Experience: Specialized Analytical Techniques
Sponsorship Index:
Evaluates the relative value of sponsorships (e.g. the Olympics, NHL Hockey,
the Opera, Grand Prix racing)
Quality Action Index:
Employed in Quality of Service and
Customer Satisfaction research to
identify and locate specific areas of service where improvement
is urgently needed to prevent
the erosion of market share.
Multi-Dimensional
Scaling:
Perceptual "mapping" techniques are
used to spatially locate brand
and product images in the consumer
mindset.
Market
Segmentation:
Used to identify and describe consumer "clusters" based
on groupings of similar attitudes
or perceptions.
Conjoint
Analysis:
Used to construct the "ideal" product
or service from a wide range
of possible product benefits
or attributes.
Market
Damage Assessment:
Used in Quality Management research to determine the monetary cost of providing poor quality service and to calculate the return on investment for a corporate Quality Management program.
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