A top brand from the life science industry reaches out to us for a segmentation research that will help quantify the motives, values, and profiles of their customers in China & India observed from a qualitative discovery. In addition, the research has to clearly lay out the entire customer purchase journey and to identify key decision factors that drive brand loyalty.
A mixed methodology combining both online survey and CATI are conducted considering the fact that our target respondents are mostly busy academics and professionals who are usually hard to reach.
We apply strict data validation methods to ensure data quality and integrity, including identifying possible duplicates, deleting data that doesn’t make sense and/or those with possible response biases.
Analysis & Reporting:
Different segmentation techniques such as factor/cluster analysis (PCA, DFA) and latent class models are tried and the results are compared to help determine a better segmentation approach. Predicted classification results are also mapped onto the pre-defined segments to reveal the gap. In addition, to visually display top decision factors on each customer touch point during their purchase process, quadratic mapping of stated vs. derived analysis and derived driver analysis are further conducted. The mapping clearly illustrates what drives customer satisfaction and brand loyalty on each touch point and how our client stands against competitors.