50+
In-person interviews.
Client
A US-based fashion retailer with physical and online stores.
OPPORTUNITY
The client was looking to establish a new collection across their brick and mortar stores to increase their market share in a specific target segment in Millennials. However, the client was traditionally focused on Generation X customers and replicating their existing business rules would have been ineffective.
SOLUTION
SG Analytics leveraged different methodologies to capture all relevant and available data points and ensure holistic insights. A specialist team comprising of data processing specialists, data scientists, survey programmers, and primary research analysts conducted the following exercise:
Primary Research:
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200+ Computer Aided Telephonic Interviews (CATI) with respondents representing the target customers.
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50+ in-person interviews (IPI) at targeted mall intercepts and shopping centers with appropriate respondents.
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Conducted 200 online/web surveys across 6 the target geography.
Analytics:
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SG Analytics analyzed the survey data using a maxdiff analysis technique to gauge the attributes that drive the target group’s purchase decisions.
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The team conducted a factor analysis study to derive the factors covering both emotional and functional attributes that appeal to the consumers.
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SG Analytics' data scientists used the obtained factor scores along with the contextual variables to identify the statistically best-fit discriminating variable using a clustering analysis. The team further iterated the process to identify multiple descriptors that fully segmented the survey data to create a driver tree.
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Based on the driver tree SG Analytics created a model to support the client in their merchandise decisions.
VALUE DELIVERED
1
SG Analytics delivered a model that enabled the client to understand purchase decision drivers in their targeted consumer segment.
2
The model provided an improved understanding of consumer tastes, leading to better consumer targeting.
