贝恩marketresearchbbnxw.ppt

* marketresearchMarket Research Data Analysis (CHAID Analysis-Location Strategy-Store Evaluation Summary) Group A Ideal locations 103 stores Group B Not ideal locations 47 stores Group C Undesirable locations 50 stores Store locations Quartile Performance: Q1 Q2/3 Q4 47 47 9 2 30 15 1 23 26 Analyze 24 under-performing stores Identify new store opportunities in “A” locations Close as economically feasible Potentially keep Q1 and some Q2 stores open as exceptions * marketresearchMarket Research There are over 110 locations unpenetrated by the client that meet the “ideal location” criteria. Data Analysis (Location Strategy - Potential Store Opening Locations) * marketresearchMarket Research New product/service development identify the optimal product mix determine relative market share with new product introduction Develop a market simulation model to understand how changes in the marketplace affect share Understand price sensitivity in the marketplace Understand the value respondents place on different product attributes or features Understand brand equity and its impact on buying behavior Use as input into cost/benefit analysis for deciding on introducing new products or changing existing products Data Analysis (Conjoint Analysis - Strategic Issues) * marketresearchMarket Research Method of understanding values consumers place on product attributes and benefits Forces consumer to trade off among product attributes and benefits Respondents’ trade-offs produce mathematical representations of value (utility scores) Utilities Importance ranking (low to high ranges) Choice share simulation Data Analysis (Conjoint Analysis - 1 of 2) * marketresearchMarket Research Compute utilities for each individual Configure your product. The base case and competitor’s product. Compute probabilities of preference Test your product against competitor’s products the “what if” scenarios Conjoint analysis allows you to model the marketplace. Gain informa