About

Consumer Insights Lab publishes practical work on marketing analytics, consumer insights, and text mining.

What you will find here

Articles and notes on marketing analytics, consumer insights, and text mining, grounded in practical analysis projects. The aim is to connect analytical methods with questions about consumers, brands, and markets, explaining how an approach works, what it reveals, and where its limits lie.

How the work is done

• Start with a clear question. Define what the analysis should help us understand or decide.
• Choose methods that fit. Explain why an approach is useful and which assumptions it makes.
• Keep the analysis traceable. Document the data, definitions, and steps behind the results.
• Check the findings. Use comparisons, sensitivity checks, or human review where appropriate.
• Connect results to decisions. Explain what the findings imply and what remains uncertain.

Data and code

The articles on this site are written from reproducible analysis projects, but the publishing repository intentionally stays separate from raw experiments and private working data. The summary data behind the charts is available on request.

By

Philipp Ahrens