Research and Consulting in Business to Consumer
Market Probe Understands the Intricacies of B2C Research Issues
Market Probe knows that resources and experience are the keys to understanding diverse and multifaceted B2C markets, where every consumer household may have a vote in the success of your business.We believe in partnering closely with our clients, whether large multinational corporations, mid-sized businesses or smaller, regional companies.
Our dedicated team of project managers possess in-depth knowledge and broad expertise in both quantitative and qualitative research, with industry experience across sectors including Telecom and IT, Banking and Financial Services, Construction, Energy and Media.
And Market Probe tirelessly strives to understand the complexities of our clients' businesses, so research insights can be readily transformed into business action.
Research projects we typically undertake include brand equity, price-tradeoff, new product development, satisfaction and loyalty, competitive market analysis, segmentation and more.
Market Probe's high-capacity survey centers and Web-CATI capabilities enable us to handle projects large or small, by telephone or online, in local languages worldwide.
Market Segmentation
As many companies are offering more product and service features, the importance of targeted marketing grows. One analytic technique that can assist companies in developing more focused strategies to marketing is segmentation. The goal of segmentation is to find profitable subsets of customers who share similar wants and needs. Market Probe utilizes several analytical techniques to assist in the identification of clusters including Clara, k-means, hierarchical and latent class methods. Clustering ensembles can be used with the prior methods to provide a more robust and stable solution.
Product Development
Creating new product prototypes and analyzing results from test markets can be an expensive proposition. Conjoint techniques are a viable alternative in many instances which require far fewer resources but at the same time provide realistic results. The basis for conjoint analysis comes from utility theory where a client is asked to choose their most preferred bundled product or service as described or shown on a survey. Using statistical techniques, the utility of each of the product’s features can be ascertained. From the statistical analysis, we can determine what product offering would be most successful for all customers at a given price level. Additionally, simulators can be developed to estimate share of preference for each new product. Market Probe utilizes a variety of conjoint techniques including discrete choice (a.k.a. choice-based conjoint) with Hierarchical Bayes (HB) estimation techniques..
