Here are just a few of the areas in which we have helped our clients solve specific product, price, brand or measurement situations:
- Product Development — Ideas & Testing
- Identify optimum pricing through Conjoint Analysis and vonWestendorp methodologies. Products go to market at the right price to optimize profit.
- Special ergonomic and psychometric testing methods enable VMI to help the manufacturer and product design professionals isolate the form factors that work most effectively for the user. Using paired comparison analysis and projective techniques, VMI isolates the areas that best support user performance.
- Motivational studies uncover why a consumer or buyer is motivated to buy (or not) a particular product or form factor. Using factor analysis and analysis of variance, our researchers identify key motivators, enabling the development of the optimum messages that motivate as well as create awareness.
- Customer Understanding — VOC, Segmentation & Strategy
- Voice-of-the-customer, member and industry studies are particular specialties. Through in-depth personal interviewing and studies that uncover factors of importance – both derived and stated — the researchers build a matrix that effectively reflects the factors of importance in the smallest number of questions. This allows for in-depth evaluation of many organizations simultaneously. The model provides a reliable score for the client to benchmark against.
- Customer segmentation – Through the use of advanced statistics, the researchers at Vincent McCabe develop psycho-demographic profiles of customers. This allows the marketer to focus marketing efforts only on those segments of greatest importance to their growth strategy.
- Strategic development – With perceptual mapping, the client’s brand and competitive brands are mapped identifying strengths and weaknesses and areas that can be exploited. A perceptual map is the foundation of marketing strategy and tactics designed to emphasize strengths and neutralize weaknesses.
- Brand Analysis — Image & Trust Metrics & Communications Research
- Determining brand identity and its place in the mind of the consumer is the first step in analyzing the strength of an existing brand or developing a new one.
- Advanced statistics isolate the features and benefits to help create brands with lasting value — and understand the strengths or weaknesses of existing ones.
- Benefit ladder analysis in conjunction with trust metrics provide a foundation on which to develop or create a brand with staying power by allowing us to understand the deeper reasons a buyer picks one brand over another. This allows for better messaging and improved overall communications to foster a positive sales situation.
- Advertising testing – Our proprietary testing methods focus on how well the ad communicates the desired brand and product message. Online techniques such as heat mapping help researchers learn what is positive and negative in the minds of consumers.
- Performance — Evaluation and Benchmarking
- Comparative performance studies – We offer design, development and management of syndicated studies and industry auditing. These are either one-time studies published by VMI clients or ongoing studies that evaluate industry performance over time. Typically, an association or industry leader evaluates an industry’s performance. VMI makes certain that the methods used meet or exceed quality standards for indices and evaluation systems.
- Customer satisfaction research – Using mapping techniques, we have developed numerous research projects that examine customer satisfaction in light of needs and wants of the customer.
- Board of directors evaluation studies – Our matrix helps board members evaluate their performance, as well as the CEO’s performance and connection with the board.
- Service Bureau
