What people say and what they do on the web are often different.

In the digital world, the marketing research paradigm must shift to scientific experimentation, observation, and in-depth conversations that are only possible in a lab environment.

Why a Lab?

Magnifying glass on a piece of paper with a graph


What people say and what they do on the web are often different

papers with data next to a phone on a desk


Creative groups as well as surveys, experiments, and quantitative studies

Chess board in black and white


Ability to create controlled studies

three blank sticky notes with a sharpie


Rapid prototyping, quick repetitive studies

clipboards next to line charts


Predictive modeling is also possible

What about sample size?

Estimating a Population Parameter typically requires a large sample size.

For example, if we want to estimate what % of the US adult population believes wine is good for health, we may need to sample about 1,000 people from the target population to get an estimate which is within +/- 3%

In the Lab, we test hypotheses that may not need a large sample size.

For example, let’s say we want to find out if people like the NEW AD more than the OLD AD on a 5 point Like / Dislike scale – a sample size of 50 per cell may be adequate.

Decision Criteria: New Ad should score at least .5 more than Old Ad

Sample Size:  A sample size of 50 per cell is adequate to detect the difference with 80% power for average variability

Lab or field?


Graphical representation of noise affecting measurement

The field is messy.

It is difficult to conduct scientific studies. For statistical confidence, we need large sample sizes that can detect an effect in the presence of high noise. It is also expensive and time-consuming.


The lab is a finely calibrated instrument.

Controlled studies. High statistical confidence in results. An effect detected in the lab will always hold in the field, even though it may be difficult to detect in the field. Small sample. Less costly. Faster results.

The Marketing R&D Process


In-Depth Interviews
Eye Tracking
Focus Groups
Ideation Groups
Concept Generation

Graphic showing strategy opportunities and ideation


Rapid Prototyping
Lab Experiments
A / B Testing
Pre and Post Lab Surveys

Graphic showing prototype testing and retesting


Field Experiments
Mock Retail Store Test
Ad Testing Surveys
Brand Equity Surveys

Graphic showing prediction and validation

lab technology

Multiple wide range cameras
Monitor duplication and split-screen recording
Omnichannel live webcasting
Interactive whiteboard and projector
Traditional and mobile eye-tracking
Biometric data collection
Virtual reality technology


Research studies are conducted worldwide. Our research teams and technology are mobile, allowing us the freedom to conduct our research studies globally. We have set up and conducted research studies in the UK, Germany, Nordics, Brazil, Mexico, India, Thailand, China, Taiwan, Australia and many more.

Outline map of the world with red dots showwing locations c3research has conducted projects worldwide

Take a look

Leadership team

Samar Das, Ph.D.

CEO and Chief Research Officer
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“It was a stark realization that digital media and marketing were going to change all the rules of marketing. Marketing faculty at various universities were on the cusp of change, but whatever they researched and wrote was difficult to translate for applications in the industry. The industry needed a bridge between academic research and its applications.”

Samar obtained his MBA from the Indian Institute of Management, Ahmedabad, the top-ranked management school in India, set up in collaboration with the Harvard Business School. He obtained his Ph.D. in Marketing from the University of Arizona, where he completed his dissertation on Psychological bases for Brand Strength and Brand Equity under the guidance of Professor Merrie Brucks and the legendary marketing scholar Professor Sid Levy.

Samar has the unique distinction of working in the industry as head of consumer marketing of a British multinational in India; as an award-winning marketing faculty at the University of Central Florida; and as a successful entrepreneur founding an advanced marketing research company. He specializes in competitive strategy, brand marketing, and digital marketing and has worked with several well-known Fortune 500 companies and large organizations across several verticals including CPG, Technology, Healthcare, Media, Advertising, Retailing, Higher Education, etc. He is a thought leader and frequently presents at national conferences.

Jessica Kuack

SVP Consumer Research
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Jessica leads the Consumer Research Group, directing consumer research and satisfaction studies for several large clients. Having been with C3Research for over 10 years, she has developed an extensive portfolio in healthcare research, providing strategic guidance with measurable impact for major healthcare clients.

She oversees projects for local and national clients and manages a team of Research Directors and Executives. As an expert qualitative researcher she also specializes in conducting focus groups and individual in-depth interviews.

Joseph Plummer, Ph.D.

Senior Advisor
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Joe is a senior adviser assisting the team in brand and advertising research. Joe had a stellar career as the Global Executive Vice President of McCann-Erickson WorldGroup in New York, Vice Chairman DMD&B New York, and Executive Vice President, Young and Rubicam New York. Joe sits on the board of several companies, and is also an Adjunct Professor at the Columbia Business School.

Shoko Masuda

EVP Healthcare
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Shoko has 25 years’ experience as an expert of insights and strategy for healthcare and financial industries. She helps organizations navigate brand development, customer experience, acquisition and retention as well as B2B marketing. She works across a wide range of functions and cultures while building collaboration for shared goals.

Prior to joining C3Research, Shoko consulted to a major NY hospital's marketing, communication, and digital strategy. Her insights career started at American Express and then grew to lead teams in Asia, Europe, and the US. Her leadership role continued at Aetna Health Insurance where she rebuilt their insight functions to support the customer-centric marketing strategy. Shoko holds an MBA from NYU’s Stern School of Business as well as executive coach certification from the International Coaching Federation.

Martin Baum

EVP Omnichannel
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Marty has significant experience teaching and training the disciplines associated with Shopper Insights and Category Management. He has led numerous training sessions in the US, Europe, and Latin America on the strategic and tactical elements of Category Management. In addition, for several years, Marty has been a guest lecturer at the Rutgers University Graduate School of Business.

Marty has extensive experience working for and with a diverse group of major Food and OTC manufacturers in the US and abroad. Although most of his assignments have been on behalf of manufacturer clients, Marty has also worked directly and extensively with nearly all major retailers in the Food, Drug, and Mass Merchandiser classes of trade. Marty earned his BA from George Washington University and MBA from Columbia University Business School.

Carolyn Massiah, Ph.D.

Senior Research Fellow
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Carolyn specializes in intergroup relations among consumers within the Services Marketing and Consumer Marketing domains such as consumption experiences, commercial friendships, commercial social support, ethnic consumptions, nested identities, sense of community, and social networks. She is an experienced qualitative researcher and has conducted numerous studies using qualitative methodologies.

Carolyn earned her Ph.D. in Marketing from the Arizona State University.

Stefanie Mayfield Garcia

Senior Research Fellow
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Stefanie specializes in the fields of marketing research, internet marketing, advertising, public relations, direct marketing, graphic design, communications, and international business. She conducts qualitative research to build branding, advertising, and digital strategies for regional, national and international companies.

Stefanie holds an MBA from Florida State University.

our work

Fortune 500 Consumer Healthcare Products

Physician Research

Analyzed physician survey data across 7 countries in Europe to estimate the adoption of a new pharmaceutical product across various target physician segments.

Global Industry Trade Association

Conducted eye tracker sessions and deployed surveys to measure the impact of the new generation of online advertisements, called the IAB Rising Stars, developed by the Interactive Advertising Bureau.

Fortune 500 Packaged Foods

Club Store Strategy

Identified a five-point growth strategy and initiatives for an under-developed retail channel.

International Market Mapping

Conducted competitive assessment in China and India to develop a strategy development for the largest international markets, as well as across multiple business units.

Retailer Assessment

Data mined from available IRI database to develop a framework for analysis of key category/brand/retailer market dynamics.

Fortune 500 Consumer Packaged Goods

Online Ad Effectiveness

Conducted eye tracker sessions with target psychographic segments to measure online advertising effectiveness for a household products megabrand. Results were used to identify a potential online advertising strategy with implications across other brands.

Top 5 Global Bank

E-banking Strategy 

Developed strategy to enhance e-banking experience using innovation research to identify several innovative products and solutions.

Web Branding Strategy

Explored the website and branding strategy for a consumer lending site. Developed visitor segmentation and competitive site analysis using the WebLab.

Conjoint Research

Modeled the consumer decision making process across different loan products.

Fortune 500 Multinational Technology Company

New Product Retail Strategy

Constructed mock retail store, with newest laptops and tablets, to facilitate an environment for demonstrating a new-to-market perceptual computing technology. Insights used to develop retail strategies for the promotion and sale of the technology.

Content/Design Optimization

Choice-based conjoint task – Identified content and designed corner cases for shoppers when browsing/comparing computing devices in-store in order to optimize messaging to drive purchases.

Online Asset Effectiveness 

Mobile WebLab with targeted consumer segments to measure asset effectiveness for new generation computer components. Findings led to the identification of opportunities and improvements for optimization in the online space.

Second Largest University In The Country

University Brand and Ad Campaign Tracking

A pre- and post-ad campaign tracking study to measure the effects of the brand campaign on the university’s brand equity (knowledge, esteem, momentum), brand personality, brand beliefs, and brand outcome measures.

Advertising Development & Testing 

Two-phase process to generate and evaluate breakthrough messaging themes for the university’s marketing campaign.

Strategic Analysis

Quantitative & qualitative analyses were conducted to identify key messaging platforms which resonate with university constituents and determine which should be the focal point of the university’s 3-5 year Strategic Plan.

Credit Rating Bureau

Competitive Analysis

The WebLab was used to conduct a competitive assessment and detailed site evaluation to identify a web branding strategy for a credit rating portal.

Web Applications Testing

WebLab testing of new website design and application enhancements with target B2B customers.

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