When it comes to growing your brand, understanding and catering to customer preferences is paramount. Just as your customers are ever-changing, so too is how we seek to understand them. At Illuminas, our research scientists are constantly working on ways to improve the studies we conduct for our clients. We never settle for the status quo and ask ourselves hard questions to ensure our data reflects the truth. 

Our proven research techniques are vetted methodologies that allow us to go beyond the basic NPS, message test, or ranking study. We’ve developed these in order to understand, with greater depth, how these commonly surveyed themes impact your bottom line and what we can do to move the needle.  

MaxShare™

Building a loyal customer base is key to success. Most organizations use Net Promoter Score (NPS) or similar methods to measure satisfaction and loyalty. But it’s likely that NPS or the satisfaction metrics you use don’t link to your company’s bottom line. You know what to do to make customers happy but not how to increase their share of business with you.

Why the disconnect between satisfaction and share of wallet? Because no matter how happy customers are, consumer decisions are made in a competitive context. Customers may be happy, but competitors are just as good or better. If you don’t know how you measure up to the competition, you don’t know how to influence your customers to give you a larger share of their business.

Benefits of this approach:

• Identifies what drives spending decisions so you can address them and influence increases in share
• Quantifies the spending that is going from your customers to the competition
• Provides a true customer view of your performance relative to your competition
• Is proven to link to actual customer behavior

MaxMindset™

Many factors influence buyer choice, and it is not always clear what drives it or how to shift preference in favor of your product or brand. You suspect that your messaging is not getting to the heart of buyer motivation and is proving ineffective in persuading potential customers to buy.

Customers do not buy simply based on the tangible features and benefits of your product or service alone. Typically, they make decisions at a deeper emotional level. They buy based on the emotions and personal values they are striving to fulfill in life.

By understanding your target market’s common decision paths, MaxMindset™ helps you craft persuasive communications, advertising and branding strategies that influence behavior.

Benefits of this approach:

• Determines both the rational and emotional factors at play in decision-making
• Identifies the deeper motives – needs, emotions and values – that drive demand
• Assesses how product attributes fulfill deeper needs
  

MaxVal™

Managers often need to base decisions on the precise value or importance that consumers assign to features or attributes in a list. Examples include deciding which features to include in a product, which benefits to include in a loyalty rewards package or what the top goals should be for an organization. In many situations, simple rating scales lack the precision needed to make decisions while sophisticated consumer research methods like conjoint analysis or MaxDiff are complicated and time-consuming to execute (i.e., they take up a lot of space in a questionnaire). 

MaxVal™ calculates precise estimates of value or importance for large lists of features and provides a measure of the relative value of each one. This feature prioritization solution uses a phased rating/ranking technique to gather the necessary data for value measurement, allowing you to make confident decisions with a minimal amount of time and effort.

Benefits of this approach:

• Accommodates long lists of attributes
• Requires minimal time in a questionnaire
• Allows anchoring results in absolute value, not just relative value

With these proven methodologies at our disposal, we are excited to delve deeper into your business challenges and work together to understand the best way forward.