Standard Analysis

Description:

A survey that targets a portion of a customer segment provides statistically reliable insight into the larger group's performance. Surveys can focus on single or multiple market segments. (Different sample procedures will apply depending on the number of market segments).

Objectives:

• Develop a profile of the target customer.
• Rank drivers and barriers that influence demand identified in the qualitative research.
• Evaluate the market potential of a proposed solution.
• Estimate the total available market and the approximate likely near term sales.
• Evaluate how customers perceive different vendors and products along a variety of critical parameters.

Sample Issues:

• What is the representative profile of a target customer segment (e.g., revenue, case mix, equipment owned, etc)?
• How does a customer segment rank the list of drivers and barriers identified in the qualitative survey?
• Who influences purchase decisions and what factors count most?
• How strong is the demand for a proposed product?
• What price point is likely to appeal most to each group?
• What are the current purchasing plans for each targeted segment?

Process:

• Similar to probing surveys but the sample size is designed to provide statistically reliable results.
• Perform appropriate statistical analyses to validate the significance of results.
  

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