Targeting matters most. Surveying the wrong audience can lead to misleading data and poor decisions, even if the questions themselves are solid. Weighting shapes reality. Overrepresenting certain ...

Product sampling, which has all but vanished because of the pandemic, has historically been an essential plank of marketing strategy for CPG marketers. I recently asked milkadamia CMO Christina Downey ...

During one of my trips, I walked into a mall and noticed a beautifully arranged automobile showroom. Shiny Range Rovers were lined up, polished and inviting. Out of curiosity, I thought, “Surely, they ...

Survey sampling and estimation methods form the cornerstone of modern statistical inference, underpinning research across the social, medical, and natural sciences. At their heart, these methods ...