Survey data and analytics provide an understanding of the ‘why’ behind the ‘what’. Historically, the challenge with primary research has been that panelist stated behavior has not necessarily translated into actual purchasing.
- Understand the impact of awareness levels & product usage on actual volume
- Align marketing spending with consumer needs, attitudes & behaviors
- Leverage consumer preference to fine tune point-of-sale marketing
- Develop consumer segment strategies based on growth potential
- Simulate how consumers evaluate offerings vis-à-vis other alternatives in the market place
- Design new products/line extensions or reposition existing products focusing on the most important attributes
SMS integrates primary research data and survey-class models with point-of-sale and economic data to provide a complete understanding of emerging and forward-looking purchase behavior.
SMS Approach to Survey Analytics
STEP-1: Design survey and collect data based on client objectives and expected downstream modeling requirements.
STEP-2: Conduct traditional battery of standard descriptive analyses
STEP-3: Apply conjoint and discrete choice models to build a predictive map of factors that drive consumer choice (product attributes, price, advertising, internet, etc).
STEP-4: Integrate survey analytics with transaction-based demand models (price modeling, promotion modeling, marketing mix modeling) to gain a complete understanding of factors that drive consumer awareness, preference and purchase behavior.
SMS descriptive survey data and integrated analytics provide a complete understanding of emerging and forward-looking consumer purchase behavior.
