validation research that goes wide to

size opportunity

Quantitative Research

Many of our projects begin with qualitative research that goes so deep, a world of possibility is discovered. As such, oftentimes we need to validate that potential opportunity with quantitative methods that go wide and give us the confidence to tell our clients through projectable data that, "We're right on the money."

Quantitative research compliments qualitative findings in three key ways:
  • Qualitative research generates hypotheses; quantitative research tells us which of those hypotheses are true for large proportions of consumers.
  • Qualitative research can uncover different subgroups of people within the target consumer definition; quantitative research can determine the size, nature and value of those subgroups.
  • Qualitative research can point to attributes consumers find important to them; quantitative research can identify the key attributes that relate to a given brand or drive purchase decisions.
Offering quantitative research is an important part of our process, and our commitment to quality control. There is always a lot of information that is "nice to know". But by focusing our attention on the important business decisions to be made, we ensure our quantitative research plan, once executed, upholds the integrity of the initial qualitative research and yields results that will help management make better business decisions for their brand.
Survey & Questionnaire Design

Effective and accurate survey and questionnaire design is the foundation to any good quantitative research study – the data collected is entirely dependent on the question asked, and there is only one chance to ask it! Therefore, attention to detail in the question sequence, the language used to ask them, and the response options provided are essential to obtaining valuable data for analysis. We ensure our surveys comprehensively cover all the bases, and that the building blocks for quantitative success are implemented with every question we ask.
Conjoint Analysis

With the many decisions clients must make in regards to their product or brand – price, design, headlines, taglines, to name a few – the challenge of prioritizing what is most important to a customer can be daunting. Ultimately, understanding the impact of unique factors helps determine the areas in which to invest the most money or manpower to develop, optimize, or offer to a customer. ICG uses conjoint analysis to help clients solve this critical problem. Using this statistical technique, we can determine how consumers value different features that make up a product, service, or advertisement – helping marketers understand what factors are most influential in customers' choices or decision-making processes.
Regression Analysis

Regression analysis has wide application in market research, and ICG leverages it to strengthen many of the results we deliver to our clients. From prediction and forecasting to customer satisfaction studies to marketing strategy projects, regression analysis helps us estimate relationships between dependent variables (like price a consumer is willing to pay for a product) and independent variables (like age, gender, or income). In strategic engagements, we examine the degree of importance of factors like customer service, price, and brand reputation to customers. The results of this analysis help clients make the most out of their marketing budgets, by identifying the key areas of importance around which to formulate strategy.
Cluster Analysis

It would be unrealistic and inefficient for marketing managers to attempt to target every potential consumer of their products, brands, or services with marketing communications. Therefore, it is important to divide populations into groups and determine which present the highest opportunity. Using cluster analysis, ICG helps clients achieve this focus by making quantitative comparisons between multiple characteristics and determining the differences between groups. This technique is also helpful in identifying a brand's positioning relative to competitors. Using cluster analysis, we can assess the importance of brand attributes to consumers and the perceived appropriateness of different brands on varied attributes.
Correlation Analysis

Brand and product managers often must make tough decisions about what products and services to offer customers. Using correlation analysis, in conjunction with surveys, ICG makes these decisions easier, by helping clients determine whether certain segments or groups are more or less likely to prefer particular products or services. We can also use correlation analysis to determine whether group satisfaction levels vary by gender, age, income, or any other characteristic that is meaningful to the business.
Segmentation Analysis

Many times, whether through qualitative research or category experience, we become aware that there are different "types" or subgroups of customers within a category. But often, the difference between those subgroups is subtle and not driven simply by brand use. Segmentation Analysis is used to determine how the subgroups (or "segments") in a category differ. We can also determine how valuable each consumer segment is to the category, and to specific brands, enabling brand management teams to better define their targets. Additionally, by profiling the segments on attitudinal and emotional factors, direction on how to position the brand to specific segments becomes apparent, helping creative teams develop marketing communications that truly resonate.