May 10th, 2012
Adaptive Choice-based Conjoint Analysis
Thursday, May 17th 10:30 PT / 11:30 MT / 12:30 CT / 1:30 ET
Length is an hour, with Q&A
Complimentary, please invite a colleague
Register and add this to your calendar.
What if you could learn what your potential customer would do when faced with realistic pricing scenarios for feature upgrades?
Many marketers ask themselves what makes their product offering stand out? What is the ideal price point? What makes it better than the competition? How much more would a customer really pay to get the features/services desired? Are you promoting a feature/benefit of your product that just isn’t important to your customer?
… A new technique called Adaptive Choice-based Conjoint Analysis (key word here is adaptive) was developed to take researchers beyond existing limitations of currently used techniques. Now, it’s possible to know more about what is important to your buyer. …
Learn what the buzz is all about – Hansa|GCR presenters Dan Llanes, Analytics Director, and Mike Cruz, Vice President Client Services, will be discussing this new technique in our webinar.
If you would like to receive future announcements and Webinar topics, please click on the Subscribe button in the red bar.
Posted by Mary on May 10, 2012 at 7:00 am
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May 3rd, 2012
By Dan Llanes, Director of Analytics, Hansa|GCR
Listen-up product managers, researchers, designers and marketers. Whether it’s a business machine, a toolbox or professional services that you are in the business of – there is a better way of narrowing down what is important to your buyer.
Companies face the continual search for which product/service options best meet the needs of the market. Techniques commonly used include flat-out guessing, focus groups and simple surveys. The preferred method has always been Choice-based Conjoint Analysis, or CBC. The CBC exercise walks respondents through choice sets between various product/service attributes in a randomized fashion. The result is deep insights into a respondent’s decision making criteria.
Despite its widespread use, there are potential problems. Namely, the randomized choices may all fall outside the realm of what’s important to the respondent’s ideal, making the selection less realistic. In addition, a respondent will answer a choice-based question in a few seconds. Not so when actually considering a purchase. (more…)
Posted by Mary on May 3, 2012 at 6:00 am
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April 25th, 2012
By Ed Jaffe, Customer Intelligence Consultant, Hansa Marketing Services
Often, when one hears about business analytics, big firms (Amazon, IBM, Google) come to mind. However, analytics aren’t just for the big guys – small companies can also reap the benefits of business analytics to increase revenues and improve the bottom line.
Last year, I consulted with a small Consumer Product Goods (CPG) company. This two year old company’s primary sales channel was the internet, and they had received about 13,500 orders. The owners came to me knowing they had a retention problem (92% of customers ordered two times or less); however, because they had never analyzed their data, they were unaware of (more…)
Posted by Mary on April 25, 2012 at 8:00 am
analytics, B2B, commodity, competitive differentiators, consumer insights, customer data, customer experience, customer segment, digital advertising, email marketing, integrated marketing communications, intelligent questions, marketers, marketing, marketing measurement, marketing strategy, media strategy, motivation, promotional offer, sales, segmentation, small business, Uncategorized, valuable customers, what motivates customers
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April 16th, 2012
Miss the webinar? Click here to view the recording!
Please join us Thursday April 19th at 10am PT, 11am MT, noon CT, 1pm ET
This webinar is for you if you are wondering:
• If brand destruction is an issue for your company
• Do you know what might be destroying your brand?
• Do you know what is building bonds to your brand?
Our webinar will cover a perspective about what makes for great brands. We’ll also discuss what the red flags are for brand destruction. Finally, we’ll share how to build and maintain a vital brand.
This is an open dialogue format and Wayne Marks, President, Hansa|GCR will take questions throughout the webinar.
Register here and add the webinar to your calendar. You will receive a reminder before the webinar. Please include your colleagues, and we look forward to having you join us!
Hansa|GCR brings a focused lens on the customer experience and a set of tools and state-of-the-art capabilities to assist companies in attracting and retaining customers. Beneath everything we do is the application of the principles of psychology to human motivation. We think deeply about how companies can create greater bonds with customers, bonds that are grounded in both behavioral and attitudinal dimensions.
If you would like further information, please sent an email to mary.valenta@hansa-marketing.com or call 847-491-6902.
Posted by Mary on April 16, 2012 at 8:00 am
analytics, B2B, brand, brand interceptors, brand promise, Brand RJVNTR, brand strategy, brand tracking, branding, communications, competitive differentiators, competitive in-roads, customer data, customer experience, customer satisfaction, customer segment, intelligent questions, loyalty, marketers, marketing, motivation, sales, sales professionals, segmentation, thoughticle, Uncategorized, valuable customers, Value of Brand in Dollars, webinar, what motivates customers
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April 4th, 2012
By Wayne Marks, President, Hansa|GCR
There are a gaggle of ways to look at brand and define what a brand is. We at Hansa like to think of a brand as a gestalt. No matter what elements we put forward as the ingredients of a brand, the whole will be more than the sum of the parts. This fact explains why there are so many different ways of looking at brands – we are implicitly trying to understand this gestalt.
Beyond the gestalt, we also advocate that a brand is much more than a logo, tagline, or the position a company communicates to the market. While these are important, customers and prospects judge the company and its products by far more than that. They don’t experience just the brand communicated in messaging; they experience all ways in which they touch the product and company. They form their thoughts and feelings about the company based on this total experience. The experience is the brand. This total experience shapes the customer mind space occupied by the brand. (more…)
Posted by Mary on April 4, 2012 at 8:00 am
analytics, B2B, brand, brand promise, Brand RJVNTR, brand strategy, brand tracking, branding, customer data, customer segment, customer segments, loyalty, market research, marketers, marketing, motivation, roi, sales, segmentation, southwest airlines, thoughticle, Uncategorized, valuable customers, what motivates customers
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March 7th, 2012
By Wayne Marks, President, Hansa|GCR
The recent economic downturn has made most sales professionals wonder what they can do differently to even come close to making their numbers.
Of course, there’s no easy answer. The changes confronting sales professionals today are even more pronounced than they are for the rest of us. In our own business, we’ve seen a dramatic turn in what customers want and expect from their sales and relationship manager partners.
To be true, valued partners to sales teams, we need to understand a bit more about these changes so we can give sales professionals useful information, delivered in the right manner at the right time. (more…)
Posted by Mary on March 7, 2012 at 8:00 am
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February 7th, 2012
By Wayne Marks, President, Hansa|GCR
Think of any well-known (niche or global) consumer or business-to-business brand: Oracle, Apple, Coke, Burger King, etc.
What comes to mind?
Logos, taglines, symbols, stories, images, and other more abstract meanings we associate with the brand. The better known a brand is to us, the more extensive our knowledge and perceptions will be. In combination, these elements reflect the brand promise. When you buy something, you are essentially buying the promise underlying the brand.
Incredibly, most brand tracking research does not explicitly measure brand promise or whether brands deliver on that promise. Instead, they focus on important – but often less critical (and certainly incomplete) measures like awareness and relevance.
Let’s take a look at what happens when a brand fails to deliver on its promise.
(more…)
Posted by Mary on February 7, 2012 at 8:00 am
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January 9th, 2012
Written by Dan Llanes, Director of Analytics, Hansa|GCR
At the risk of stating the obvious, marketers care about what’s important — what’s important to customers relating to products, messages, and brands. Understanding what is important, however, is easier than understanding the why and the how of importance. More specifically, market researchers usually talk mainly about two kinds of importance: stated and derived. We tend to think this view is oversimplified, however, and that it actually interferes with truly understanding customer behavior. In this article, we’ll review stated and derived importance and then discuss why we think there’s more to “importance” than meets the typical researcher’s eye. (more…)
Posted by Mary on January 9, 2012 at 12:00 pm
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December 12th, 2011
Spend an hour with us on Thur, Dec 15th at 10 PT / 11 MT / Noon CT / 1 ET
Wayne Marks, President, Hansa|GCR will cover:
- The economic power of a well-positioned brand
- How to define a competitive brand
- What drives brand attraction and retention
- Key issues in brand measurement
- Review of case studies
When was the last time you considered facts and data to understand your brand differentiation? Is there a gap between your brand promise and brand image? Will closing that gap impact your financial performance?
Join us for our next complimentary webinar Building the Power of Brand Through Facts and Data
Be sure to add this to your calendar by registering here.
Posted by Mary on December 12, 2011 at 9:00 am
B2B, brand interceptors, Brand RJVNTR, branding, customer data, customer experience, customer satisfaction, customer satisfaction research, market research, segmentation
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December 1st, 2011
By Wayne Marks, President, Hansa|GCR
Marketers confront a real paradox when dealing with business customers, and this paradox is often not realized or addressed in approaches to understanding what drives corporate decisions. The paradox is: Am I selling to a person or a company? The answer is “both.”
At a basic level, interactions between companies are simply interactions between people. That may sound silly, but consider its implications. Buyers who work in companies don’t change their bodies when they leave work and then they go home and become purchasers of consumer goods and services. As consumers, they walk around as a package of thoughts, feelings, and attitudes, along with a history of experiences in buying goods and services and an ever-evolving set of expectations. None of this goes away when they go to work the next day and dress up in their corporate buyer persona.
(more…)
Posted by Mary on December 1, 2011 at 8:00 am
Tags: B2B, business to business, Marketing Research
B2B, brand interceptors, branding, customer data, customer experience, customer satisfaction, market research, segmentation, Uncategorized
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