Reality Check: Real Problems, Real Solutions, Real Fast.

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What is a complete picture of my customers’ attitudes and behaviors and how do my customers and prospects act?
Customer segmentation and profiling based on behavior, attitudes, lifestyle and demographics
Who do I target?
  • Market demand and segmentation models
  • Customer needs, wants or outcomes-based segmentation
  • Customer valuation
  • Use of back-end analyses from previous programs
Where do I find them?
  • Customer database
  • Prospect lists
  • CDI (Category Development Index)/BDI (Brand Development Index) Analysis
  • Market Demand Models
What purchase channels are my customer segments using?
Customer Survey
How do I adjust my service/product and marketing mix to get the best ROI?
Analyze ROI and other key performance metrics for separate components of marketing mix; develop marketing plans which optimize results best meeting overall goals (i.e., volume goals may require some marketing elements with lower ROI; other targets can focus on low volume/high ROI activities). Service product optimization conjoint.
How would a change in price affect demand (i.e. is the price elastic)?
Customer Valuation Models
What are my competitors doing?
  • Competitive Intelligence
  • Market Assessment
  • Competitive Surveys
What’s the market environment like and what are the emerging trends?
  • Secondary Business Intelligence
  • Market structure study with needs-based segmentation
What is my share of the customer's wallet?
Share-of-Wallet Survey
What is the perception of the price of my product (value-priced, appropriate or expensive)?
Pricing Study
How well do customers know my brand and what affects their perceptions?
Brand awareness, tracking and positioning analysis
What are the best practices for what I want to do?
  • Best Practices Research
  • Comparing Back-end Analyses
  • Simulation Analysis
What is the size of my market?
  • Market Structure Study
  • Needs-based Segmentation Study
How do I get prospect feedback quickly?
Quick-read Online Omnibus Survey
Can you prove to me database marketing isn't too expensive for me?
  • ROI analysis
  • Campaign evaluation
  • Business assessment model
How can we optimize our direct marketing programs?
  • Targeting based on lifestyle coding
  • CDI (Category Development Index)/BDI (Brand Development Index) Analyses
  • Response analysis
  • Conjoint analysis
  • List optimization
What can I do with my customer and prospect data?
  • Data content assessment
  • Database assessment
  • Identify the Super consumer
  • Develop industry specific constructs
How can I position or re-position my brand in a relevant way?
  • Positioning Conjoint
  • Share of wallet evaluation
  • Economic analysis at brand/product level
  • Market assessment
Can you help me size my market and align my customers with the right products?
  • Market audit
  • Claritas and/or MRI data
How will the introduction of my new offering affect my other products?  Or affect my brand?  Or affect my competition?
Conjoint Analysis
What are customers’ first impressions of my new offering?
First Impression Research
How can I refine my ready-to-launch product or service?
  • Product/Service Optimization Conjoint
  • New product business simulations
  • Predictive/response modeling
What are some promising and unique new ideas for a product or service?
  • Ideation and Idea Mining Research
  • Product/Service Optimization Conjoint
  • New product business simulations
  • Predictive/response modeling
How do I attract new customers that will behave as my current best customers do?
Profile/model best customers; overlay and analyze data elements available for prospect list purchase; buy lists using criteria which mirror best customers; Messaging Conjoint; Loyalty program analysis, look alike analysis; profile analysis
What are some promising and unique new ways to attract new customers?
Ideation and Idea Mining Research; Product/Service Optimization Conjoint; New product business simulations; predictive/response modeling
What should I spend to acquire a new customer?
Campaign analysis, ROI analysis, retention/acquisition simulation
Where is the best channel for me to acquire customers?
Campaign analysis, touch point analysis; Channel preference analysis
How does third-party marketing (consumer-generated media and word-of-mouth advertising) affect my customers and prospects?
Segmentation, product preference, brand analysis; web text mining. Evangelist, brand and satisfaction studies.
How do I test my message with customers before it goes out? What is the most compelling way to talk to new customers?
Message testing; Messaging Conjoint; Touchpoint Analysis; Decision Point Analysis
How do I find the best lists to market my product or service?
Purchased list testing & optimization
What do my competitors' customers love and hate about my competitor?
secondary competitive research; primary competitive customer research; blog mining; Touch point analysis, decision point analysis
How do I get prospect feedback quickly?
Quick-read Online Omnibus
Why aren’t customers flocking to buy my product or service?
Acquisition barriers; Touchpoint Research; Touch point analysis, decision point analysis
What is the buying cycle for my customers? When is the right time to sell and resell my customers? Where is the most potential to cross-sell or up-sell to my customers?
Secondary or Standardized Research such as MRI or Nielsen; Behavioral Web Analytics; Customer Database Analytics; if not available: Primary Research; Association models, sequence models, segmentation. GAP/ROI analysis
Where is the most potential to cross-sell or up-sell to my customers?
Customer valuation models, next most likely models, RFM models; Product cross-sell models; score customer base; Product Preference Research
What are some unique new ideas to cross-sell or up-sell to my customers?
Ideation and Idea Mining Research; Product/Service Optimization Conjoint; Customer valuation models, next most likely models, RFM models; Develop marketing test plan, execute, conduct post-program analysis
Can I grow my “next-best” customers into my best?  How? What do I say to my customers to get them to buy my other products or services?
Customer valuation, look alike models, market basket models; Model/profile best customers; identify others with similar attributes; cross-sell products and services they are most likely to buy; Product/Service Conjoint, Messaging conjoint
Can I grow my customer base by anticipating their next lifestage?
Identify generic lifestages of interest, must be able to identify lifestages of existing customers and predict movement; examine product mix by lifestage; if customers in subsequent lifestages have deeper relationships, use learning to make offers at appropriate times; Customer Migration; Lifestage Migration (with Drivers)
What do I say to my customers to get them to buy my other products or services?
Messaging optimization conjoint; Test messages/offers; Segmentation, product preference
How do I test my messages before they go out to my customers?
Messaging Conjoint; Message testing (Run pilot program and test matrix with statistically valid samples prior to roll out.)
How do I get my customers engaged/active in my product's value proposition?
Value Messaging Conjoint; Segmentation, product preference
Why would customers accept my product and then fail to become engaged in the value proposition?
Brand analysis, segmentation, needs analysis, satisfaction analysis; Loyalty Drivers; Moments of Truth
How much do I have to spend to get them to buy/buy more?
Ad Models, econometric models; ROI Studies
How much communication is too much communication?
Marketing mix models; Information campaign attrition analysis
Am I spending money I don’t have to?
Customer value, Brand ROI, Marketing mix models
How can I take advantage of my competitor’s weaknesses?
Competitive research (both secondary and primary —including branding, positioning, product preference and satisfaction)
How do I identify opportunities in my existing customer base at every touchpoint?
Touchpoint Research; Loyalty Drivers; |Experience-Expectations|xImportance; examine customer relationship / cross-sell / profit before and after contact with touchpoint to determine which touchpoints are successful in selling which services; calculate cross-sell / profit by touchpoint. Apply cross-sell models to identify next likely product of interest; make available to touchpoints. Channel analysis
Where are my customers coming from and going to among my products and services?
Customer migration; Customer migration by value segment; Segment customers based on product/service usage; track migration over time/lifecycle; determine relationship with profitability and retention to identify desirable migration pattern; Market Audit
Where can I increase my product penetration and how?
CDI/BDI; Customer valuation, next most likely models, look alike models, demand estimation models; Develop and apply product cross-sell models; score customer base; compare product penetration to market potential with gap analysis. Share of wallet. Share of market.
How do I adjust my marketing mix to get the best ROI?
Marketing Mix models, media planning models, brand ROI models, customer valuation
What are the triggers that precede attrition and how can I act to prevent it?
Retention models (Red Alert), early warning analysis; Loyalty Drivers; Attrition Drivers; Attrition Conjoint to develop trigger programs
When are my customers likely to leave?
Lost Customer Analysis, retention analysis, attrition model
Why am I losing customers?
Lost Customer Analysis; Attrition model and root cause analysis.
Why aren’t my customers buying more from me?
Brand analysis, satisfaction analysis, loyalty studies; Growth barriers; Examine cross-sell ratios and penetration vs. market potential
How can I win the good ones back?
Lost Customer Study, Reactivation
How can I segment my customer base by how valuable they are so I can re-allocate my resources?
Customer Value segmentation, loyalty analysis, profiling
What are some great new ideas on how to keep my best customers?
Ideation and Idea Mining Research; Program Optimization Conjoint; Customer Value, segmentation, loyalty analysis, profiling
What are the most compelling ways to retain my customers?
Ideation and Idea Mining Research; Program Optimization Conjoint; Customer Value, segmentation, loyalty analysis, profiling
How can I build a relationship with my customers to inspire loyalty?
Customer Value, segmentation, Loyalty Drivers; Loyalty Conjoint; profiling; reward program testing
How should I allocate my limited customer service dollars to optimize customer relationships?
Customer Value, segmentation, loyalty drivers; profiling; Loyalty Conjoint
What do new customers need and expect?
New customer needs assessment; Customer Value, segmentation, loyalty analysis, profiling
What really drives my customers’ loyalty?
Loyalty Drivers; Loyalty Metrics; Customer Value, segmentation, loyalty analysis, profiling