Company Overview

Advanced Analytics has a simple purpose… client success. This is achieved through the use of advanced scientific interpretation, an unconditional commitment to ethics and integrity, a passion for perfection and punctuality, and an assurance that all deliverables have measurable outcomes. In the end, the success of our clients will ultimately determine the success of our own business.

Established in 1992, Advanced Analytics is a full-service market research firm specializing in consumer, product, employee, industry and global research. Advanced Analytics currently offers a full line of quantitative methodologies including Telephone, Direct Mail, Intercept, Personal, Interactive Voice Response, Internet, and Facsimile. Additionally, a full line of qualitative methodologies are offered, including Focus Groups, Depth Interviews, Child & Ethnic studies, Exit Polling, Mystery Shopping and Custom Observational Studies.

Conducting Research

At Advanced Analytics* we consider design, deployment, data gathering and analysis as critical components of successful research programs. In addition, we present all of our research findings in a manner that is readable, understandable and useable for all parties concerned. Reports contain easy to read executive summaries, spreadsheets and graphical and statistical analysis encompassing all sections. In addition, all audio and visual tapes recorded through qualitative analysis will be delivered to the client as support to the written reports and presentation findings.

*Advanced Analytics adheres to, endorses, and supports the ethical guidelines and standards for market research set by the:

Council of American Survey Research Organizations (CASRO)

Marketing Research Association (MRA)

American Marketing Association (AMA)

American Association for Public Opinion Research (AAPOR)

European Society for Opinion Research (ESOMAR)

Quantitative Research

At Advanced Analytics we offer a variety of Quantitative Research methodologies including:

Online
Cost effective plus immediate gathering of data, it works best when targeted to audiences that are familiar with products, services and organizations. Online surveys are effective in both the b2b and consumer markets. They offer the opportunity for a wider sample distribution (can be sent to thousands) and can be answered at the target’s leisure. This type of surveying often generates most response from individuals aware or interested in the product, service or area of study being surveyed.

IVR
Interactive Voice Response (IVR) is a cost-efficient alternative to traditional large scale survey methods. With the use of a touch-tone telephone, respondents simply dial a dedicated 800-number at their own convenience, and in the privacy of their own home. Respondents complete the survey by following a series of voice prompts. With the 800-number, the survey is available 24 hours a day, 7 days a week; so respondents can complete the survey when it’s most convenient for them. IVR is a fast and cost-effective way to collect customer and employee feedback in a wide range of business environments and service environments.

Door-to-Door
Although a dated methodology, Door-to-Door interviewing still remains an effective means of gathering information from a specific, difficult-to-target sample. This methodology allows for product demonstrations, respondent observation, and interviewer assistance. Additionally, Door-to-Door research provides a relatively quick way to conduct exploratory research, pilot studies, and test difficult questions, scales, and skip patterns.

Direct Mail
Direct mail surveys are used to invoke frankness from participants. Interviewees are given free rein to express their opinions without feeling overwhelmed by possible interviewer bias. Direct mail concedes that the interviewee’s time is valuable and allows them to respond within a time frame rather than a set occasion. Direct mail offers the opportunity for a wider sample distribution (can be sent to thousands). While its response speed and rate can sometimes prove troublesome, direct mail is one of the most widely used survey instruments to extract customer data.

Telephone
Telephone is one of the most common research methodologies. It offers a fast means of collecting data and the ability to segment the market through qualifying opening questions. Interviewers can probe for and clarify responses of complex or ambiguous areas. With the proper prompts and incentives, interviews can vary in length from 5 minutes to an hour. In a properly designed model, telephone surveys can extract information within preset quotas and deliver data representative of required audience specific demographics.

Intercept
Intercept research surveys are performed by field workers who stop individuals within a given venue and collect data from those participants on the spot. This type of surveying is often done in retail establishments, sports and other public venues to gain feedback on attitudes, purchasing behavior, perceptions, and general concerns. Intercepts provide quick, flexible insight into audience behavior while opinions are in the process of being formed.

Qualitative Research

At Advanced Analytics we offer a variety of Qualitative Research methodologies including:

Depth Interview
Depth interviews are designed to gain direction from key decision makers and influencers. The interview is conducted face-to-face, led by a senior interviewer armed with a structured questionnaire. The interviewer uses the form for direction, but adapts with follow-up questions. Depth interviews are limited in terms of quantity, yet permit a deep probe into attitudes and thoughts. The interviews can last up to an hour and can be videotaped for further analysis.

Focus Group
A focus group surveys the opinions of 8-12 individuals gathered in a roundtable-like discussion lead by a moderator. The discussion typically lasts between one to one-and-a-half hours. Focus groups are designed to uncover audience behavior through a free flowing discussion of attitudes, interests, opinions, and perceptions. The information cited may be used to evaluate new product concepts and features, test communication effectiveness, message clarity, attitudes, and perceived message. The assessment gives a very good indication of an organization’s existing image and position in the marketplace. In addition, it serves as a forum to generate ideas and adaptations for new products and services.

Observational
Up to 65% of purchasing decisions are made in-store. Observational research attempts to understand the “whys” of shopping by identifying the key points at which shoppers make the final ” buy” or “not buy” decisions. Identifying consumers reaction to design, merchandising layout, availability, point of purchase fixtures, and price; establishments can make the necessary adjustments to improve the shopping experience for consumers. Mystery Shopping Used exclusively in the retail industry, Mystery Shopping uses field researchers who, assuming the role of shoppers collect structured data on the “shopping experience,” as it relates to a certain product or brand, or sales-service offered.

Consumer Diaries
Consumer Diary is a technique used to identify usage and trial of a new or existing product or service. The participant is given a diary to log the amount of times he or she uses the product, where it was used, how much of it was used and how satisfied they were. Consumer diaries may be mailed, or they may be placed at the end of a check-out lane for consumers to respond while waiting.

Content Analysis
Content Analysis research helps to assure advertising is communicating the correct message in the most effective manner. Content analysis determines how clearly the audience understood the intended message, the believability of the message, and whether it had a positive impact on the audience.

Taste Test
A Taste Test is mostly used to distinguish significant differences between competing brands. Taste tests identify preferences, identification with brands, usability, and trial ability.

Exit Polling
In exit polling, field-researchers survey customers as they are leaving an establishment on a variety of issues. Exit polling offers the opportunity for immediate feedback on the operational, product availability, pricing and customer service of an establishment’s operation.

Applications

Customer/Client Satisfaction
Customer/Client satisfaction research measures how pleased customers are with both the products or service they are purchasing and with the level of customer and sales service they are receiving. Creating and maintaining loyal customers should be the goal of every business and organization. Customer satisfaction research helps in identifying areas that could be adjusted to improve retention and stimulate future sales volume.

New Product/Service Development
With applications such as concept testing research, smart companies avoid making costly mistakes for a relatively modest investment. New product/service development research identifies whether line extensions will cannibalize current sales, the potential customer likelihood of purchasing or recommending the product or service, and the perceived advantages and disadvantages from the perspective of the user.

Awareness
Awareness research seeks to highlight whether targeted audience has identified a product or service in a general category. Research generates feedback on marketing communication effectiveness and positioning.

Trial
Trial research seeks to test whether individuals have actually purchased the product and gained some feedback from their experiences. This research is important in identifying competitors and substitute products.

Usage
Usage research seeks to identify how often audience buy products or services. This research identifies demographic, heavy and light users and further allows the target market to be developed.

Retention
Retention studies ask respondents about their level of loyalty to products or services. Results allow for strategic planning in terms of forecasting sales, as well as evaluating the effectiveness of current customer relationship management efforts.

Human Resource Management
HRM research and consulting services have a number of applications to increase cohesion and efficiency within an organization. Managers can identify how effective their employees and processes are within the work setting. Employees are able to express sentiments about HR issues, the communication channels within the organization and express potential concerns without the threat of job security.

Advertising Effectiveness
Advertising effectiveness research points out the impact of a marketing campaign or promotion. It generates customer feedback on the potential increase in brand awareness as a result of the advertisement exposure. It also measures the influence the ad has made upon brand perception, the impact of the ad’s creative elements, and the consumer’s potential increase in purchase intent.

Industries Served

A sampling of the industries that Advanced Analytics has served, include:

Grocery/Food
Higher Education
Government—Federal, State, Local
Food Service
Consumer Goods
Insurance
Construction
Automotive
Health Care
Publishing
Software
Office Furniture
Retail
Transportation
Non-profit
Manufacturing

Contact Information

To learn more about Advanced Analytics or to obtain a proposal, please contact…
Advanced Analytics
Div. of Hidalgo & De Vries, Inc.
560 Fifth Street NW
Suite 401
Grand Rapids, MI 49504

Phone: (616) 493-5000
E-mail: research@advancedanalytics-hd.com
www.hidalgodevries.com