And use the appropriate analysis technique to meet your objective...
Key Driver Analysis
To help business prioritise improvements, action planning and set financial incentive schemes by identifying drivers of satisfaction/ dissatisfaction, or loyalty
Trade-off Analysis
To optimise brand, product or service features and their importance (e.g. Conjoint Analysis, Discreet Choice Modelling (DCM), Max Diff, and TURF Analysis)
Price sensitivity analysis
To help business maximise market share and arrive at the optimal price to charge for products and services (e.g. Van Westendorp, Gabor-Granger)
Segmentation & personas
To help understand who your customers are, their typical personas, and which segments are more important to your brand and the relative size of them
Perceptual mapping
To demonstrate how brands, products or services are perceived, and how they differentiate from the competition (e.g. Correspondence mapping)
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