Market Research

Market research methodologies are changing rapidly: most customers are no longer satisfied with routine statistical analysis, bar and pie charts or simple crosstabs.

Today’s telecom or airline customer wants segmentation studies, churn analysis, real-time analysis, key driver identification and strategic inputs.

The dreary paper questionnaire is giving way to online interventions. Straight-forward conjoint analysis is metamorphosing into carefully crafted choice-based conjoint studies.

We are witnessing a complete paradigm shift. Market analytics is emerging as a vital catalyst in business performance.

This is where Cranes Analytics can make the crucial difference: software solutions offer routines and procedures, but not the accompanying business wisdom. Business leaders know what questions to ask, but they don’t know how to fit the appropriate statistical tool or mathematical model.

At Cranes Analytics we know both. We can make the difference. We can convert your dreary market data into sharp business intelligence.

Here are some of our offerings in market research segment:

Customer segmentation and churn analysis

How can a telecom company distinguish between low-end users who mostly communicate using “missed calls” and the compulsive socialite who makes international calls every hour while vacationing at the French Riviera? We can use multivariate techniques such as cluster analysis to identify and characterize the different customer segments.

Better still, such segmentation will identify customers showing the propensity to churn. If these are valuable customers, we take suitable promotional measures; if they are “bad” customers, we simply let them go.

The mind, or the heart?

How do customers choose products? Is it a carefully calculated decision, or is it just a capricious move triggered off by attractive marketing and promotion? At Cranes Analytics we use mixed model theory to distinguish between functional and emotional choices; you can then devise innovative strategies to orchestrate your marketing pitch.

Key driver analysis

A business decision is based on inputs obtained from a large number of data sources and variables. Which of these variables or factors really matter? What could be those two or three factors that make most of the difference? What are the key drivers in the decision process? At Cranes Analytics we use sophisticated regression techniques to identify the key business drivers for you.