Marketing Sciences
Our Marketing Sciences team is based around our team of experts who love to solve more difficult problems. We know that real life throws up questions that don't have easy answers and need more than just standard approaches. Whether it is through the design of a research solution, running advanced analysis or finding a simple graphic which communicates clearly the findings, we thrive on the challenge. We combine together many years of research practice, our personal experience of being client-side and the latest analytical techniques to design, working closely with you, the best solution in each individual case. Some of the areas we are currently working in include:
Working with research data at the respondent level rather than totals
As we delve deeper into the data we can model the behaviour of individuals and then gross that up to give a model of how the whole market would behave. What we find most important here is to have clear ways to present those findings. Extracting more useful insight from the data is good — as long as we "can see the wood for the trees" Often we find the best way is to build a "simulator" for you — a tool which enables you to test alternative strategies and to see the impact on the market, and on your brand's volume, share, margins and profitability.
Calibrating research
Research is important to understand how people would react in new circumstances. However we can often calibrate those results because we know how the market has reacted in recent circumstances. Usually then we recommend that we include actual market data (eg from Nielsen or IRI) to calibrate to real rates of sales and levels of distribution — rather than just claimed levels.
Transition of surveys from off-line to on-line
With different collection methods and in some cases different sample structure, we expect and usually find differences in key measures from one wave to another. Understanding which comparisons can and which can't be made is important, and making the transition as smooth as possible is our speciality.
Pricing
Pricing questions are never simple and are usually interwoven with other issues for your brand. We can work through that with you and identify the best combination of analysis and/or research to provide answers to the broader scope of your business strategy. Many of the world's leading manufacturers consult us regularly, both to maximise established brands and when developing new products and line extensions. They value the accuracy of our forecasting and our impressive diagnostic capabilities: we suggest solutions, ways you can dramatically reduce your risk and boost your brand's performance and profitability. We work with you right from the start of the project to ensure the right data is collected, rather than just run standard analyses on pre-set questions.
Our expertise extends beyond number crunching. We recently helped a client decide which varieties of chocolates to put in a selection box assortment. The tricky bit is understanding not just which varieties are popular, but also which combination (out of millions of possible) maximises interest in the whole assortment and minimises turn-off. What we couldn't solve is what to do when everyone wants the one with the whole nut in.
Case Studies
Segmentation and identification of white space
Market segmentation, product positioning and new product opportunities are heavily interrelated and careful coordination is required to achieve a clear marketing strategy across the company.
Our client, who has a range of OTC/medicinal products, needed to understand how different groups of people dealt with the different illnesses and ailments. They wanted to develop a strategy for targeting specific products to specific needs of their customers. This would then help them understand the gaps within their portfolio and inform NPD.
We found similar patterns across a wide range of these categories. The main split was whether or not people used medicines but the motivations people within these groups were very different. Among the users you had people who would medicate straight away because they wanted to be cared for and looked after, and those who used medicines so they could carry on and not be slowed down. Among the non-users, one group was very proactive and healthy so they felt no use for medicines whereas the other comprised people who just shut down and suffered through it. No doubt ensuring that anyone else near them knew they were suffering too...
We investigated the needs that these individuals had when they were suffering and how the current range of products met these needs. We then identified gaps and our client was able to brain storm new ideas and innovations to fill them.
Discrete choice modelling
A leading manufacturer of soft drinks wanted to understand the potential value of a number of different nutritional benefits that could be added to existing products. These included calcium, vitamins, soluble fibre, etc.
A discrete choice exercise among the target audience demonstrated that brand, flavour and price remain the most important drivers of consumer choice. However our study also showed that some additional benefits have significant consumer value and can affect product choice for consumers with less distinct brand preference. The study quantified the value to consumers (by direct comparison with price as a driver of choice) of each possible benefit and gave strong recommendations to our client as to which benefits and claims to take forward in new product development and which to park.