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CMI is eager to share two innovative research approaches that combine the best of traditional methods with emerging tools like online communities and decision pathway modeling.
Take a look below, and contact us to discuss
these topics in greater detail.
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Differentiate Customers Based On Purchase Process
CMI has been helping clients develop more effective customer segmentations using an innovative analytical approach that combines Decision Pathway Modeling with segmentation expertise to deliver more actionable segmentations. This approach provides powerful insights for messaging and marketing and helps marketers prioritize resources. Decision Pathway Segmentation differentiates customers based on the underlying motivators that lead to their purchase and identifies whether differences between segments within these motivators are meaningful or not. This approach takes into account the relationships and linkages among: - Underlying motivations (Why?)
- Decision-making processes (How?)
- Outcomes/behaviors (What?)
Decision Pathway Segmentation differs from traditional segmentation because it: - Moves from measuring discrete items to measuring the interaction and relationships among motivations, decision making processes and actual buying behaviors - particularly for complex, highly involved decisions
- Shows the differences in motivation and influence points for seemingly similar decisions across segments
- Provides more clarity for both the strategic direction and tactical priorities when targeting customers
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Gather Powerful Insights From Short-Term Online Communities
Companies are increasingly dedicated to gaining an authentic understanding of their customers' experiences. This year, CMI began using short-term online communities to understand customer groups. We have uncovered incredibly valuable insights for pharmaceutical and financial services companies, helping them tackle sensitive discussion topics and understand consumers' complex financial decisions. Answering important strategic questions does not necessarily require a long-term, dedicated online community. A short-term alternative requires less investment and still offers a tremendous opportunity for brand teams to get inside the minds of customers and patients to understand their experiences, needs, and specific pain points. Short-term online communities can last from a few days to several months. Benefits include: - Reaching an under-served or under-recognized segment of people
- Leveraging a sense of anonymity to deeply understand the customer experience, even for sensitive health conditions and personal financial decisions
- Learning from consumers during the very early stages of new product launches and drug development/clinical trials
- Informing the company and sales representatives as they talk with intermediaries such as physicians and brokers
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