Statistical Discovery in Consumer Research

Copyright © 2013, SAS Institute Inc. All rights reserved.
STATISTICAL DISCOVERY IN
CONSUMER AND MARKET RESEARCH
08 JULY 2014 | SHANGRI-LA HOTEL AT THE SHARD, LONDON

WELCOME TO THE SHARD

WHO’S HERE? FROM JMP
Bernard
Julie Malcolm
Luke

APPLICATIONS MAKE BETTER DECISIONS, FASTER WITH JMP

TODAY’S AIMS WE WILL SHOW YOU HOW YOU CAN
• Get deep insight into your consumer and market research data
• Marriage of advanced analytics allied with compelling visuals
• Get more from your current environment
• JMP is simple to install and easy to use
• Build better models
• Do scenario analysis with clients and execs
• Ultimately, make better marketing decisions faster

AGENDA
Time Topic Presenter
09:40
Introduction: Statistical Discovery in Consumer and
Market Research
Ian Cox
10:10
Case Study: Using Visualisation to Inform the
Analysis of Large Survey Data
Robert Anderson
10:50
Case Study: Predicting Behaviour from
Ethnographic and Usage Data
Ian Cox
11:20 Break
11:50
Case Study: Linking Sensory and Taste Panel Data
to Make Better Products
Ian Cox
12:20
Case Study: Targeting Offers More Effectively Using
Uplift Modeling
Robert Anderson
12:50 Conclusion Bernard McKeown
13:00 Lunch

TODAY’S
PRESENTERS
Robert AndersonIan Cox

HELP US TO HELP YOU . . .

(Select all that apply).
1. Excel files
2. Text files
3. Databases
4. Enter data yourself
5. Other
WHERE DOES YOUR DATA COME FROM?QUESTION 1

(Select one).
1. <100
2. 101 to 1,000
3. 1001 to 10,000
4. 10,001 to 100,000
5. >100,000
HOW MANY ROWS ARE TYPICALLY IN YOUR DATA SETS?QUESTION 2

HOW MANY COLUMNS ARE TYPICALLY IN YOUR DATA SETS?
(Select one).
1. <10
2. 11 to 20
3. 21 to 50
4. 51 to 100
5. >100
QUESTION 3

HOW DO YOU ANALYSE OR MAKE SENSE OF YOUR DATA?
(Select all that apply).
1. Tabular summaries
2. Graphs
3. Statistical methods
4. Data mining or predictive modelling
5. Statistically designed experiments
6. Quality or reliability methods
QUESTION 4

WHAT PROPORTION OF YOUR TOTAL ANALYSIS TIME IS TYPICALLY
SPENT ACCESSING AND PREPARING DATA FOR ANALYSIS?
(Select one).
1. <20%
2. 20% to 40%
3. 41% to 60%
4. 61% to 80%
5. >80%
QUESTION 5

STATISTICAL DISCOVERY IN CONSUMER
AND MARKET RESEARCH

A CHANGING
LANDSCAPE . . .
. . . WITH SOME ENDURING THEMES
• Marketing is complex and driven by rapidly evolving digital technologies.
• Yet core business issues endure: finding the most profitable growth
opportunities, developing the best products and services, taking the best
marketing action, and maximizing cross-business impact.
• In addition to a constant focus on the customer — current or potential — one
of the imperatives is to be data-driven.
• Data is ubiquitous in all aspects of finding consumers and making them
happy, from introducing new products or services, to positioning, branding,
advertising, segmentation and promotion.
• Although the digital revolution offers the promise to positively change the
dynamic with consumers, this opportunity will be realized only if you can
successfully leverage new data to better understand what specific groups of
consumers really want and how you can best meet, or even shape, their
needs.

BROAD AREAS IN
WHICH DATA ARISE
Descriptive
Research
Usually builds on prior
exploration to describe
markets, segments,
competitors and
consumers. It’s also used to
measure performance
within an agreed
framework, usually on an
ongoing basis
Exploratory
Research
Ill-defined problems and
opportunities relating to
consumers are usually
clarified and refined using a
combination of interviews,
focus groups and
observational and
ethnographic studies.
Causal
Research
Establishing cause requires
an explanatory theory, a
statistical relationship,
correct time ordering, and
adequate control of any
other Xs considered as
extraneous.
Sensory
Studies
Aim to understand how our
human senses will
contribute to the overall
experience of consuming or
using a product.
Predicting
Behaviour
Y's are predicted from X's
using observational data,
usually already available.
While falling short of
establishing causality,
predictions of future
consumer behavior, if they
are trustworthy, can still be
incredibly valuable.

A PICTURE FOR
DEPENDENCE
STUDIES
System of InterestCauses We
Understand
X1
X2
X3
Causes We Don’t Understand,
Know About, or Care About
X4 X5 X6
Measured Effects
or Outcomes of
Interest
Y1
Y2
Y1 = Signal Function1(X1, X2, X3) + Nuisance Function1(X4, X5, X6)
Y2 = Signal Function2(X1, X2, X3) + Nuisance Function2(X4, X5, X6)
The ‘Nuisance Functions’ or ‘Noise Functions’ are give rise to the Variation in the
outcomes of interest.

THE FUNDAMENTAL
CHALLENGE OF
WORKING WITH
DATA
THE PROBLEM OF INDUCTION
Given a body of data that has been collected, make a useful separation into
Signal and Noise.
. . . Or
. . . Or

FUNCTIONAL
ASPECTS OF
WORKING WITH
DATA . . .
Data Access
Data
Management
Analysis
Reporting
UserInterface
Particularly in Marketing
applications, in which
users tend not to be
(and should not be?)
“statistical experts”, the
User Interface is very
important

BUT WAIT!
THE WORLD IS FULL OF SOFTWARE – WHAT’S SPECIAL
ABOUT JMP?
Confirmatory Data Analysis
(CDA)
“Hypothesis Testing”
Exploratory Data Analysis
(EDA)
“Hypothesis Generation”

1. Data visualization, done properly, is very powerful and effective.
2. Statistical analysis, done properly (and defined broadly to include things
like experimental design and predictive modeling) is also very powerful
and effective, but in a different way.
3. Tightly integrating the two creates a synergy that is much more
powerful and effective than either one alone.
STATISTICAL
DISCOVERY

JMP . . .
• Is a SAS product (dating from 1989) with hundreds of man-years of development.
• Provides ‘Statistical Discovery’ on the desktop using an in-memory architecture.
• Can act as a client to SAS.
• Can interoperate with other software.
• Makes it easy to build ‘applications’ with the JMP look and feel.
• Easily deploys such applications via ‘add-ins’.

BREAK

TODAY’S AIMS WE HAVE SHOWN YOU HOW YOU CAN
• Get deep insight into your consumer and market research data
• Marriage of advanced analytics allied with compelling visuals
• Get more from your current environment
• JMP is simple to install and easy to use
• Build better models
• Do scenario analysis with clients and execs
• Ultimately, make better marketing decisions faster

YOUR CHANCE WHAT ARE YOU GOING TO DO NEXT?
Discussion with our technical expert
• Let us know using the “Comments” box on your feedback form
• Invite your managers and colleagues
• Discuss consumer and market research challenges
Show your interest by filling in request
On-Demand Webcasts on Statistical Discovery for Market Research:
• http://www.jmp.com/uk/about/events/ondemand/
Register on our website

Statistical Discovery in Consumer Research

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