Services: Capabilities - Methodologies

Brand and Segmentation Analysis:
Marketing IntelligenceWe 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.

 

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