Analysis of the data must tell marketing a “story” about what we learned and why it is so. For example, “this concept is preferred over current because … and this is what it means for the business…”

Consumer Insights will create an understanding of consumer behavior, attitudes and reasons why, thus providing insights and direction to marketing. Those techniques that help us understand “the story” will be included in the study. In the process, we believe that a simple straight-forward approach is better than a complex one.

• If appropriate, we have a collection of sophisticated techniques to assist in the data analysis process, including the following commonly used approaches:
  • Segmentation
  • Perceptual or Quadrant maps
  • Conjoint analysis
  • TURF analysis (optimize a line of products)
  • Multivariate analysis: regression, factor analysis
  • Weighting of the data

• Depending upon client needs, Consumer Insights will provide a topline analysis and written report of the findings, as well as present the data if desired. Norman personally lends his analytical expertise to each and every project.

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