WHERE INSIGHT MEETS INTUITION
Going beyond traditional market research
to uncover what people really think.
RESEARCH BEYOND THE OBVIOUS
If two people say they love chocolate, why does one prefer milk while another prefers dark?
Traditional market research relies on a customer's ability to say how they feel about a certain product or topic. While this can illustrate a lot about conscious decision-making, humans have many subconscious factors that make up why we like one thing over another. The Second+Granite approach can uncover the true reality.
Our approach saves time and money while delivering highly actionable results to more accurately market to the true preferences of a clearly targeted audience.
Scott is a 20-year veteran of technology marketing and most recently a partner at Microsoft serving as General Manager of Marketing for Microsoft HoloLens - the world’s first holographic computer. Scott’s previous experiences include Nokia TV advertising and leading Xbox design.
Scott’s career focus is brand strategy, market research and launch strategy and has worked with Fortune 50s all the way to neighborhood bakeries.
Mind Genomics Advisors – an industry-leading and experienced group of data scientists – delivers insights and research findings that help businesses reach their audiences more effectively and efficiently. The patented research methodology developed by Dr. Howard Moskowitz - the marketing guru who discovered that people like pulp in their orange juice and chunks in their tomato sauce - has helped companies around the world gain clarity around marketing effectiveness.
Jason brings over 20 years of business development and management experience within the fields of customer collaboration and enterprise software. From Global 500s to start-ups, Jason has worked with companies around the globe including Cisco Systems (through an acquisition of the company he co-founded), Accenture, Allianz, Carrefour, Convergys, Corning, M&M Mars, National Geographic and United Healthcare.
Because focus groups can only scratch the surface of a customer’s behavior, and regular surveys can only analyze conscious choices, we use a combination of research techniques to uncover unarticulated, subconscious needs, desires and motivators to better understand what customers think, feel and want – even if they don’t consciously know.
Our analysis is backed by our partnership with Mind Genomics Advisors – an industry-leading and experienced group of data scientists. The patented technology and methodologies deliver insights and research results that help businesses reach their audiences more effectively and efficiently.
PHASE ONE: SCREENERS, STIMULI AND STUDY
Whether using existing customers or finding a general sample, we work with each client to customize the survey screening to help hone the right audience. We then work to create the test stimuli which includes current and new consumer marketing messages. The online conjoint study then goes into field and results are tabulated.
PHASE TWO: DATA ANALYSIS AND EMERGENT THEMES
Following the survey, we analyze the responses through various forms of cluster analysis, factor analysis and regression testing to view the results in several ways. First, we look at how the responses align with demographics and screening classifications. Then we use a patented algorithm to discover emergent themes that can illustrate the true reasons and factors a respondent reacted to a certain set of messages. These themes can provide insight into the minds of customers in a deeper way than through traditional surveys or focus groups. Finally, we identify Subconscious Motivators™ that may not have been evident prior to testing but are uncovered subconsciously.
PHASE THREE: TOOLS AND ACTION
When the analysis is complete, we report on the best - and worst - messages a brand can use to most effectively market to their customers. From there, we can create typing tools to provide customer service agents, call centers or sales people fast ways to identify a customer and immediately speak to them in relevant ways. We can also connect brands with worldwide marketing providers to create targeted lists of like-minded customers to increase the effectiveness of email, social and direct mail campaigns.
Second+Granite uses a combination of online message testing, adaptive choice conjoint modeling and attitudinal segmentation all rolled into one quantitative study using a patented methodology trusted by global brands.
It's like getting all the surveys you've done before + a subconscious analysis at a fraction of the cost and time.
If you are creating a product that doesn't exist yet, how can a customer tell you if they like it?
Companies around the world have benefitted from this patented research technology.
© 2021 Second+Granite, LLC.
P.O. Box 1016 Saratoga Springs, NY 12866