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AWARENESS AND USAGE STUDY

Any long-term development, marketing, merchandising, and advertising plan for a product begins with detailed, comprehensive, and reliable insights into the category. FGI's category research provides realistic market penetration data, awareness and usage statistics, and articulation of the reasons for the gaps between them.

  • Benefits

    A definitive and exhaustive current view of the category ♦ Spending data and trends ♦ Insights that help you prioritize marketing resources ♦ Learn what’s driving brand loyalty and repeat purchases ♦ Understand the best consumer segments for your brand ♦ and more...

  • Features

    Market sizing information ♦ Accurate category demographic composition through carefully stratified sampling methods ♦ 3 levels of brand awareness data ♦ Product usage data by specific application ♦ Historical purchase trends ♦ Awareness/usage gap analysis through barrier tournament methods ♦ Key drivers analysis ♦ Segmentation ♦ and more...

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SEGMENTATION

Customer and market segmentation is an advanced research technique to separate a heterogeneous mass of consumers into homogeneous groups based on similar beliefs or needs. Segmentation helps marketers define and precisely target high-value groups of individuals, and helps product managers develop innovations that fill specific, unmet needs.

  • Benefits

    Helps you stop marketing to the "average" consumer by enabling precise targeting of high-value prospects and the appropriate, relevant message for them ♦ Uncovers potential line extensions that appeal to the unmet needs of certain segments ♦ Traditional demographic, lifestyle, and other personal characteristics serve as powerful descriptors of the segments ♦ Segments can be articulated in terms of "personas," which helps socialize the segment profiles in the organization and provides a common basis for strategic and tactical plans around the brand

  • Features

    Many statistical techniques can be used to develop segments, such as hierarchical cluster analysis, k-means cluster analysis, latent class analysis, and more ♦  Some segmentation schemes yield a typing tool, or “short form,” which can be used to classify consumers in downstream research applications ♦  Segment definitions can be extended and appended to thousands or millions of individual customers or prospects through the combined use of third party data and sophisticated modeling algorithms

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EXPLORATORY DATA ANALYSIS

The term “big data” has as many uses as it has misuses in the marketing research space. We think of big data as falling into three categories – attitudinal, behavioral, and customer data. The ability to bring this data together greatly enhances the value of research in virtually any application. FGI's Exploratory Data Analysis is a comprehensive overview of the data available, in terms of completeness and content, along with an assessment of how it can be used to improve your marketing research.

  • Benefits

    Fresh, new look at data that has been available but not necessarily used ♦ Many ways to use the data to enhance research analysis ♦ Useful to supplement sampling stratification and targeting ♦ Can be linked to specific customers, prospects, and others to enable drill-downs at extremely discrete levels…even down to the individual

  • Features

    Tabular and/or graphical output of all relevant variables ♦ Assessment of “missingness” of data ♦ Consolidation of redundant variables ♦ Basic summary statistical analysis on all variables ♦ Secure data transfer and storage

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