We create custom models that decipher current and past behaviours to predict future outcomes
PMG Intelligence started as a full-service market research organization that developed a core competency in asking the right questions and finding ways to analyze and present results that answered our clients’ informational objectives. In the 90s we grew our data collection and focus group facilities, entered the realm of online survey technology, and added advanced analysis techniques to our service offering the development of the Data Science Business Unit. Today, our team is separating ourselves from our counterparts through the application of behavioural models that help our partner clients more effectively understand their customers and market.
Raising the bar in analysis
We sought to innovate. To enhance our data analysis capabilities and maximize the insights produced, we developed an analytical methodology built on benchmarks established over millions of interviews across various topic areas and research samples. This model helped us establish algorithms that we use to test hypotheses more effectively and uncover patterns in data that we may not have otherwise observed.
Enter a robust behaviour analytics framework
Our behavioural analytics framework has changed how we think about data and was foundational in the development of our Behavioural Segmentation, Predictive Modelling, and our Path to Engagement model.
Segmentation is an overused word in research and can simply mean a crosstab that compares data by geography, gender, or any other demographic variables. In our view, segmentation is the process of identifying unique, homogenous groups that are connected by specific behavioural and attitudinal markers. Through a specific multivariate methodology, we identify how many different pathways exist in the data by examining response patterns. Like identifying the number of highways that exist on a map based and how someone gets from A to B, a company may have several different types of customers; our process discerns the number of customer types and then overlays models to determine how to most effectively interact with and influence these segments.
The outcomes are then tested against benchmark references and qualitative research. Today, we are using this framework to create customized segmentation models for our clients across many industry sectors and have also developed industry-specific segmentation applications in financial services, risk management, health science, and technology.
We don’t work in “I think”; we work in probability and certainty. In our view, our responsibility as a consultancy is to help our clients make informed decisions – to take risks when the probability of success is high and to make the best decisions that are financially sound. With this, predictive modelling is our process of using historical data to help anticipate the future behaviours of consumers and businesses. Our analytical and segmentation models help interpret data and maximize insights and those insights are then applied against our data stores to develop recommendations. We have tested segmentation profiling and evaluated the attitudinal and behavioural impact of various messaging and tactical marketing strategies through pre- and post-quantitative measurements with tens of thousands of consumer households. In application, we have helped our clients maximize the impact of their marketing and operational spend by supporting strategy development, messaging design, product development, and digital and usability evaluation.
Path to engagement framework
PMG’s Path to Engagement framework plays a critical role in how we decipher research data. It is built on the premise that people, consumers of products and services, and business professionals work through a specific process when making decisions. Whether it is to switch from one company to another, adopt a new technology, change lifestyle, or manage money, human decision-making travels through a routinized process. We may spend a different amount of time at each step of the process, but all decisions travel through the Path to Engagement.
This framework helps identify where the consumer or customer resides in the “path” in terms of their relationship or connectivity to a brand, technology and product/service adoption, their predisposition to re-use or recommend, and, importantly, when and why they may be changing their way of doing things. By leveraging our segmentation models, benchmarking, and qualitative data, we provide key insights in how to move consumers through product or service selection, messaging, marketing, and digital media.
Get in Touch
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