Offerings
At GGi, we blend statistical rigor with strategic thinking to help you uncover what your customers truly want. Whether you need end-to-end research support or custom models, we apply a broad spectrum of research and analytics tools to your most pressing business challenges.
Consulting
Work with GGi to solve complex business problems. Our team partners with you on study design and advanced analytics, including simulation and tools. We specialize in advanced methods, and have deep experience across multiple industries including healthcare, media and entertainment, consumer goods, and financial services. Below is a partial list of the types of questions we answer and the modeling approaches that address these questions.
Discrete Choice Modeling
Typical questions
Which features should be included in our product? What is the optimal price to charge?
Our approach
We typically use innovative conjoint and choice experiments to quantify the impact of varying features, pricing, and brand equity on consumer choice behavior at the individual level.
Product Line Optimization
Typical questions
Given limited shelf space opportunities, which varieties should I offer to reach the most customers? Are there products that I can eliminate from my line?
Our approach
We use TURF and Bundle Optimization Analysis to determine the line of products that will maximize consumer appeal (reach) with the fewest varieties offered, and to measure the incremental value to overall reach of each variant tested.
Message Preference Modeling
Typical questions
What messages resonate with my target segments? What attributes are important to them? Which features do they prefer?
Our approach
We utilize Maximum Difference Scaling to assess the relative importance and desirability of different items and attributes — as well as the magnitude of differences in importance between attributes — without the shortfalls of traditional rating scales.
Segmentation
Typical questions
How do I identify my most profitable customers? Which prospects are the most attractive? Which segments should I target?
Our approach
We utilize advanced statistical techniques such as Latent Class segmentation to uncover heterogeneity in consumer attitudes, preferences, behavior, and demographics — helping identify the most profitable and attractive segments for targeting.
Predictive Modeling
Typical questions
How do I prioritize my prospects based on potential to convert to a customer? How do I identify and rank order the right customers to cross-sell to?
Our approach
We employ Machine Learning Methods like XGBoost, CART, MARS, Mixed and Nested Logit Models, Bayesian methods, Nearest Neighbor Models, and hybrid modeling techniques to develop accurate models for prospecting, cross-selling, and customer retention.
Marketing Mix Models
We build robust econometric models that optimize marketing expenditures across the entire mix — including media advertising, pricing, promotion, and public relations. These models enable media mix performance measurement, demand forecasting, and brand equity valuation. We work with your team to collect the most essential predictive data and jumpstart modeling efforts.
Response Models
We also build accurate, fast, and practical algorithms to score and segment customer and prospect databases — identifying the most profitable targets for prospecting, cross-selling, and retention.
Customer Loyalty Analysis and Brand Equity Measurement
Typical questions
What attributes of customer service are most important in retaining customers? Do these attributes differ by market segment? By delivery channel? Which brand attributes should I prioritize to maximize the customer experience and become their top choice among competitors?
Our approach
We utilize sophisticated statistical models like Bayes Nets, Structural Equations Models, and Relative Weight Analysis (RWA) to determine the direct and indirect influences of product and service performance attributes on customer loyalty and mediator variables such as value, reputation, and customer satisfaction.
Market Structure Analysis
Typical questions
How do my consumers perceive my brand in the marketplace relative to my competitors? How can I see this visually represented?
Our approach
We apply the right perceptual mapping technique for your situation, with experience in Multidimensional Scaling, Correspondence Analysis, Discriminant Analysis, and Quadrant Analysis — to vividly illustrate marketplace perceptions.