Advanced Techniques in Market Research – 2019

Webinar Friday, 4 October, 2019

This webinar has two presentations:

• How to use a Kalman Filter in Brand Tracking?
  Jane Tang, BootStrap Analytics – click here to access the slides/recordings
• A simple introduction to R for market researchers – 5 examples of things you can use this free and open-source language for
  Ray Poynter, Potentiate – click here to access the slides/recordings

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A simple introduction to R for market researchers
Ray Poynter, NewMR
The statistical language R is a free, open-source tool that is changing the way many market researchers approach data analysis and visualization. In this webinar, Ray explains: what R is? Why you might want to use it? And, provides some examples that you can try yourself.

How to use a Kalman Filter in Brand Tracking?
Jane Tang, BootStrap Analytics
Sample variability makes it difficult to distinguish between noise and true shifts.  Traditionally, we rely on rolling averages to smooth out the extremes. Kalman Filter offers a flexible alternative and allows us to incorporate prior/additional information related to the sample and the market environment.

Note, in statistics and control theory, Kalman filtering, also known as linear quadratic estimation (LQE), is an algorithm that uses a series of measurements observed over time, containing statistical noise and other inaccuracies, and produces estimates of unknown variables that tend to be more accurate than those based on a single measurement alone, by estimating a joint probability distribution over the variables for each timeframe. The filter is named after Rudolf E. Kálmán, one of the primary developers of its theory. One of the first uses of Kalman Filter was in the Apollo navigation computer.

The Presenter

Jane Tang, Principal at Bootstrap Analytics
Jane was previously Senior Vice President, Advanced Analytics at Maru/Matchbox and at Vision Critical. Bootstrap Analytics is an independent statistical consultancy. We provide marketing science support to market research agencies. With a combined fifty plus years of experience among the principals, working with firms large and small, we offer analytical consulting with a unique balance of academic rigor and business acumen across a variety of industries, including consumer intelligence, pharmaceutical, technology and financial services.