We offer an integrated approach to marketing – our comprehensive tool box of methodologies
cover the broad range of analysis starting from the brand equity and consumer segmentation
analysis and going to product development and company repositioning strategies and
techniques. Our unique strength is academic quantitative methodologies applied to
business problem solving.
OUR APPROACHES AND FRAMEWORK
Product Dynamics is a conjoint based product analysis and development tool that generates
a lot of interest from banking industry. The tool can be distributed as an annual
subscription based index, which will lead to a stable stream of revenues; In addition
to that it has proven to be effective ”teaser” for generating large comprehensive
product portfolio optimisation projects.
Product Dynamics is an efficient instrument for financial products development, accounting
for consumer preferences and competitive behavior.
Product Dynamics is an applied analytical model, which combines multivariate estimations
of consumer preferences and the description of market products. In this way, it reflects
the nature of the product choice out of the offered competitor set.
test new products before launch and estimate product potential and cannibalization
forecast the results of potential competitive activity.
The tool provides additional opportunities: consumer segmentation development based
on the underlying consumer preferences;
portfolio optimization within a product line based on the segments’ preferences (for
example, mortgage products).
Currently the tool has been applied to retail banking for the following lines of
products: current accounts, deposits, mortgages, cash loans, credit cards, car loans,
small business loans.
In the past the tool has been applied to retail insurance and telecoms.
The tool can be used to understand consumer and competitors’ behavior in any consumer
facing industry with a complex products and can be easily extended to new geographies
(e.g., telecoms and insurance).