The senior members of our team have significant experience in the application of advanced analytical methods. More importantly, they are skilled in the interpretation of the results - always translating the complex mathematical output into relevant, action-oriented business insights to help instill confidence and reduce risk
In addition to basic analysis of cross-tabbed data on pre-defined segments and classifications of respondents, Brand IQ will use a combination of the following techniques to increase the value of the data collected in these studies.
Analytic Toolbox
These techniques predominantly use competitive performance evaluations on a series of attributes which results in the inference of brand similarities and positioning.
Positioning Gaps Quadrant Chart
Discriminant Based Maps
MD-Pref Maps
Correspondence Based Maps
KYST Similarities Maps/Profit
This set of techniques is used to help understand the importance or contribution a feature or attribute makes on a product/service. Understanding the "utility"of the feature allows for trade-offs or the optimizing of the feature set.
Discrete Choice Modeling
Conjoint Analysis
Sales Forecasting
Choice-Based Conjoint
Constant Sum Analysis
Max Diff
Our segmentation studies often include segmenting on two or three different basis variable sets and then cross-tabulating each of the segmentation schemes against one another to develop rich segment profiles.
Cluster Analysis of attributes, needs deficiency gaps, psychographics, occasions, and conjoint utilities
CHAID
CART
These techniques are used to optimize specific product characteristics or for the optimization of product lines. These analytic techniques are non-tradeoff based approaches.
Product Modification Mapping
Response Surface Methods
TURF (Total Unduplicated Reach and Frequency) Analysis
These tools can be grouped into direct and indirect pricing methods. They vary in sophistication, complexity, and cost.
Direct Response Price Elasticity Modeling
Van Westendorp Price Sensitivity Model
Discrete Choice Modeling
Choice-Based Conjoint Analysis
Grange-Gabor Price Wheel and Elasticity Modeling
“The most important
stage of any research project is making sure you ask
the right questions. Everything else cascades from that.”
– Mike Murphy, Founder
“Decisions based on analytics are more likely to be correct than those based on intuition.”
– "Evidence-Based Management" and "Don't Trust our Gut - Harvard Business Review" (Jan 2006, Mar 2003)
