This CPG company conducts monthly consumption surveys from a panel of tens of thousands households across the U.S. for over thousand brands. In addition, it has detailed demographic data of its customers, including income, socio-economic status, geography, and media habits.
Our analyst’s key task was to understand which shoppers were abandoning the client’s brand, which brands they were now embracing, and most importantly, why.
Early in our analysis, we discovered the client was making decisions based on a faulty assumption about the data they were gathering. “Fractal helped us realize that the panel was not a representative sample of the population,” said the client. “That was a real game changer.”
To correct this error, our analysis and findings were weighted to represent the actual population distribution by both the customers’ cities and their socio-economic status.
Next, the company’s data was extracted, manipulated, and seamlessly integrated with the corrected demographic and socio-economic data.
Then, the entire process was automated to substantially compress delivery timelines for future studies. Once completed, we looked at the data for ways to effectively promote the brand and regain market share.
To test various hypothesis, we examined the data for answers to these specific questions:
NCPL was able to provide the client with a detailed profile of customers who were leaving the brand and explain why they were switching to a competitor. “The insights provided by NCPL enabled us to effectively redesign our pricing and promotion strategies,” said the client’s VP of Marketing. “Having this information enabled us to regain our competitive edge. We’re thrilled to be the leader in our category once again.
NCPL is very responsive, professional and a pleasure to work with. I can highly recommend this company to others. I hope to use them again in the future.
NCPL have been on time and delivers as claims. We will be doing more business with them in the future. We have daily updates to what they are doing and have yet to miss a deadline. Good work!
"Gives good results"
NCPL is a genuinely good team and are always trying to deliver a good result. A dedicated and determined bunch of individuals who meld together well as a team.
NCPL did a great work and have provided me with daily reports of the activities performed on my website, I highly recommend NCPL and their team. Great work as promised.
"Remarkable and Professional"
The developers at NCPL have been great to work with. They were timely even though I couldn't always provide the inputs in a timely manner.Their work is attractive and functional and their prices are very reasonable.I have more work planned for them.