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INSIGHT MARKET MAPPING AND MODELING

When you need to understand the market as a whole -- learning what types of consumers or need-states exists, how many of each type there are, how to reach each type and predicting their response to changes in the market -- you need the insight-boosting power of advanced statistical techniques. At Gray Insight, we use the best and most market-savvy statistical approaches to give you a visceral understanding of your market landscape and a meaningful view of the potential results of future actions that you, or your competitors, might make.

Our array of multivariate techniques includes factor analysis, market segmentation, conjoint and discrete choice modeling and many others. We don't use a "one-tool-fits-all-situations" approach. Rather, with Gray Insight, you will get a statistical approach that shines the most light on the issues you need to understand.

Our quantitative research questionnaires are often refined using the results of either Insight Laddering interviews or Insight Psychoanalytics research, since both provide a rich source of consumer language regarding brand perceptions, as well as the values, product attributes and benefits that define consumer needs in each product category. Using consumers' own language in the survey means that the resulting brand and product category maps accurately mirror consumers' perceptions, thereby ensuring that the resulting market maps and recommendations will have maximum strategic value.

Using a variety of multivariate statistical techniques (correspondence analysis, factor analysis, clustering and proximity scaling), the patterns within the data are uncovered and the relationships that define the market landscape and the brand's positioning/relevance are developed. These results are then used to indentify the key drivers of the marketplace for each product category and the positioning and personality of each brand. In keeping with our emphasis on visual presentations, this information is summarized in a series of perceptual maps that effectively illustrate the opportunities available for positioning both brands and products based on the needs and values of target consumers.

The quantitatively-derived perceptual maps also provide a strategic overview of all brand relationships relative to current and future product options and can be used to determine the personality characteristics of an "ideal" brand positioning, as well as the relevance of both current and future brand positioning to the product lines.

The ideal characteristics can then become touchstone elements in future marketing, packaging and promotional efforts, gradually moving the brand toward the most desirable positioning and making the resulting brand image more vivid and motivating among target consumers.



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