Statistics Help-Modelling-Marketing United States | Europe

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.