1. Manufacturing Market Inventory
Example Survey Results

2. The Manufacturing Market Inventory
FGI’s Manufacturing Market Inventory (MMI) is a comprehensive analysis of how consumers view,
choose, and use products in specific categories. This presentation provides a high-level view of
the types of output our clients can expect from the study; the actual analytical report is highly
detailed and highly actionable.
Consumer goods manufacturers use this study to fortify their case in line reviews with retailers,
optimize their marketing and messaging strategy, and understand what product features drive
trial, repeat purchase, and loyalty. The survey results are intended to be viewed through the
prism of a consumer segmentation model, which is a key deliverable of the MMI. The
segmentation model provides a glimpse into consumer behaviors and attitudes that are unique to
you, helping you build your case to retailers’ buyers.
The MMI is not a syndicated, off-the-shelf research product. While the basic structure of the
survey is similar, each MMI is specifically customized to a single product category—yours. The
results of the study are proprietary to you and are never published or shared outside your
organization. You will learn how your brand stacks up against those of your competitors in the
features that matter to consumers. It will show you what you need to improve, and will show
where your competitors are weakest.
Most importantly, the MMI offers insights into what your organization can do right now to
increase your shelf presence and sales. It helps you identify, quantify, and prioritize product
enhancements, marketing, and messaging.
The MMI helps you win.
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3. Where do people shop
How big is our market?
for products like mine?
The MMI estimates the Home Theater
total current and
114,000,000 projected market for Discount Depot
Households in the your product category.
United States Brand 123
34,200,000 Home Theater 2
Total potential US
market for your 0.0% 10.0% 20.0% 30.0% 40.0%
products:
34,200,000
households Understand precisely where
consumers shop for and buy
25% bought products like yours in the past year products like yours.
5% more say they plan to buy in the upcoming year
How are my potential customers segmented?
Target the segments most likely
to purchase your products and 25%
increase the efficiency of your Professionals
38%
ad buys and messaging. See Practicalists
how channel usage differs for Economizers
target versus non-target
19% Dreamers
segments.
18%
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4. Do people know about my products? How many people prefer my brand?
Brand
75% Brand A Big Local Home
Box Store Ctr
65% You 58% 75% 68%
65% Brand C
41%
HJ Brand Aware: 75%
27% Brand D
Brand E The brand funnel is a
24% measure of the strength
Used: of your advertising, your
17% Brand F messaging, and your
Other
30% targeting. It also begins
16% to quantify the gap
between awareness and
usage.
Higher awareness equals higher sales.
How does awareness of your brand
compare to that of your competition?
Does awareness differ based on channel
Preferred: 10%
preference?
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5. Where is our awareness strong?
West North Central East North Central New England
Top of mind 6% ++ Top of mind 5% ++ Top of mind 7% ++
Total unaided 11% ++ Total unaided 8% ++ Total unaided 10% ++
Aided 70% Aided 70% Aided 67%
Middle Atlantic
Top of mind 4% ++
Total unaided 7% ++
Aided 66%
South Atlantic
Pacific
Top of mind 4%
Top of mind 3% Total unaided 6%
Total unaided 5% Aided 64%
Aided 62%
Mountain
Top of mind 3%
East South Central
Total unaided 5%
Aided 65% Top of mind 4%
West South Central Total unaided 7% ++
Aided 72% ++
Top of mind 0%
Total unaided 3%
Aided 56%
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6. How do consumers use my brand?
Annual Spend
Usage patterns are quantified in
$152.86 extensive detail. This includes
$131.54 fully understanding how and when
$48.75 your products are used, how much
your customers spend on products
$24.89
like yours, in what quantities and
$95.85
how frequently they buy, and more.
Segment 1 Segment 2
Segment 3 Segment 4
Total Sample (n = 1,501) Product types used
Brand usage by segment
Type A 76%
Type B 37%
Type C 31%
Type D 21%
Type E 20%
Type F 19%
Type G 18%
Other 1%
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7. What’s the gap between awareness and use? How do I close the awareness/usage gap?
Barrier High + Low - Share Prob %
A small gap between awareness and  Learning curve 37 33 21% 33%
usage means you should focus on Bad reviews 34 31 16% 26%
audience reach. A large gap says you Tool weight 32 32 14% 22%
should overcome specific barriers. Perceived quality 34 35 12% 17%
A/U Gap
Country of origin 30 34 9% 24%
Price 32 31 8% 15%
0.57
Features 34 34 8% 30%
0.56 0.55 Awareness/
Usage Gap Color 35 35 7% 34%
Market Packaging 33 36 5% 24%
Average:
35% 0.62
31% 35% High + Highest Positives
Low - Lowest Negatives
0.45
Share Share of Preference
Prob % Probability of Choice
0.75
25%
8% 0.82 MaxDiff scaling is one way
5% to measure barriers to
consumer purchase
reluctance.
Brand A Brand B YOU Brand C Brand D Brand E
Aided Awareness
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8. Will consumers actively seek out my brand? How important is word of mouth?
NPS
Brand D 69% 31% Brand D 28
Brand C 70% 30% YOU 27
Brand B 48% HJ 52%
Brand C
J 17
J
YOU 78% 22%
Brand B 5
Brand A 49% 51%
Brand A 41
Buy whatever available Leave the store
1-6 7-8 9-10
Detractors Passives Promoters
If your product was not immediately
available, some consumers will leave
the store to find your brand The Net Promoter Score1
elsewhere. This important measure of is a frequently used 1Reichheld, Fred. The One
loyalty is the “walk rate.” measure of brand loyalty. Number You Need to Grow.
Harvard Business
Review, December 2003.
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9. When do consumers make their
How are consumers influenced to buy?
purchase decision?
BEFORE LEAVING HOME WHILE IN THE STORE
Information 45%
from store clerk
29%
Segment
1 55% 45%
Point of 22%
HJ purchase
J information 26%
Segment Men 75/25
73% J27% Recommendati 20%
2 Women 69/31
on from a
family member 13%
Segment Product label 12%
3 36% 64%
comparisons
13%
4%
Segment Men 62/38 Internet Local Store
4 62% Women 62/38
38% 5%
Retail
2%
Other
2%
Total 58% 42%
Knowing when consumers make Pinpoint the right place, time, and method to get
their purchase decisions information into consumers’ hands based on
helps you target your messaging their preferred purchase channel and overall.
and advertising.
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10. What drives satisfaction or purchase intent in this category?
8.7
High
Brand I trust
8.6
Brand reputation
SECONDARY COMPETITIVE Works the first time
8.5
STRENGTHS STRENGTHS Light weight
Know which
8.4 Easy to use product
features are
important
Performance
8.3
drivers of
8.2
satisfaction and
Price purchase
8.1
intent.
SECONDARY Impact resistance
CRITICAL
WEAKNESSES
8.0
WEAKNESSES
7.9
Color
Low
7.8
0.400 0.420 0.440 0.460 0.480 0.500 0.520 0.540 0.560 0.580
Low Importance High
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11. About FGI
At FGI Research, we specialize in serving you, a research or marketing
professional, who relies heavily on serious market research for their
personal and organizational success. Unlike many of today’s tool-
based, do-it-yourself companies who create more work and uncertain
outcomes, FGI Research is accountable for your research deliverables.
With our full-service market research team, marketing science experts,
and our products like online surveys, custom-built consumer panels, and
online communities, we use quality data to solve your “right now”
problems or to assist in your long-term goals. Gain market share, monitor
satisfaction, test new products and services, collect data, hear from your
customers, maneuver around your competitors, or launch a targeted
marketing campaign.
We’ll put our more than 30 years of market research experience to good
use.
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12. Contact Us
David Knight
Vice President of Sales
dknight@fgiresearch.com
585-582-6362
Our website: www.FGIResearch.com
Our Blog: http://info.fgiresearch/blog
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