A common reason for conducting surveys is to help organizations determine what to prioritize, by determining which aspects have the biggest impact on customer satisfaction, loyalty, or advocacy.Join Jeffrey Henning of the MRII and Keith Chrzan of Sawtooth Software for this how-to session, which will start with a simple example of how to do a basic driver analysis and will then introduce advanced analytics that can make it more powerful.Topics to be covered include:- How to develop a questionnaire to use for a Key Driver Analysis;- How to use correlation and perceptual maps for a basic Key Driver Analysis;- What additional, more complex analytical techniques to consider, along with free resources to apply them.
This unique and special qualitative method-mix of Online Forums and Lego® Serious Play® evoked such valuable insights which were translated and transformed into mental maps of the past, the present and the future audio usage.
This unique and special qualitative method-mix of Online Forums and Lego® Serious Play® evoked such valuable insights which were translated and transformed into mental maps of the past, the present and the future audio usage.
This interactive how-to session will start with a simple example of how to do a basic driver analysis and will then introduce advanced analytics that can make it more powerful. This Principles Express Live session is derived from the University of Georgia course, Advanced Analytic Techniques.
Want to get rid of costly brand image tracking and barometers? The Brand Mining tool leverages the network structure of social media and uncovers which perceptual dimensions are associated (or not) with your brand.
This study originated from a chance discovery or one that could be so defined if the author believed in chance (but he does not!). The collages used in focus groups can be interpreted by applying the Chinese theory of the five elements (the Tao). The intention of this paper is not to provide a key to interpreting collages, or to describe assorted and unlikely esoteric situations, but simply to offer food for thought about the energy of the collective subconscious or better, soul.
A Perceptual Map of quantitative fragrance profiles can provide the perfumer with a âsnapshotâ of the current olfactive market. To provide the perfumer with a stable platform to work with, the core to this approach is Quantitative Fragrance Descriptive Analysis (QFDA), in which trained assessors quantitatively rate fragrances on various fragrance descriptive characteristics. Emotive measures from the consumer can be integrated with QFDA profiles. This integration provides the perfumer with a new understanding of how olfactive directions impact consumer perceptions and emotions. The emotive language of the consumer is translated into a more technical fragrance lexicon for the perfumer. From this process, cross-cultural differences and commonalities are readily visualised by the perfumer.
A relationship between colour preference and fragrance, should one exist, might enable inferences to be drawn from information concerning the former about which types of perfume a consumer might be expected to wish to buy. This paper seeks to determine whether perceptual mapping techniques can be used to determine the existence or otherwise of such a relationship by subjecting the results of a study specifically conducted to explore the possibility of the existence of such a relationship to this methodology.
13 Danish magazines are looked at as branded goods with perceptions and images that can be measured among the consumers. They are competitors, although the editorial content varies between women- family- and TV-magazines. Can these magazines be positioned along some dimensions in the same perceptual map? In 1986 AIM conducted interviews, based on associative question technique and correspondence analysis, the media profiles on 10 editorial attributes were plotted in one perceptual map.
In the present paper the authors want to present the use of perceptual maps in creating new product proposals on a concrete case of soft drinks. The soft drink market is highly competitive and therefore product failure rates are too high. Many equally useful techniques are available for constructing perceptual maps, deficiency of the most of this approaches is in the fact that they are based on overall similarity of the objects. Therefore subjects are not directed to differentiate products /objects/ from the point of product use situation. Factor analysis and factor scores were in the present in study used for the construction of perceptual map. By averaging factor scores over products rated as most suitable for use in a particular product use situation we get a point suggesting the best mix of corresponding product dimensions or attributes. Such a simple graphical representation of products and product use situations is then a starting point for a discussion about possibilities for innovative action associated with soft drinks.
The present study shows a technique for studying the discrepancy between audience's and source's perception of communication. In the process of doing so findings are presented from a study of the perception of TV programs by the audience and by the producers. Tor the purpose of the study, 55 TV programs were selected. These programs were described on cards in the same way as they appear in the TV programs published in newspapers and TV magazines. Subsequently, a sample of TV viewers and one of producers were asked to judge the similarity among the programs.The paper presents mappings as well as hierarchical clustering of the programs. Since preferences for the different programs were measured, preferences of the different groups can be shown, too.