Insight and problem solving

Nexus believes the test of good research is that it enables the client to take useful action in consequence. The benefits of this action, either financial or social, provide the justification for the original investment in the research. To generate interesting results but with no consequent action is thus unjustified.

Problem definition is a critical first step for Nexus. To do our best, we want to know as much as possible about an issue and the options open to the client. Only then can we derive a strategy for obtaining the required data to enable the right insight and the right action to follow.

Some examples are .

In market entry or NPD , we understand there is a need for reference data, eg. covering .

•  Customer Profile, Purchase & Performance Criteria
•  Implied Segmentation
•  Brand Mapping & Implied Optimal Positioning

.. where a quantitative study, say by website or CATI, provides the raw material for subsequent correlation analysis, clustering and perhaps MDS. In this case, however, the key output is the entry decision - go/no go, for which target market and on what proposition.

Nexus also undertakes qualitative exploration for possible new products, concepts or new communication strategies - usually at an earlier stage and using such techniques as ..

•  Product Repertory Grids, Brand & User Projections
•  Messaging - interpretation, empathy and refinement
•  Role playing & product / service usage

. in order to derive maximum insight leading to optimal propositions which, however should still be quantitatively confirmed.

In deciding between alternative product formulations , the problem appears more clearcut. An experimental design, such as a blind triangular taste test, can provide a powerful means of checking perceptions at quite small cost. However, in some cases it may be more appropriate to look past this and into preparation and consumption in-home. Marginal differentials achieved at some cost may show up in the laboratory; but be missed in real life - and few people read the instructions.

Customer satisfaction is another area where action can still arise. It is seldom sufficient to only define the level of satisfaction achieved without also providing diagnostics on the major drivers of satisfaction (and dissatisfaction) so as to point the way to improved products or services in the future.