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Conjoint Analysis- A Tool for Understanding Decision-Making

featured / statistics / behavioral research

Imagine a man walking into a grocery store to buy a bag of coffee beans. In the coffee aisle, he is faced with myriad options. The different bags of coffee differ not only by brand, but also flavor, ground vs. whole bean, degree of roast, caffeine presence, and nation of origin. Somehow, he is able to psychologically sort through all of these options and make a decision about which bag of coffee to buy. Typically, researchers trying to understand this decision-making process would simply ask the consumer, "Why did you buy that bag?" However, his response might not be the most valid way of understanding his decision for several reasons.

First, he might suggest that the purchase was made because of a more socially... more

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Using Area Weighting and Confidence Intervals to Improve Quantitative Eye Tracking Data

featured / user experience / eye tracking / quantitative

For this blog post I wanted to address an issue user researchers often encounter when conducting an eye tracking study with different sized areas of interest (AOIs). Specifically, researchers often attempt to identify which AOIs are attracting the most attention.

For example, imagine the heat map in Figure 1 represents the results from 30 participants asked to identify how many followers this Twitter profile has. The image on the left shows five main AOIs: Profile, Trends, Feed and Suggestions.

Eye Tracking Fors Marsh Group

In general, the heat map tells a clear story: most people looked at the "Profile" AOI, which makes sense since that is where followers are listed. However, let's say we wanted to... more

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FMG Employees Get Active!

fmg culture / employee health / public health / featured

With warmer weather on the horizon and a number of employees suffering from cabin fever, it is the perfect time to implement a Get Active! Challenge in the office. Although one can debate the success of office wellness programs, the truth is, if implemented for the right reason - to benefit employees - the downside is pretty much non-existent.

In our case, we've decided to tackle one issue at a time, with the first of many wellness efforts aimed at moving more. We are in a field that desk work is part of the territory, and we've all had days where you get so wrapped up in what you are doing, and realize you've barely walked 2,000 steps by 3pm. This type of inactivity... more

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Fors Marsh Group Customer Loyalty Team Awarded 2015 SIOP Wiley Award

customer loyalty / conferences / io psychology / featured / news

February 27, 2015 –Fors Marsh Group’s GSA Customer Loyalty team members were recently awarded the Society for Industrial and Organizational Psychology (SIOP) Wiley Award for Excellence in Survey Research for their work on the General Services Administration’s (GSA) Federal Acquisition Service (FAS) Customer Loyalty Study (CLS). Recipients include Brian Griepentrog, Joseph Luchman, Sarah Keaton, Sean Marsh, Ronald Vega, and Kara Marsh.

The SIOP Wiley Award for Excellence in Survey Research recognizes excellence and innovation in the design of employee or customer survey research methods or techniques, and also the use of survey results to impact organizational effectiveness and performance. As a whole, the GSA FAS CLS was an ideal candidate given its foundation in scientific survey methods, use of a well-designed and... more

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Shock to the (Stable) System - Applying Dynamics to Smokeless Tobacco Use

communication research / public health / tobacco / conferences / featured

This past weekend at the Western Communication Association Convention in Spokane, WA, a colleague of mine, Josh Nelson, presented a paper titled, Toward the Scientific Study of Dynamic Communication Processes. Along with Josh, Professor John Sherry, and Esther Paik, I was fortunate enough to be one of the paper's co-authors, and I have been thinking quite a bit about what this paper can offer applied researchers and practitioners.

Although the paper is primarily theoretical, its ideas offer some food for thought when approaching public health issues. As with any applied endeavor, before translating the paper's ideas into practice, some explanation is needed.

What are dynamics?
Dynamics refer broadly to phenomena that display time-changing patterns—in other words, dynamic processes are those... more

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How to Moderate Focus Groups Like Oprah

focus group / qualitative / current events / featured

I am not usually interested in self-help books or “personal transformation” activities, but when a childhood friend invited me to go with her to a workshop hosted by Oprah Winfrey, I decided to embrace the potential cheesiness and buy a ticket. For two days, we (and a few thousand other people) listened as Oprah and a team of speakers talked about how to create “The Life You Want.” I heard all sorts of things over those two days---some of interesting, some useful, some a little crazy—but I found myself surprised over and over by how much Oprah was like a focus group moderator. As I watched her tell stories about her career and manage the crowd of thousands, I... more

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