Data fusion

SKIM offers the opportunity to make the results of individual studies more actionable by combining them with the results of other studies.

Even the richest of studies is useless if results cannot be made actionable. Segmentation studies run this risk if segments, cannot be reached in a target population. Conjoint studies run the same risk if segments based on similarities in choices or preferences cannot be linked to other variables. Unfortunately, these additional variables are not always collected in the same study, either because the researcher did not think about collecting them, or because the questionnaire length would exceed limitations

SKIM offers data fusion for its synergistic effect: by combining datasets, we can learn more than the original datasets had to offer individually.

Data fusion offers two synergistic opportunities: (1) deeper diagnostics, where data in one set is used to diagnose and explain effects in the other, and (2) forecasts, where we use data from one set to predict behaviors in the other set.

Because of data fusion, each original dataset can be collected more efficiently, scoping it against the problem at hand, allowing the client to focus on additional insights at a later stage.

Customized model. Not available as a software tool.