Dossier

Who is your next customer?

We study the switchers, the swing voters, the undecideds: people who shop the category and whose next category dollar hasn’t been locked in by any competitor. We call them Next Customers.

Macro view

  • Evaluate shares of choice (relative preference) for each competing brand
  • Use statistical analysis to identify winnable prospects who are leaning towards your brand
  • Identify unique characteristics of Next Customers: demographics, media habits, shopping strategies, stated preferences

Micro view

  • Identify motivations and networks of associations that guide choice within the category
  • Evaluate relative importance of different features and benefits
  • Construct decision trees and journey maps to understand Next Customers' decision-making paths