Christine Maddern has 30+ years’ experience in the Market Research industry, Christine has conducted a wide range of market and social research studies covering a variety of research topics. Market Solutions specialises in providing research services to government departments and agencies across sectors such as education, employment, energy and water, public transport, local government services etc. and covering topics like community attitudes, behaviour, market profiling, customer satisfaction and communications research.
Christine is a qualified practising market researcher (QPMR) and has vast experience in project design and development across all methodologies. She is a key focus group moderator and executive interviewer for qualitative research. For quantitative research Christine is instrumental in sampling decisions, questionnaire development, interpretation and presentation of results. Particular skills include questionnaire development, data interpretation and modelling, strategy development and provision of actionable recommendations.
Co-Presenters: Dr. Con Menictas
As researchers we pride ourselves on being able to find the hidden-treasure. Yet, the most powerful, insightful and advanced tool that we have in our possession is largely ignored and regrettably scoffed at by some of our own best practitioners as being unstable, inapplicable or all too hard. We are talking about structural equation modelling (SEM) or latent variable modelling, which when used correctly, offers insights and client opportunities that no other approach even comes close to. Furthermore, this paper unequivocally demonstrates that SEMs should be the go-to platform for analyzing the way that people see the real world.
We provide clear and easy to understand examples of how the outputs of SEMs can be used in everyday solutions and why it is so important to use this method of analysis. We show how to understand the difference between reflecting and formative latent factors i.e., factors that are mature in the respondent’s mind versus immature factors necessitating caution when using marketing offers. Further, we demonstrate the impact of SEM outputs on segmentation, one of the most revered and important applications of SEMs.