Our Research Methodology
DIGITGAPS RESEARCH PROCESS
- Information evolves over the course of study. Our consultant at digitGaps assists our clients and stays in regular contact with our clients throughout the process. This practice helps us in redirecting resources to the most critical issues
- Secondary research is primarily used to develop baseline knowledge such as market trends, market and geographical segmentation, drivers, barriers, unmet needs, competitors, regulatory issues, and new technologies. Secondary research results also support the development of primary research questions
- Electronic surveys are usually designed to develop quantitative market perceptions and setting up benchmarks. Surveys that are strategically important or certain surveys which raise new questions or outlying surveys are flagged
- Initial findings are validated and expanded by conducting Telephone interviews
- On-site field interviews or focus groups (qualitative research) are then conducted and dive deeply into underlying perceptions and motivations
- To translate market findings into forecasts market models are developed
- The first crucial step taken by digitGaps consultants and analysts is to search for any available information in our internal database, paid subscriptions and free resources. This secondary research data may be from a study, a group of articles on a topic, annual reports, public database, newsletters, product website, trade association, SEC Filings 10-K, financial reports, journals, scholar articles, commercial articles, public libraries, and other media sources. Secondary research review helps us to get preliminary answers to questions about the scope of the research. It also helps us in understanding the right target audience as well as the competition. Secondary research provides information about the potential market.
- digitGaps research consultants are knowledgeable of available resources and can quickly collect and analyze the available information. Secondary research provides project context and a baseline of information to quickly move up the learning curve.
- Secondary research is the type of research which is least expensive and it is easily accessible still Secondary research may be less reliable than primary research. The information obtained by secondary research is not developed with any particular problem or specific market. We, at digitGaps carry out various methods according to our clients’ requirements and as per the purpose of the market research.
digitGaps consultants carry out interviews to drill into key perceptions and motivations that often lie well below the surface. We at digitGaps are well-versed in both telephonic and face- to-face interviews. It is crucial to get through the appropriate industry leaders to make the interviewing effective. We bring industry knowledge and context to the discussion in order to spot unusual responses and develop quick follow up questions.
The focus group environment at digitGaps supports examination perceptual information in a group setting. digitGaps methodology written responses by the participants are discussed in the group. Our focus group discussions help our client get deeper response level as well as our professional focus groups give the opportunity to our clients to discretely watch the discussion and also they can interject new question as they come up during the focus group.
Generally, the surveys are written and designed to develop quantitative information. Written surveys help us get the information about product usage, market share, and rates. Surveys are also designed to get competitor performance ratings. These surveys are used in conjunction with in-depth interviews and focus groups discussion in order to expand on underlying drivers behind the quantitative data.
We develop unique models of market, product and industry behavior. Current forecasts are conjoined with project specific market data. Historic and projected levels of activities by any number of metrics are described by market models. With the help of market, models research information can be translated into fact-based information to estimate the market size and segmentation. Market models provide key information which supports due diligence, strategic development, sales initiative, and competitive intelligence.
KEY ASPECTS OF DIGITGAPS REPORTS
- Market Trend Analysis
- Market Share Analysis
- Market Segmentation by Application, Technology, Product or Services
- Geographic Segmentation, specifically the U.S., Europe (5EU), Asia Pacific, South East Asia and ROW
- Market Sizing and Forecasting
- Growth Drivers, Opportunities and Threats
- Industry Issues and Challenges
- Competitive Intelligence
- In-depth Profiles of Key Players
A proven method which has been used for years for market research is Conjoint Analysis. The portfolio that is offered in Conjoint Analysis at digitGaps is a perfect fit for solving several marketing related questions, especially it is the best way to address the ideal target group in service as well as in consumer goods industry.
Conjoint Analysis can be used for when it comes to decision making in order to learn more about purchase decisions and penchants. Conjoint Analysis can be used for a range of applications such as:
- Designing products and services: In order to optimize existing products and services in competitive set
- Understanding the pricing policy: To get an answer to the question related to the pricing of the product or services i.e. how much a new product or its features, new service or its features should cost compared to the competitors’ products and services.
- Segmentation: To understand the product and service features which can get the uppermost benefit in different Market/Customer segments.
- Understanding sales scenarios: Conjoint Analysis helps in identifying if there are any cannibalization effects. As well as to understand which influence does the introduction of a new product or service have on market share of the competition?
Below are the questions which can be answered by using a suitable Conjoint Analysis:
- Which factors have the strongest impact on purchase intention?
- Which product or service has the biggest market potential?
It is very important to choose the right form of analysis for the problem at hand which depends on several factors and should be considered carefully. Generally, the preferred method is the one which stimulates the decision-making process. With Conjoint Analysis, digitGaps offers a comprehensive range of methods for analyzing purchase decisions and underlying consumer preferences. These methods stimulate the purchase decision process in multiple ways with various points of emphasis.
Selected Conjoint Analysis methods of preference measurement and their specific options:
- Choice-Based Conjoint Analysis: For less complex purchase situations, the Choice Based Conjoint Analysis is the perfect form. Situations in which products can be described widely by a small number of relevant features Choice Based Conjoint Analysis is preferred. In Choice Based Conjoint Analysis respondents have to repeatedly choose their preferred product from different sets of the product. Choice Based Conjoint Analysis stimulates purchase decisions realistically and is often used during pricing studies.
- Two Attribute Trade-off Analysis: Two Attribute Trade-off Analysis is one early conjoint method of data collection which presented a series of two attributes at a time in which trade-off analysis where respondents rank their preferences of the different combination of the attribute levels.
- Full Profile Conjoint Analysis: To measure attribute utilities Full Profile Conjoint Analysis is a preferred approach. Different product descriptions or different actual products are developed and presented to the respondents for preference evaluation in Full Profile Conjoint Analysis. The researchers can estimate the respondent’s utility at each level by controlling the attribute pairings for each level of each attribute tested.
- Adaptive Conjoint Analysis: This form of Conjoint Analysis was developed to handle large problems which require more descriptive levels and attributes. A unique contribution of Adaptive Conjoint Analysis is to adapt each respondent’s interview to the evaluations provided by respondents. Generally, in Adaptive Conjoint Analysis the respondents are asked to eliminate levels and attributes that would not be considered under any conditions in an acceptable product which is done early in the interview. After this stage, the attributes are presented for evaluation, which is then followed by sets of full profiles, generally two at a time. The choice of these pairs increasingly focuses on determining the utility which is associated with each attribute.
- Self – Explicated Conjoint Analysis: Self – Explicated Conjoint Analysis is the form of conjoint analysis which offers a simple but surprisingly robust approach which can be implemented very easily and also it does not require the development of full profile concepts. Firstly, factors and levels are presented to the respondents for elimination if they are not acceptable in products under any circumstance. The approach in Self – Explicated Conjoint Analysis does not need regression analysis or aggregated solution which is required in many other conjoint approaches. Also, Self-Explicated Conjoint approach has provided results equal or superior to full – profile approaches and it also places fewer demands on the respondents.
- Hierarchical Bayes Conjoint Analysis (HBCA): Hierarchical Bayes Conjoint Analysis is particularly preferred in situations where the data collection task is huge. In such scenario, where the data collection task is so large, the respondents cannot reasonably provide preference evaluations for all attribute levels. This from helps to estimate attributes level utilities from choice data. Hierarchical Bayes Conjoint Analysis approach allows more attributes and levels to be estimated with small amounts of data collected from each respondent individually.
In the technical areas of marketing, research pricing is the most important factor. Knowing how much customers are willing to pay, is much more important than knowing what do the customers like. To know what the optimum price point is to maximize profit, market share, revenue. The Gabor-Grang1er technique, Van Westendorp Price Sensitivity Monitor, Brand Price Trade-off and Conjoint Analysis are the four main approaches to pricing research. Selecting the right technique completely depends on upon the kind of problem you are trying t solve. Some of these techniques can be used off- the- shell.
When it comes to setting prices Market Context, positioning and price strategy are extremely important factors that are considered. Knowing what are you trying to do with the prices is basically very important i.e. if want to win share or you are interested in maximizing your profit.
For example, prices typically fall over time in technology market whereas total cost in business markets is may be more important than absolute price.
To estimate demand optimum points and competitor’s responses, price modeling and market models are a fundamental part of pricing research.
This form of analysis is basically a tool that is designed to minimize the repetition between respondent’s variable preferences. This analysis was earlier used for analyzing advertising channels. Now it has many applications in market research as it enhances your market research capabilities to a great extent. Total Un-duplicated Reach and Frequency i.e. TURF Analysis is the standard method to determine optimal product combinations. TURF Analysis can deliver results in the optimization of product mix and size of the portfolio, in the detection of optimal product combination with which the biggest possible number of consumers can be reached. It can also help us understand which product mix will generate the highest revenue as well as it helps in avoiding sales loss by taking into account out-of-stock situations.
- Research Objective: digitGaps objective in catering TURF Analysis is to identify product portfolio which is efficient in order to maximize the number of un-duplicated consumers so that they can find their favorite items in the product line, also to minimize the product line mix for maintaining maximum un-duplicated consumer reach contributed by each additional possible product. Most often the data input for a TURF Analysis is a set of product preference questions asked for respondents. Purchase Intent Likelihood, Desirability Scale, and Ordered list are some common types of formats that are used for TURF Analysis.
- Limitations and Merits: Even if TURF Analysis a commonly used tool, we need to keep some points in mind while using it. One of the demerits of TURF Analysis is that it makes an assumption about customer satisfaction of a particular product. As per the assumption if consumers are satisfied with a particular product they will no longer want variety in that product category. Also, it doesn’t make any assumptions about frequency and amount of use. At digitGaps, we provide you with the report/results that are easy to interpret.
Gap Analysis is the method used to quantify the gap between usage of the product and awareness of the product and/or the market potential of the product. There are various basic analytical techniques that are used.
In Gap Analysis, the comparison is done with your current market situation with your future state that you would want to achieve. To make your project a success, you need to understand what needs to be done to bridge the gap. By conducting Gap Analysis you can find out the things to bridge the gap. Gap Analysis is most useful if conducted at the beginning of the project; nonetheless, you can use it at any time of the project to know your progress. In order to conduct Gap Analysis, we first identify your objective for the project and then we analyze your current situation. Finally, we find out the answer for how to bridge the gap between your current situation and desired future state.
Key Driver Analysis is the method used to understand the product attributes. Key Driver Analysis helps us in articulating the product attributes that contribute the most to satisfaction of the consumers in terms of purchasing the product again or to recommend. To predict the absolute extent of improvement in the dependent variable, Key Driver Analysis can be extended through regression. Key Driver Analysis helps you understand your brand loyalty or customer satisfaction application which enables your company to focus attributes that have the largest impact on your brand loyalty.
At digitGaps, our full range of advertising research solutions helps our client to make the best decisions. We assist you at each and every stage of the advertising development process to maximize the return on your advertising investment. In order to develop, evaluate and improve on your advertising efforts, we provide integrated insights to your advertisers which will help them, ultimately to build stronger brands. Our team at digitGaps will help you with advertising research product that will enable you to measure marketing brand equity. As well as it will assist you to optimize the touch-points that connects your brand and consumers. We will also help you improve creative development for brand communications.
- How do we conduct effective advertising market research? When you have a clear expectation of the purpose of the advertisement, Advertisement research works best for you. There are some advertisements which are designed to promote awareness, while others are designed to build a brand. Irrespective of the intent, it’s important to define the goal of the advertisement before running advertising research test. Recall, Persuasions and Response are the three commonly performed ad tests.
- Recall: It is important for the companies to know if their brand is memorable and if their customers will consider their products and services. To perform Recall advertising test, respondents are asked to see an ad and then they are asked to wait for the specific amount of time before being asked if they are able to recall a particular ad or a product.
- Persuasion: To determine the effectiveness of an ad in changing attitude and intentions, Persuasion ad test is performed. Persuasion ad test assesses brand attitudes before and after the advertisement. In this test, respondents are first asked to answer a series of questions before seeing the proposed advertisement and then to take a second test to assess how their attitudes and intentions were changed.
- Response: In order to track how well the advertisement performs in converting interest to action while performing Response ad test, respondents receive an ad with a unique identifier.
Eye tracking is a sensory tool that enables us to understand exactly where the customers are looking or where exactly their eyes are focused. In this way, you can determine the presence, attention, focus, drowsiness, consciousness or other mental states. This information gained by Eye Tracking can be used to gain deep insights into consumer behavior or to design revolutionary new user interfaces. Eye tracking can also help us getting new insights regarding consumer decision making, based on their subconscious behavior. Eye tracking can help us in knowing what exactly catches the eyes, and what doesn’t.
With eye tracking, you can discover where a participant looked, if they did or did not look at something, how long the participants looked at it, what attracted their attention and if the participants they cognitively processed what they saw.
Depending upon the area of greatest interest on a pack, revealing what is seen and what is unseen ‘heat map’ indication can be created. Eye tracking can analyze the impact of a product within a category, the optimal location of a pack within a display, the optimal number of facings. At digitGaps, we use the latest mobile and static eye technology so that Eye tracking can be done successfully in various situations. Our Eye tracking approach is particularly helpful for brand communications and packaging. As well as for promotional and exhibition material, shopping behavior. Eye tracking can also help us get insights on everyday tasks such as online activities, watching television or driving.
According to the background and culture of the person, the same word, picture or gesture can mean different things. It completely depends on upon the person who sees it in which perspective. Semiotics is all about understanding the meanings of the symbols and signs that are created. Semiotics is all about trying to draw conclusions about what most people believe in when they look at certain images, hear a particular sound or word.
Semiotics tells us how things are perceived when a brand is surrounded in a particular culture and the competitive areas of the brand.
In understanding the conventions of a market, Semiotics is incredibly useful. Semiotics is all about understanding these conventions and risk or rewards associated with breaking them. On an initial level, desk research with client workshops is combined. Usually, in semiotics consumers are not involved until the ideas are formulated.
Benchmarking Analysis is done in order to evaluate the success of your enterprise in the industry. Benchmarking is usually done to measure performance using specific indicators and dimensions such as time, cost, and quality as; it is vital to measure the difference between your business and the other business leaders comparatively. Our benchmarking analysis offers our customers insights on adopting the best practices, in the industry to increase the performance of specific dimensions.
- Our Benchmarking Analysis Solutions: At digitGaps, benchmarking solutions are provided involving both qualitative and quantitative methodologies.
- Process Benchmarking
- Performance Benchmarking
- Strategic Benchmarking
- Financial Benchmarking
- Product Benchmarking
- Functional Benchmarking
- Operational Benchmarking
- Investment Benchmarking
- Public Sector Benchmarking
- Metric Benchmarking
Our benchmarking methodologies can be deployed in accordance with the nature of the business and the information need. At digitGaps we follow the below process typically:
- We first start with determining the problem areas
- Our team then determines the industries with alike processes and determine the leaders in respective areas
- Followed by conducting surveys to identify measures and best practices also to identify companies recognized for their best practices
- Finally recommending and implementing strategic plan for improvement of our customer’s problems