FGI Research and Analytics Capabilities Presentation

1Proprietary and Confidential. FGI Research & Analytics.

R e s e a r c h & A n a l y t i c s

Capabilities Overview & Discussion Guide

2015

Innovate with confidence.

Data-driven marketing.


1. FGI’s Capabilities and Success Stories

2. SmartLaunch Overview

3. Your Business and Research Needs

Agenda

We start with an overview of FGI’s capabilities and some

case study “thumbnails”

http://www.fgiresearch.com/


Who We Are

1. Founded in 1981 by UNC PhD

2. HQ in Chapel Hill, NC (near Research Triangle Park)

3. Experienced researchers, analysts, data scientists, consultants and project managers

4. Our expertise: help clients understand their markets and categories, launch great products, and market them successfully

5. Thousands of studies for hundreds of brands for over 30 years

Our strength is understanding and solving important business needs with expert research and

analytics.



Who We HelpFGI’s clients rely on serious

research for their success and they prefer firms with direct access to

senior-level research experts.

For 35 years, FGI has worked with leading brands that value and use market research for competitive

advantage.



Our Approach for Client Success

#1 – What is the exact business issue our client is

trying to solve?

We are different from companies that primarily focus on their DIY tools or cookie-cutter methods. We focus on business needs and business outcomes that can be significantly improved with custom-designed research and analytics. We always ask these

three questions . . .

#2 – What are the best research and analytical

methods to solve it?

#3 – How can we deliver the solution so our

client has a clear and direct

path to success?



How We Help

M a r k e tS t r a t e g y

Understand your market, customers, and

competitors

P r o d u c tI n n o v a t i o n

Launch products at price points that will succeed in

your market

M a r k e t i n g& C u s t o m e r s

Profitably market your products and manage your

customers

FGI helps clients understand what is

driving or preventing growth in their market. FGI helps clients improve

innovation to satisfy their target customers and grow their share and margins.

FGI helps clients better market their innovative

offerings and manage their customers for post-launch

success.



How We Help

1.What are my best customer segments? How can I better serve them?

2.How am I performing vs. my competitors in the customer’s eyes?

3.What is preventing my growth? Awareness? Barriers? Product? Price? Retail and other distribution channels?



competitors


Launch products at prices points that will succeed in

your market



customers

FGI answers these and other critical questions to

improve our client’s market strategies that drive profitable growth.



How We Help

FGI helped Stihl find new growth segments for

handheld outdoor power equipment

FGI helped Kroger increase awareness and demand for its private

label brands

FGI helped Wegmans increase the awareness

and demand for its pharmacy services



competitors



your market



customers

Here are three examples of where FGI helped our clients drive profitable growth with a better-informed market

strategy.



How We Help

1. Which preliminary new concept ideas are preferred by my segments?

2. Which product features, benefits and prices are optimal for my goals?

3. What market share can I expect? Will it come from my competitors and/or by cannibalizing my own products?



competitors



your market



customers

FGI answers these and other critical

questions to improve our client’s product

innovation.



How We Help

FGI helped McDonalds explore

optimal new breakfast product

FGI helped Rust-Oleum launch a new product with a much

higher price than they originally thought possible

FGI helped InnovAsian launch winning products in Walmart to take share

from PF Chang’s



competitors



your market



customers

Here are three examples where FGI helped our clients

significantly improve their product

innovation results.



How We Help

1. Are my existing advertising and marketing campaigns working? Are my customers satisfied with their experience and how can we improve?

2. How can I optimize key elements of my marketing: offers, copy, creative, names, logos, messaging? How can I optimize my packaging and new product messaging?

3. Why am I losing customers and market share? Which competitors are taking my customers and why? How can I retain my best customers who are at risk?



competitors



your market



customers

FGI answers these and other critical

questions to improve our client’s

marketing results.



How We Help

FGI helped BCBS measure and improve the

effectiveness of its ads

FGI helped Lowe’s improve the package design for its private

label brands

FGI helped Kaiser Permanent understand why customers were leaving and

how to retain more



competitors



your market



customers

Here are three examples where FGI helped our clients

significantly improve their marketing

results.



What We Do

• Market / category study• Awareness & usage• Segmentation• Brand equity and pricing

power• “White space” discovery

• Concept screening (MaxDiff)• Qualitative research (focus

groups / MROC)• Product development (conjoint)• Concept testing and pricing

(monadic)• Package and message testing

• Name, logo, ad and copy testing• Ad effectiveness (pre/post)• Customer experience / sat / NPS

/ churn• Tracking studies (ad, sat, churn,

price)• Response and propensity

modeling

So

luti

on

s



competitors



your market



customers

We provide the complete array of custom research solutions to improve decisions and

results within market strategy, product innovation and marketing.



Data & Analytics We UseR e s e a r c h &

A n a l y t i c s

We u s e t h e r i g h t d a t a a n d a n a l y t i c s . . .

B i g D a t a P r e d i c t i v e A n a l y t i c s

M a r k e t R e s e a r c h

+ +

[ m a r k e t i n g s c i e n c e ] [ d a t a s c i e n c e ]

• Regression• Latent class analysis (LCA)• Cluster analysis, CHAID• Factor analysis• MaxDiff• TURF• Discrete choice modeling

(DCM)• Conjoint: CBC, Adaptive CBC• Market simulation• Monadic

• Attitudes (A): market research• Behaviors (B): digital, website,

mobile, apps, social media, rewards, purchasing, customer service

• Customer (C): demographics, appended data, segments

• Analytical databases: Hadoop using AWS (Amazon Web Services)

• Regression• Machine learning• Neural network modeling• R• Genetic algorithms• Visual analytics: Tableau





Agenda

We now provide a brief overview of SmartLaunch



SmartLaunch Overview

• Market / category study• Awareness & usage (A&U)• Segmentation• Brand equity and pricing



groups / MROC)• Product development

(conjoint)• Concept testing and pricing


• Name, logo, ad and copy testing• Ad effectiveness (pre/post)• Customer experience / sat / NPS

/ churn• Tracking studies (ad, sat, churn,

price)• Response and propensity

modeling

So

luti

on

s



competitors



your market



customers

Used separately or together, they answer their most critical questions throughout the innovation process.

SmartLaunch is FGI’s brand name for the research solutions that clients demand the most

during innovation.



# 3 P r e d i c t

3

# 2 O p t i m i z e

2

SmartLaunch Overview

# 1 D i s c o v e r

1

Generate new ideas:

• Qualitative research

• Internal and external experts

• Survey target customers

• Mine social media and online ratings

• Review competitors

Identify the best concepts:

• Adaptive choice-based conjoint (ACBC)

• Segmentation based on discrete choice analysis results

• Market simulation of share, revenue and profit

• Price sensitivity

Predict actual performance:

• Monadic concept testing to predict share

• Compare to in-market competitive products

• Optimize marketing strategies

• Predict 1:1 customer uptake (marketing and e-commerce)

F i n a l C o n c e p t s

P r o d u c t D e v e l o p m e

n t

P r e l i m i n a r yI d e a s

I n n o v a t i o n P r o c e s s

M a r k e t R e s e a r c h

In general, the three research solutions map to our client’s innovation

process (Stage-Gate, etc.).






Agenda

What are your most important business needs and how are you using research and analytics to

help you succeed?



Summary of Questions & SolutionsR e s e a r c h &

A n a l y t i c s



competitors



your market



customers

• What are my best customer segments? How can I better serve them?

• How am I performing vs. my competitors in the customer’s eyes?

• What is preventing my growth? Awareness? Barriers? Product? Price?

• Which preliminary new concept ideas are preferred by my segments?

• Which product features, benefits and prices are optimal for my goals?

• What market share can I expect? Will it come from competitors or cannibalization?

• Are my ad campaigns working? Are my customers satisfied?

• How can I optimize offers, copy, creative, names, logos, messaging?

• Why am I losing customers? Where are they going? How can I retain them?

Str

ate

gic

Focu

sQ

uest

ions

• Market / category study• Awareness & usage• Segmentation• Brand equity and pricing



groups / MROC)• Product development (conjoint)• Concept testing and pricing


• Name, logo, ad and copy testing• Ad effectiveness (pre/post)• Customer experience / sat / NPS /

churn• Tracking studies (ad, sat, churn,

price)• Response and propensity modelingS

olu

tions

Online Panel Communities & FGs Analytics Database


Your Business and Research NeedsR e s e a r c h &

A n a l y t i c s

1. Where are you focused: market strategy, innovation, or marketing and customers?

2. What are the major initiatives, challenges, opportunities or questions that require research and analytics to solve?

3. How do you execute and apply research and analytics to solve your business needs?

4. Where do you currently need help? What are some emerging needs?

5. Where can FGI provide ideas and suggestions that may help you now or in the future?

How do our capabilities fit with your current and emerging business and research

needs?


Ways We Work With Cl ientsR e s e a r c h &

A n a l y t i c s

1. Single projects

2. “Book of projects”

3. Online panels or communities + research

4. Analytical data marts + modeling

5. Tracking studies

6. FGI Labs (co-innovation)

FGI works with clients in a variety of ways based on what they need and how

they are organized.


Next Meeting & Next StepsR e s e a r c h &

A n a l y t i c s

1. Next meeting or visit date

2. Detailed demonstrations

3. Draft of FGI ideas around a specific need

4. Specific need at a future date

5. Immediate proposal

6. OtherWhat’s next?


R e s e a r c h & A n a l y t i c s

Innovate with confidence.

Data-driven marketing.

Contact UsSteve WallVP of Business Development(919) 208-7226 [email protected]

www.fgiresearch.com

Documents

FGI Research and Analytics Capabilities Presentation