Simetric delivers insights that help organizations increase revenue by:
- Improving the consumer experience
- Reaching the right people at the right time
- Understanding changing consumer needs faster and more effectively
Our research is based on the extraction of insights from digital data sources including:
- Feature-level sentiment extraction
- Topic identification [review language used by networked insights]
- Network analysis
We have provided services to leaders in a range of market segments including Automotive, Healthcare, Media and Technology.
Recently, we were asked to generate insights for the booming Microcar segment which includes products such as the Smart fortwo and MINI Cooper.
Using our Sense/Response methodology, our analysis focused on emerging consumer perceptions of the offerings in this segment, product features and attributes that were most desired (and least important) as well as emerging topics of discussion among the consumers in this category.
The Microcar Experience
We compared consumer experiences for the MINI Cooper and the Smart fortwo in four areas: Driving, Service, Value and Overall. Within these areas, we analyzed consumer conversations for areas of strength and weakness.
In both cases, the largest volume of conversations centered on the Driving experience with Smart fortwo indicating a slightly more positive sentiment.
With the Service Experience however, Smart fortwo displayed negative sentiment (driven largely by distance from dealers).
The Value Experience focused on the total cost of ownership and resale value. In this case, MINI Cooper held a slight lead.
Finally, we looked at the Overall Experience. MINI Cooper received the highest score in this area.
Research such as this provides a clear basis for improved market planning and execution and more effective outreach efforts. Better still, this effort was completed in just 10 days using a range of consumer content sources.
For more information about our research, please contact us.