Savitz Research

Distracted Driving Study

admin — Fri, 03 May 2013 20:49:43 +0000

One of the most pressing issues facing the United States today is dealing with the prevalence of “Distracted Driving Behaviors” due to increased use of digital devices while driving. Digital activities that cause distracted driving behaviors include: texting, mobile web browsing, and other uses.

Many states are pushing for new legislation to control the use of digital devices while driving, such as outlawing digital devices while driving completely, or restricting their use. The question remains, however: are drivers adhering to these laws?

In a recent Savitz study conducted for Plymouth Rock Insurance, we found widespread continued use of digital devices while driving despite the legislation that bans it. This disconcerting report prompts us to think about these laws and driver’s willingness to adhere to them. Read on for further details about the study.

Product Line Optimization

admin — Fri, 08 Feb 2013 22:07:52 +0000

I can’t think of anything more relevant today for marketers than product line optimization. As the rate of innovation and new products reaching the shelves of retail and eCommerce stores accelerates the need for proper line optimization rises as well. Too many products confuses the consumer and cannibalization reduces profitability. Too few products or the wrong SKUs can send consumers off to your competitors to satisfy their needs. Price of course is more important than ever.

How do we bring all these challenges into balance and succeed in today’s marketplace?

Answer = “Product Line Optimization”

See our mixer (kitchen appliance) example below for how we have addressed all these elements in one simple model.

Cross-channel consumer insights: New pathways to purchase

admin — Tue, 22 Jan 2013 19:45:11 +0000

Our studies at Savitz Research Solutions show that consumers have become adept at blending digital and traditional channels throughout the shopping process to maximize value. This phenomenon is creating all kinds of new challenges and opportunities for marketers. We find this is true in all categories from CPG and personal care to automobiles and consumer electronics.

Further, consumers vary dramatically in terms of how they approach shopping and buying in any given category. We find that some consumers (regardless of demographics) use more of a traditional process, i.e., rely on in-store information such as the salesperson and packaging. Others of the same demographic may do extensive online research in category specific sites whereas others do online research but mostly for price shopping. Customers are incredibly individualistic in terms of how they go about any given category. Each optimizes the experience individually. Online touch points are usually many and varied, presenting an incredibly challenging media placement decision.

We do see growth of online purchaser segments at manufacturer websites, retailer websites and category specialty sites. One would expect more sales to shift to these online venues given current trends. Several of the leading brands such as P&G have opened their own online stores while general marketplaces like Amazon and Walmart.com continue to grow. The question is…who will win out and what will be the eventual structure of online marketplaces?

In all cases, it appears the shopping process is non-linear. It’s probably more accurate to think of the shopping process to be a 24/7 phenomenon where consumers are constantly learning and refining their needs and choices. This is why perhaps shopper segmentations – segmenting shoppers on the basis of which touch points they use to purchase in different categories – should emerge as the foundational element of marketing plans and strategy.

A President of a major packaged goods company recently commented that their shopper segmentation in effect had uncovered wholly new channels (of how consumers move from shopping to purchase) around which their new marketing and merchandising strategies would be executed.

Insights Team

admin — Sat, 08 Oct 2011 02:33:39 +0000

The Savitz client interface team is comprised by some of the most talented professionals in the marketing insights business. Our unique blend of talent for project design and execution, and “activation” of results within the client organization sets this highly driven team apart from others. Client side experience, insights expertise, and innovation combine to deliver unparalleled insights, and ultimately, truly effective consumer/customer marketing strategy, shopper/buyer tactics, and other marketing programs which make a difference in the marketplace.

Savitz Research Solutions

admin — Fri, 07 Oct 2011 16:53:11 +0000

Savitz Research Solutions is a marketing research consultancy who has served leading brands in domestic and global markets for over 30 years. Our purpose is to create growth opportunities for our clients through a better understanding of “consumers” in the business-to-consumer environment and “buyers” in business-to-business markets. We accomplish this through our advanced insights frameworks that we have developed by way of formal marketing sciences training and our experiences over the years with some of the world’s leading brands.

Understanding the Consumer

Our methods for mapping the consumer experience make it possible for our clients to differentiate their brands and products in more meaningful ways and to create more valuable forms of innovation. Insights studies are executed within context, around important consumer issues such as: shopping, product usage, home life, digital living, personal care and brand affinity.

Navigating Business-to-Business Markets

In the business-to-business environment we have pioneered new insights methods for mapping the decision process and uncovering the KPIs and risk factors that drive decision-making. We focus on the “activation” of these insights for our BTB clients through development of decision tools such as: segmentation and targeting models, “tipping points” (conditions that drive the ultimate decision to purchase or switch) and mapping the decision-process to inform marketing initiatives and sales programs.

Unique Set of Insights Resources

Savitz has assembled a unique set of resources to support our insights engagements with our clients, including: proprietary insights frameworks (e.g., non-linear shopping process, product innovation, market structure models and customer decision-processes); online, phone and social media quantitative data collection methods, and consumer and business manager panels.

Savitz employs advanced research designs to uncover growth opportunities for our clients and provide the foundation for marketing strategy development. Our methods for market structure and consumer segmentation support innovative marketing solutions, from defining new markets and consumer targeting, through product mix optimization and channel, retail and communications programming.

Through application of new digital insights technologies (e.g., mobile /point of experience insights), we can be assured our clients are equipped with the best digital insights and strategies that are becoming more important in the ultimate desire to differentiate and achieve competitive advantage.

Another Savitz competency is in ROMI (return on marketing investment) analysis and modeling. Highly experienced marketing scientists employ the latest multivariate modeling methods to help companies optimize their offerings and measure the business impact of their marketing programs.

Please contact us to lean more about how we can help you with your marketing research needs.