Quantitative

Quantitative Designs

From survey design to investigating and analyzing figures, we understand how data and powerful analytics lead to actionable solutions. That’s why we pride ourselves on collecting, interpreting and delivering insightful results with ease and impact. More science than art, we weave statistical-based techniques into our quantitative designs to objectively test hypotheses, measure preferences and provide valuable insights to you.

Custom Research Design & Analysis

Custom Research Design & Analysis

IIM can provide strategic, business-focused analyses and recommendations for all your market research needs. Our custom quantitative services includes:

Strategic Analysis of Existing Information

We can analyze and review past research. In doing so, we can also integrate syndicated and secondary data to uncover deeper, broader category and product insights. 

Custom Research Management & Design

Our custom research management and designs always revolve around you. From product development to competitive understanding, our team of consultants will create the right tools for your company’s needs and goals. This market research is ideal for: 

Concept, Idea or Platform Screening

Concept, Idea or Platform Screening

An online quantitative survey conducted when a large number of concepts, ideas or platforms exist and decisions need to be made as to which are worthy of moving forward into the next phase of development.

Concept or Positioning Testing

Concept or Positioning Testing

An online quantitative survey conducted on a small set of concepts or positioning statements to understand:

  •          Which resonate most with consumers
  •          What drives consumer appeal
  •          What opportunities exist for refinement and/or improvement
Concept/Product Fit Testing

Concept/Product Fit Testing

A quantitative survey conducted when a winning concept has been identified and a prototype product has been developed to fulfill the concept.  The goal of this testing is to determine whether or not the product delivers on the concept promise.

This test can be conducted in a consumer’s home (IHUT) or via a central location (CLT).

Product Testing

Product Testing

A quantitative survey conducted when reformulating a current product or introducing a new one and there is a need to understand how to optimize the product’s attributes for peak product performance.

This test can be conducted in a consumer’s home (IHUT) or via a central location (CLT).

Choice Modelling

Choice Modeling

A statistical technique applied to data that predicts consumer decisions.  The technique is based on a variety of choices made by the consumer within a particular contextual situation; e.g. grocery shopping.

Most often used when trying to optimize across multiple marketing mix variables; e.g. price, package size and package design

Pricing Analytics

Pricing Analytics

The process of examining and evaluating a proposed price for a new or existing product either with or without other elements of the marketing mix included.  Insights in Marketing leverages a variety of pricing and statistical models to help clients optimize in-market product price.

Segmentation

Segmentation

A statistical process applied to data that divides consumers into groups that differ from one another based on variables relevant to marketing strategies and tactics.  Segmentation is most often used when you want to:

  •          Identify a specific group of consumers to target
  •          Identify what types of messages, imagery, benefits and/or new products will resonate most with a specific group of consumers
  •          Utilize segments as the foundation for strategy – from product development priorities to marketing messaging
Brand Equity Measurement & Tracking

Brand Equity Measurement & Tracking

Brand equity is a framework that helps marketers understand the true value of their brand as compared to competitive brands.  Understanding and acting on a brand’s equity can help ensure a brand achieves relevant differentiation in the market.  Tracking brand equity over time helps marketers understand if the marketing efforts they’ve engaged in, or competitors have engaged in, are having the desired impact on the brand’s equity.

Packaging Research

Packaging Research

Packaging is the brand’s face; it’s usually one of the first things that influences whether or not a consumer will purchase a product.  Insights in Marketing’s quantitative packaging work includes images of the packaging itself, and typically also an image of the category shelf set.  Metrics include, but are not limited to: stand out on shelf, findability, visual flow of information, what’s being communicated to the consumer, etc...  

Attitude & Usage

Attitude & Usage

This foundational research provides the lay-of-the land for a brand and its competitive set to help understand the attitudes, behaviors and motivators of consumers as it relates to a category and the brand.  Is typically conducted and leveraged during the brand planning process as a key piece of the brand strategy, and is often mined for additional insights over time.

Habits & Practices

Habits & Practices

This foundational research is survey based and provides insights into how, when, where etc. consumers use a brand and/or product category.  It is typically conducted and leveraged during times of brand planning and product development.

Advertising Testing

Advertising Testing

Given the large investment many brands make in advertising; they want to know whether or not an ad is strong enough to be executed or how it can be improved.  Ad executions (e.g. storyboard, animatic, fully executed ads) are shown to consumers shortly after beginning the survey.  The survey focuses on a variety of advertising metrics, including but not limited to:  how well is the ad recalled by consumers, how persuasive the ad is in getting consumers to purchase the brand, how memorable do consumers perceive the ad to be, how believable do consumers perceive the ad to be, how well do consumers perceive the ad to connect back to the overall brand.   

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