# Empirical Intelligence > Premium quantitative market research, behavioural science, choice-based conjoint (CBC) analysis, and advanced data science consultancy. Empirical Intelligence (Intelligence Empirique) provides rigorous primary research, behavioral science insights, and advanced statistical modeling to precisely isolate and quantify user, consumer, and voter preferences. Founded and led by Dr. Eric Guntermann (PhD), the firm serves as an expert technical partner for technology scale-ups, companies looking for consumer research, academic researchers, and public affairs campaigns. Fully bilingual services are available in English and French. ## Core Capabilities & Methodologies - [Quantitative Survey Methodology](https://empiricalintel.com/methodology.html): Our four-step framework for delivering data-driven insights through representative online surveys and advanced analytics. - [Product Optimization Using Conjoint Analysis](https://empiricalintel.com/product-optimization-using-conjoint-analysis.html): Experimental designs to identify product configurations and feature sets that maximize market share and profitability. - [Advanced Pricing Research](https://empiricalintel.com/pricing-research.html): Revenue optimization using Van Westendorp, Gabor-Granger, and Choice-Based Conjoint analysis to determine willingness-to-pay. - [Message and Ad Testing](https://empiricalintel.com/message-ad-testing.html): Pre-launch optimization of advertising concepts and brand messaging to maximize marketing ROI. - [Market Segmentation Strategies](https://empiricalintel.com/market-segmentation.html): Advanced statistical segmentations that group target audiences based on needs, attitudes, and behaviors. - [Consumer Insights Engineering](https://empiricalintel.com/consumer-insights.html): Deep-dive quantitative data mapping to identify hidden market trends and behavioral drivers. - [Public Opinion Research](https://empiricalintel.com/public-opinion.html): Rigorous public opinion tracking providing reliable data on social trends, political landscapes, and stakeholder views. - [Expert Research Services Overview](https://empiricalintel.com/research.html): Comprehensive overview of advanced survey methodologies and rigorous data analysis platforms. ## Primary Research & Data Insights - [Consumers Prefer AI That Is Not Automated](https://empiricalintel.com/insights/consumers-prefer-ai-that-is-not-automated.html): Empirical Intelligence & ND Research found consumers dislike AI agent mode, requiring a $1/mo discount to accept plans with autonomous actions. - [Consumers Don’t Mind Ads in AI If They Are Relevant](https://empiricalintel.com/insights/consumers-dont-mind-ads-in-ai-if-relevant.html): Empirical Intelligence and ND Research ran a choice-based conjoint survey with American consumers. We found that consumers are no less likely to select AI plans that include ads. They do prefer plans with ads that are personalized based on their chat histories. - [Ethical AI Commands a Premium](https://empiricalintel.com/insights/ethical-ai-commands-premium.html): Empirical Intelligence and ND Research ran a choice-based conjoint survey with American consumers. We found that entry-level paid plan (e.g. ChatGPT Go) users are willing to pay an extra $2.40/month for an AI tool from a provider that does not work with the military. Premium plan users (e.g. Claude Pro) are willing to pay an extra $2.95/month for an AI plan from a company that does not work with the military. - [Consumers Are Willing to Pay for the Right AI Plan](https://empiricalintel.com/insights/consumers-are-willing-to-pay-for-the-right-ai-plan.html): In a choice-based conjoint with 314 U.S. consumers, we found that 63% of U.S. consumers were willing to pay for an AI plan at least some of the time. - [In the Age of AI, Original Data Matters More Than Ever](https://empiricalintel.com/insights/age-ai-original-data-matters-more-than-ever.html): In the age of AI, the companies with the greatest influence are unlikely to be those that produce the most optimized content. They’re more likely to be the ones that produce the most useful knowledge. - [The Importance Trap in Voting Decisions](https://empiricalintel.com/insights/importance-trap-what-voters-say-they-care-about-isnt-what-influences-votes.html): A conjoint study conducted during the April 2026 University-Rosedale federal by-election demonstrating the disconnect between stated issue importance and actual voting drivers. - [Converting Users to Paid AI Plans](https://empiricalintel.com/insights/what-features-lead-consumers-to-upgrade-to-paid-ai-plans.html): Primary choice-based conjoint survey data identifying low-cost feature modifications that drive consumer upgrades to paid AI subscriptions. - [Consumer Preferences and Brand Signals in AI](https://empiricalintel.com/insights/to-win-with-ai-companies-must-provide-value-to-consumers.html): Representative survey of 1,001 Canadian consumers exploring willingness to pay for GenAI tools and brand perception impacts. - [Understanding MaxDiff vs. Choice-Based Conjoint](https://empiricalintel.com/insights/choice-based-conjoint-vs-maxdiff.html): A technical guide contrasting whole-product conjoint choices against individual feature-level MaxDiff tradeoffs. - [Methodological Applications of MaxDiff](https://empiricalintel.com/insights/when-should-you-use-maxdiff.html): Framework detailing the distinct advantages of MaxDiff in eliminating scaling bias in preference research. - [How Companies Leverage Conjoint Analysis](https://empiricalintel.com/insights/how-companies-use-conjoint-analysis-build-products-customers-want-and-increase-revenue.html): Case studies on using mathematical conjoint data to build customer-centric products and grow revenue. - [Macro Public Opinion: The Canadian Fall Survey](https://empiricalintel.com/insights/fall-survey.html): Baseline data from a representative sample of 1,001 Canadians tracking trends across politics, technology, and health. - [Canadian Consumer Preferences Analysis](https://empiricalintel.com/insights/selling-to-canada-what-canadian-consumer-preferences-mean-for-companies-entering-the-market.html): Quantitative market entry study assessing distinct cultural and regional preferences for companies expanding into Canada. - [Voter Perceptions of Political Figures (Carney)](https://empiricalintel.com/insights/carney-says-he-isnt-justin-trudeau-canadians-agree.html): Statistical evaluation of 1,001 Canadians tracking perceived ideological positioning and international trade relationships. - [Voter Perceptions of Political Figures (Poilievre)](https://empiricalintel.com/insights/canadians-are-only-partly-convinced-that-poilievre-canadas-trump.html): Quantitative public opinion data assessing voter alignment, policy comparison, and ideological grouping. - [Federal Budget Generational Impact Study](https://empiricalintel.com/insights/canadians-think-the-federal-budget-will-have-a-generational-impact-but-there-are-risks.html): Survey data measuring public reaction, perceived long-term impacts, and political risks surrounding the federal budget. - [Social Dynamics: Consumer Support for Diverse Businesses](https://empiricalintel.com/insights/most-canadians-support-queer-friendly-businesses-but-support-varies-by-demographics-geography-and-politics.html): 2SLGBTQ+ market research isolating how commercial intent varies across demographic and geographic boundaries. ## Services en Français (Bilingual Infrastructure) - [Sciences des données et sciences comportementales](https://empiricalintel.com/fr/): Services de recherche quantitative, sondages d'opinion, et analyses de données pour le marché canadien. - [Optimisation des Produits via l'Analyse Conjointe](https://empiricalintel.com/fr/optimisation-produits-analyse-conjointe.html): Conception de produits et modélisation des choix des consommateurs pour maximiser la part de marché. - [Études de Prix Avancées](https://empiricalintel.com/fr/etudes-prix.html): Analyse de l'élasticité des prix en utilisant Van Westendorp, Gabor-Granger, et les analyses conjointes. - [Segmentation Statistique du Marché](https://empiricalintel.com/fr/segmentation.html): Regroupement des consommateurs selon leurs besoins et attitudes pour affiner le ciblage stratégique. - [Tests de Messages et de Publicités](https://empiricalintel.com/fr/tests-messages-publicites.html): Évaluation quantitative de l'impact des messages marketing avant leur lancement. - [Analyse Approfondie des Consommateurs](https://empiricalintel.com/fr/analyse-consommateurs.html): Identification des tendances comportementales et des motivations d'achat des clients. - [Recherche sur l'Opinion Publique](https://empiricalintel.com/fr/opinion-publique.html): Collecte de données fiables sur les tendances sociales et les attitudes par rapport aux politiques publiques. - [Méthodologie d'Analyse](https://empiricalintel.com/fr/methodologie.html): Aperçu de nos protocoles d'échantillonnage et d'analyse rigoureuse des données. - [Services de Recherche](https://empiricalintel.com/fr/recherche.html): Solutions de sondages représentatifs en ligne et d'analyses statistiques avancées. - [À Propos de Nous](https://empiricalintel.com/fr/apropos.html): Profil d'Intelligence Empirique et qualifications académiques de son fondateur, Eric Guntermann (PhD). - [Contactez-nous](https://empiricalintel.com/fr/contact.html): Planification de projets d'études de marché ou d'analyses de l'opinion publique. ## Corporate Identity & Governance - [About & Contact Info](https://empiricalintel.com/about.html): Professional biography of Dr. Eric Guntermann and operational history of Empirical Intelligence. - [Direct Consultation Intake](https://empiricalintel.com/contact.html): Client engagement portal to establish research objectives for upcoming statistical projects.