Reference Deep-Dives — Page 23
Concept Testing for Sustainability Claims
How to validate sustainability claims with consumers before launch — covering believability, purchase motivation, greenwashing risk, and segment-level reactions.
Switching Cost Analysis in Due Diligence: Measuring Customer Lock-In Through Research
A framework for quantifying switching costs through customer interviews — technical, contractual, procedural, and relational — to assess competitive moat in due diligence.
TAM Validation Through Customer Interviews: Beyond Top-Down Market Sizing in Due Diligence
How to validate total addressable market estimates in due diligence using bottom-up customer research, adjacency mapping, and AI-moderated interviews.
Thematic Saturation in Qualitative Research
What thematic saturation really means, why it's misapplied as a justification for small samples.
Trade Promotion Research: Test Before You Spend
30-40% of trade spend generates negative ROI. Learn how to pre-test promotional formats, segment shopper response.
Trust Drivers in Financial Services Research
How trust forms, erodes, and determines competitive outcomes in banking, insurance, fintech, and wealth management.
Wealth Management NPS: Beyond the Score
Why NPS is a poor predictor of wealth management client retention and what qualitative research reveals about the drivers that actually determine AUM.
White Space Analysis: Finding Market Gaps Through Customer Research
How to identify white space opportunities using customer research instead of spreadsheet analysis. Three types of gaps and the interview questions that surface them.
Why Customers Switch: Researching Switching Triggers and Brand Defection
How to research why customers switch to competitors. Covers the 5 switching trigger categories, research methodology, and why stated reasons differ from actual drivers.
Win-Loss Analysis in Due Diligence: Understanding Competitive Dynamics Through Customer Research
How win-loss research strengthens commercial due diligence by revealing competitive positioning, deal velocity patterns, and market share trajectory from customer voice data.
B2B vs B2C Satisfaction Research: Different Rules for Different Relationships
Why the same NPS and CSAT methodologies produce misleading results when applied identically across B2B and B2C contexts, and how to adapt your approach for each.
Building a Competitive Intelligence Dashboard: Metrics That Matter
Design a CI dashboard with the right metrics: competitor mention frequency, perception scores, win rates by competitor, switching triggers, and competitive response time.