MaxDiff modelling for product feature optimization
Objective To understand which product features or applications are most important to a particular market. Approach An online quantitative survey was conducted that included a MaxDiff exercise in which 40 different product features were evaluated on what is best and worst among 15 sets with 4 features in each set. MaxDiff modelling was used over […]
An ensemble segmentation approach to Healthcare problem
Client: A pharma major Time: May 2015 Objective: The client initiated a new biologic therapy and wanted to understand the potential drivers and barriers associated with it. He wanted to have a clear idea about the impact of the existing therapies in the market. To find this out we addressed the issues listed below […]
Urban Indian Consumers – Their Personal Finance Landscape
Client: The Economic Times (ET) Time: April 2015 – April 2016 (Ongoing) ————— Objective To understand the investment needs, behaviour and preferences of urban Indians in the fields of income (household and personal) expenditure savings investment credit and debt risk coverage taxation Approach 12 online surveys are planned over the period of one year and each survey […]
Segmentation, Targeting and Positioning (STP)
Client: A consultancy firm in South East Asia Time: January 2014 ———————— Objective The objective was to develop a segmentation algorithm on the basis of a set of psychographic attributes like basic values, beliefs, attitudes, perceptions, motivations and needs (functional, emotional, social and situational) in order to embark on targeted marketing and to enable positioning […]