Data Synthesis

Most companies today have access to vast quantities of consumer data from multiple sources. These may be in the form of qualitative/quantitative reports from strategic and tactical research, household panel data, retail audit data and so on.

Due to time and resource constraints, sometimes clients are unable to consolidate and extract the benefits of the past reports themselves. The data is often scattered and seemingly disparate and given the speed of business decision-making, people in the company may not have the time to sit back, think through it and put the pieces of the jigsaw together. To that extent, they may not fully realize the potential of the knowledge they have amassed in driving impactful marketing decisions.

Understanding the patterns across the various sets of data also means better planning of future research studies. For example, considering how a U&A study impacts the attribute list in brand tracking or how segmentation affects recruitment for groups.

• 1
  For an FMCG giant, we synthesized the data across surface care & pest control categories along with analyzing the economic and socio-cultural context. By finding patterns, we were able to give inputs into positioning/communication strategy as well as innovation opportunities. This led to a 2020 strategic plan.
• 2
  For a confectionery company, we have synthesized data for multiple brands, which fed into forming the Brand equity documents for each of the brands. It also guided the marketing decision making concerning target segments.
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  Data synthesis, by recognizing patterns can find ‘order in the chaos’(Kohler), and can result in insights that are concrete, actionable and more directive/specific.

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  Want to take stock of the recently generated reports (2 years in a dynamic market) to understand the needs/need gaps around already existing data to help guide your future research. This can be a good knowledge bank for the category team and new employees.
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  Want to carry out situational analyses to find patterns across reports for Strategic Planning exercises – marketing/communication/positioning and innovation opportunities.
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  Have multiple categories/brands or multiple brands in the same category, and you need to clearly define the positioning of each and also the key aspects of the benefit ladder.
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  Want to understand the larger socio-cultural, economic and competitive environment affecting your brands and consumer decisions around the brand in order to be ahead of the trend and launch innovations that are edgy.

This involves exploration of the socio-cultural environment, macro-economic and micro-economic environment, category and competition, brands, and consumers.

We do this by drawing together different types of already existing quantitative and qualitative evidence into a combined whole. We bolster the emergent facts and findings by carrying out our own desk research to further build a coherent and holistic picture of the brand and its consumers that can be used by the client to lead their brand into a winning direction.

 

WE HAVE ALREADY SUCCESSFULLY USED THIS METHOD TO MANY OF OUR LARGE CLIENTS
• 1
  For an FMCG giant, we synthesized the data across surface care & pest control categories along with analyzing the economic and socio-cultural context. By finding patterns, we were able to give inputs into positioning/communication strategy as well as innovation opportunities. This led to a 2020 strategic plan
• 2
  For a confectionery company, we have synthesized data for multiple brands, which fed into forming the Brand equity documents for each of the brands. It also guided the marketing decision making concerning target segments.