How We Analyze Information

Because information is only as valuable as our ability to interpret it, MISI employs a sophisticated array of analytic tools where appropriate to extract the maximum worth from all of our market data.

We use clustering techniques — including market segmentation and directed segmentation — to separate consumers into highly analyzable subgroups.

We employ modeling techniques — such as conjoint analysis, discrete choice models, and product concept optimization — to optimize and forecast potential share preference.

We apply perceptual mapping techniques — based upon correspondence analysis — to graphically represent the relationship among a wide array of variables to each other, and to the brand or concepts being investigated.