Post on 18-Dec-2014
description
What happens if you cut 20% from a research project’s budget?
Client manage-
ment
Research design
Project manage-
mentInterviewing
fieldwork
Data anal-ysis
Charting/reportin
Strategy/insight
Cancel studies
Operational metrics
DIY
Create value
Cancel studies
Operational metrics
DIY
Create value
The DB "Royale" double truffle burger
$120 (US)
Briefing a successful study...
In writing:
• List the decisions to be made
OR
• List the behaviours to be changed
Cancel studies
Operational metrics
DIY
Create value
One question: “How likely is it that you would recommend this company to a friend or colleague?”
$Rest of SA
$National study
$By product/branch/call centre
$Track over time
Call Centre 1Performance 90% 10% 0% 0%% × NPS 27 0.4 0 0 27.4
Call Centre 2Performance 70% 10% 10% 10%% × NPS 21 0.4 -1 -2.5 17.9
Estimated NPS
Same basic idea can be applied to segmentation
• Measure “needs” in surveys
• Map these needs onto data– Customer records
• Demographics• Purchases
– Transaction records
Cancel studies
Operational metrics
DIY
Create value
DIY opportunities
Client manage-
ment
Research design
Project manage-
mentInterviewing
fieldwork
Data anal-ysis
Charting/reportin
Strategy/insight
Omnibus •You write a few questions (with help)
Panel •You write a questionnaire, somebody else programs and hosts it
Assisted panels
•You write and program your surveys on your own panel (with help)
DIY •You do everything
Shameless self-promotion Analysis and charting
www.q-researchsoftware.comtim.bock@q-researchsoftware.com
Cancel studies
Operational metrics
DIY
Create value
GFC “opportunities”
• Sacking employees• Sacking customers• The new mindset
– Fear– Introspection– Bunkering– Localising
Valuedisadvantage
Pric
e
Utility (Benefit provided to customer)
VEL
Valueadvantage
Value maps (CVA) and the Value Equivalence Line (VEL)
$6.95
REPORTING AND ANALYISIS Simulator
ATTRIBUTES Qantas United Airways Virgin Blue Singapore
Ownership
Seating
Price
Entertainment
Food
Check-in
Flights per day 10 10 10 10
MARKET SHARE
23.5% 27.4% 25.5% 23.5%
$200.00$80 (wait-listed)
GameboyTV
HotCold
Standarde-ticket
AustralianForeign
AustralianForeign
StandardExtra 10% legroom
StandardExtra 10% legroom
StandardExtra 10% legroom
$200.00$80 (wait-listed)
GameboyTV
Standarde-ticket
HotCold
$200.00$80 (wait-listed)
GameboyTV
HotCold
Standarde-ticket
$200.00$80 (wait-listed)
GameboyTV
HotCold
Standarde-ticket
AustralianForeign
AustralianForeign
StandardExtra 10% legroom
StandardExtra 10% legroom