D'Amico Associates
Experts in Consumer Insights & Market Research
203-513-7524/tedfd@att.net
HomeAbout UsThe ProgramQuestionsFallaciesStatistical ApproachesContact Us



Top 10 Media and Market Research Fallacies


  • Many of the assumptions that underpin traditional media and marketing analyses are, in reality, fallacies. These fallacies often lead to substantial media inefficiencies, errors in targeting, and a fundamental misunderstanding of current and future users of the advertised brand. To help you better understand these fallacies, and the Consumer Insights Program which was designed to circumvent many of these fallacies, I have put together a series of YouTube videos. To find out more about a given fallacy, click on the appropriate link below. 
​                 
                -A Brief Summary of the Top 10 Media and Market Research Fallacies
                -Fallacy #1 - Demography is a Good Predictor of Consumer Behavior (Part 1)
                -Fallacy #1 - Demography is a Good Predictor of Consumer Behavior (Part 2)
                -Fallacy #2 - Media Selection Based on Demography Leads to Substantial Cost Savings (Part 1)
                -Fallacy #2 - Media Selection Based on Demography Leads to Substantial Cost Savings (Part 2)
                -Fallacy #3 - Indices are Appropriate Statistics for Developing Brand Profiles
                -Fallacy #4 - Most Segmentation Approaches Help in Predicting Brand Usage
                -Fallacy #5 - Wholesale Ascription Maintains the Relationships among Measures
                -Fallacy #6 - Data Fusion Provides Accurate Net Reach Estimates
                -Fallacy #7 - Older Consumers Are Resistant to Marketing Efforts
                -Fallacy #8 - Fallacy #8 - User and Volume Based Brand Profiles Produce Similar Results
                -Fallacy #9 - Multi-Media R/F Models Produce Accurate New Reach Estimates


To find out more a out the statistical and analytical approaches that are incorporated into the Consumer Insights & Chargting Program "remedy" many of these fallacies click on the navigation link labeled "Statistical Approaches"