Market Driver Research
Market Driver Modeling uses in-depth buyer behavior profiles to identify the statistically distinct purchase selection factors, known as Market Drivers, used by customers during the product/service purchase process. These models estimate the specific level of influence each market driver exerts over marketshare (industry level) and share of wallet (customer) relative to the competition.
- More specifically, Market Driver Modeling allows you to:
- Determine what truly matters in customer purchase decisions
- Identify how to optimize product development and marketing efforts
- Understand your place in the market relative to your competitors
- Know where – and where NOT to focus efforts and resources
- Forecast trends in marketshare and share of wallet
Market Driver Modeling provides your company with the knowledge required to prioritize actions and optimize outcomes. The below graphic is just a portion of a Market Driver Research Report. This graph outlines the relative importance of each factor and shows the impact a point gain in perception of that factor would have on marketshare.
Leveraging Market Driver Insights
ICI utilizes the Adobe Omniture Digital Marketing Suite to implement and test specific pricing, product offer, positioning and advertising strategies associated with the most influential market drivers. This module also offers the flexibility to target different offers to different portions of your customer base dynamically and in real time. Once a winning offer is identified, it can be pushed to all appropriate customers. ICI market driver research allows our clients to monitor the impact and return on investment of your marketing and product offer initiatives.