Hugh Good

Global Market Intelligence & Research Manager

Hugh has over 15 years of market research experience, many spent working in partnership with some of the world's largest market research agencies. Hugh has a Master's degree in Business Psychology from The University of Waikato in New Zealand.

Skills

[Market research][Customer research][Research methods][Surveys][User experience (UX)][Product development]

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 written by Hugh

Real-time market research: the impact of instant insights on decision-making

14 November 2024

Democratization of research: how technology is reshaping access to consumer research

3 April 2024

Beyond surveys: Innovative techniques in modern market research

2 October 2024

Reshaping the marketing and market research scene: Byron Sharp’s “How Brands Grow”

22 February 2024

The impact of behavioral science on market research and consumer insights: from ‘Nudge’ to ‘Thinking, Fast and Slow,’ and beyond

3 April 2024

Where next for market research in an AI world?

3 April 2024

AI has arrived – What does this mean for market researchers right now?

3 April 2024

AI and market research technology: Researchers have been lucky over the last few decades, but has our luck run out?

3 April 2024

Social media market research: Navigating opportunities and challenges

3 April 2024

Mastering the PESO model: A guide to amplifying your PR and marketing impact

3 April 2024

Why is the sales funnel important? How does it work? How should you use one?

23 March 2024

Articles reviewed by Hugh

Unlocking the B2B customer journey: step-by-step guide

22 February 2024

Understanding sustainable competitive advantage and why it matters

15 October 2024

How to analyze your NPS results

4 July 2024

How to craft an APA abstract

16 December 2023

What are the benefits of customer feedback?

2 March 2024

Customer satisfaction score (CSAT): Definitive guide

4 March 2023

How to do AI content analysis: A full guide

20 December 2023

The essential guide to customer behavior analysis

16 October 2024

Get ahead of the game: The top AI qualitative data analysis tools

22 December 2024

Why behavioral segmentation in market research matters

10 January 2025

30+ market research questions to ask your customers

18 December 2024

How to run a results-driven journey mapping workshop

2 December 2024

A practical guide to CX in financial services

25 November 2024

Understanding confirmation bias in research

30 August 2023

How to write a research paper

11 January 2024

How to create a helpful research paper outline

21 December 2023

Ultimate guide to behavioral economics

21 June 2023

How to write an effective introduction for your research paper

20 January 2024

Understanding qualitative measurement: The what, why, and how

30 January 2024

What you need to know about authority bias

17 January 2024

Unpacking the Dunning–Kruger effect (with examples)

11 January 2024

30 sociology research questions for your next project

30 April 2024

12 research interview questions (with examples and answers)

4 July 2024

What you need to know about research dissemination

5 March 2024

What is brand extension, and when would you use it?

17 October 2024

How to code & analyze open-ended questions

30 January 2024

55 insightful customer service survey questions

21 December 2023

Closed-ended questions: Overview, uses, and examples

20 March 2024

Student perception surveys: a comprehensive guide

28 June 2024

The power of market research for customer retention

23 July 2024

How to do market research for your business idea

3 April 2024

Content marketing research: the power of data-driven strategy

23 July 2024

Market research trend analysis: a step-by-step guide

23 July 2024

How to do market research for a small business

3 April 2024

How to do market research for a start-up

3 April 2024

Market entry framework: how to successfully enter a new market

26 July 2024

How to conduct a successful market opportunity analysis

23 July 2024

A comprehensive guide to qualitative market research

3 April 2024

Competitive positioning: How to gain a winning edge

3 April 2024

What is target market analysis? 2024 overview

15 July 2024

How to find and fill gaps in the market

30 April 2024

What is a niche market? Understand the basics

25 March 2024

What is a unique selling proposition?

30 April 2024

Market demand 101: How to research and calculate it for a product

5 October 2024

Competitive intelligence 101: What it is & how to use it

5 March 2024

The ultimate guide to psychographic segmentation

25 March 2024

What is market share analysis?

22 August 2024

What is zero-party data? Definition, benefits, examples`

22 August 2024

How to do market research for branding and positioning

10 August 2024

What is customer experience marketing?

30 April 2024

Product differentiation: What makes your brand stand out?

3 April 2024

How to perform a SWOT analysis for effective decision-making

3 April 2024

What is price sensitivity, and how can you measure it?

3 April 2024

Understanding the basics of marketing mix modeling

3 April 2024

A guide to calculating and improving your customer lifetime value (CLV)

3 April 2024

8 gap analysis tools to help your business grow

1 April 2024

What is copy testing and how do you do it?

1 April 2024

Market intelligence: A quick guide

1 April 2024

What is a representative sample?

1 April 2024

How to conduct mobile app market research

1 April 2024

What is a PEST analysis?

1 April 2024

How to improve customer satisfaction

21 March 2024

16 top customer insight tools for effective customer research

16 March 2024

A guide to mastering the SaaS customer journey

29 February 2024

Customer base: Definition, make-up, strategies for growth

22 February 2024

What is an environmental analysis in marketing?

1 April 2024

4 powerful ways to create customer connection

16 April 2023

Examples of sampling errors in research

1 May 2023

An introduction to customer analysis

3 April 2024

What is market segmentation?

3 April 2024

What is risk analysis?

3 April 2024

Customer data integration 101

30 January 2024

What do consumer services jobs pay in 2024?

22 April 2023

What is causal research design?

14 May 2023

A guide to coding qualitative research data

12 February 2023

What are research skills?

26 April 2023

How to write a strong conclusion for your research paper

17 February 2024

How to present limitations in research

30 January 2024

Is consumer services a good career path for you?

8 May 2023

What is a population of interest?

22 May 2023

How to write a research plan: Step-by-step guide

30 January 2024

How to find competitors of a company (plus 8 tools that can help)

3 April 2024

Research report guide: Definition, types, and tips

5 March 2024

Implications in research: A quick guide

11 January 2024

What is an independent variable?

14 February 2023

Cluster sampling: Definition, method, and examples

31 January 2023

What is phenomenology in qualitative research?

7 February 2023

What is a potential customer, and how can you convert them?

31 January 2024

Everything you need to know about “Jobs to be Done”

29 June 2023

How to develop a unique value proposition

23 March 2023

An essential guide to product marketing

29 June 2023

Qualitative research: methods and examples

13 April 2023

Guide to margin of error (with examples)

4 March 2023

What is a Net Promoter Score, and how can you calculate yours?

19 May 2024

44 brand awareness survey questions to ask

15 July 2023

19 best market research software tools for 2024

25 March 2024

What does good B2B customer service look like?

25 May 2023

Customer engagement 101: The complete guide

21 February 2023

How to identify and leverage customer intent

25 May 2023

What is customer obsession?

2 April 2023

What is customer segmentation?

11 May 2023

Consumer insights: A quick guide

21 February 2023

What is a longitudinal study?

20 February 2023

What is quantitative research?

20 February 2023

Construct vs. content validity in research

2 April 2023

What you need to know about ethnography

7 February 2023

Qualitative vs. quantitative data: what’s the difference?

7 February 2023

Intercoder reliability: a guide to accurate data

28 February 2023

What is structured data?

27 February 2023

What is a control group?

6 February 2023

What is inductive reasoning?

6 February 2023

Understanding the difference between correlation and causation

20 February 2023

Exploring reflexivity: A key element of qualitative research

20 March 2023

What are data silos, and why are they a problem?

23 May 2023

What is a gap analysis, and how can you use it to get closer to your goals?

14 May 2023

A beginner's guide to market potential

8 May 2023

Why is customer loyalty important?

28 February 2023

13 common customer types

29 April 2023

What is the false consensus effect?

7 February 2023