| SERVICES Tools for Market Research |
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| The Migration Database | American LIVES, Inc. (ALI), in conjunction with Integrated Database Technologies, Inc. (IDT), has developed this powerful and unique decision making tool which analyzes the moving patterns of U.S. households (within and between any specified geographic areas) in combination with selected demographic profiles. This data base is designed to gather custom fitted information from 96 million households across the nation and covers moves through December 1996. The data can be segmented, profiled, and analyzed by criterion that is important to your particular business. In addition to compiling tables of data, the program also produces custom, geographic plotting maps segmented by geographic and demographic profiles. The ultimate results are answers to all types of market opportunity and niche questions on areas ranging from as large as regions of the U.S. to as small as specific neighborhoods and census tracts (groupings of approximately 1,000 households). The data can paint a historical picture of the location, pinpoint the demographics of the buyers, and tell from where they most likely originated. Or the data can lead to the identification, analysis, and evaluation of new locations. By knowing who your market is, where they are, where they are going, and where they've been, you can be the best at being in the right place and meeting their needs. The Migration Data Base is valuable to home builders, land site developers, multi-location metro, regional, and national companies for site selection, metropolitan area buyer and opportunity analysis, analysis of moving patterns by demographic profiles, hot-market census tract identification, and precise and accurate target marketing and advertising analysis. |
| Market Opportunity Analysis® | Developed by American LIVES, MOA uses special measures to identify both the depth of the present market and barriers preventing others from entering. Specially designed consumer surveys give strategic marketing information such as how a market may change in the near future and how to open up new niche markets. Such studies show whether a specialty sub market has enough people in it to be profitable. Market Opportunity Analysis® is often the first stage in a complete marketing analysis, in that it covers depth of potential demand, broad attractiveness of current offerings or new product/service concepts, and desire for products and services-for each market niche, or emerging market. MOA is Technically Better than Conventional Market Surveys because it: · Goes Beyond the fight for market share · Finds out what adds value in an evolving market · Uses approaches that throw the net wider than the current core market · Answers four key questions of market creation strategies: What kinds of consumers (especially by LIVES) are in that potential market? What features, services, packaging or prices would draw buyers actively into that potential market? What communication strategies will reach the people who could be in that potential market? What relationship do they want with us? · Goes beyond demographics and short term thinking: |
| Profit Opportunity Index® | This was also developed by American LIVES. The index indicates for a particular product which features or options offer the highest expected profit. The index works by measuring consumer's preferences for a list of features and then determining what consumers are willing to pay for each of these items. This leads to the comparative worth of each item because it considers the number of people willing to buy and the mark-up of each item. It can be combined with market segmentation to examine the profitability of various items among different consumer groups. |
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