Statistics Help-Modelling-Marketing United States | Europe | London
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Statistics
Help-Modelling-Marketing United States | Europe | London
Statistical modelling services including
marketing mix, research, data analysis and other statistical related activities
across United States | Europe | London
Marketing
Segmentation
•
Are there groups of people in my target audience who are similar?
• How do I segment the market in a way in
which the segments are meaningful as well as actionable?
• What is the best way to exploit these
segments?
These questions are best answered through
the use of one the many segmentation techniques commonly used today. Our
segmentation techniques include cluster analysis, logistic regression, latent
class and dynamic segmentation. Clusters can be characterized in terms of
demographic, lifestyle behavioral or attitudinal variables. However, not every
cluster analysis solution produces actionable results.
Our experience across hundreds of product
markets puts us in a strong position to determine the best bases for
segmentation. Segmentation is an iterative process and we are conscious that
obtaining usable solutions takes a lot of effort and patience.
Our promise to you is the most actionable
segmentation solutions for your market.
Concept
Screening & Optimization
Statistics
Help-Modelling-Marketing United States | Europe | London
Statistical modelling services including
marketing mix, research, data analysis and other statistical related activities
across United States | Europe | London
•
Which of these concepts (product, service, name, flavor etc.) is most likely to
succeed in the market place?
• Which combination of flavors if launched
can give me the best coverage of my target audience?
We use statistical techniques such as Q
Sort, TURF and Shapley value analysis to screen, rank and optimize concept/
product lines. We select the tool appropriate for the issue at hand in a way
that maximizes discrimination between the options, and aids in decision-making.
For multiple product lines, we use tools
to assess the strength of each individual item in the line to maximize reach
and minimize overlap. A group of items are also identified in way in which the
largest combined audience can be targeted.
Marketing
Product Optimization
• Where should we put our R&D budget
to make our product more competitive?
• What product configuration and pricing
will maximize purchase interest and share?
Conjoint Analysis is the most commonly
used tool to address optimization issues. We use both Straight as well as
Choice based (Discrete Choice) techniques, based on the situation.
Statistics
Help-Modelling-Marketing United States | Europe | London
Statistical modelling services including
marketing mix, research, data analysis and other statistical related activities
across United States | Europe | London
Marketing
Brand Image Analysis
Marketers are often faced with questions such as:
• Does my brand enjoy a distinctive image?
• How is the image of my brand different
from that of our competitors?
• What does my brand stand for and is that
in consonance with my brand's positioning?
We use many kinds of statistical
techniques to explore relationships between brands, between attributes, and
between brands and attributes. We use perceptual maps to identify closely
competitive brands and the attributes most closely associated with different
brands.
We also use many other statistical
techniques including factor analysis, discriminant analysis to understand the
importance of attributes and how they cluster together. Dendrograms are used to
plot closeness of relationships between brands. These tools are used together
to understand the current position of a brand and to determine the best ways in
which to improve a brand’s competitive position.
Statistics
Help-Modelling-Marketing United States | Europe | London
Statistical modelling services including
marketing mix, research, data analysis and other statistical related activities
across United States | Europe | London
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