You have run the distributions for your KPI, created demographic profiles of your brand and the competitive brands, and maybe even generated detailed crosstabs showing purchase reasons by product features. That’s a great start to get the lay of the land and identify emerging patterns. Still, how can you be sure that the obvious differences between customer’s education or income levels really mean that your product is different from the competition? Filters can get you only so far and you are still stuck with observation rather than evidence. This white paper describes techniques that will allow you to transform observations into evidence and actionable insights.

Complete white paper to be published on the mTAB blog in Q3 2019.