Key Techniques – Quantitative

After seeing our MD try to reverse park, a so-called friend commented that the only type of test Howdo hasn’t done recently is a driving test.
A bit harsh, maybe, but there’s more than a grain of truth in there.
Benefits screening, concept testing, pack testing, name testing, product testing….all of these are part of our staple diet.
Over the years, we’ve also built up enough experience to develop benchmarks for many of these areas.
We use a variety of statistical techniques to help with the interpretation:

TURF analysis
Segmentation
Discriminant analysis