HARVARD BUSINESS REVIEW · 2024
Why You Should Be Tracking Customer Surplus Value
Introduces Customer Surplus Value (CSV): the dollar value customers feel they get beyond what they pay. A stronger predictor of retention than NPS.
Read in HBR ↗ RESOURCES · PUBLICATIONS
Insights backed by actual science.
From Harvard Business Review to peer-reviewed modeling frameworks and the field’s reference texts. The KwantumLabs platform industrializes methods our team published first.
BOOKS
The shelf
The Handbook of Marketing Research
The definitive academic reference: frameworks, modeling, and forecasting applications.
View the book ↗
The Business of Marketing Research
An insider’s guide to how research actually functions inside organizations.
View the book ↗
From Data to Decision (2nd ed.)
Translating research insight into business decisions, end to end.
View the book ↗
The Insights Advantage: Knowing How to Win
A practical guide to turning data into decisions, with corporate and startup cases.
View the book ↗ PEER-REVIEWED & TRADE ARTICLES
The papers
The evaluation of a brand association density metric
The paper that introduced Brand Density: a structured way to quantify how richly and meaningfully people associate with a brand.
Marco Vriens, Song Chen, Judith Schomaker Using conjoint to assess the value of brand associations
A new methodology for deriving dollar values for brand attributes from open-ended associations.
Marco Vriens & Felix Eggers In press
Holistic Conjoint
Advanced conjoint methodology for comprehensive preference modeling.
Marco Vriens & Felix Eggers The Use of Synthetic Data in Marketing Research
Where synthetic respondents help, where they mislead, and the discipline for using them responsibly.
Marco Vriens, Chad Vidden & Rogier Verhulst Using Conjoint Analysis Across the Marketing Value Chain
A roadmap for when and how to use conjoint modeling effectively.
Marco Vriens & Felix Eggers Mapping brand similarities: consumer online comments versus survey data
Comparing brand perception measured from online comments and from surveys.
Marco Vriens, Song Chen & Chad Vidden The Linux Compete Strategy: An Analytics Case Study
Competitive analytics applied in the technology sector.
Marco Vriens & Chad ViddenCitation records: Google Scholar · Felix Eggers on Scholar · full texts and preprints on ResearchGate.
Want this thinking on your problem?
The people on these bylines run every KwantumLabs study.
We respond within 1–2 business days.