Our team, 3I, used the following studies.

Things to decide:

research to do

sir1- had to know perceptual objectives - move into 2 or stay in 5.

vixn -

viva- looked at what we fucked up here to make vixn attributes

unit production - our mkt share. We couldnt figure out why our predicted buying rate for SIXI was lower than actual. we thought we had enough sales people and had greatly increased our brand awareness through ads. we figured it was

ads- studies 15, how well we were doing. etc.

sales people- study 2 13 14

research studies

Study 1

• To determine when ads were needed we looked at brand awareness and also compared those with the results of study 15
• Used purchase intentions by segment especially in the last period because we saw that SIXI had a higher purchase intention than it was actually selling(when compared to study 2). We used this information to try to figure out what we were doing wrong. After Analyzing things that may have gone wrong we decided it was just that we didn't produce enough, since we did sell out and produce more than we told it to. We used this information to increase production.

Study 2

• This is one of the studies I concentrate on.
• Used to find out which segments were growing the fastest.
• When we decided to make a new product, SIXI, we used this study to decide to put it in segment 4, which at the time was one of the faster growing segments. We also looked at study 5 to determine that 4 was a good segment to go for.

Study 3

• Used in conjucntion with studies 13 and 14 to see if we needed more salespeople in a given channel

Study 4

• To determine what attribute levels for power and design would be appropriate for our research and development projects. For example - To determine how to update SIRO, We mainly knew we needed to increase power, since SIRO had such a low power rating
• To determine when our perceived price on each product needed to be adjusted.
• Used in comparison of axis 2 of study 5 often.

Study 5

• We have an excel document tracing the movements of perception of each product, especially ours. and tracing how the ideals are moving
• As we traced how they were moving, we predicted where each ideal for our segments would move so we could change perceptual goals.
• Use this to determine where to set our perceptual goals for each product by seeing how well our perceptual goals are working and where the ideals of the segment our moving.
• Used to track the desired preferences of 4 and 5 mostly, since they are where are products are most successful.
• Used this to track the ideal for 2 at the beginning because we tried to reposition SIRO to segment 2.
• Increased advertising when we wanted to make our perception goals different
• Used to determine the power attribute for SIXI. To do this we looked at how segment 4's ideal was moving and where it was expected to be in 2 periods. In this way we stepped in the path of 4 and it helped us to be near the ideal when SIXI's research was done.
• Used to determine price of our products.
• To determine how to update SIRO, along with study 4
• To determine who our competition is in each segment, along with study 2. We then used this information to look at other information about our competitors in an attempt to maintain or increase our market share.

Study 6

• Chose to place SIXI in segment 4 because it was previously not dominated. the closest only had 30%ish mkt share and was kinda far away
• Watched market segment growth and predicted market segment growth to help determine how much we should increase our production each period to keep up with the market.

Study 7

• Used to update VIVA to VIXN by comparing these results and how well VEAL was doing and compared to their actual attributes as seen in the newsletter.
• Made note that most Vodites are in channel one, and made sure we had sufficient sales people in that channel
• compared to study 8, in the future, look at VEAL and see why more people buy it when they get to the store than those who thought they would buy it.
• expect to use to be better prepared once we enter the vodite market with VIXN, hopefully in this period, budget allowing.

Study 8

• Will watch to see what segments are growing fastest. expect to use to be better prepared once we enter the vodite market with VIXN, hopefully in this period, budget allowing.

Study 9

• expect to use to be better prepared once we enter the vodite market with VIXN, hopefully in this period, budget allowing.

Study 10

• Used this to help create VIVA, which then we updated as this study changed to create a better VIXN which had a price closer to what our research predicted VIVA would cost. Kept a pretty broad strategy but focused closely on which things consumers were more sensitive about. used with study 11.

Study 11

• Used to help create VIXN with study 10. Especially in deciding which aspects of 10 to pay closer attention to by looking at the larger segments and leaning toward those numbers.
• Can use more to make sure that VIXN looks like it would be successful or if we should try a different approach on a different research and development project.

Study 12

• weren't using because we had high brand awareness and weren't too worried about how much competition was spending. Might use in future if another brand starts encroaching in our segments
• We used at the beginning when we had it to see if people beleived we were spending a comparitive amound on advertising as we actually were. Obviously wanted our predicted amount to be higher than what we actually spent, meaning our advertising was working. and would know if it was lower that we had the wrong perceptual goals.

Study 13

• Wanted to have a comparative number of sales people. Used to help us determine where we needed more salespeople, along with study 14

Study 14

Study 15

• Used to determine when to increase or decrease ads