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Marketing Research Case Studies

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Below is a list of case studies detailing some of Decision Analyst's experiences from innovation and qualitative research to quantitative research to advanced analytics and database analytics. You can view each article by clicking on the title.

A Decision Analyst Conceptor® and Pii® Analyses Case Study
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A regional snack producer was wanting to compete with their larger national competitors. Their strategy involved developing new salty snacks that where different in flavor than the larger competitors. Decision Analyst recommended using Optima® product-testing system with intelligent scoring and weighting of answers to evaluate new products, and then using Conceptor® advanced models to forecast volumetric retail sales potential of the new salty snacks.

A Decision Analyst Proprietary Panel of Users: Case Study
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A large consumer-packaged-goods company wanted to gain insights into two consumer groups’ attitudes, usage, and behaviors toward tanning products, over a period of 16 months. This time period of research was necessary to understand differences in product usage during peak tanning season and off season.

Database Analytics Case Study: Developing Strategic Value from a Consumer Affairs Database
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A major international manufacturer of a food product sold in grocery stores had a database of consumer contacts going back several years and consisting of several million records. The Consumer Affairs department believed the database was underutilized as merely a tactical resource for dealing with consumer complaints and inquiries. The department wanted to develop the strategic value of the database and also wanted to improve methods used to deal with consumer inquiries and potential problems. Using sophisticated data cleaning and exploratory methods, geospatial analysis, and standard market research analysis methods, Decision Analyst was able to illuminate patterns in the data that impacted product development and testing, and target marketing.

Hotel Services Innovation Program
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A major hotel chain was interested in developing relevant and actionable new products and services designed to target the business traveler, and to project potential market appeal for each concept. We addressed this need using Decision Analyst’s Insights & Innovation Group to identify and develop new product and service concepts. Once the new product and service concepts were developed, Decision Analyst then used quantitative research combined with advanced analytics to identify the new concepts with the best potential for success.

Kitchen Appliance System Positioning Test with Segmentation Case Study
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A major consumer-packaged-goods company and a large appliance manufacturer had jointly designed a system to deliver a superior finished product, compared to traditional ways of preparing the product. Before bringing the new product to market, the manufacturer wanting to develop a positioning that was compelling and different than thier competitors.

Market Mix Modeling Case Study: Measuring Return from Advertising in the Fresh Food Industry
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A major manufacturer of a fresh food product sold in grocery stores had spent $250,000 in the previous two years on advertising and $1.2 million per year in promotion allowances. The company believed it understood how to manage promotion allowances and how much return to expect in terms of sales. However, there was a question about the return on advertising expenditures: That is, how much stimulation of sales could be expected per Target Rating Point (TRP) of advertising?

Retail Point-of-Sale Tracking: Marketing Research Case Study
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A major retailer needed a way to better understand the experiences of their customers in a timely and cost-efficient manner.

Purchase Probability Modeling Case Study: Lead Classification System For a Cloud-Based Product
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An international, high-tech software company wanted to boost sales of its business-to-business hosted software service. A logistic regression model was developed that predicted the likelihood that a prospect would consider subscribing to the hosted service. The model was incorporated into an interactive scoring tool that allowed the sales force to enter prospect responses for each of the model predictors and forecast the likelihood of prospects to accept an offer of service. After the model was validated by the client company, the model was implemented across its sales force.

Strategic Global Research: A Case Study of Qualitative Research in China
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A U.S.-based retailer wanted to evaluate an emerging market as part of their long-term expansion strategy. This research was undertaken to provide strategic direction for markets in China.

Utilities Customer Satisfaction
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A major national utility company was suffering from low customer satisfaction ratings and needed a plan to identify problems and address the issues in a timely manner.

Volumetric Concept Testing: Case Study From the Toy Industry
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A toy maker developed several toy concepts and wanted to know which of them should be taken to market. During an online survey, respondents were taken through two shopping exercises and made purchase decisions based on the available toys. Several latent-class choice models were developed measuring price and product utilities. Calibration to external sales data was applied to improve the reliability of volumetric estimates. After calibration, the total volume estimates were loaded into a DecisionSimulator™ that enabled the client to make toy selections based on potential units and revenue.