Tackle your toughest challenges with a passionate team of analytics experts using proprietary measurement and projection techniques to deliver actionable solutions
Competitive Benchmarking
Learn what the competition is doing to engage the fastest growing, most influential consumers, and how you stack up
Approach
Develop Framework
Scope, specific elements, and rubric for scoring each competitor
Determine Competitive Set
Competitive set based on member feedback and secondary research
May include market-leading non-competitors
Benchmarking
Primary: In-store audits; expert interviews
Secondary: Online research; media spend comparison
Findings and Recommendations
-Identify best practices across competitors
-Identify “avoid” pitfalls
-Develop “low hanging fruit” tips to address gaps in market
Benefits
Practical knowledge of what works and what doesn’t in the marketplace
New ideas for consumer engagement—across in-store, direct marketing, associates, digital, local, and advertising
Eliminate blind spots during the annual planning process
Fees
Dependent on number of competitors and elements to evaluate. Contact us for details.
Timeframe
4+ weeks: Dependent on scope
Deliverable
PowerPoint deck including deep-dives on each selected competitor; a summary scorecard of competitive performance; and recommendations to address gaps in the market.
Consumer Segmentation
Find elegant and actionable segmentation that balances culture, technology, category needs and wants, and consumer behavior
Approach
Our Process
- Attitudinal and/or behavioral instrument designed to reveal totality of orthogonal themes within scope of inquiry
- Bilingual if necessary
- Identify attitudinal themes that run through consumers using factor analysis
- Leverage resulting factors to explore segmentation solutions and collaboratively agree on one with client
- Create typing tool using smallest number of questions (typically 10-15)
- Use “Consumer Zoom In” methodology Full 360-degree profiles developed for each segment
- Select priority segments
A Segmentation Must
Be easily understood by the entire organization
Identify differentiated and meaningful groups of customers
Produce a manageable and relevant number of groups
Provide accurate classification predictors
Help pinpoint prime targets and prospects
Lend itself to clear strategic and tactical direction
Benefits
Actionable approach means segments are designed for maximum assignability—using “known” variables in most databases
Cultural and values-based themes are merged with strict product-usage questions to form a more complete segmentation picture
Forget acculturation—a culturally fluent segmentation model ensures all races and ethnicities get sensitive treatment
Fees
Dependent on questionnaire length, sampling requirements, and Methodological approach. Contact us for details.
Timeframe
10+ weeks: Dependent on scope
Deliverable
Comprehensive segmentation document delivered in PowerPoint, including factor analysis, segmentation solution, segment sizes, and zoom-in profiles; typing tool.
Attitudes and Usage
Understand category usage and behaviors among the fastest-growing consumers, including historical relationship with the category, habits, drivers and barriers
Approach
Category Relationship
- Approach to category
- Cultural nuances that impact category usage
- How does the category fit in their life?
- Tensions
Drivers/Barriers
- Functional and emotional motivations
- Triggers for usage
- Decision-making and influence
- Struggles and frustrations
Usage
- Functional and emotional motivations
- Triggers for usage
- Decision-making and influence
- Struggles and frustrations
Brand
- Marketing funnel metrics
- Consideration set
- Competitive perceptions
Methodology
Quant: Online Survey
Large and targeted online survey
Supplement with Qual Ethnographies
Bring to life the behaviors and attitudes of consumers
Deep understanding of drivers, barriers in the context of consumer lifestyle
Benefits
Provides a clear profile of the consumer’s attitudes and behaviors and identifies recommendations and strategies for breaking barriers and optimizing communication with target segment(s).
By combining qual and quant, gain a deep understanding of emotions and develop a complete (mutually-exclusive and collectively-exhaustive) survey instrument by testing hypotheses established in qual.
Fees
Dependent on questionnaire length, sampling requirements. Contact us for details.
Timeframe
4+ weeks: Dependent on scope
Deliverable
PowerPoint profile of the consumer, includes deep-dives on each thematic area; we strive to create “narrative-based” deliverables, meaning we tell the story of the consumer as an individual.
Creative Testing
Affordable, regular access to the consumers you most want to reach
Approach
Develop Framework
Category usage and attitudes that may inform reactions to creative – especially messaging
Metrics Testing
-Online quantitative approach
-Test appeal, relevance, and believability; compare across creative versions to aid go/no-go decisions
-Valid and reliable survey instruments for measures, including standard metrics used to evaluate appeal, relevance, brand effect, and intent-to-purchase
In-Depth Content Assessment
Complement metrics with rich open-ended feedback to identify likes, dislikes, and red flags to inform optimization
Gather deep reactions from consumers on messaging and executional aspects of creative to uncover wins and red flags
Recommendation(s)
-Go/no-go
-Identify a winner
-Executional tweaks
-Messaging shifts
-Potential backlash
Benefits
- Culturally focused experience with creative testing avoids authenticity or “offensiveness” landmines with high-acquiescence bias consumers
- Multicultural-focused metric benchmarks take into account acquiescence bias
- Bilingual approach samples reaction from across acculturation spectrum
- Recommendations expertise on tweaks and winks that wouldn’t be apparent from “all purpose” testing firms
Fees
Dependent on questionnaire length, sampling requirements, and Methodological approach. Contact us for details.
Timeframe
5+ weeks: Dependent on scope
Deliverable
Final PowerPoint deck including concept metrics, benchmarks, specific qualitative consumer feedback, and recommendations
Contact Collage Group
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