Cathy Heath

Market insights researcher

Experience

Cathy is a freelance market insights researcher with over 15 years of experience helping people like you get the facts you need to grow your business. Market research, competitive intelligence, secondary research/desk research - Cathy lives and breathes it. Getting the proper research can help challenge assumptions and gut feelings by giving you strategic and tactical insight into competitive landscapes, market opportunities, industry trends, and customer needs. Then you can fully understand how to get new business, monitor change and disruption, and protect your market share.

Education

Bachelor’s degree in Business Psychology from Massey University

Professional achievements

Asia-Pacific Coordinator for AIIP (Association of Independent Information Professionals) for several years and presented at seminars on undertaking secondary research /desk research.

You can find Cathy on the web at Heath Research Services or via her Linkedin profile.

Skills

[Product development][Research methods][Market research][Customer research]

About our editorial process

At Dovetail, our mission is to create and share trustworthy content that helps everyone improve the quality of everything. No complicated jargon or industry terminology. No content written by AI-powered robots. Just what you need to know when you need to know it. And most importantly, every word is checked by an expert before it’s published.

Our independent authors and reviewers include experienced UX researchers, product designers, market researchers, survey specialists, product managers, and more. You can be confident what you read here is relevant, accurate, and high quality.

Articles reviewed by Cathy

How to set the right price for your product

6 May 2023

10 data analysis techniques you should know

14 July 2023

15 Best market research tools in 2024

3 April 2024

What is secondary market research?

3 April 2024

12 must-ask questions for market research

3 April 2024

What you need to know about primary market research

3 April 2024

What is correspondence analysis?

3 April 2024

Consumer behavior 101: What is it, and why does it matter?

3 April 2024

A guide to competitive benchmarking

3 April 2024

Conducting an effective competitor audit

3 April 2024

Business research methods: A comprehensive overview

3 April 2024

What is brand equity, and how can you get it?

3 April 2024

Data analytics vs. data analysis: Know the difference

3 April 2024

Deep dive into target audience analysis

1 April 2024

Competitive pricing analysis 101

1 April 2024

What is brand vision, and why is it important?

1 April 2024

How to develop your marketing plan (with templates)

1 April 2024

An introduction to conjoint analysis

1 April 2024

How to use psychographics to understand your audience

1 April 2024

Getting started with competitive analysis: Examples and best practices

1 April 2024

Competitive analysis: How to do one step-by-step

1 April 2024

How to use market surveys to gather actionable insights

1 April 2024

Audience analysis: How to understand your audience better

1 April 2024

What is a product line?

25 June 2023

Confounding variable: Everything you need to know

27 February 2023

What is face validity?

5 February 2023

How to find the mean score of a set of numbers

16 April 2023

A step-by-step guide to customer experience management

29 April 2023

Market trends: What you need to know

1 April 2024

Guide to demographic segmentation

3 April 2024

Product research: What you need to know

3 April 2024

Data collection in research: Your complete guide

31 January 2023

Guide to systematic sampling

26 July 2023

What is the difference between reliability and validity?

12 February 2023

Competitor matrix: examples and how to use it

3 April 2024

What is case study research?

8 February 2023

What is conformity bias in research?

13 April 2023

Unit of analysis: definition, types, examples, and more

16 April 2023

Comparing method and methodology: Exploring the differences

7 March 2023

Understanding basic research

8 February 2023

What is ordinal data? A simple explanation with examples

16 April 2023

Stratified vs. cluster sampling

14 March 2023

A guide to field studies

18 April 2023

What is operationalization?

5 February 2023

What is construct validity?

6 February 2023

Validity in research: a guide to measuring the right things

27 February 2023

Objective vs. subjective data for insightful analysis

9 March 2023

Basic vs. applied research: what’s the difference?

27 February 2023

Find your competitors: direct vs. indirect competition

1 April 2024

What is a semi-structured interview?

5 February 2023

What is an extraneous variable?

6 February 2023

What is purposive sampling?

5 February 2023

What is descriptive research?

5 February 2023

What is customer sentiment, and how do you measure it?

23 May 2023

Sentiment analysis: Find out what users think about your brand & products

14 February 2023

A guide to text analysis techniques with use cases

8 May 2023

What you need to know about conversational analytics

10 July 2023

How to create your ideal customer profile (ICP)

8 May 2023

An introduction to simple random sampling

5 April 2023

What is statistical significance?

27 February 2023

What is action research?

26 April 2023

How to calculate the confidence interval formula

3 May 2023

What is content validity?

8 February 2023

What is secondary research?

7 February 2023

An overview of sampling methods

27 February 2023

What a "customer-first" strategy means for your business

3 July 2023

The difference between discrete and continuous data

26 April 2023

What is netnography?

26 April 2023

Data sources in research: A quick guide

18 April 2023

What is snowball sampling?

5 February 2023

What is criterion validity?

7 February 2023

What is concurrent validity?

12 February 2023

How does stratified sampling work? Guide & examples

7 March 2023

What is a cohort study?

1 May 2023

Customer perceived value: What it is & why it matters to pricing

2 June 2023

What is churn rate, and how do you calculate it?

14 February 2023