Analytics Capabilities

ContentDATAMATICS’ RESEARCH & ANALYTICS

ADVANCE ANALYTICS CAPABILITIES

OUR EXPERIENCES

CONJOINT ANALYSIS

RESEARCH TOOLS – SIMULATORS

TECHNIQUES USED AT DATAMATICS

Quality Check

Datamatics’ Research & AnalyticsDatamatics’ Research and Analytics(R&A) business unit has established itself as a leading domain player for providing market research support services and technology solutions woven around them. Global firms such as Nielsen, Ipsos/Synovate, ResearchNow as well as specialized firms like Morpace, BuzzBack, C&R, ISA etc. have engaged Datamatics for services over the last few years.Our differentiators and relevant experience include:

Sharp focus on the market research support services Expertise in advanced analytics and data visualization Significant experience around automation, process reengineering of research projects, including

application development, mobile application development A unique MR + Tech blend. Domain layer comes via key folks who come from MR industry, with

operations grounding, and demonstrating thought leadership via papers presented at ESOMAR and CASRO).

US based Subject matter experts adding value to projects Execution of numerous engagements aimed at improving quality, turnaround time and

significant cost saving for Market Research Project and borrowing best practices from other industry segments serviced by Datamatics

Advance Analytics CapabilitiesMultiple Linear Regression

Factor Analysis

Discreet Choice Modeling

Multidimensional Scaling

CHAID Analysis

Churn Analysis

Decision Tree design

TURF Analysis

Conjoint Analysis

MaxDiff design and Analysis

Our Experiences Include…

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Component Number

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1

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Eige

nval

ue

Scree Plot

Regression Models – Multiple Linear RegressionRegression Models – Logistics RegressionFactor AnalysisDecision Tree Design / CHAID Analysis

Target Variable

Our Experiences Include…

Conjoint Techniques - CBC Share of Preference

Importance of Factors

45%

23%

32%

0% 10% 20% 30% 40% 50%

Average Driving Distance

Average Ball Life

Price

Fact

ors

% Importance

Importance of Levels

63%

20%

17%

0% 10% 20% 30% 40% 50% 60% 70%

275 Yards

250 Yards

225 Yards

Ave

rage

Driv

ing

Dis

tanc

e

% Importance

MaxDiff Analysis and More…

Best Features WorstSet 1 31 Shopping 31

19 Dual SIM 191 Camera 110 Expandable / removable memory 1026 Chat 2618 Twitter 18

CARDS - VERSION 1

Conjoint AnalysisWe are experienced in many conjoint methods such as CBC, ACA and full profile conjointWe use Sawtooth software SSI Web to script the conjoint survey and host it on web server for the clientsWe also use CBC Hierarchical Bays to generate respondent level utilitiesWe have experience in building customized simulators for our clients to enable them to calculate preference share for various possible combinations of product attributes and featuresWe also have experience in in finding relative importance of attributes using Maxdiff Technique

For conjoint studies at Design level we can Design the choice tasks with 2-4 product concepts on each card with optional “None” option Create multiple versions of these choice tasks Program it in SSI web and upload on web server and provide a link Alternatively send the card design to client to include in their online or offline questionnaire Include hold out cards Apply conditional pricing Can put prohibitions on certain combination

Conjoint Analysis

At Analysis level we can Generate overall utilities for each level of each attribute Calculate importance of attributes In each attribute the level preference Run Simulations Create respondent level utilities Design and create customized simulator

Research Tools – SimulatorsDatamatics has proficiency in designing various research tools for market research applications.Examples:

BPTO Simulator Claims Optimization Simulator Max-Diff Share Simulator Discreet choice simulator Segments allocation tool TURF Simulator

BPTO Simulator gives relative shares for different price levelsThe data can be calibrated to current market shares if current price levels are part of BPTO price levelsFor new products, it can show from which existing brands it will draw its sharesAlso it can calculate the index to show from which brand it will draw maximum share

Maxdiff Simulators

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Output

Discreet Choice Model – Simulators

We have designed discreet choice simulator from the respondent level utilities. The simulator can take different no. of attributes and different levels for each attribute It will have a user screen where the products can be defined It will generate relative share of the products defined These shares can be generated at total and subgroup level For sub group level we should have classification data

TURF Simulators: If we have several variants of a brand and wondering how many variants should be launched so that we have maximize reach then this tool is very useful and gives the share if you launch 2, 3, 4, 5, or moreIf after taking 4 variants if there is no significant incremental reach we may decide to launch only 4 variants

Turf Analysis – Simulators

TURF Analysis and Simulators Development

CHAID Analysis

CHAID Analysis – Key Outputs

Brand Positioning Map

Brand Performance Map (Quadrant Analysis)

Importance rating on attributes are taken on five point scale, from Very important to not important at all.

On the same attributes the performance ratings, from Excellent to poor, are taken for each brand.

A perceptual map visually plots the attributes as per ratings by customers on their importance and how brand performance.

Attributes appearing in fourth quadrant are not important but brand is performing well hence they can be used in advertising.

Techniques Used At Datamatics One way ANOVA Regression Models

Multiple Linear Regression Logistic Regression Multinomial Regression Ridge Regression

Factor Analysis Segmentation Techniques

Hierarchical Cluster Analysis K-Means Cluster Analysis Latent Class Segmentation

Discriminant Function Analysis Corresponding Analysis Multidimensional Scaling (MDS)

CHAID Analysis TURF Analysis Path Analysis (Structural Equation Modeling) Conjoint Analysis

Full Profile Conjoint Choice Based Conjoint (CBC) CBC / HB (Hierarchical Bayes) Adaptive Conjoint Analysis (ACA) Maxdiff Analysis SSI Web

www.datamatics.com

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