Determining what drives a brand’s perception, using Jaccard Analysis
Image Courtesy: www.reviewtrackers.com OBJECTIVE A client approached us intending to know the attributes which play a major role in buying a non-luxury car and the ones that are least impactful. The objective of the study was to identify the attributes (key drivers) that drive a non-luxury car brand’s sales or image, customer satisfaction, loyalty and […]
Gauging what works best for a brand using correspondence analysis and hierarchical clustering
OBJECTIVE Marketers have always had to manage goals such as making their brands distinctive, making them central in their category, and understand competitors. The objective of the study was to understand how brands and a list of attributes/features are perceived by consumers. While understanding why a customer chooses a particular brand repeatedly over time, the […]
Awareness Trial Usage (ATU) Study
Client : A pharma major Time : April 2015 Objective The client had initiated a disease awareness campaign designed to increase dialog in the medical community regarding the needs of patients suffering from Parkinson’s Disease Psychosis (PDP). The objective was to generate goodwill in the community and consequently nurture a positive disposition towards the brand. […]
