GMT offers a unique decision modeling capability that allows clients to better understand their customers' purchasing choices—and respond with product and service features, pricing levels, and distribution strategies that match customer values and preferences.
Though GMT's decision modeling capability has obvious benefits for consumer products manufacturers and retailers—who can develop product assortments and merchandising programs that generate cash-register sales—this insight can also help business-to-business marketers offer more appealing products and services.
Because it provides quantifiable answers that address critical strategic challenges, GMT's decision modeling capability can have a far-reaching impact within a client's business—from product development to marketing and customer service.
Quantitative Feedback to Support Strategies
Understanding Customer Tradeoffs and Values
What's in a Name? Assessing Brand Value
Creating a Marketplace Testing Capability
By revealing and quantifying the invisible factors that underlie the purchasing decision, GMT's customer decision modeling services can help clients in any industry to answer important strategic questions such as:
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What product or service features do customers prefer? |
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How much emphasis do customers place on price comparisons? |
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Is our brand perceived as valuable? |
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Are we matching the right features to the right distribution channel? |
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If we increase our prices—or add new features—how will it affect our market share? |
GMT uses leading-edge analysis tools that offer potential customers a range of product and service options—then ask them to make tradeoffs among features, brand names, and price considerations.
While a traditional customer survey might ask "How important is price?" GMT's decision model reveals the way in which different price levels actually influence product or service choices.
And, by soliciting information on potential customers' demographic profiles, channel preferences, and current product or service usage, GMT can create insight into the preferences of various customer groups—leading to highly targeted distribution and marketing strategies that drive higher sales across all market segments.
One of the most important benefits of the decision modeling process developed by GMT is that it provides clients with a clear assessment of the value of their brand name.
Every decision modeling study analyzes not only the importance of brand name as a decision factor—but also provides a quantitative assessment of how much customers are willing to pay for a specific brand name.
This information can help consumer products companies and other manufacturers to re-assess their pricing levels based on their brand's strength in the market—and can also help retailers to ensure that they are offering the brand names that will attract shoppers and drive store traffic.
The end result of a GMT decision modeling analysis is a highly detailed perspective on customer values and preferences with regard to brand, attributes, pricing levels, and other considerations—which directly link market share to different product or service options.
GMT clients can use this marketplace model to test new attributes and pricing levels—and predict the effect these initiatives will have on their market share, as well as the market share of their direct competitors.
This detailed customer model provides GMT clients with a cost-effective, ongoing ability to test their strategies as they relate to pricing levels and new product or service features—creating a higher degree of confidence in their overall strategies and specific marketplace initiatives.
