Customer Research and Analytics

Revealed vs. Stated Preferences

Actionable research starts with understanding what influences actual behavior. We correlate customer, rejecter and avoider opinions to actual behavior, such as shopping, purchase or retention. This eliminates “perception bias”, consumers answering based on how they would like to act or be perceived and allows us to understand how to influence non-buyers.

Segmentation

Too many businesses diffuse their efforts by unwittingly acquiring and serving customers in the same way. However, this approach does not take into consideration that not all customers value your services equally, nor do you value each equally. Often our research focuses on identifying the most valued customers. Then, we create strategies to acquire and retain the most valued customers. Owning the lion’s share of these customers drives profitability – more so than market share or gross margin.

Solid Data Analysis

With backgrounds in market research and executive leadership, we are able to discern between interesting findings and those that can rally products and processes. It is not enough to just understand your market; you also need to know how to use your resources to maximum capacity. We go beyond presenting survey results to presenting solutions which impact your business.

CASE STUDY

The aftermarket offers many of the same services at lower prices than dealers. Many dealerships react by offering low cost oil changes. However, this strategy proves ineffective at driving long-term behavior. The most valued customers are willing to accept higher prices if dealers deliver on expectations, including service quality, amenities and trust. If the deader doesn’t deliver on expectations, these high value customers are likely to defect to other same brand stores, leave the brand on next purchase or reluctantly move to another channel. Focusing more resources on “fixed right first time”, loaner vehicle availability and appropriate service recommendations are more important than discounts on oil changes for this segment. In fact, too low a price is actually a turnoff, because consumers assume the visit will result in a high pressure upsell.