SIGNAL
Research that turns questions into confident decisions.
When the answer doesn't already exist, Signal creates the evidence you need.
Preference Analytics combines qualitative research, quantitative research, advanced choice analytics, cultural understanding, and strategic interpretation to uncover what people value, why they choose, and what your organization should do next.
CUSTOM RESEARCH & ANALYTICS
Start with the decision. Not the methodology.
Every project begins with the business question.
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What are you trying to decide?
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What don't you understand today?
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What evidence would give your organization greater confidence?
Only then do we determine the appropriate research approach.
There are no off-the-shelf formulas.
We design the research around the decision.
QUALITATIVE RESEARCH
Understand the why.
Numbers can tell you what is happening.
Conversations help explain why.
Through in-depth interviews, focus groups, contextual inquiry, ethnography, and other qualitative approaches, we explore perceptions, motivations, frustrations, aspirations, and decision-making.
Capabilities:
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In-depth interviews
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Focus groups
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Online discussion boards
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Concept exploration
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Journey exploration
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Message development
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Consumer & SMB interviews
MEASURE
Measure what matters.
Quantitative research turns questions into measurable evidence.
We design surveys to understand behaviors, preferences, perceptions, needs, experiences, and market opportunities -- then translate the data into implications leaders can use.
PRIORITIZE
Understand the choices people actually make.
Customers make tradeoffs.
Your research should too.
Preference Analytics uses advanced choice methodologies to determine what matters most, what people are willing to trade, and which combinations of features, benefits, messages, or prices create the greatest value.
MaxDiff and conjoint are core elements of our hybrid methodology.
MAXDIFF
What matters most?
Determine which features, benefits, messages, or attributes matter most--and by how much.
CONJOINT
What tradeoffs will people make?
Understand how customers make tradeoffs among features, configurations, and prices.
SIMULATORS
What happens if we change the offer?
Explore scenarios before committing resources.
SEGMENT
Different people. Different priorities.
Markets are rarely homogeneous.
We identify meaningful groups based on needs, attitudes, behaviors, preferences, demographics, business characteristics, or other dimensions that affect decision-making.
Then we help translate those segments into actionable personas, targeting strategies, products, and communications.
SIZE
How big is the opportunity?
Market averages can hide the opportunities that matter most.
We combine public data, proprietary information, survey research, and analytical modeling to estimate the size and characteristics of markets relevant to your specific business question.
CULTURAL UNDERSTANDING
Culture changes how people interpret value.
People don't make decisions in a cultural vacuum.
Preference Analytics brings decades of multicultural research and marketing experience to questions involving diverse consumers, markets, and communities.
Culture isn't treated as an afterthought.
It becomes part of how the research question is understood.
FROM DATA TO DIRECTION
Research shouldn't end with a data dump.
We connect qualitative stories, quantitative evidence, analytics, cultural context, and business experience to identify what matters most.
Then we answer the questions leaders actually care about:
WHAT DID WE LEARN?
WHY DOES IT MATTER?
WHAT SHOULD WE DO?
RESEARCH TEAM
Meet the Research Team.
Jane Klopp
SENIOR RESEARCHER
Jane has over 25 years of quantitative research experience, primarily on the supplier-side of the business, across a wide range of industries (consumer packaged goods, food, alcoholic and non-alcoholic beverage, financial, and quick service restaurants).
Her supplier side experience includes Millward Brown and Dynata. She has in-depth experience with concept and ad evaluations, brand equity-tracking, brand advertising tracking, and brand positioning.
Sue Skelly
SENIOR RESEARCHER
Sue has over 25 years of experience in consumer-packaged goods and innovation. She spent a significant amount of her career on the client-side at companies like Kraft and Colgate Palmolive and consulted for start-ups, small and large Food and Beverage, Apparel, Financial Services, and ecommerce companies.
She also has significant experience in both qualitative and quantitative methodologies for product development, communications, strategy, equity, and innovation.
Reyna Hohagen
SENIOR RESEARCHER
Reyna Hohagen is a trilingual Spanish, English, and French consumer insights expert and analytic thinker. Her career started over 15 years ago as a Hispanic segment specialist at C+R Research and developed at Sorgem International in France as a multicultural, qualitative andethnographic research analyst. She was born in Lima, Peru and spent her formative years in Chicago. Reyna holds an MBA.
Jordan Barraza
DATA ANALYTICS & AI
