|
What are the key drivers of satisfaction?
Changes in population demographics, lifestyle and economic characteristics bring about changes in consumer behavior, tastes, preferences and attitudes. Trust, convenience, simplicity, quality and service delivery capabilities are constantly on the corporate radar to ensure the customer is heard and retained. And time, is of crucial importance.
Consumers actually don't need much to drive them but it is always good to know the smallest of things that actually matter.
Objective:
To broaden the brand's interest & appeal, and drive growth for one of the largest cereal making companies in the world. The objective of the study was to conduct a Driver Analysis to successfully launch a NEW snacks-bar products variant.
Market Equations Role
Various proprietary analytic tools were applied on the sensory, demographic, and purchase intent data collected from the study. The attributes were collected using both traditional (e.g. interval-scale, JAR scale, Hedonic scale) as well as alternative measurement scales (e.g., labeled magnitude scales, best-worst scale). Six different flavors were evaluated in this study including a benchmark product. A total sample of 175 was recruited for this research, of which 50% were regular consumers of nutritious snacks and the remaining 50% were non-regular consumers of nutritious snacks.
Results of the analysis were plotted in MS Excel and reported in MS Power Point with brief statistical summaries.
Our Analyses resulted in:
Identifying the key drivers of liking/barriers to purchase:
- Thorough understanding of the sensory appeal and consumer perceived profiles of the foods
- Measuring the sensory appeal and consumer perceived profiles of the foods
Client Impact:
Based on these results, specific areas for food optimizations were recommended that would increase and positively drive the overall liking. Additionally, purchase intent was fairly solid with three variants achieving similar scores to the benchmark product giving the client extra leverage in determining the final flavor(s).
Explore how the Market Equations Consultative Approach to decision making works wonders.
Key Driver Analysis or importance-performance mapping is a useful tool which studies the relationships among factors that ultimately lead to the final purchase. There may be numerous factors that lead to the final purchase, but there are certainly "key drivers" that actually influence the final purchase by having greater impact on the decision. It is important to focus your decision on these key drivers.
A Key Driver Analysis helps you understand your customers changing demands and helps you focus on managing these issues with the utmost precision. With Key Driver Analysis you can focus your attention on what is important to your customer, plot the data, prepare a key driver chart and take important decisions. You can finally understand which factors influence and have a greater impact on the customer's perceived levels of satisfaction and take quick enduring decisions.
Ask your customer how satisfied they are today. Add value to their experience and retain them for life. Write to Us
|
