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 and expertise

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

Last updated 14 November 2024

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

Last updated 3 April 2024

Beyond surveys: Innovative techniques in modern market research

Last updated 2 October 2024

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

Last updated 22 February 2024

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

Last updated 3 April 2024

Where next for market research in an AI world?

Last updated 3 April 2024

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

Last updated 3 April 2024

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

Last updated 3 April 2024

Social media market research: Navigating opportunities and challenges

Last updated 3 April 2024

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

Last updated 3 April 2024

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

Last updated 23 March 2024

Articles reviewed by Hugh

How to write a research paper

Last updated 11 January 2024

How to create a helpful research paper outline

Last updated 21 December 2023

30+ market research questions to ask your customers

Last updated 18 December 2024

Ultimate guide to behavioral economics

Last updated 21 June 2023

How to craft an APA abstract

Last updated 16 December 2023

How to run a results-driven journey mapping workshop

Last updated 2 December 2024

How to write an effective introduction for your research paper

Last updated 20 January 2024

A practical guide to CX in financial services

Last updated 25 November 2024

Understanding qualitative measurement: The what, why, and how

Last updated 30 January 2024

What you need to know about authority bias

Last updated 17 January 2024

Unpacking the Dunning–Kruger effect (with examples)

Last updated 11 January 2024

30 sociology research questions for your next project

Last updated 30 April 2024

12 research interview questions (with examples and answers)

Last updated 4 July 2024

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

Last updated 22 February 2024

What you need to know about research dissemination

Last updated 5 March 2024

How to do AI content analysis: A full guide

Last updated 20 December 2023

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

Last updated 17 October 2024

Understanding confirmation bias in research

Last updated 30 August 2023

The essential guide to customer behavior analysis

Last updated 16 October 2024

How to code & analyze open-ended questions

Last updated 30 January 2024

55 insightful customer service survey questions

Last updated 21 December 2023

Closed-ended questions: Overview, uses, and examples

Last updated 20 March 2024

Student perception surveys: a comprehensive guide

Last updated 28 June 2024

The power of market research for customer retention

Last updated 23 July 2024

How to do market research for your business idea

Last updated 3 April 2024

Content marketing research: the power of data-driven strategy

Last updated 23 July 2024

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

Last updated 23 July 2024

How to do market research for a small business

Last updated 3 April 2024

How to do market research for a start-up

Last updated 3 April 2024

Market entry framework: how to successfully enter a new market

Last updated 26 July 2024

How to conduct a successful market opportunity analysis

Last updated 23 July 2024

A comprehensive guide to qualitative market research

Last updated 3 April 2024

Competitive positioning: How to gain a winning edge

Last updated 3 April 2024

What is target market analysis? 2024 overview

Last updated 15 July 2024

How to find and fill gaps in the market

Last updated 30 April 2024

What is a niche market? Understand the basics

Last updated 25 March 2024

What is a unique selling proposition?

Last updated 30 April 2024

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

Last updated 5 October 2024

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

Last updated 5 March 2024

The ultimate guide to psychographic segmentation

Last updated 25 March 2024

Understanding sustainable competitive advantage and why it matters

Last updated 15 October 2024

How to analyze your NPS results

Last updated 4 July 2024

What is market share analysis?

Last updated 22 August 2024

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

Last updated 22 August 2024

How to do market research for branding and positioning

Last updated 10 August 2024

What is customer experience marketing?

Last updated 30 April 2024

Product differentiation: What makes your brand stand out?

Last updated 3 April 2024

How to perform a SWOT analysis for effective decision-making

Last updated 3 April 2024

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

Last updated 3 April 2024

Understanding the basics of marketing mix modeling

Last updated 3 April 2024

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

Last updated 3 April 2024

8 gap analysis tools to help your business grow

Last updated 1 April 2024

What is copy testing and how do you do it?

Last updated 1 April 2024

Market intelligence: A quick guide

Last updated 1 April 2024

What is a representative sample?

Last updated 1 April 2024

How to conduct mobile app market research

Last updated 1 April 2024

What is a PEST analysis?

Last updated 1 April 2024

How to improve customer satisfaction

Last updated 21 March 2024

16 top customer insight tools for effective customer research

Last updated 16 March 2024

What are the benefits of customer feedback?

Last updated 2 March 2024

A guide to mastering the SaaS customer journey

Last updated 29 February 2024

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

Last updated 22 February 2024

What is an environmental analysis in marketing?

Last updated 1 April 2024

4 powerful ways to create customer connection

Last updated 16 April 2023

Examples of sampling errors in research

Last updated 1 May 2023

An introduction to customer analysis

Last updated 3 April 2024

What is market segmentation?

Last updated 3 April 2024

What is risk analysis?

Last updated 3 April 2024

Customer data integration 101

Last updated 30 January 2024

What do consumer services jobs pay in 2024?

Last updated 22 April 2023

What is causal research design?

Last updated 14 May 2023

A guide to coding qualitative research data

Last updated 12 February 2023

What are research skills?

Last updated 26 April 2023

How to write a strong conclusion for your research paper

Last updated 17 February 2024

How to present limitations in research

Last updated 30 January 2024

Is consumer services a good career path for you?

Last updated 8 May 2023

What is a population of interest?

Last updated 22 May 2023

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

Last updated 30 January 2024

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

Last updated 3 April 2024

Research report guide: Definition, types, and tips

Last updated 5 March 2024

Implications in research: A quick guide

Last updated 11 January 2024

What is an independent variable?

Last updated 14 February 2023

Cluster sampling: Definition, method, and examples

Last updated 31 January 2023

What is phenomenology in qualitative research?

Last updated 7 February 2023

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

Last updated 31 January 2024

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

Last updated 29 June 2023

How to develop a unique value proposition

Last updated 23 March 2023

An essential guide to product marketing

Last updated 29 June 2023

Qualitative research: methods and examples

Last updated 13 April 2023

Customer satisfaction score (CSAT): Definitive guide

Last updated 4 March 2023

Guide to margin of error (with examples)

Last updated 4 March 2023

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

Last updated 19 May 2024

44 brand awareness survey questions to ask

Last updated 15 July 2023

19 best market research software tools for 2024

Last updated 25 March 2024

What does good B2B customer service look like?

Last updated 25 May 2023

Customer engagement 101: The complete guide

Last updated 21 February 2023

How to identify and leverage customer intent

Last updated 25 May 2023

What is customer obsession?

Last updated 2 April 2023

What is customer segmentation?

Last updated 11 May 2023

Consumer insights: A quick guide

Last updated 21 February 2023

What is a longitudinal study?

Last updated 20 February 2023

What is quantitative research?

Last updated 20 February 2023

Construct vs. content validity in research

Last updated 2 April 2023

What you need to know about ethnography

Last updated 7 February 2023

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

Last updated 7 February 2023

Intercoder reliability: a guide to accurate data

Last updated 28 February 2023

What is structured data?

Last updated 27 February 2023

What is a control group?

Last updated 6 February 2023

What is inductive reasoning?

Last updated 6 February 2023

Understanding the difference between correlation and causation

Last updated 20 February 2023

Exploring reflexivity: A key element of qualitative research

Last updated 20 March 2023

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

Last updated 23 May 2023

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

Last updated 14 May 2023

A beginner's guide to market potential

Last updated 8 May 2023

Why is customer loyalty important?

Last updated 28 February 2023

13 common customer types

Last updated 29 April 2023

What is the false consensus effect?

Last updated 7 February 2023

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