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Following a simple formula . . .

We don't look at data in isolation, choosing instead to view them through multiple lenses while applying proven analytic tools within the context of your business strategy.

Because to us, it's simply about answering your questions.

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Decision analytics

Understand purchase drivers
Inform product design
Perform competitive product offering simulations
Strategic and tactical product learnings include...

Choice Modeling: Consumers are multi-dimensional and their purchase decisions often involve trade-offs. Choice Modeling is an analytical tool we use to simulate this decision process. Consequently, we determine the optimal product(s) based on consumers’ underlying preference relative to product attributes. Our "choice" experiments are designed to simulate real-world consumer purchasing behavior.

We use a variety of approaches including: Traditional Conjoint Analysis, Discrete Choice Modeling, and Maximum Difference Scaling (MaxDiff). .

Optimal designs

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Price Sensitivity: Understanding what features consumers like is one thing, but truly understanding what they are willing to pay for is something else. Taking a comprehensive approach to pricing analysis that includes market context, price positioning, and demand elasticity to inform your pricing strategy—we apply a variety of pricing evaluation techniques: Discrete Choice Modeling, Van Westendorp's Price Sensitivity Meter, Gabor-Granger's Price Laddering or a Monadic Concept Price test to inform your pricing strategy.

When appropriate, we'll implement hybrid designs and combine approaches to give you a complete view of your pricing options.

Determine optimal price for your product
Understand impact of price changes
Perform pricing simulations
Strategic and tactical pricing insights include...

Price elasticity of demand

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TURF Analysis: We apply TURF (Total Unduplicated Research and Frequency) to assess the market opportunity or your product. This analysis informs your brand-building and media resources allocation strategy. Consequently, you'll understand the number of people "reached" by your media spend or product variations in order to maximize sales.

Additionally, we can wholly answer your resource allocation questions by taking into account cost components associated with your media or product mix to determine the financial implications to your business.

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Determine optimal product and promotional mix
Assess implications product line and media spend
Perform "what if" product and media mix simulations
Inform specifically...

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Factor Analysis: Statistical technique we apply to find patterns in the data—most notably, to highlight the underlying dimensions/perceptions that define and influence your category. This diagnostic analysis can form the communication framework on which to position your brand. We'll help you understand underlying dimensional constructs in the data, identifying key factors as well as reducing the variables to a more productive and manageable set.

The knowledge gleaned serves as a solid foundation for subsequent exploration, including: segmentation research, messaging effectiveness, and brand equity evaluation. .

Understand motivating attributes and category construct
Determine relationships across category factors
Inform brand positioning strategy
Identify specifically...

Number of different factors that explain the category

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Perceptual Mapping: Diagrammatic technique we apply to communicate complex relationships among brands and the category attributes that influence consumer purchase. From this analysis, you'll understand your brand's position relative to competitors—its strengths, weaknesses, and opportunities—and gain insights on where to focus your development resources.

Perceptual Mapping is particularly beneficial in revealing category associations relative to your brand and visually communicating the competitive landscape in a format that is easily understood by all stakeholders.

Reveal brand associations and perceptions
Assess competitive positioning
Identify strengths and weaknesses
Communicate visually and easily marketplace dynamics
Specific objective-driven analytics include...

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ANOVA: We test market assumptions relative to your product using ANOVA (Analysis of Variance). Unlike significance testing (t-tests) which applies to comparisons between two groups, ANOVA enables us to identify significant differences and their implications among multiple groups simultaneously.

Consequently, ANOVA provides the analytical framework when your business decision rests on the accurate assessment of whether differences among multiple groups are meaningful and worth taking action. .

Understand impact of media and promotions
Identify marketing component most likely to drive purchase
Inform product and marketing mix strategy
Determine specifically across consumer groups...

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Regression Analysis: Multivariate technique we use to identify and evaluate the drivers of consumer attitudes and behaviors relative to your product in the marketplace. By understanding how variables are related and their impact on each other, you can focus your management initiatives on the most influential ones.

We quantify these relationships, thus enabling you to predict their effect and manage your product accordingly.

Understand influence of marketplace variables
Identify which variables impact others
Estimate strength of relationships among variables
Specifically from this analysis we...

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Cluster Analysis: Statistical technique we use for "clustering" individuals or objects into groups. We identify consumers' wishes, desires, likes, and dislikes that form the basis for segments characterized by benefits, attitudes, or demographics. By identifying clusters of consumers based on similarities and differences, marketing programs can be intricately tailored for them. Once productive clusters are identified, characteristics of these groups can be interpreted to inform your got-to-market targeting strategy.

Understanding consumer and product clusters is essential to enhancing brand intimacy, strengthening customer loyalty, and thus maximizing the lifetime value of these groups.

Understand traits of different consumer segments
Identify which consumers are most valuable
Inform customer acquisition and retention strategy
Optimize in-market strategy regarding...

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Media allocation

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CHAID Analysis: Method used to understand the relationships between marketplace variables and their influence on product purchase. We evaluate the "decision tree" framework to progressively identify which characteristics most differentiate those interested in purchasing your product.

This analysis is particularly useful for summarizing data and can show major natural divisions across category-defining variables. As a result, determining the sequence or relational priorities among consumer groups enables you to effectively tailor your media and promotional activities for them.

Understand motivating factors leading to purchase
Identify differentiating characteristics of consumers
Determine optimal media targeting
Advantages include...

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Leverage Analysis: Multi-faceted approach we apply to your customer satisfaction data. While it takes various forms, depending on your product or industry, from this analysis you gain a thorough understanding of the key associations driving consideration and preference for your brand. We evaluate what is "leverageable"—where to focus resources—to maximize product uptake and customer retention.

As a result, we identify potential improvements that appeal to new customers and elicit loyalty from existing ones.

Understand drivers of consideration and preference
Identify customers likely to switch / leave franchise
Assess competitive landscape
Inform key performance metrics (KPI), including...

Conversion, retention

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Benchmarking: We monitor your business performance relative to others in the category. Starting with identifying the most important performance metrics: perceived quality, satisfaction, likely to recommend, and future consideration, we determine how your product compares with those of your peer group.

We apply a rigorous method to understanding market drivers, as well as identifying industry leaders and their best practices. Consequently, you can respond effectively to competitive changes that may impact your brand.

Understand customer unmet needs
Determine strengths / weaknesses in product perceptions
Identify potential product improvements
Monitor customer dynamics, such as...

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Gap Analysis: Strategic approach we take to assess current associations of your product relative to perceptions that ensure success in the marketplace. We evaluate key performance indicators, developed collaboratively for your industry, at various points in time to identify potential areas of improvements. We'll analyze your brand's equity to understand what gaps need to be filled in order to grow your business.

Understanding unmet needs and making appropriates changes enables you to lengthen the lifetime value of each new and existing customer.

Understand customer unmet needs
Determine strengths / weaknesses in product perceptions
Identify potential product improvements
Assess category and product expectations, including...

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