Quantitative research, often called surveys, is conducted with large samples of consumers. Questions are asked to reduce the uncertainty associated with strategic decisions such as building brands, developing products, and monitoring satisfaction. The structured nature of quantitative research produces statistically reliable results that can be used to project outcomes to the general consumer population.
Quantitative research results are frequently used to determine the relative importance of customer needs, performance ratings of satisfaction with current products, probability of trial, repurchase rate, and product preferences.
Gelb Consulting Group professionals have extensive experience in advanced quantitative techniques such as conjoint analysis, a way to measure trade-offs that consumers make in selecting between competing products or services. This technique has been successfully employed in determining brand strategy, setting prices, and in new product development. Other research firms as well as our clients have sought our expertise in this area.
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