Research and Analysis
Overview: We research new products
and services, do program evaluations, understand customer behavior, do consumer
studies, and do on-the-fly cover testing. We use everything from phone surveys
to mall intercepts to online research.
We will help you
identify relevant groups to study or compare. If you are looking at
buyer behavior for example, look at non buyer behavior or have a control
group or program norms as a reference. We may collect surveys from people
different each time periods to remove seasonality or create sales
pre-launch research. Example: Safecards child protection program tested
different prices and different offer combinations. It also established target
segmentation for each service.
into consumer behavior for GM's North American automotive marketing team
through analysis and interpretation of market research data and application
of experience, enabling them to achieve higher (more than double in some
cases) incremental sales rates in subsequent programs.
motivational factors for each target group. Example: Measured GM employee
attitudes and willingness to participate GMs Ambassador Program for
hourly, salaried and retired employees.
consumer reactions to magazine covers before choosing which to use. Measure
lift of cover choice to sales by calibrating to survey responses. Predict
the overall success of the issue before release, based on live consumer