Quantitative Research

Getting to the "What"

Quantitative research allows you to develop a greater understanding of your consumers, brand, and competitors.

We use several techniques to help brands and organizations grow and learn from our rich insights. We pride ourselves on integrating both System 1 and System 2 thinking into our approach.

To focus on System 1 we use with metaphor elicitation testing, response latency, and predictive markets as well as several other techniques. Through primary research, MaxDiff, Conjoint analysis and secondary research we are able to tap into System 2 thinking.

Gain Insights to Drive Action

We see ourselves as part of your team, understanding your needs and critical success factors. Our team discusses your priorities to drive action with research results. We customize our research to reflect your unique challenges and goals.

  • Help us understand if there is an opportunity in a new market we are considering and identify what the barriers for entry are.

  • What new product features are most important to consumers and how much are they willing to pay?

  • How can we build a benefits program that will satisfy the needs of our workers?

Gain Insights to Drive Action
Discover the State of your Brand’s Health

Discover the State of your Brand’s Health

How do people view your brand and the competition? How can your brand improve in order to gain market share, build greater brand affinity, or improve consumer sentiment? MDRG tracks Brand Health for a variety of industries using its proprietary Brand Health Score and brand tracking studies to help understand consumer perceptions and how to further build your brand.

  • Brand tracking provides an overall measurement of your brand over time. As with all of our research, the research can be customized based on your brand and your specific needs.

Client Testimonial

"MDRG has been CenturyLink’s trusted partner for my entire tenure with the company, and I can honestly say they aren’t just a partner, but are an integral part of my team. We’ve grown together over the years. Where I’ve challenged them with difficult tasks, they have always risen to the challenge, never letting me down. Additionally, they’ve helped me grow by bringing innovative new technologies, like facial coding, to our copy testing programs helping improve the overall effectiveness of our tests. There work with our company has included pricing tests, copy tests, product development work and all manners of methodologies. I wouldn’t hesitate to recommend them, and, as they are an integral partner, and I feel you will find them as such in your efforts."

Jason Grant
Market Research Manager, CenturyLink

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Brand Health

How do people view your brand and the competition? How can your brand improve in order to gain market share, build greater brand affinity, or improve consumer sentiment? MDRG tracks Brand Health for a variety of industries using its proprietary Brand Health Score.

Concept and Product Testing

What if you are launching a new product, ad campaign, or promotion? How can MDRG help? MDRG employs a number of methodologies to help businesses better understand which version of an ad campaign, product bundle, or other offering is most appealing to consumers. We customize research based on your needs.

Pricing Studies

Often, our clients need to understand how much consumers are willing to pay for a product. To understand this, we offer several pricing solutions depending on your needs.

Brand Health

Brand tracking provides an overall measurement of the brand over time with some of the core metrics being:

  • Brand awareness

  • Familiarity

  • Favorability

  • Preference

  • Likelihood to purchase

  • Perceptions of Brand Image

As with all of our research, metrics can be customized based on your brand and your specific needs.
Tracking the health of your brand gives you clear and actionable insights that drive your business strategy. Brand tracking aims to keep an overall pulse on the consumer’s relationship with your brand, staying one step ahead of competitors. In many cases, we identify performance drivers through key driver analysis techniques to help you focus on what is most important to your customer. 

The insights gleaned from a brand tracker can be taken a step forward by implementing an emotional component to the study. Through using imagery and metaphors, we can uncover deeply held associations about your brand. This is a great way to incorporate a more holistic approach to your chosen quantitative methodologies, so you can understand both the implicit and explicit associations of your brand.  

Concept and Product testing

When testing concepts and products some of the key methodologies include:

  • MaxDiff: Used to determine which concept, out of many options, a consumer would prefer. Rather than ranking an expansive list of items, the list is broken out into multiple questions and results are compared after the exercise to see which concept is most preferred. Brands use this methodology often when testing new product assortments, allowing them to select the winners and losers before going into production.

  • Conjoint Analysis: When making decisions in the real world, we are always making tradeoffs. What flavor of ice cream do I want? Should I go to the beach or the mountains for vacation? What type of car is best for me? Conjoint is a choice-based approach which simulates these real-world tradeoffs. This methodology has been used for a variety of cases including company benefits packages, employee retention programs, internet and cellphone bundling offers, vehicle features and specifications, and much more!

  • Prove-it Copy Test ™: MDRG’s proprietary technique for testing advertising copy. Both emotional and rational responses are captured to help you fully understand the whole mind of your target audience. We’ve used this method to help nationally recognized brands improve their voice and create more effective advertising that resonates with their consumers.

Pricing Studies

A sample of what we are capable of includes:

  • Van Westendorp: This model allows you to understand the perceived value of your products. We ask a series of questions to identify both the optimal price and the optimal price range, allowing you to confidently price your products based on the needs of your consumer.

  • Conjoint Analysis: When making trade-offs, price is often a factor. Through the use of conjoint analysis, we are able to understand the impact of price on your product and simulate scenarios where you can maximize your revenue. Gabor-Granger: Through the use of the Gabor-Granger method, we are able to identify the demand and revenue for your product. This technique allows you to estimate willingness to pay, establish a price range, and optimize product pricing.

  • Gabor-Granger: Through the use of the Gabor-Granger method, we are able to identify the demand and revenue for your product. This technique allows you to estimate willingness to pay, establish a price range, and optimize product pricing.

Experience Research

At MDRG, we believe that gathering feedback across your brand’s ecosystem is essential for a better overall experience. Brands can often fall into a rut when they cannot identify or resolve issues that are not made aware to them. Through collecting feedback from your customers and employees, you’ll be better prepared to act before issues spiral out of control. Experience research can also help you innovate new methods, processes, or products, as well as build a stronger connection with your customers and employees.

MDRG has the expertise to help you develop new experience programs, analyze and manage existing data, and offer consultation on how your business can move forward.

Customer Segmentation

In many cases, businesses and organizations need to understand the differences between their consumers. Do you understand who is your brand’s strongest target? Segmenting consumers allows you to build empathy and understanding of your target consumer, improve targeted communications, and overall help you better serve your target consumer.

Segmentation helps your organization identify groups of people for its marketing efforts. Segmentation can be based on a variety of factors including psychosocial, behavioral, and demographic information.

In this effort, MDRG uses several quantitative methods such as cluster and factor analysis so you can confidently develop a strategy for the correct target audience.

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