Daniel Kahneman describes a cognitive bias as the unconscious process...
Max Gutbrod
Feb 16, 2021