Factor analysis to fine tune product strategy

Client

Leading CPG manufacturer with operations in multiple countries

OPPORTUNITY

The client wanted to fine tune the product strategy in key markets for beverage products.The client sought to understand the underlying factors that influence consumption of beverages.

SOLUTION

SG Analytics formed a dedicated team to provide a solution to this business problem. The team divided the data and problem into micro-segments and created specific milestones using the following four-step approach:

• Using the MaxDiff analysis technique, the SG Analytics team conducted a survey in one of the markets to gauge the attributes that drive consumer decision of buying beverage products
• The team conducted Factor Analysis study to derive the factors covering both emotional and functional attributes that appeal to the consumers
• SG Analytics used the obtained factor scores along with the contextual variables to identify the statistically best-fit discriminating variable using Clustering Analysis. SG Analytics further iterated the process to identify multiple descriptors that fully segmented the survey data to create a Driver Tree
• From the Driver Tree, SG Analytics was able to create profiles of consumers having a unique set of needs