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Finding, keeping, and growing customers are the key objectives of a consumer-products company. SRIC-BI has the research skills and tools to provide corporations worldwide an advantage in meeting those objectives.
A cornerstone of SRIC-BI's services is SRIC-BI's proprietary VALS™ consumer psychographic segmentation methodology. VALS provides marketers and new-product-development managers with a lens to view the consumer marketplace. The basic tenet of VALS is that people express their personalities through their behaviors. VALS specifically defines consumer segments on the basis of those personality traits that affect behavior in the marketplace. What is superior about VALS is that it offers managers more than just a snapshot of the marketplace. It is an enduring and predictive segmentation system that provides perspective as well as insight. It offers understanding about why past market strategies failed or succeeded. And it allows one to look forward and design, build, and market for the future.
Typical Client Issues
- What markets exist for our new product or service, and what is the market demand?
- What should be the target consumer group?
- How will consumers act or behave in the future?
- What will be the adoption pathway from the initial target to the rest of the major consumer groups?
Case Studies
Commercialization and Innovation
An international consumer-electronics company used SRIC-BI to identify early adopters of a new consumer product for delivery via the Internet. The VALS analysis revealed opportunities to customize the new product's features and suggested several additional new product ideas. |
Positioning
A Japanese auto manufacturer repositioned its product line in the United States by using SRIC-BI and VALS to understand target consumer perceptions of the product mix better. The resulting advertising campaign increased sales 60% in six months. |
Market Demand
A U.S. watch manufacturer used SRIC-BI to identify and size the market for a new product category: a blood-pressure monitor for in-home health care. It used VALS also to develop the product's marketing plans, enabling the manufacturer to capture a 34% market share in year one. |
Relevant Research Programs
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