Analysis of UK retail sales and other data helped us to identify those areas of the UK where there was low potential for our clients product, as well as areas of medium importance where they could increase sales and postcodes of prime importance. This led to more targeted and effective sales support.
Analysis of the penetration of our clients service by size and market segment allowed us to identify those sectors (and sizes) of organisations where our client needed to focus on 'completing coverage' resulting in a lower cost per sale.
Collation of results from a variety of industry surveys, qualitative and ad hoc research enabled the identification of some long term trends in terms of consumption of our clients product. Fielding a small survey allowed us to crystalise this data into market segments whose needs for (and consumption of) the product varied significantly.
Interpretation of a comprehensive market study, combined with economic trade statistics, led to our clients decision to invest in more editorial content of their Asian edition (and a slight redesign of the product) as a being a greater priority than investing in more printing facilities. This led to a significant improvement in the position of the publication in Asia with lower levels of investment.
Segmentation Analysis of a large consumer survey allowed our client to identify different customer groups who could therefore be communicated with more effectively.
Statistical Analysis of two years of a global image survey allowed us to identify those factors which helped organisations stand out in three separate product areas, showing how different organisations exhibited specific strengths in each of these areas.
Nigel has worked on a range of consultancy projects for individual clients and industry bodies. He has undertaken independent appraisals and evaluations of many industry surveys (as well as having worked on or used most of them). Additional examples of his work in this area include:
Evaluation of a major industry research contract identified significant potential cost savings through the use of innovative methods allowing the sponsors to proceed with the project without the need to compromise on the interview technique or make significant additional financial contributions.
Joint/Industry Projects form a major part of our business requiring us to work to the highest standards whilst reaching agreement with a number of key parties, providing transparent reporting and consistent methodologies.
Tender Management for UKOM involved briefing four suppliers and appraising their proposals with the help of the IAB, AOP as well as the UKOM board and Technical Committee. This led to the recommendation of Nielsen within six months of the issue of the request for proposals. Implementation and Project Management of the UKOM contract then followed taking a further six months to ensure on time delivery of the data in February 2010 during which time commercial and contractual terms were also agreed by the UKOM team. Social Grade coding was also undertaken by Think for Nielsen as part of the UKOM project.