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Benefits of Research Service
 This
ongoing research service provides vendors and retailers with a
quantifiable understanding of the factors which most influence
product and brand purchases. Specific uses of this service:
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Optimizing the marketing mix to maximize impact
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Positioning the right product to the right buyer segment
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Understanding what messaging will most influence target
markets
Key Topics
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Segmentation by age, income, education, children at home,
and other major demographic attributes
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Brand strength and importance of brands
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Most important sources of information
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Point of purchase (online and physical)
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Consideration, shopping, and purchasing triggers
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Most important product-specific features
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Retail environments and their effects on purchasing
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Buying incidence and intent to purchase
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Demographic, technographic, and product ownership
segmentation
Research Categories
This service includes a series of consumer surveys and provides
detailed analysis of purchase intentions and actual purchase
behavior for six categories. Clients can pick one or more of
these product categories as part of their service.
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Deliverables
Information on
consumer behavior is captured in annual online surveys of U.S.
broadband households and included in multiple deliverables:
Holiday Intentions Survey
captures consumers’ expectations about products, brands, and
purchase locations (1,500 broadband U.S. households).
Purchase Intentions Index
(Quarterly) tracks consumer sentiment about CE product purchases
and gauges likelihood to buy in the coming quarter (1,500 online
U.S. households).
Consumer Decision Process Annual
Survey measures the relative importance of information
sources, product features, brand, and purchase triggers and
compares intentions against actual purchases (5,000+ online U.S.
households).
Quarterly Intentions & Purchase
Process Reports (Quarterly) highlights attributes of the
purchase process in detail, revealing deeper findings from the
consumer research.
Quarterly Reports are focused on
specific topics:
Brand Power
– analysis of relationship between brand, price, and level of
diffusion
Information
Sources – a deep look at how buyers are influenced by word
of mouth, online resources, store clerks, and friends and family
Purchase
Locations – analysis of the roles of specialty electronics
stores, mass merchants, and online stores as they relate to
product category price, complexity, and diffusion
Triggers for
Shopping and Buying - analysis of the events and the timing
involved in the decision to gather information and, ultimately,
to make a purchase
NOTE: For
all surveys, Raw Data in SPSS are available in addition to
reports.
Methodology
Online Internet
surveys of more than 10,000 U.S. broadband households conducted
each year.
Segmentation analysis by demographic and attitudinal attributes. |
