Priorities, not tables
Rank drivers by importance and actionability so the conversation moves quickly from evidence to decisions.
Commercial Lens
From survey data to decisions leaders can defend.
Parallax Lens gives leadership teams a structured way to answer the commercial questions that usually get buried inside decks: what is driving the metric, where the gaps are, which segments behave differently, and what deserves action now.
Gaps with context
Compare performance by entity, time, or segment while keeping the importance structure fixed.
Output that travels
Save screens into booklets and export analysis-ready Excel or presentation slides for the next meeting.
6 axes
Audience, outcome, predictor set, entity scope, time, and segment.
Typed views
Driver profile, SWOT, correlation, simulator, evolution, and comparisons.
Booklets
Reusable sequences of screens for executive narratives and exports.
AI ready
Research and deep-analysis flows grounded in stored analytical cells.
For Marketing Analysts
Work like an analyst, move like a product user.
Lens is built for insights teams, brand strategists, and research consultants who need to explore quickly without losing methodological discipline.
Driver profile
Rank the variables that explain the selected outcome, with separate readings for total importance and actionable importance.
Performance overlay
Keep importance fixed while opening performance by entity, time, or segment.
SWOT
Map importance against performance to reveal weaknesses to prioritize and strengths to defend.
Simulator
Explore how changes in predictor levels could move the outcome under the fitted model.
Evolution and comparison
Track driver structures across time or compare lenses by audience, outcome, entity, segment, or predictor set.
Research mode
Turn a business question into a structured investigation that scans stored cells and assembles reusable screens.
Methodology
A contract-first system for market research intelligence.
Lens starts by making the research structure explicit: project grain, stacked entity, filters, time rules, entity scopes, weights, dependents, independents, image nets, eligibility rules, and seed predictor sets.
That contract becomes the fuel for the analysis tree. The interface does not guess what a project means. It reads declared roles, validates selections, and composes views from reproducible cells.
Curate the base
Normalize the survey base, declare the stacked grain, define weights, classify variables, document bands, and audit coverage.
Build the tree
Precompute standard cells across the declared dimensions and keep on-demand slices available when the question changes.
Compose screens
Use typed screens with deterministic composition ids so analyses, favorites, booklets, and exports remain reproducible.
Interpret with discipline
Separate commercial action from statistical artifacts, preserving model notes, signed coefficients, correlations, and fit statistics.
Weighted regression by outcome type
Continuous outcomes use weighted linear regression. Binary outcomes use Firth logistic regression, with accuracy and Tjur R2 carried where appropriate.
Relative Weight Analysis
Importance is ranked by each predictor's RWA share of the model base measure: R2 for linear models and Tjur R2 for logistic models.
Signed coefficients, transparent display rules
The engine stores signed coefficients. The interface can flag negative or non-actionable effects without rewriting the underlying model output.
Actionability filter
A driver must clear the importance threshold, have a positive coefficient, and show positive zero-order correlation with the dependent outcome to be treated as actionable.
Correlation and collinearity awareness
Lens preserves correlation structure and model details so users can interpret correlated predictors with the right caution.
Quasi-separation safeguards
Binary funnel outcomes are protected from near-tautological predictors that would dominate a logistic decomposition without adding useful strategic signal.
Reproducible cells and exports
Every cell is addressed by declared dimensions. Every screen can be saved, recovered, exported, and pinned to analysis through deterministic composition.
Bring a sharper lens to your next research decision.
Parallax Lens is for teams that want to interrogate their market, preserve methodological discipline, and leave with decisions they can defend.