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MARKET
RESEARCH
Our specialties and service information on market research
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BRAND DENSITY, VALUE & TRACKING
Service Information
WHAT IS IT?
The more associations a consumer has with a brand and the more these associations are inter-connected, the easier the brand will come to mind first.
Brands that come to mind first are more likely to be chosen.
In a recent paper, a new brand equality-and-understanding approach has been developed that is based on the SAT: brand density (Vriens, Chen & Schomaker, 2019).
The approach is based on one open-ended question:
When you think of brand X, what comes to mind?
HOW DO WE DO IT?
We collect data via open-ended questions. The responses are analyzed and coded via a hybrid approach of manual and NLP text analytics.
The outcome are frequencies of brand associations, the degree of connectedness, a brand density number that can be tracked over time - and a brand density visualization
VALUE MEASUREMENT
Service Information
WHAT IS IT?
We extract meaning, insights and general company value derived from
open-ended survey responses and unstructured text from the internet
(i.e. web-scraping).
HOW DO WE DO IT?
Text analytics can be done manually,
semi-automatically, or fully automatically.
Kwantum has deep expertise in all these modes.
We have a strong protocol for manually analyzing text data, and use advanced Natural Language Processing (NLP) techniques; this includes: Latent Dirichlet models, Latent index modeling, and the most advanced BERT modeling approach.
Kwantum has a proven approach that combines manual interpretation with machine learning approaches.
We also have integrated the results of a text analysis into a quantitative driver analysis.
MARKET SEGMENTATION
Service Information
WHAT IS IT?
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Identification of market segments that are actionable and can be reached.
We use a combination of social psychology and advanced methods
(e.g. latent class analysis), and the concept of core members to identify actionable segments and develop extremely well-working typing tools.
HOW DO WE DO IT?
We use latent class analysis, k-means, and the concept of core members
(see resources).
We use advanced machine learning and imbalance correction methods to develop strong typing tools.
The best typing tools are not just selected based on maximum accuracy, but also optimal profitability.
USAGE & ATTITUDE
Service Information
WHAT IS IT?
[COMING SOON]
HOW DO WE DO IT?
[COMING SOON]
RESOURCES
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[COMING SOON]
PRODUCT OPTIMIZATION
Service Information
WHAT IS IT?
What attributes of your product or service are most important for customer satisfaction, or the likelihood they recommend you?
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What are the factors that determine whether a consumer prefers your brand versus a competing brand?
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What determines the appeal of a new product concept?
HOW DO WE DO IT?
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We use conjoint and/or MaxDiff analysis to determine how your product could be optimized, for effectivity and efficiency.
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We also make our results easy to understand for executives.
SWITCHABLE CONSUMER
Service Information
WHAT IS IT?
We identify several segments of consumers that can be considered low-hanging-fruit.
We identify consumers who currently prefer another brand but are close to choosing your brand, and we identify those consumers who currently prefer your brand but are close to choosing your competitors brand.
HOW DO WE DO IT?
We use a combination of logit modeling and individual-level simulations to get these breakthrough-insights.
CONTACT US
Thank you for your interest in our research. Get in touch with us for any questions or comments regarding our work and publications.