Home Innovation Insights

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Jon Violette
April 9, 2020

Discrete Choice in Qualitative Research—A Powerful Way to Determine the “Why” of Decision Dynamics

Most researchers associate discrete choice methodologies with surveys where the objective is to measure the “What” of buyer preference. But in qualitative research, where exploration is a common objective, discrete choice methodology can be applied to better understand the “Why” of decision dynamics and to identify what tradeoffs buyers are making when choosing building products or services. Home Innovation offers clients this powerful way to explore decision making through discrete choice qualitative research.

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Tagged:
Data and Trends, Survey Research, Building Products, Marketing, Building Practices
Jon Violette
February 13, 2014

How Likable (& Effective) Are Your Building Product Ads?

I saw an ad recently that was so good I watched it several times on the DVR. It not only made me feel more positive about the brand, it made me want to use the brand more often. Don’t you hope all the ads you have a hand in crafting are this effective? We can help.

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Tagged:
Data and Trends, Survey Research, Building Products, Marketing, Building Practices
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Author Bio
Jon Violette, manager of marketing research
Jon Violette
Manager, Marketing Research

Jon joined our marketing research team with more than 25 years of marketing & advertising research experience. Working for some of the nation’s leading advertising agencies and marketing research firms, Jon has designed and analyzed research for many of world’s most influential brands, including American Express, AT&T, General Motors, and Kraft Foods, to name just a few. Yours could be next!