Blog articles by Joost van Ruitenburg

Joost van Ruitenburg

Articles by

Joost van Ruitenburg

Joost is Senior Manager of Quantitative Methodology and holds a Master of Science degree in Econometrics from Erasmus University. Prior to joining SKIM he held various pricing and portfolio management roles at energy company E.ON and also served as a chess coach in Sydney.

Machine Learning: Top takeaways from MRS Data Analytics Conference

Machine Learning: Top takeaways from MRS Data Analytics Conference

By Joost van Ruitenburg on July 2, 2019

Exploring expert views on AI and the role of ‘stats’ in market research

Machine Learning (ML) is everywhere, from social media and virtual assistants to financial services and data security. For sales and marketing professionals, machine learning offers unprecedented analysis of big data. It holds the potential to decode increasingly layered buyer journeys. However, does machine learning truly have a role in market research, a field where we rely on analytical methods to understand nuanced and complex decision-making? Or, is statistical thinking still the essential analytical element behind the insights we deliver today?

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Cracking the case of mobile-friendly conjoint surveys

Cracking the case of mobile-friendly conjoint surveys

By Joost van Ruitenburg on July 16, 2018

Originally designed for the desktop environment, conjoint research on mobile requires a more innovative approach

Ensuring your market research survey is mobile-friendly is no longer a “nice-to-have” for insights professionals. With more survey respondents opting for smartphones and tablets over computers, this requirement poses an ever greater challenge for conjoint analysis.

Conjoint is the go-to methodology for measuring customer preference for product features, to determine how pricing changes affect product demand and to forecast likely acceptance of new innovations. However, it was originally designed for desktop and doesn’t marry well with the smaller screen sizes and shorter attention spans of today’s mobile respondents.

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