What has led us to investigate
Posted: Sun Jan 19, 2025 4:20 am
“Less is more” was a challenge to develop a measurement model that effectively addresses the problems mentioned above.
«Less is more» is what has led us to discover that consumers know many more brands than they actually buy and consider (their real consumer set) and that by asking about 3-4 brands we can give a real and accurate picture of the market; «Less is more» is what has allowed us to develop short and effective questionnaires for the objectives that are intended to be covered and that range from a minimum of 7 to a maximum of 15 minutes; «Less is more» is and discover that by asking less and band data asking the right questions we can have the highest and most effective correlation in the market between our indicators and sales. R2=0.94
Recalling what was said at the beginning of this article, this year will probably not be one of abundance. But precisely for this reason, we need the greatest precision so that decisions are made in the right direction. Today's context demands better elements of vision. Discontinuing tracking or reducing the one we have that is giving us "more or less" is deciding to go through the tunnel in a dark way.
If we really want to do something different and give us a certain advantage, confidence and security, let's take up the challenge again. "Less is more" is the opportunity.
«Less is more» is what has led us to discover that consumers know many more brands than they actually buy and consider (their real consumer set) and that by asking about 3-4 brands we can give a real and accurate picture of the market; «Less is more» is what has allowed us to develop short and effective questionnaires for the objectives that are intended to be covered and that range from a minimum of 7 to a maximum of 15 minutes; «Less is more» is and discover that by asking less and band data asking the right questions we can have the highest and most effective correlation in the market between our indicators and sales. R2=0.94
Recalling what was said at the beginning of this article, this year will probably not be one of abundance. But precisely for this reason, we need the greatest precision so that decisions are made in the right direction. Today's context demands better elements of vision. Discontinuing tracking or reducing the one we have that is giving us "more or less" is deciding to go through the tunnel in a dark way.
If we really want to do something different and give us a certain advantage, confidence and security, let's take up the challenge again. "Less is more" is the opportunity.