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Cathy Heath

Market insights researcher

Experience

Cathy is a freelance market insights researcher with over 15 years of experience helping people like you get the facts you need to grow your business. Market research, competitive intelligence, secondary research/desk research - Cathy lives and breathes it. Getting the proper research can help challenge assumptions and gut feelings by giving you strategic and tactical insight into competitive landscapes, market opportunities, industry trends, and customer needs. Then you can fully understand how to get new business, monitor change and disruption, and protect your market share.

Education

Bachelor’s degree in Business Psychology from Massey University

Professional achievements

Asia-Pacific Coordinator for AIIP (Association of Independent Information Professionals) for several years and presented at seminars on undertaking secondary research /desk research.

You can find Cathy on the web at Heath Research Services or via her Linkedin profile.

Skills and expertise

Research methods Product development Market research Customer research

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 reviewed by Cathy

10 data analysis techniques you should know

Last updated 14 July 2023

How to set the right price for your product

Last updated 6 May 2023

15 Best market research tools in 2024

Last updated 3 April 2024

What is secondary market research?

Last updated 3 April 2024

12 must-ask questions for market research

Last updated 3 April 2024

What you need to know about primary market research

Last updated 3 April 2024

What is correspondence analysis?

Last updated 3 April 2024

Consumer behavior 101: What is it, and why does it matter?

Last updated 3 April 2024

A guide to competitive benchmarking

Last updated 3 April 2024

Conducting an effective competitor audit

Last updated 3 April 2024

Business research methods: A comprehensive overview

Last updated 3 April 2024

What is brand equity, and how can you get it?

Last updated 3 April 2024

Data analytics vs. data analysis: Know the difference

Last updated 3 April 2024

Deep dive into target audience analysis

Last updated 1 April 2024

Competitive pricing analysis 101

Last updated 1 April 2024

What is brand vision, and why is it important?

Last updated 1 April 2024

How to develop your marketing plan (with templates)

Last updated 1 April 2024

An introduction to conjoint analysis

Last updated 1 April 2024

How to use psychographics to understand your audience

Last updated 1 April 2024

Getting started with competitive analysis: Examples and best practices

Last updated 1 April 2024

Competitive analysis: How to do one step-by-step

Last updated 1 April 2024

How to use market surveys to gather actionable insights

Last updated 1 April 2024

Audience analysis: How to understand your audience better

Last updated 1 April 2024

What is a product line?

Last updated 25 June 2023

Confounding variable: Everything you need to know

Last updated 27 February 2023

What is face validity?

Last updated 5 February 2023

How to find the mean score of a set of numbers

Last updated 16 April 2023

A step-by-step guide to customer experience management

Last updated 29 April 2023

Market trends: What you need to know

Last updated 1 April 2024

Guide to demographic segmentation

Last updated 3 April 2024

Product research: What you need to know

Last updated 3 April 2024

Data collection in research: Your complete guide

Last updated 31 January 2023

Guide to systematic sampling

Last updated 26 July 2023

What is the difference between reliability and validity?

Last updated 12 February 2023

Competitor matrix: examples and how to use it

Last updated 3 April 2024

What is case study research?

Last updated 8 February 2023

What is conformity bias in research?

Last updated 13 April 2023

Unit of analysis: definition, types, examples, and more

Last updated 16 April 2023

Comparing method and methodology: Exploring the differences

Last updated 7 March 2023

Understanding basic research

Last updated 8 February 2023

What is ordinal data? A simple explanation with examples

Last updated 16 April 2023

Stratified vs. cluster sampling

Last updated 14 March 2023

A guide to field studies

Last updated 18 April 2023

What is operationalization?

Last updated 5 February 2023

What is construct validity?

Last updated 6 February 2023

Validity in research: a guide to measuring the right things

Last updated 27 February 2023

Objective vs. subjective data for insightful analysis

Last updated 9 March 2023

Basic vs. applied research: what’s the difference?

Last updated 27 February 2023

Find your competitors: direct vs. indirect competition

Last updated 1 April 2024

What is a semi-structured interview?

Last updated 5 February 2023

What is an extraneous variable?

Last updated 6 February 2023

What is purposive sampling?

Last updated 5 February 2023

What is descriptive research?

Last updated 5 February 2023

What is customer sentiment, and how do you measure it?

Last updated 23 May 2023

Sentiment analysis: Find out what users think about your brand & products

Last updated 14 February 2023

A guide to text analysis techniques with use cases

Last updated 8 May 2023

What you need to know about conversational analytics

Last updated 10 July 2023

How to create your ideal customer profile (ICP)

Last updated 8 May 2023

An introduction to simple random sampling

Last updated 5 April 2023

What is statistical significance?

Last updated 27 February 2023

What is action research?

Last updated 26 April 2023

How to calculate the confidence interval formula

Last updated 3 May 2023

What is content validity?

Last updated 8 February 2023

What is secondary research?

Last updated 7 February 2023

An overview of sampling methods

Last updated 27 February 2023

What a "customer-first" strategy means for your business

Last updated 3 July 2023

The difference between discrete and continuous data

Last updated 26 April 2023

What is netnography?

Last updated 26 April 2023

Data sources in research: A quick guide

Last updated 18 April 2023

What is snowball sampling?

Last updated 5 February 2023

What is criterion validity?

Last updated 7 February 2023

What is concurrent validity?

Last updated 12 February 2023

How does stratified sampling work? Guide & examples

Last updated 7 March 2023

What is a cohort study?

Last updated 1 May 2023

Customer perceived value: What it is & why it matters to pricing

Last updated 2 June 2023

What is churn rate, and how do you calculate it?

Last updated 14 February 2023

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