SPSS profiles Haddock Research in today’s press release as one of the organizations, and the rising analytical stars, using its PASW® Statistics
SPSS has profiled Haddock Research in recognition of the innovative analysis Haddock applied in the Environmental Choices™ section report 3.h ‘Branding of Climate Change’. SPSS, one of the world’s leading providers of predictive analytics software and solutions, was particularly impressed by Haddock’s use of SPSS’s CHAID analysis module coupled with Haddock’s in-house Best/Worst Analysis of Rating Scales to identify the key target groups that positively connect with the 6 branding concepts tested within the report. As part of a world-wide marketing campaign focussing on its Predictive Analytics Software (PSAW) suite of products, SPSS features Haddock amongst commercial heavy-weights as a leading light for cutting edge analytics.
SPSS announced, July 13, 2009:
‘Predictive Analytics and Statisticians Elevated to Leading Competitive Weapons for Organizations Worldwide’ - Smart and savvy organizations worldwide are harnessing the exponential growth of data with Predictive Analytics to better understand, translate and visualize how customers, constituents or employees will likely behave tomorrow.’
SPSS continues to state that:
‘Following are examples of organizations – and the rising analytical stars – who are improving customer satisfaction, analyzing survey data to capture the Voice of the Customer, enhancing workforce planning, and driving marketing effectiveness with PASW Statistics.’
Within the press release, we are quoted as follows:
‘Haddock Research & Branding Inc., a full-service market research agency focusing on climate change and the low-carbon economy, applies PASW Statistics for environmental survey research. Peter Winters, president of Haddock Research & Branding, Inc., said, “We use PASW Statistics to measure how the public feels, thinks and acts to climate change and the low-carbon economy and how this can be used to guide business and policy action. The software has given power to our analysis and enabled us to put qualitative insight with quantitative robustness.” ‘
At Haddock, we are very proud of the recognition bestowed upon us by SPSS. We see their suite of products as invaluable tools to help develop, test and apply innovative quantitative research in ways which really help our clients fully understand their market, thus enabling effective marketing plans, customer communication, and commercial strategies.
In more detail:
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Sometimes a simple cross-tab analysis is all that is needed. More often we find that we need to interrogate the data further to uncover useful ways to understand public opinion. Principally using Excel and SPSS, we test ideas about the market, which includes applying relevant penetration and profile indices, cluster analysis segmentations, CHAID analysis, heat maps, scatter plots, and structural equation modelling (AMOS).
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Specific know-how research techniques which have been developed, tested and applied by Haddock Research include the 3-fold climate change attitudinal segmentation of Climate Citizens, Mild Greens and Sceptics & Uninvolved, the development of an Alignment Index, and the Best/Worst Analysis of Rating Scales for cross-country comparison of rating scales.
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We critically apply the latest thinking in terms of understanding what people do, and what drives people to do those things. Quantitative research has the power to uncover underlying ‘truths’ that can be misinterpreted by relying solely on qualitative research. For example, an underlying assumption too often made through qualitative research is that brand success is derived from positive associations and feelings. Yet, quantitative analysis demonstrates that it is principally the other way around – it is usage of, and exposure to, a brand which largely drives brand feelings.
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We understand the importance of a well-designed questionnaire, and apply judgement in the interpretation of the survey results. We are particularly wary of respondent confabulation in the design and analysis of our studies. We also apply appropriate statistical significance testing in the analysis of data, and are sensitive to the assumptions underlying these tests – such as with comparisons between countries where different cultural norms apply.
About SPSS:
SPSS is the leader in predictive analytics technologies. For more than 37 years, SPSS has enabled its customers—more than 120,000 corporations, academic institutions, healthcare providers, market research companies and government agencies—to better focus their operations and improve their performance. Our software helps organizations optimize interactions with their customers, regardless of whether they're patrons, employees, patients, students, or citizens, and ensure that the actions they are taking today will positively affect their ability to reach tomorrow's goals.
SPSS customers include:
· Customers in more than 100 countries around the world use SPSS analytics
· Both the Republican and Democratic parties poll citizens using analytics from SPSS
· All 50 U.S. state governments use analytics from SPSS
· The top 10 largest market research firms use SPSS software
· More than 90% of the top U.S. universities use SPSS software
· More than 85% of the top consumer packaged goods companies use SPSS analytics
· The top 10 pharmaceutical companies in the world use SPSS analytics
· The largest newspaper companies in the U.S. use SPSS software
An easy-download PDF version of the full SPSS press release is featured below.
