Services: Capabilities - Methodologies
Brand and Segmentation Analysis:
We employ methodologies developed by international scholars and, specifically,
the Burke Institute, the gold-standard developer and trainer for marketing
research methodologies. Of course, every project is unique and because
of our strong expertise and experience with advanced statistical analysis,
we customize each project to meet the specific needs of the client. Cluster
and factor analysis for determining subconscious beliefs and motivations,
hierarchical clustering, CHAID, multidimensional scaling, laddering methodology
and brand mapping are some of the methods that VMI may use depending on
the client project. More than just the research, our strength is in the
interpretation of these techniques to help clients develop competitive
advantage. Order VMI’s article
on Advanced Research Techniques.
Conjoint and Factor Analysis:
Advanced statistical analysis is VMI strength. Using the most advanced methods,
VMI can help its clients go beyond the surface. Techniques such as conjoint
and factor analysis allow VMI researchers to uncover information and insights
that are not immediately apparent because of cognition problems such as
multidimensional complexities, cognitive dissonance and self-preservation
strategies that keep people from knowing, much less telling, the whole
truth. While the methods are difficult, VMI makes it easy for clients to
understand them and use the resulting in-depth knowledge.
Ethnographic Methods:
While respondents may tell “little white lies” observational research can
provide insights that are difficult to achieve any other way. Working with
partner anthropologists, VMI brings this old but new to marketing research
technique to its clients.
Focus Groups:
Vincent McCabe’s qualitative research roots go deep. CEO Jean Vincent is
a member of the Qualitative Researchers Consultants Association (QRCA)
and recently introduced a totally new approach to focus group – the qual/quant
methodology – at the QRCA Annual Conference. From projective techniques
to video reports, VMI offers a full suite of qualitative skills and services.
Our large base of vendors and work in the field insure that the focus group
facilities used are top quality and beautifully appointed to make sure
the clients and the high-level respondents are comfortable and well served.
New Product Development and Pricing Research:
Vincent McCabe typically uses mixed methodologies and advanced statistics
for its new product development and pricing engagements. Combining qualitative
and quantitative studies allows VMI to offer its clients an optimum approach
for discovering what products to commercialize and the price to market
them. CEO Jean Vincent has developed a variety of methods for studying
ergonomics and the human/machine interfaces. Various types of conjoint
analysis, Van Westendorp Price Sensitivity Meters and other methods are
available to pinpoint market size and prices that will optimize profit
or trial.
Surveys – Phone/Mail/Internet:
Quantitative methodologies are a Vincent McCabe strong suit. VMI has its
own Internet-based surveying tool, which allows surveys to be more readily
accessed and remembered, even associated with the client, if desirable
– the long, impossible to remember URLs are eliminated with VMI’s approach.
With our small, but highly effective phone bank, we can recruit and interview
the most difficult subjects including CEOs, CFOs and other C-suite executives.
When appropriate to the study, VMI uses a unique combination of telephone
recruiting and internet research, recruiting people by telephone rather
than simple e-mail blasts so samples are accurate and identified.
Voice of the Customer (VOC) Studies:
A Voice of the Customer study takes customer satisfaction to a new level.
Using advanced statistics, VMI can identify levels of satisfaction and,
what is really important to the customer. Instead of collecting only the
simple metrics, it allows the development of metrics that really matter
to the customer and influence continuance of purchase and brand loyalty.
VMI uses a variety of VOC tools, including Net Promoter® and VMI proprietary
tools.
Advertising and Communications Testing:
CEO Jean Vincent has 20 years experience as an ad agency executive and has
developed a variety of statistical tools to develop messaging and evaluate
a communication’s ability to deliver the desired message or positioning.
Board of Director’s Research:
VMI has developed a suite of qualitative and quantitative tools to help
CEOs and corporate governance executives evaluate Board satisfaction and
uncover ideas and insights that will improve Board and management relations.
This includes a tool for Board members to evaluate their own performance
on the Board.