Custom Research Analytical Tools
WestGroup offers a wide range of statistical analysis for its clients. These analytical tools provide clients with greater insights into their research results, yet the results are written to be understood by business people without a statistical background. WestGroup has extensive experience in applying the following statistical techniques with a range of different clients:
Product
or Service Modeling
Probably the most commonly used custom research tools involve developing
mathematical models that simulate customer responses regarding a product
or service. These models provide an opportunity to forecast how customers
might respond if key elements in the products or services change. For
example, a model could be developed to forecast the impact on customer
satisfaction based on attitudes about the product pricing, return policies,
telephone representatives, and business hours. The statistical analysis
techniques used to develop these types of models include multiple regression,
factor analysis, discriminant analysis, ANOVA, MANOVA, and correlation
matrixes.
Segmentation Modeling
SPSS CHAID divides a population into two or more distinct groups based
on the "best" predictors of key factors. For example, if a key
factor is "use of a product," WestGroup can determine the "best"
predictor (e.g., psychographics, attitudes, demographics) of purchase.
The results from this analysis are presented in an easy to read tree-diagram.
Market Segmentation
A CLUSTER ANALYSIS segments the population on various attitudinal and
demographic factors. For example, residents may be grouped by geographical
differences as well as their potential for purchase.
Product or Service Positioning
PERCEPTUAL MAPS create pictures of the data to make the results easier
to understand. Attitudes toward key questions can be compared by population
subgroups and all placed into a single picture that shows how they relate
to each other.
Trade Off Analysis
Using Sawtooth Software's ACA (Adaptive Conjoint Analysis), WestGroup
conducts market surveys to guide product design. The computer assisted
interview creates a questionnaire tailored for each respondent, guiding
them through tradeoffs to learn exactly how variables affect their decision-making.
The result is a model that can predict market share based on a wide range
of possible combinations of product features.
Statistics Classes
In addition, WestGroup staff offers classes tailored to the non-statisticians
who are interested in using more advanced research techniques. For more
information, send a note to answers@westgroupresearch.com.
- A Statistical Overview is a four-hour course on the types of statistical analysis techniques available and when to use them.
- Market Segmentation is a four-hour course which explains how to conduct market segmentation research from study design through implementation.
