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Kelly Moran [Note from Chris: This week I've invited a post from Kelly Moran, a longtime colleague and exceptionally thoughtful and experienced qualitative researcher and anthropologist. Many of us are familiar with the qual/quant "sandwich" that alt...

Today I’ll take a brief look at TURF analysis and show a simple example. At a high level, TURF answers this question: after we do the #1 best thing — whether that is a product, message, placement, etc. — that customers desire most, what should we do ...

I expect this to be the last post of my “Individual Scores in Choice Models” series. To recap the series so far: Post 1 discussed the data — real data on UXRs’ preferences among Quant classes on a MaxDiff survey — and it reviewed the stack rank of p...
