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Statistical Modelling & Analytics
Empowered a consumer brand to benchmark performance against competitors through survey analytics
Situation
Client: A mid-sized consumer brand seeking to benchmark its performance against 10 competitors using insights from a comprehensive consumer survey
Need: Analyze survey responses (~1,500 respondents, 50+ questions) to evaluate brand performance across key metrics, identify areas for improvement, and uncover consumer behavior trends, loyalty drivers, and brand perception
Approach
Data preprocessing & cleaning: Standardized and validated data through SPSS to ensure consistency and reliability in analysis
Statistical analysis:
Applied statistical modeling techniques (paired T/Z tests, regression analysis, key driver analysis) leveraging WinCross tool to assess brand performance in terms of satisfaction, loyalty, and preference
Developed a relative ranking framework to position the client’s brand among competitors
Segmentation analysis: Clustered brands based on recent purchase behavior to uncover insights into consumer preferences and competitive positioning
Visual analytics: Created heatmaps for intuitive performance tracking and competitor comparison
Results & impact
Strengthened competitive positioning: Identified key areas where the client’s brand outperformed competitors, enabling data-driven marketing strategies and enhancing competitive advantage
Increased operational efficiency: Reduced analysis turnaround time by 30% through automation of statistical modeling and reporting