Abstract:

Quantitative market research typically ends with a summary of strategic options. However, in most cases the client is left with poor or no quantification of specific recommended actions; making it difficult to prioritize initiatives and set meaningful performance targets. This is often why insights generated by market research studies are lost in ill-conceived or poorly executed marketing strategies. The approach presented demonstrates how this limitation can be overcome through the adoption of a 'resource-based' approach to data design and the rigorous application of a dynamic modelling technique called System Dynamics.