Quantitative research that measures your market and compares the options.
We size the groups in your market and estimate how people would choose between your options and prices.
When the plan turns on numbers.
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You need to know how many.
Each group in your market is sized, so you can see where the opportunity is largest.
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There are several options, and one budget.
People choose between realistic options, so you see which features, range and price they’d pick.
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The results are in, and the plan isn’t.
We say what the results mean for your plan, and what we would do next.
Segments, choices and prices.
- Customer segmentation
Which customers to put first: groups by need and behavior, sized, and where the data allows, found again in later surveys or your own records.
- Conjoint and choice modeling
Which features, range and price people would choose, and what each is worth to them.
- MaxDiff and TURF
Which ideas on a long list matter most, and which set of them would reach the most people.
- Key driver analysis
Which parts of an experience are most closely associated with people buying, so you can see where to start.
- Usage and attitude surveys
Who buys in your category, what they use and what they think of it, measured across the market.
- Pricing research
What to charge, and how buyers would respond to a change in price.
Numbers worth planning around.
EXPLOR Award winner, Insights Association, for a segmentation and market model, voted by the Corporate Researchers Conference.
- Choosing where to start a kitchen and bath brand’s experience redesign A buyer journey framework measured nationally, with a driver model. What happened next The redesign program then asked us to rate eight of its own ideas against the journey.
- Working out who would buy a new home-working product A profile of the likeliest buyers in each market, with what would persuade them. What happened next The product later launched, and a further engagement followed.
- One segmentation for a personal care company’s four markets A segmentation with sizing, combined and country reports.
The models behind the numbers.
Quantitative work is handled in house, from design to analysis.
A mobile gaming company knew its own players from its data. We segmented and sized the whole market of people who play on a phone, then brought the priority groups to life for marketing and product.
For an outdoor equipment maker, a task-by-task market sizing model across eight markets put a value on demand for automation in professional turf care, with assumptions its team could adjust.
Segmentations, choice models, simulators and market sizing are built by our own data scientists and statisticians. Where a program spans several countries, the survey runs the same way in each, so markets can be compared like for like.
Where to start.
Should we start with qualitative or quantitative research?
Start with qualitative research when you don’t yet know why people choose as they do, or how they talk about the category. Start with a survey when the decision turns on how many.
Is antedote a quantitative research agency?
Yes, as part of a consultancy. We design, run and analyze quantitative research ourselves, and read it alongside qualitative research when the question needs both.
Can you model how customers would respond to a new price or range before launch?
Yes. A choice model estimates how people would choose between options, and a simulator lets your team try different ranges, features and prices before committing. It estimates preference, to be read with what you know about distribution and awareness.
When is a difference in the numbers big enough to act on?
When it is unlikely to be chance and large enough to change what you would do. The second test is the one that gets missed.
Can you work with our own customer data?
Yes, where the data allows. We can find segments in your own records, or place your customers within a segmentation of the whole market.
How many, and which one?
Bring the decision and what you already know. We’ll suggest what would answer it, and whether you need a survey at all.
A partner or director will reply.