Historically, tactical research initiatives and “tests” have been heavily reliant on monadic or comparative action standards:
- “The winning concept must achieve a top box, threshold purchase interest of x%” or…
- “The test product reformulation must evoke an overall satisfaction rating significantly greater than its key competitor to be considered for market introduction.”
Tactical research can sometimes be on the dry side when it comes to illuminating insights. That can even be the case with attribute-based metrics that address the “reasons why” and with analytics by key subgroups (core and peripheral brand users, prospects and non-prospects, etc.)
At RTi, we are continually seeking more illuminating approaches that can enhance insights and add strategic richness to all of the research we conduct for our clients. That perspective includes tactical as well as exploratory, innovation-based and strategic research studies.
The reason for this is simple: through our consultative experiences with our clients, we have learned to recognize and appreciate that, overtly stated or not, strategic issues are a fact of life…they are always at play in any research initiative.
With that in mind, here is an example of how the addition of relatively simple analytics can enhance a tactical research study by providing further illumination and strategic insight into the business opportunities.
Illuminating Insights: Based on Restaurant Value Proposition Assessment
The example is drawn from research on a value proposition for a steak restaurant chain.
Survey metrics were simple and straight forward. Analytics included outcomes and profiling by key behavioral and demographic subgroups.
But to provide greater insights, we also conducted a segmentation of the study sample.
- The segmentation is based on drivers of selection of the value proposition.
These additional analytics revealed a partitioned market of three underlying segments, each with a unique bundle of choice drivers, reflecting differences in needs.
- These demand-side customer analytics provide insights into how to target and communicate with each segment to seize potential opportunities they represent.
- We recommend adding these analytics to shine a brighter light on your tactical studies.
- Further insights are possible. RTi also employs proprietary modeling that can reveal “what it would take” to move the branded value proposition into closer alignment with a specific segment…but that’s a story for another blog!
No need to wait another fiscal year or two to conduct the definitive strategic insights think piece! Advanced tools like segmentation can be simply and inexpensively leveraged to maximize the return on your investment in day-to-day tactical research.